How to Use Google My Business Posts to Squash Your Competition

How to Use Google My Business Posts to Squash Your Competition

Google launched a feature called Google My Business Posts or Google Posts in June 2017 to help make local business listings a lot stronger and powerful.


Google is continuously updating Google My Business to help get businesses in front of customers. With Google Posts, businesses are given extra power to keep their customers informed and connected.

In this article, you are going to learn more about Google My Business Posts - what they are, the different types of posts, and tips for how you can use Google Posts to stand out from your competition.

What are Google My Business Posts?

Google My Business Posts

A Google Post is a feature that allows businesses to share all sorts of content - text, links, and images - straight from their Google My Business profile. These posts can appear in both search and map results.

The primary benefit of Google My Business Posts is the ability to QUICKLY and DIRECTLY control the branded search results for your business. Google Posts only take a few seconds to appear which gives online users a real-time feed into the search results for a brand.

Google My Business Posts are totally different from Google+ Posts. Don't get the two confused.

Here are the main differences: 

  1. Google Posts are created, edited, and deleted through the “Posts” section of your Google My Business account, not your Google+ page
  2. Google My Business Posts are designed to send users to a web page while Google+ posts are designed for social engagement.
  3. Google Posts currently offer seven standard calls-to-action - Book, Order Online, Learn More, Call Now, Sign-up, Buy, and Get Offer. These CTA's allow you to link to your chosen landing page. Google+ posts provide a broader set of calls to action also known as “interactive post labels.

Here's a Google My Business Post sample...

Google My Business Posts Sample 1

The two jewelry pictures with descriptions and the "learn more" call to action are the Google Posts.

Google My Business posts have individual, shareable links, and stay live for a maximum of seven days. Frequent use of Google Posts lets you have multiple posts in the Knowledge Panel at the same time.

You will see the new ones show up first, and only the first two are fully visible without scrolling.

According to a case study by Search Engine Land

Google Posts have a mild impact on ranking and they should be combined with other tasks to help improve Local SEO for a small business.

With this said, I believe Google Posts will continue to evolve and by using them you can help your business stand out from your competition.

Types of Google My Business Posts

Types of Google My Business Posts

Currently, there are four (4) types of Google My Business Posts.

Let's discuss them in more detail so you can choose the most appropriate Google Post type to meet your needs...

1. What's New Posts

These are Google My Business Posts that aim to provide general information about a business. You can include a:

  • photo/video
  • written content
  • CTA button

For example, a construction company could make a post to highlight a new construction project.

2. Event Posts

Event posts can be used to promote an event a business is involved with or supports. You can include a:

  • photo/video
  • event details
  • event title
  • start/end dates and time
  • CTA button

For example, a salon may post a new branch opening or a nightclub might promote an upcoming concert/band.

3. Offer Posts

This type of Google My Business Post provides promotional sales or offers from a business. Offer posts include a:

  • photo/video
  • offer details
  • offer title
  • start/end dates and times
  • coupon code
  • link to redeem
  • terms and conditions 

A "View Offer" CTA button is automatically added to the post.

For example, a local restaurant may advertise a 2 for 1 deal on Tuesday night.

4. Product Posts

Product Posts highlight a specific product a business sells. Product posts include a:

  • photo/video
  • product name
  • price
  • product details
  • CTA button

For example, a clothing boutique might promote a new cashmere sweater just in time for winter.



Tips on How to Use Google My Business Posts

The tips I'm going to talk about can be extremely effective. If you want to squash your competition, start using these tips NOW.

Let me begin with...

1. Content Optimization is Key

You have 1500 characters to provide information in your Google Post, so use them wisely!

You need to exert some effort in optimizing your Google Post content. Spend some time optimizing the first few sentences. This is what people will see first and you need to grab them quickly.

Remember that Google My Business Posts are intended to quickly direct visitors somewhere else for additional information. You can always tell people more on the page you use as the link from your Google Post. The purpose of your post is to entice people to take additional action.

2. Be Smart in Using Images

You also have to be smart when using images for your Google Posts.

The purpose of using an image is to attract attention. Make sure your images are high quality and representative of the post.

Make sure you use the correct Google Post image size too.

3. Optimize Visibility

Google My Business Posts appear chronologically which means that users will always see your latest post first. You are allowed to have as many as ten posts in the carousel.

Make sure to have at least three posts at any given time to maximize visibility.

4. Plan Your Google My Business Posts

As of today, you can't pre-schedule your Google My Business Posts.

However, you still need to plan your posts because Google Posts will disappear from search results within seven days. If you don't plan accordingly it will be really tough to stay on top of this.

I suggest using a calendar of some kind to plan out your posts so you know when you will need to create your Google Posts. Create a plan you can stick with...consistency is key.

5. Use Analytics

Google Posts offer what Google calls "insights". With Insights you can see views, clicks, and the percentage change using a rolling period for your posts.

It's not super in-depth but will be good enough for most people.

If you want to step it up a notch, you can use a UTM code within Google Analytics to track your posts in more detail.

A UTM (Urchin Tracking Module ) code is a plain code that you can connect to a custom URL in order to track a source, medium, and campaign name. It allows Google Analytics to tell you where searchers came from as well as what campaign directed them to your website.

Check out this article to find out how to track Google Posts with Google Analytics.

How to Create a Google Post

There are two ways to create a Google Post - via Desktop and Mobile.

Follow these instructions to successfully create a Google Post.

For Desktop Users:

Step 1: Sign in to Google My Business.

Step 2: Open the location you'd like to manage.

Step 3: Click Create post, or click Posts from the menu.

Step 4:
Choose which type of post you'd like to create from the options given and complete the required fields.

  • what's new
  • event
  • offer
  • product

Step 5: Click Preview to see a preview of your post.

Step 6: Click Publish in the top right corner of the screen.

NOTE: If you'd like to change your post, click Back on the top left of the screen to continue editing your draft until it’s ready to publish.

For Mobile Users:

Step 1: Open the Google My Business app.

Step 2: In the bottom right corner of the screen, tap Create, then tap Posts.
The “Create post” screen appears.

Step 3: Choose which type of post you'd like to create from the options given and complete the required fields.

  • what's new
  • event
  • offer
  • product

Step 4: Tap Preview to see a preview of your post.

Step 5: Tap Publish in the top right corner of the screen.

NOTE: If you'd like to change your post, tap Back on the top left of the screen to continue editing your draft until it’s ready to publish.

And that's a wrap! Those are the things you need to know about Google My Business Posts to get ahead of your competition.

Are you ready to start using Google Posts for your business?

Feel free to comment below or reach out with any questions. We'd be honored if you'd SHARE this article.



Header image courtesy of Pexels.

About the Author Tim Fitzpatrick

Tim Fitzpatrick is the President of Rialto Mobile Marketing. At Rialto Mobile Marketing we help take the guesswork out of marketing for small businesses and make it simple. We're the bridge between where you are and where you want to be.

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