src=”https://buffer.com/resources/content/images/2022/07/eugenia-clara-7BNcMEGuIbQ-unsplash–1-.jpg” alt=”How to Craft a Click-Worthy Google Business Profile Post, According to Joy Hawkins, a GBP Expert”>
Google Business Profiles are a hidden treasure that small business owners can benefit from. Google Business Profiles, which are similar to search engine optimization, can help you grow in Google rankings.
We have highlighted the importance of Google Business Profiles to your business in Google’s search results. We want to show you how to make the most out of every post that you have posted on your Google Business Profile. Joy Hawkins, an expert on GBP, was interviewed to discuss how to improve the performance of your posts. Joy shared many tips to maximize the effectiveness of your posts, which we have included in this article.
You can also now schedule, draft and share all your Google Business Posts using Buffer.
Select the right post type to share
There are four types of posts you can make on your Google Business Profile:
- What’s new
- Covid-19 Updates.
Joy identifies two of them as the most effective: offer and covid-19.
Joy believes that Offer posts perform better than other types of posts because they display a different type of content.
“Offer posts display better on Google Maps than all other posts and are tagged so they’re more visible. It seems that most businesses ignore offer posts and use the other types of posts.
Joy suggests using Offer posts even if there is no offer for customers. However, it should be unique and creative to catch customers’ attention.
The Covid-19 posts might not be available for long and may be limited in functionality (e.g. they cannot be displayed as text). Joy claims they can be used to send out urgent updates. The knowledge panel is the area on the right of the screen that contains all information about a company. A Covid-19 post is the most prominent in the knowledge panel. Joy claims that this feature is useful for all types content.
You can use a Covid-19 message if you have an urgent message, such as office closure or a discount.
To draw the eye of the reader, use every element you have
You have the option of including at least one title and some accompanying text in any post you make on your Google Business Profile. Joy suggests that you include a title, even though it is optional.
“Make sure to add a title. Although it’s optional, we found that posts with titles received more clicks and conversions.
Emojis, images and other elements can also help with conversions and post performance. This study discovered that emojis can increase customer engagement when used to emphasize and in positive contexts. They work well for GBP posts too – Joy’s research showed that posts with Emojis received twice the clicks.
Joy says that “we found that a conservative number of emojis helps with post performance, conversions, and other things.” We didn’t want to list six or seven emojis at a time. However, having a few that are relevant helps people notice you.
If you are able to do so, it is a great way to get attention. Joy mentions Joy’s lawn care client who showed before and after photos of a lawn that performed well in comparison to other posts.
“This type of image is visually appealing. If you can use an image in a way that improves performance, that is a great thing.
Incorporate keywords that you are already targeting
Important to remember that GBP posts won’t help you rank in search results for keywords. If you are already ranking for keywords, it may help you appear in search results for similar keywords. Consider including keywords that you are targeting on Google in your posts. It’s not a good idea to be too spammy (it could get you banned).
Joy suggests that you think about keywords and how you use them. Let’s take State Farm, Joy says. She’d like to write a post about how much auto insurance can save you. They are already well-known by everyone and rank high for the keyword. They would then want to write something like “Save up to 40% on Auto Insurance” in a GBP blog post. It also helps your post rank higher in search results for similar keywords by including the keyword “auto insurance” in it.
Joy also pointed out that Google sometimes will pull in a small piece of the post in search results in the Local Pack. This is the list of three posts that appears with a map. These little snippets are sometimes pulled in with Google posts. You can increase your chances of this happening by simply ensuring you use keywords in your posts.
Google has prohibited you from including any item
It is important to remember that your GBP posts go through a review. Unlike other online publishing platforms, where you can post and be rejected, GBP posts must be approved before appearing on your Profile.
Joy suggests that you review Google’s Business Profiles policy to determine what (and not) to include with your posts. These are some of the things Google may flag in your post:
- This includes links, images and video content that is not relevant to the business.
- Spammy content: Content that is poorly written, in poor quality, or that directs users to dangerous or inappropriate sites or software
- Inappropriate content
- Confidential or private information is not allowed in this content
- Include a phone number. Google suggests that you attach a “Call Now” button to your post, which links to your verified number.
- Guidelines for prohibited content
Joy mentions that hashtags are not allowed on social media. This can lead to your posts being rejected.
Your posts should be treated more as ads than social media.
Although they can be a great way for you to connect with customers organically, Joy believes that your Google Business Profile should not be considered a social media platform but a way to promote your business.
It’s quite different from what you would post on Facebook. People will often say that social media posts should be about things that are engaging people. Joy says that Google posts should not be used for promotion. Joy says that informational posts, or ‘how to’ posts, are the worst because people who see them already know something about you and why they need you.
You can think of your posts as magazine ads or coupons. “We had a client who offered $10 off oil changes. That post received a lot of traffic.” It could also be beneficial to discuss any coupons or promotions that your customers might get by approaching you over any other competitors.
Your posts will be noticed in search results.
Google Business Profile posts can’t be optimised for search. They enhance and support existing SEO efforts. Traditional SEO is more about your website and backlinks. This is what will help you rank.
Joy’s final words of wisdom are: “It [Google Business Profiles] focuses more on grabbing somebody once you have them.” It won’t get your there and it won’t get people in front of you. Google posts are a great way to make an impact on your ranking and distinguish yourself from other people.
Start publishing great content today by connecting your Google Business Profile with Buffer!
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