How to use Google Posts effectively

Overview

Google Posts lets you communicate directly with people searching for your business on Google Search and Maps. Think of them as mini ads or updates that appear right in the search results when someone looks up your business.

You can share news, promote offers, announce events, and generally give potential customers a reason to choose you.

Where do Google Posts show up?

Desktop: In the Knowledge Panel (the information box that appears on the right side of the search results), Google Maps, and the Local Finder.
Mobile: In the Knowledge Panel under the "Updates" heading and within the "($$Business Name) on Google" section of the search results.
Google Maps app: In the "Updates" section of the navigation menu. Keep an eye out for a little red dot that indicates there's something new.

Why Google Posts are important

In short, Google Posts are a powerful tool in your digital marketing arsenal because they offer increased visibility, direct communication, and the ability to highlight what makes your business special right when people are searching for you.

Types of Google Posts

Updates

Updates help you share general business information, announcements, or news. You can include a photo or video, a description, and an action button. This is a great way to keep customers informed about changes or improvements. For example, a gym might post about new fitness classes being added to the schedule.

Offers

Offers are great for promoting discounts or special deals. These posts require a title, start and end dates, and times. A "View offer" button is automatically included, making it easy for customers to take advantage of the deal.

You can also add a photo, video, description, coupon code, link, and terms and conditions. For example, a spa could promote a 20% discount on massages for a limited time.

Offer posts appear at the top of your Business Profile on Google Search and Maps, as well as in the "Updates" tab.

Events

Events let you promote special happenings at your business. These posts require a title, start and end dates, and a time. If you don’t specify a time, Google will default the event to 24 hours on the posting date.

You can also include a photo, video, description, and an action button. For example, a coffee shop could post about an open mic night to encourage local artists to perform.

Key things to know about Google Posts

Photos & videos: Always include a visual! For photos, a good starting point is 1,200 x 900 px (test different dimensions to see what works for you). Videos can be up to 30 seconds long, 75MB in size, and should have a resolution of 720p or higher.
Text: You have up to 1,500 characters, but the first 75–100 characters are the most important, as they're what people will see in the preview. Make those first few sentences count!
Timeframe: Posts expire after seven days, unless you set them up as an "Event" with a specific date range. In that case, they'll expire on the event's end date.
Call-to-Action (CTA): Add a CTA button to encourage engagement. Options include "Book," "Order online," "Buy," "Sign up," "Get offer," "Learn More," and "Call."

Strategies and tips

Use UTM parameters: Add UTM parameters to the URLs in your posts to track where your traffic is coming from. This helps you measure the effectiveness of your posts. Here's an example: https://www.YOURDOMAIN.com/?utm_source=gbp&utm_medium=organic&utm_campaign=gpost
Skip the hashtags: Hashtags don't work the same way they do on social media, so save your characters.
Embrace emojis: Add emojis to make your posts more visually appealing.
Multiple photos: You can add multiple photos or videos to "What's New," "Event," and "Offer" posts.
Content policies: Be aware of Google's content policies. Avoid spammy language, inappropriate images, and "phone stuffing" (adding your phone number to the post content when you should be using the "Call now" button).

How to utilize Google Posts (explained with an example)

Local restaurant:
- Post type: Offer
- Content: "Enjoy 20% off all pizzas this Tuesday! Use code TUESDAY20 at checkout."
- Why it works: Creates a sense of urgency and provides a clear incentive to order.
Hair salon:
- Post type: What's New
- Content: "We're excited to announce that Erica has joined our team! She specializes in color corrections. Book your appointment today!"
- Why it works: Showcases new talent and encourages bookings.
Bookstore:
- Post type: Event
- Content: "Join us for a book signing with local author Margeret Watts on Saturday at 2 PM!"
- Why it works: Promotes an event and drives foot traffic to the store.

The power of post justifications

All post types can potentially show up as "Post Justifications" (mentions) in the Local Pack, Local Finder, and Maps results. This is where Google pulls a snippet from your post that's relevant to the user's search query and displays it alongside your listing.

Example: If someone searches for "best Italian restaurant near me," Google might pull a snippet from your "What's New" post that says, "We use only the freshest, locally-sourced ingredients in our homemade pasta." It increases your listing's visibility and click-through rate. It also means that the words you use in your posts really matter!