Google has decided that chains, defined as 10+ locations, will be able to create Google Posts via the Google My Business (GMB) API on an on-going basis.
This feature is here to stay and will not disappear once the COVID Pandemic subsides. “Google temporarily lifted restrictions to the Posts feature back on March 27, 2020, but they have now made the Posts feature permanently available to chains.” (“Google Posts - Everything You Need to Know About GMB Posts”)
/ BRIEF HISTORY
Before the COVID Pandemic, Google My Business Posts had to be published manually listing by listing. This made Google Posts hard for enterprise-level accounts to maintain and justify the ROI.
As a response to the COVID Pandemic, Google released an update to the Google My Business API allowing for only COVID-related content to be published in bulk. Google My Business API documentation stated that “Note: In response to coronavirus (COVID-19), chains may now create Posts via the API for a limited time. Posts made by Chains should be related to business updates relevant to coronavirus (COVID-19).”
The COVID Posts update helped educate clients about Google Posts and more importantly ensured clients were able to get the word out about store locations’ COVID updates – i.e., Store closures, limited hours, health & safety protocols, and well wishes.
Using the Google My Business API, COVID Posts for promotional content was against Google Guidelines for chain businesses with more than 10 locations.
/ WHY IT MATTERS
It’s time to start incorporating Google Posts into your brands Local SEO strategy to make your branded search results stand out and increase listing engagement.
Through testing, iProspect’s Local SEO programs have seen listing engagement and conversion rates lifted as much as +25% MoM when Google My Business Posts are published on location listings. Local SEO conversions are measured as clicks to the website, calls to the business, and request for driving directions.
Google Posts are an excellent opportunity to:
· Entice customers to choose your business over the competition
· Drive brand awareness through engagement
· Partner with paid channels to support campaign messaging organically
· Display fully optimized Google location listings that support Click-Through Rate results
Google Posts are visible on desktop, mobile, and even voice searches. Google also recently updated Posts visibility to from 7 days on listing knowledge panels to 6 months.
Please reach out for best practices, questions, and case studies to the Local SEO team - local@iProspect.com.
/ EXPECTATIONS
· Hotel chains cannot utilize the Google Posts function.
· This update does not include the ability to create Product Posts.
· Google My Business API access is required to use the Bulk Posts function. Please note: Clients using listing managers such as Position Tech, Chatmeter, Rio, and Yext are connected to the API.
/ RESOURCES
