Google is constantly trying to improve user experience (UX). In the past, Google algorithm updates focused on how businesses could improve their content and SEO practices.
Updates like Panda (which focused on improving the content websites provided), Penguin (which focused on link spam), and Pigeon (which improved local search results) all focused on behind the scenes improvements to Google’s algorithm.
Lately, Google has decided to focus on the visible search results that provide relevant content to users as quickly as possible. AMPs, Schema, and now Posts are all designed with this in mind.
AMP, Schema, and Now Posts
Accelerated mobile pages (AMPs) eliminated load time, providing instantly loading content to users and reducing the bounce rate caused by slow-loading pages.
Schema was also introduced, allowing for more information to be displayed directly on a search engine results page (SERP), which increases the landing page content’s relevance to your visitors.
Both AMPs and schema improve UX, increase the CTR, and reduce bounce rate by making sure that when a user clicks on a link, that link contains relevant content that is displayed immediately.
Google is now adding to these improvements with the addition of Google Posts, which allow businesses to post temporary content directly to a SERP without having to go through all of the trouble of creating a page or blog post, or writing HTML for schema.
This makes it possible for short-term posts that don’t require their own page to be promoted on a SERP easily and with no coding involved.
How Can Google Posts Help My Business?
Google Posts make it easier for businesses to keep customers informed and connected. Viewers eyes are naturally drawn to Posts (especially if an image is used), making them highly visible additions to the SERP.
And by providing more information to users, Google hopes Posts will increase your CTR and conversions and reduce your bounce rate by making sure that the landing page content is relevant to visitors.
Posts can also include CTAs that can let viewers subscribe to your email list, make a reservation, or even buy a product.
Posts can be linked to Google Maps, so if you post about an event it will appear on Maps.
Here are just some of the ways your business can use Google Posts right now:
- Share daily specials or current promotions
- Promote events
- Exhibit new or top-selling products
- Take reservations
- Collect email subscriptions
You can also add CTAs to these posts, including buttons for:
- Learn more
- Buy now
- Sign up
There are many ways for businesses to use these posts, and between Google’s certain improvements and the experimentation of businesses, Posts will certainly continue to expand in both usefulness and ability.
How Do Google Posts Work?
Creating a Post is simple. All you need to do is login to your Google My Business (GMB) account using the desktop version or by using the GMB mobile app.
From your dashboard, click on the Posts tab in the left column:
A “Create Post” box will appear:
You can add an image, write your Post (up to 300 words), give an event a title as well as a start and end date and time, and add a CTA button linked to a landing page.
Posts will show up on a SERP and on Google Maps (if you have “Events” enabled).
Because of the temporary nature of the types of information you can post, there is a seven day timeframe in which the Posts will be available on a SERP (if the Post is for an event, it will expire after the event has occurred).
After this, the Posts will still be available to view, but visitors will need to visit the GMB page for your business and click on the Posts tab.
Do Google Posts Affect SEO?
Google Posts appear in the Google My Business info section on the right side of a SERP along with the other Google+ info, so they won’t affect SEO directly.
But they should be drawing viewer’s attention, encouraging them to click on the CTAs and visit your site, which should increase your CTR.
The additional information provided by the Posts should make the content on the landing pages more relevant to visitors as well, so your conversions should increase along with your CTR.
While Posts don’t directly affect rankings, the increased CTR and reduced bounce rate should increase your site’s user experience, which will affect your SEO.
With all of the recent changes Google has made to SERPs, it’s more important than ever to attract the attention of viewers and encourage them to click on your content.
Google Posts provide a quick and easy way for your business to do this. In just a few minutes, you can add your Posts to the GMB info on a SERP, draw attention with images, and direct viewers to your landing pages with CTAs.
In just five minutes a day, you can help your business increase CTR, reduce your bounce rate, and increase sales.