A well-crafted Google My Business (GMB) post strategy is crucial for improving your business’s visibility in local search results and keeping both existing and potential customers informed. As more businesses rely on their Google Business Profiles to drive traffic and engagement, optimising GMB posts is a critical element of a broader SEO strategy. By using these posts to promote upcoming events, special offers, and business updates, you can strengthen your presence across Google Search, Google Maps, and attract more customers. This guide outlines how to develop an effective strategy to create Google posts that drive results.
1. The Role of GMB Posts in Local Visibility
GMB posts allow businesses to share up-to-date information on their Google Business Profile, such as offer posts, product posts, and event posts. These posts appear in Google Search results, within the Knowledge Panel, and on Google Maps, making it easier for local businesses to connect with their target audience.
Regular updates using Google My Business posts signal to both Google and customers that your business is active and engaged. Posting up-to-date information regularly also improves your local search performance, ensuring that your business remains visible to potential customers searching within your area. Businesses that consistently use GMB posts are more likely to appear in keyword searches related to their services, especially in industries where local relevance is critical.
2. Setting Clear Objectives for GMB Posts
To build an effective GMB post strategy, it’s essential to establish clear goals. Whether you want to increase foot traffic, drive online conversions, or boost engagement, knowing your objectives will guide the type of content you create. Consider the following goals when crafting your Google Business Profile posts:
- Increase foot traffic: Promote exclusive offers, discounts, and upcoming events that encourage customers to visit your physical location. Using call to action buttons such as “Visit Us” or “Get Directions” helps guide users to your business.
- Drive online engagement: Use GMB posts to share your website URL, driving traffic to your landing page. Whether it’s a promotion or a new product, linking to your website from your posts can convert searches into sales.
- Encourage customer interaction: Use Google posts to ask for reviews, respond to customer feedback, and share user-generated content. Engaging with both existing and potential customers in this way builds trust and fosters loyalty.
By setting specific objectives, your GMB post strategy will remain focused, ensuring each business post contributes to measurable outcomes that align with your broader marketing efforts.
3. Selecting the Right GMB Post Types
Understanding the different post types that Google offers can help you tailor your Google Business Profile posts to achieve your goals. Here are the main post types and when to use them:
- What’s New Posts: These posts are ideal for sharing updates about changes in your business, new services, or key announcements. Keeping your Google Business Profile fresh with regular updates helps customers stay informed.
- Event Posts: Use event post types to promote upcoming events, whether in-store or online. Providing clear event details such as the date, time, and location will encourage attendance and improve engagement.
- Offer Posts: If you’re running a special promotion, offer posts are an effective way to showcase it. Including a coupon code or a time-sensitive deal can motivate customers to act quickly.
- Product Posts: Highlighting specific products or services through product posts helps customers learn more about what you offer. Use high-quality images and descriptive content to make these posts more engaging.
Using a combination of these post types will help diversify your content, keeping your audience interested and encouraging repeat visits to your Google Business Profile.
4. Crafting Engaging and Professional GMB Posts
To make the most out of your GMB posts, ensure they are engaging, informative, and designed to drive action. Here are some tips for creating Google posts that attract attention and deliver results:
- Use clear, concise headlines: Ensure that your headlines are straight to the point and clearly convey the main message of the post. For example, use “25% Off This Week” instead of vague statements.
- Write in an active voice: Active voice keeps your posts direct and engaging. It helps readers understand what you want them to do, whether it’s visiting your website or attending an event.
- Incorporate strong visuals: Posts that include high-quality images or videos often perform better in Google Search results and are more engaging on mobile devices. Make sure that any visuals you include are relevant to the post content.
- Call to action: Each post should include a strong call to action that encourages users to take the next step, whether it’s to make a purchase, book an appointment, or attend an event. A clear call to action button like “Sign Up Now” or “Learn More” can drive immediate engagement.
Maintaining a consistent schedule for posting also ensures that your Google Business Profile remains active, helping your business stay visible in both search results and the Google Maps app.
5. Optimising GMB Posts for Local Search
Your GMB post strategy should always consider local SEO to ensure maximum visibility in Google Maps and local search results. Here are some key techniques to optimise your posts:
- Use local keywords: Incorporate relevant local search terms into your posts. For example, if your business is a café in Manchester, phrases like “Manchester café” or “best coffee in Manchester” should be included. This can improve your chances of appearing in keyword searches that potential customers use.
- Geo-tag images: Geo-tagging the images you use in your posts can further boost your visibility in Google Maps. This practice helps Google identify the location of your business, improving your chances of appearing for searches made by nearby users.
- Link to your website: Including your website URL in your posts can help direct more traffic to specific landing pages. Linking from your GMB profile not only drives traffic but also signals to Google that your website is relevant and active, which can positively affect your SEO.
Optimising your GMB posts for local search ensures that your business remains competitive in local markets and attracts more relevant traffic, leading to increased footfall and online conversions.
6. Measuring the Effectiveness of Your GMB Posts
Once your GMB post strategy is in place, it’s important to measure the performance of your posts to assess what is working and where improvements can be made. Regular monitoring of key metrics helps you refine your approach for better results. Use tools like Google Analytics and the business dashboard to track the following:
- Views and clicks: Measure how many people are viewing your posts and clicking on any links or call to action buttons you include. This will show you how effective your posts are at attracting attention.
- Engagement levels: Tracking engagement such as comments, likes, and shares will help you determine which post types resonate most with your audience. Engaged customers are more likely to take action and become loyal to your business.
- Conversion rates: Monitor how many users take the desired action after seeing your post. Whether it’s visiting your store, booking an appointment, or purchasing a product, conversion data is critical for evaluating the success of your posts.
By regularly reviewing these metrics, you can adjust your strategy to focus on the content that performs best, ensuring that your GMB posts continue to attract new customers and drive meaningful engagement.
Conclusion
Developing a strong GMB post strategy is key to enhancing your business’s online presence and attracting more customers through Google Search and Google Maps. By setting clear objectives, choosing the right post types, optimising for local search, and regularly analysing performance, you can create Google Business posts that resonate with your target audience and drive measurable results.
At Search Engine Ascend, we provide expert guidance to help businesses optimise their Google My Business profiles. Whether you manage a multi-location business or operate locally, our tailored strategies can help you connect with customers, boost your visibility, and ensure that your business stands out in local search.
