The Importance Of Adding Posts to Your Google Business Profile

30-Second Summary:

• Regularly updating your Google Business Profile with posts can significantly enhance visibility and engagement.
• Posts can highlight promotions, updates, and events, directly influencing customer interactions.
• Optimising this can ensure your profile has an impact, enhancing overall business performance as part of your ongoing marketing strategy.

Along with regular social updates for your business, another important channel to not neglect is your business profile on Google. Whilst it’s helpful for people looking to find your location, business hours and customer reviews, it’s also a chance for your company to stand out further with important updates that are helpful for customer interactions. When done regularly and well, Google Business Profile posting can help enhance online visibility further for your brand alongside your SEO efforts.

Perhaps you are already doing this, but if this is new to your business or something not as regular as you would like, below are some tips on how to post on Google Business Profile and why it matters.

Why Google Business Profile Posting Matters

With 93% of consumers using Google Maps to find a business, this provides a huge opportunity for brands to provide their potential customers with more information. Posting regularly to your Google Business Profile can help increase your online engagement and visibility, providing links to interesting articles on your site or even highlighting promotions, offers and company updates you want users to see. It can encourage users to visit your website more so than just the basic information they see about your business. It also, when regularly updated, shows that your business is active, helping when showing up in local search results too.

As we already mentioned in a previous blog, your business profile is important for building trust and credibility and helping to enhance visibility. When it comes to posting, it’s an important feature that provides further direct communication with customers. Frequent and relevant posts can be an additional driver of organic traffic.

Types of Effective Google Business Profile Posts

You’ll want to consider a variety of different post types that are tailored to your audience’s interests and your business objectives. This will ensure you can keep users engaged and updated with relevant information:

Promotional offers – Promotions such as discounts or special offers can help attract immediate attention and drive both traffic and sales, especially around seasonal periods. Using this alongside email marketing and social media channels is effective for bringing in new customers as well as returning ones.

Business Updates – Regular updates about your business, like changes in opening hours, new services being offered, or company updates keep your audience informed and engaged with your brand.

Event Announcements – Highlighting upcoming events or your company’s participation in local activities such as charity events can boost awareness and attendance. It also helps to show corporate social responsibility, sharing what the business is involved with beyond products and services.

Educational Content – Sharing educational and thought leadership content that adds value, such as tips, insights, or industry news, can establish your business as knowledgeable and a trusted leader in your sector. It builds trust among your audience too, and can provide engaging posts that your audience will seek out.

These types of posts along with the visual element of them can be effective, providing a chance to improve organic traffic, similarly to your social feeds. As per Google’s business profile help page, when customers have more access to your business information and updates, they can make better decisions as they browse.

Best Practices for Creating The Ideal Google Business Profile Post

If you’re going to start making the most of your profile, you’ll need to keep a few things in mind when creating Google Business Profile posts. Fortunately, it’s easy to get into a good routine with them once you know what you’re going to post. Here’s a few tips to help your eCommerce brand create engaging and effective posts:

• Know Your Audience – Rather than being a random collection of posts, tailor the content to meet the interests and needs of your target demographic. This ensures your posts can be much more effective, leading to better engagement. A good rule of thumb is to follow closely your current SEO agency strategy and link this with any ongoing blogs or social posting.
• Write Engaging Copy – Keep your messages concise and focused and include a clear call-to-action (CTA) that helps readers engage further with your business. If you’re posting about a current offer, you’ll want to direct people to the site to make use of this, which is where a clear CTA will help. Be sure to keep the Google Business Profile post aligned with your TOV for consistency too, and avoid click-bait headings and descriptions.
• Use High-Quality Images/Video – It’s no surprise that appealing images or videos will help to capture attention. Ensure the visuals are high quality and relevant to the post, as this will enhance user engagement and ensure your posts look professional​.
• Regular Posting – Once you start posting, you’ll want to maintain a consistent schedule with this. However, you want to avoid overwhelming your audience with updates. If you can post every few days this can be ideal, or at least once a week. This also shows that your business is active, which can help maintain visibility in search results alongside your SEO efforts​. Certain types of posts may mean you’ll sometimes post more often, such as during an active promotion.
• Make Use of Keywords – It can be beneficial to use relevant keywords in your Google Business Profile posts to improve visibility in the SERPs, but make sure they naturally fit with the content to keep the post engaging and readable​. Follow your existing SEO keyword strategy for this, especially with products and services you want to promote.

By keeping these strategies in mind when creating Google Business Profile posts, you’ll hopefully start to see an improvement with attracting new customers as well as engaging existing ones with timely reminders of upcoming events, company updates and offers they won’t want to miss.

You’ll also want to keep track of performance over time to see how well your Google Business Profile posting is going. You can do this on your Google Business Profile in the ‘Performance’ section and choose a date range to review. These insights can be ideal for tweaking your profile further informing future posts.

Need Help With Improving Your Google Business Profile Posting?

If updating your profile is something you struggle with doing regularly or is completely new to you, our agency can help make this much simpler for you. It can be time-consuming to regularly post whilst also analysing the data, so that’s where our digital marketing agency can assist. As part of your SEO campaign, we can ensure that regular Google Business Profile posting is maintained, ensuring your customers and target audience are kept informed.

We’ll also monitor performance and help you find new opportunities to post that keep you ahead of competitors, adjusting your strategy in line with keywords and what the data shows us. Speak to our team today to find out more about how we can improve both your organic traffic and conversions with a highly targeted strategy. That way you can focus on the day-to-day running of your business and leave the specifics of your marketing campaign to us.

For further insights like this, please read our blog including 4 ways to optimise multimedia digital content and how to boost your listings with Amazon SEO.