Google Posts and Business Conversions
Google Posts can be an incredibly effective way to increase local business conversion and help to support your local SEO efforts. While every business should certainly keep their Google My Business (GMB) page updated, they are designed to help you to stand out from the competition and show potential customers why they should check you out.
What Exactly Are Google Posts?
Introduced in 2016, Google Posts are a Google My Business feature that allows businesses to create and share short posts (100-300 words) about product and service updates, announcements, job offerings, offer details, event information and more. They’re basically free adverts for your company which show up in Google search results as a thumbnail with an image and a little bit of text underneath. When the user clicks on the thumbnail, the whole post will open up. With the right call to action, conversions can improve.
The posts used to stay live for just 7 days, but now Google displays 10 of your most recent posts in a carousel. You can also set dates should you wish your post to show for longer.
Why The Thumbnail Matters
As a content marketer for your brand, it’s important to get people clicking on the thumbnail of your Google Posts otherwise they won’t get to see the full text. So, a well-written and presented thumbnail is the first step to improving conversion rates. Think of Google Posts as paid search campaigns. Compelling copy is a must if you want more clicks.
Your thumbnail should also:
- Be promotional. People will see your Google Posts on the search results page before they go to your site. They might not know who you are or what you do, so make this as clear as day. You’ve limited space so cut the waffle and get straight to the point with a USP and a call to action.
- Use a What’s New template. This allows for the most text in thumbnail view and will make it easier to create compelling content.
- Include an eye-catching image. Cropping can differ from post to post so it’s a good idea to choose something without important details at the edge.
- Choose UTM Tracking. If you include a call to action link, choose UTM tracking as this will help you to monitor organic conversions.
- Include a video. Did you know you can also include a video in the thumbnail? This can be up to 30 seconds or 75 MB. Thumbnails with video have a little play button which users can click on. When they do the post will open and the video will play. 30 seconds tends to be a great length for companies with video ads.
Google Posts are another great way to boost local business conversions and shouldn’t be ignored as part of your local SEO strategy. Contact Whitefish Marketing today for expert advice and SEO assistance as well as PPC strategies, quality web design and compelling content.
