Is Google My Business Posts Really Implemented By The Businesses And The Companies? A Research Study

26 Mar 2019

Google My Business

Do Businesses Really Utilize Google My Business Posts? A Comprehensive Study

Google My Business (GMB) has become an essential tool for local businesses to boost their online visibility and improve local SEO. It provides an effective way for businesses to be found on Google Search and Google Maps, with key features like reviews, business hours, and photos. However, one feature that remains underutilized or misunderstood by many businesses is Google My Business Posts.

In this post, we explore the impact of GMB posts, how many businesses actively use them, and whether they truly contribute to better search visibility and engagement. Let’s dive into this research and find out if GMB posts are a critical marketing tool that should not be ignored.

Why Google My Business is Crucial for Local SEO

Google My Business is a free tool offered by Google to help businesses manage their online presence. When set up properly, it allows businesses to:

Appear in Google’s local search results and Google Maps.
Provide important business information like name, address, phone number, hours of operation, and website link.
Share engaging media like photos, reviews, and videos.
Enable customers to book appointments, make transactions, and interact with your business directly from Google.

Additionally, Google My Business is vital for improving local SEO. Studies have shown that Google My Business signals have a significant impact on local rankings. In fact, in 2018, these signals accounted for 25% of the ranking factors for local pack results, a considerable increase from 19% in 2017.

The Power of Google My Business Posts

One of the most powerful tools within Google My Business is the ability to create GMB Posts. These posts function like mini-ads or updates for your business. You can use GMB posts to:

Announce special offers or promotions.
Share upcoming events or news.
Highlight new products or services.
Encourage users to take action with a Call to Action (CTA) like “Book Now,” “Order Online,” “Sign Up,” or “Learn More.”

These posts allow you to reach customers exactly when they are searching for your business online. GMB posts are visible in your Google My Business profile and also in search results when potential customers search for your business name or view your profile on Google Maps.

Why GMB Posts Matter

Creating Google My Business posts allows businesses to actively engage with potential customers. These posts offer valuable marketing opportunities because they:

Increase Visibility: Posts appear directly in your Google My Business profile and can boost visibility in search results and Google Maps.
Encourage Customer Interaction: With CTAs like “Book Now” or “Call Now,” you can drive direct engagement from users.
Improve SEO: Regularly posting updates may signal to Google that your business is active, improving your chances of ranking higher in local search results.

The Big Question: Are Businesses Actually Using GMB Posts?

While GMB posts offer numerous benefits, the key question is: Are businesses actually using them? To answer this, we conducted a comprehensive study analyzing 2,000 Google My Business profiles across competitive industries and cities in the U.S. We focused on businesses in high-demand sectors like personal injury lawyers, locksmiths, veterinarians, insurance agents, and more.

Study Results

The study analyzed the following:

How many businesses posted to Google My Business in the last 7 days?
How many businesses had never posted a GMB update?
The overall engagement with GMB posts.

Key Findings:

17.5% of businesses had an active post within the past 7 days.
42.1% of businesses had never posted on their GMB profile.
59.6% of businesses had posted at least once in the past but were not consistent with posting regularly.

These findings show that while some businesses are actively posting on GMB, the majority are missing out on the full potential of this feature. Many businesses fail to post regularly, which could be detrimental to their ability to stand out in local search results.

Do Customers Actually Engage with Google My Business Posts?

The next question is: Do users actually see and engage with GMB posts? The data suggests that GMB posts are indeed effective in driving user engagement. For example, in a random selection of businesses, we found that direct and brand impressions were significantly higher for businesses with active posts. This indicates that users are more likely to engage with businesses that have GMB posts.

GMB Post Click-Through Rate (CTR): On average, businesses with posts saw almost 100% of their direct/brand impressions resulting in clicks to the post. This indicates that GMB posts are highly visible to users and provide value to those searching for your business.

Best Practices for Using Google My Business Posts

If your business hasn’t fully embraced Google My Business posts, here are some tips to get started and make the most of this feature:

Post Regularly: Consistency is key. Aim to post at least once every week to keep your profile fresh and engaging. This signals to Google that your business is active.
Use Strong Calls to Action (CTAs): Include clear CTAs like “Buy Now,” “Book an Appointment,” or “Call Now” to encourage users to take action after reading your post.
Leverage Event Posts: For time-sensitive promotions or events, use Google’s event post feature. These posts can help drive immediate action and create urgency.
Optimize for Keywords: Just like with website content, make sure your posts are optimized for relevant local keywords. This can help improve your visibility in local search results.
Add High-Quality Visuals: Visual content like images and videos can significantly increase user engagement. Use eye-catching visuals that highlight your products, services, or promotions.
Track Post Performance: Use the insights provided by Google My Business to track the performance of your posts. This will help you understand what content resonates with your audience and refine your approach.

Conclusion

Google My Business posts offer businesses an incredible opportunity to boost visibility, engage with potential customers, and improve local SEO rankings. However, our study reveals that many businesses are not fully utilizing this tool, which means they are missing out on valuable marketing potential.

To stay competitive in today’s digital landscape, businesses should make it a priority to post regularly on Google My Business. By doing so, they can improve their chances of standing out in search results, attracting more customers, and ultimately driving more revenue.

Remember, Google My Business is not just a set-and-forget tool – to reap the rewards, businesses must actively manage and optimize their profiles. Start posting today and see the impact it can have on your local SEO strategy!

Author

Nirlep Patel

I am an internet entrepreneur and also the Co-Founder of GBIM Technologies, India’s fastest growing internet marketing company. My forte lies in actively lending technical expertise in Search Engine Optimisation, SEM Google AdWords, SMM. Spanning about 14 years of focus on Digital Marketing, GBIM today has become one of the greatest digital marketing company. This could have been possible only because of the trust which our clients have on us, and the quality services we have delivered to them I have always believed that more is lost from indecision than wrong decisions and as a result, we have managed to create an environment where people are encouraged to challenge process and innovate. This culture has cultivated a highly motivated team with an open approach where anyone can share their thoughts and ideas freely.