What you will learn about Google Posts:
- How to use Google Posts to promote products, events and special offers
- Why Google Posts are an untapped opportunity to rank highly in local search rankings
- Examples of how to put Google Posts to action to capture more holiday sales
As the holidays draw closer, many businesses can expect to see a spike in sales, searches and website clicks. But are you getting the most out of this peak retail season? Posts have been shown to increase website actions, direct searches, total views, phone call actions and more. And yet, only 17% of businesses have utilized this important tool, according to 2018 research.
If you have never created a Google Post, you are missing opportunities to maximize your search exposure to potential customers during their moment of need. In this post, we will show you how to use Google Posts to capture more holiday sales around Black Friday, Christmas and New Year’s.
What are Google Posts?
The Google Post feature is a way for businesses to create unique, concise content that ranks highly in branded Google searches. Posted directly on your Google My Business (GMB) listing, these posts have their own URL and can contain an image and a call-to-action linking to your website or landing page.
Google Posts are often used to promote products, events and special offers. Throughout the holidays, you can use them to showcase your holiday hours or special hours, promote new products or even create coupon codes for both online and offline sales. These posts can also go a long way in building consumer trust and loyalty, especially if each post is unique and engaging.
Google Posts do have their limitations, as they can only contain up to 1,500 characters. That said, they are highly optimized as a result, and since the majority of consumers (70%) do most of their shopping in the week-long window leading up to Christmas, Google Posts are perfectly positioned to increase social engagement around your brand and entice customers to make a last-minute purchase.
No matter how you choose to use a Google Post, always keep your content seasonally and regionally relevant to capture more local attention.
How to Use Google Posts to Boost Your Local Online Visibility this Holiday Season
Since many businesses have yet to catch on to the power of Google Posts, using this feature can give you a leg up on the competition this holiday season. Still, your posts will fail to impress anyone, including Google’s algorithm, if they are bland, poorly written or lack a clear purpose. Fortunately, you can spice up your Google Posts in a number of ways to increase your search rankings, boost brand visibility and capture holiday sales.
Excite The Eyes with Engaging Images and Videos
Start a Google Post with a compelling image or video. This can go a long way in grabbing someone’s attention. Holiday shoppers, in particular, will be looking for seasonal imagery and colors. For optimization and consistency, make sure your images and videos are 1076 x 815 pixels in dimension.
Draw People in With Actionable Headlines
Your headline underneath the image or video should be clear and actionable. You might encourage customers to join you for a special event, browse holiday offerings or take advantage of a limited-time sale.
Be Bold but Brief
Provide more details about your offer or event. The 1,500-character limit should be plenty to get your point across, and you should rarely approach this limit anyway. Concise descriptions will appeal to more online users and boost your local SEO success, so only include what is necessary. If your business is offering a Black Friday sale, for instance, your Post should include the date and time of the sale as well as any redeemable offers and exclusions if applicable.
Always Call to Action with Google Posts
Finish your Post strong with a clickable call-to-action. This can be included in your description or placed below as its own button. You can choose between several types of CTAs depending on the nature of your post and business operations. These CTAs include:
- Order online
- Learn more
- Sign up
- Get offer
- Call now
You can also track how many clicks your Google Post CTAs have received, which will help you adjust your strategy accordingly when creating new ones.
Google Posts are part of an overall effective local SEO strategy. When used effectively, they have been found to result in a:
- 61% increase in total weekly searches
- 71% increase in total discovery searches
- 48% increase in total actions taken
Put Your Posts to Action
The way you use Google Posts will depend on the type of business you are, the time of year and the audience you want to reach. Here are just a few examples of how a company might utilize Google Posts to capture holiday sales:
- A shopping mall or retailer might have an event to “Get Your Picture Taken with Santa Claus!” on the Saturday before Christmas with a CTA to “Learn More” that links to a landing page or website.
- A pop-up holiday store might create a buy-one-get-one-free coupon for ornaments and decorations with a “Get Offer” CTA.
- A hair salon might offer a “New Year, New Me” styling promotion in December or January with a CTA to “Book.”
- A technology store might have a major Black Friday or Cyber Monday sale featuring new products with a “Order online” or “Buy” CTA.
Online users will be looking for great deals, fun events and new products this holiday season. With Google Posts, you can be there front and center at these critical decision-making points. So, if you have something to share this holiday season, put it in a Google Post.
For more insights on the effectiveness of Google Posts, download this whitepaper.