What are Google Posts and how do they work?
What exactly does Google Posts plan to do? How can they help your brand achieve its goals? Google Posts allows you to increase visibility and engagement with relatively minimal effort and time. Such little excerpts are a perfect opportunity to encourage readers to take action before they click on the website itself.
Google originally rolled out the app as a way for politicians to conveniently post their views directly into search engine results during the 2016 US election. They were dubbed “candidate cards.” Google has since extended the business feature but not all companies can take advantage of it.
You’ll need a checked Google My Business account, for instance, and at this stage hotels can’t make Google Posts.
You can also generate several different types of posts for the rest of you, allowing advertisers more influence over what their customers see with their products in the Information Panels. Google Posts can be used to illustrate a wide range of content including:
- Product promotions
- Newsletter sign-ups
- General announcements
- Coupons and discount codes
For marketers it is important to bear in mind that these posts are fairly short and temporary. We vanish after only seven days and the first 100 characters of your headline will only be seen by your viewers.
Nonetheless, event updates won’t disappear until the event date passes.
While they disappear from your Knowledge Panel, readers have the option of clicking a link and viewing their previous posts:
At the other side , this means you can integrate Google Posts’ advantages into your marketing plan without being too heavily weighted down producing new copies.
On the other hand, it might start feeling boring all the time coming up with new, albeit short, snippets. This is especially true given that Google Posts cannot be scheduled – at least not yet.
What are the disadvantages and benefits of Google Posts?
As with other Google apps, it’s hard to tell (so-long, Google Plus) whether one day Google Posts will simply disappear. But, marketers with time could also profit from Google Posts while they’re here, right?
Below are Google Posts’ overall drawbacks and benefits, so you can determine if they’re worth your time and resources.
Pro: Great for local brands to engage their audiences
More than 70 percent of all internet searches take place on Google with the search engine bringing in more than 40,000 queries every second and a whopping 3.5 billion a day
Yes, these are global figures but to find local listings, people use searches like “near me.”
The truth is, if marketers don’t take full advantage of Google My Business and its Knowledge Panel, then brands will miss out on a full array of ROI and traffic. Google Posts offer advertisers more influence of what users can see when Google lists them.
Different individuals respond better to the various content styles. If you can get more actionable content before your audience even before they click on your link, you could go for it, right?
Pro: They don’t require a huge investment.
It is difficult to argue against something which costs nothing.That’s right: Google Post is totally free of charge. As a marketer, your greatest investment in time will probably come from setting up and having checked Google My Business accounts for your company.
But let’s be honest: to optimize your visibility in the local search results, you need to do that anyway. So, starting out there, you have nothing to lose, and everything to gain. Search results, after all, have a better ROI than other marketing platforms like Facebook.
Pro: Google Posts are shareable.
You might not think readers would feel compelled to share with their friends a tiny 300-character post, but if you write actionable content with a great offer they might do just that. This gives you a great opportunity to check different approaches and see if something holds.
Either way, Google provides readers with the option of sharing posts that turn into more opportunities for your content to reach more people – and that’s always good.
Con: You can’t merge results with Google Analytics.
Google Posts allows you to monitor views and limited clicks through the Google My Company Dashboard, but it does not integrate surprisingly with Google’s own analytics tracker. We assume this is a change they are going to be making in the future.
Con: Keeping up with posting can become tedious.
For social media sites like Facebook, Instagram , Pinterest and Twitter, when you delete them, the messages are relatively permanent. They just hang around with Google Posts for seven days before disappearing into an internet void. You can’t schedule posts to top it off: not through Google channels or third-party ones. This means that you need to post in real time, which helps readers in search of relevant information but can be a challenge for advertisers.
Con: Google Posts don’t seem to affect your general rankings.
The jury will determine if Google Posts will impact your general search rankings. The difference is probably quite negligible if they do improve rankings.
On the other hand, Google loves websites that engage with its platform and periodically publish content, so using the post feature can help you make the most of your overall SEO strategy.
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