To Post or Not to Post: 7 Quick Tips for Google Posts

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The writer’s views are completely his or her personal (excluding the unlikely occasion of hypnosis) and should not all the time mirror the views of Moz.

Local search engine optimisation skilled Joy Hawkins joins us for a particular version of Whiteboard Friday, giving  you a sneak peek at her MozCon Virtual 2021 presentation: To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts.

Don’t overlook to seize your ticket to see Joy and our different unbelievable audio system, July 12-14!

Secure Your Seat at MozCon Virtual

Photo of the whiteboard with 7 tips for using Google Posts.
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Video Transcription

Hi, Moz followers. It’s Joy Hawkins, and at the moment I am going to be supplying you with a preview of the presentation I am going to be doing later this yr at MozCon. It’s all about Google My Business posts. 

So if you’re unfamiliar with posts, there are at present 4 several types of Google My Business posts. There are what we name the replace posts, which is form of your typical submit that has a picture and a few textual content. There are what we name provide posts, occasion posts, after which final yr Google really launched a brand new one referred to as COVID posts. Now sometimes all these posts share some similarities, however they’re all somewhat totally different. 

1. COVID Posts carry out nicely

One of the issues that we checked out within the examine, that I am going to be going over at MozCon, is which sort performs higher.

So particularly we wished to know: Do they get extra clicks? Do they get extra conversions? We recognized that two of the kinds positively outperform the opposite two. So I am not going to reveal each. But I will inform you that one of many two was the COVID submit kind. The cause for this I imagine is that, not like the opposite three varieties of posts, COVID posts get their very own particular spot within the data panel.

So I’ve performed my greatest to spotlight this right here. On the left right here, you will see that on the backside there’s normally the submit carousel, and it is beneath critiques, questions and solutions, and merchandise. So it is form of like shoved down within the search outcomes. Now COVID posts however, that are featured over right here on the best, they present up proper on the prime, proper beneath the enterprise data.

Hand drawing of a GMB listing for Sterling Sky with a red circle around a COVID-19 Google Post.

So they’re very seen, and it is a actually good place to get a fast message throughout. The solely draw back, in fact, is that they do not have photographs. So hold that in thoughts if you’re determining which sort to use. 

2. Average CTR = zero.5%

Now the second factor that we found was that the common click-through price on all of the posts in our examine was half a %, so zero.5%, which implies that you want about 200 views on a submit earlier than you are going to get a click on.

Now do not let that discourage you. Keep in thoughts that that’s solely monitoring clicks that occur on the precise submit. So, in actuality, folks could possibly be calling you extra, they could possibly be clicking in your web site extra, plenty of different issues. So there are nonetheless lots of the reason why you’d need to think about doing Google Posts. 

three. GMB doesn’t equal GA

The third factor on my record right here is take into account, when you’re monitoring the outcomes from posts, that what you see inside Google My Business Insights just isn’t going to match what you see inside Google Analytics.

Now on this business, usually we use what are referred to as UTM codes, which make it easier to observe issues higher in Google Analytics. If you are unfamiliar with how these work or how to use them with Google Posts, I am going to hyperlink to an article down under that may clarify all of that. But the primary factor that you’ve to bear in mind is that these numbers will not match. So do not count on them to match. If you do, you are going to be very annoyed. Don’t go down that rabbit path. Just do not forget that they’re tracked in another way and you are going to get totally different numbers. So decide one and keep it up. 

four. Justifications = 60 days

The fourth factor is with regard to justifications. Now in case you’re unfamiliar with that time period, you are like, “What are justifications,” Miriam Ellis not too long ago did a weblog submit right here on Moz about this matter, and she or he defined it very well. So I am not going to do what she did and clarify it. Check out her article, and that offers you all the data you want. 

Hand drawing of local justification examples in the SERP.

But simply in case you are not acquainted and you actually do not know what I am speaking about, I did my greatest — I am not an artist — to draw it over right here. So as an instance, for instance, you are on Google and also you do a search for native search engine optimisation, and my company, Sterling Sky, exhibits up within the search outcomes.

If we had a submit not too long ago that talked about native search engine optimisation, Google may seize that little snippet, the phrases basically and stick it proper there within the native pack outcomes. This is what we name a justification. So they’re actually cool, and it is an effective way to get extra phrases and extra messaging in entrance of your attainable shoppers. Now the factor to take into account right here is that submit justifications solely have a look at posts that have been performed from the final 60 days.

So your older posts will not be checked out. So you have obtained to have a submit technique that’s fairly frequent. 

5. Seasonal Posts = one of many worst

The fifth factor was that we wished to have a look at content material varieties. So folks usually ask me, “Joy, what should I post about? Like what am I supposed to put in the content in Google Posts?” It comes up loads as a query.

So we, with our examine, principally organized all of the totally different posts we checked out into totally different classes. Then what I am going to present at MozCon is the winners and the losers. So one from the losers, that didn’t carry out nicely, have been posts about seasonal matters. Now that shocked me to be utterly sincere. But what I am speaking about right here is as an instance you might have a dermatologist and it is coming shut to Christmas.

So you utilize like Christmassy wording and Christmas emojis and like Christmas stuff to try to make the submit form of be extra related. These didn’t carry out nicely. So it form of shocked me, however that was one from our losers record. 

6. Use emojis! 

One from our winners record was emojis, level quantity six. So emojis are nice. Some of chances are you’ll be excited by this. Some of you may roll your eyes.

If you like emojis, this is among the methods that we noticed that really helped efficiency on Google Posts. So be sure to use emojis if you’re attempting to get folks’s consideration. Posts with them outperformed posts with out them. 

7. Update Posts = 6 months

Finally, the final tip I am going to share with you at the moment is with regard to the replace posts. Now in case you’re not conversant in the time period “update posts,” I form of made it up as a result of there was no identify for the normal submit inside Google My Business.

So it despatched updates, so we simply referred to as it that. But this was the kind of submit that, in case you bear in mind when Google first launched this characteristic, you’d do a submit and it could final for seven days, and after seven days, it could get deleted out of your data panel. So it was basically invisible, which was somewhat annoying as a result of you do not need to have to go and submit each seven days. Because you possibly can’t schedule a submit natively inside Google My Business, it was a little bit of a headache to try to sustain with this as a enterprise proprietor.

So the excellent news is that a number of months in the past Google modified this, and now these posts really keep in your data panel for a very long time. But I wished to know precisely how lengthy they stayed on there, so I tracked some and got here to the conclusion that they keep in your data panel for six months. So basically what meaning is in case you made one replace submit, by no means posted once more, it could keep there for six months after which it could disappear, which is loads higher than seven days.

So hold the following tips in thoughts when you’re arising together with your submit technique. Obviously to get much more, be happy to try my discuss at MozCon upcoming later this yr. Some of the issues that I will be speaking about there — there’s loads that I did not cowl — I will be addressing if posts impression rating, which might be the primary query that I get requested, and I will even be going via much more of the successful and dropping methods that we discovered from the examine.

Thanks for listening, and if in case you have any questions, be happy to depart them within the feedback.

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