Story Based Question
You manage a local bakery that’s been gaining some traction in your neighborhood. One day, you decide to use Google My Business (GMB) posts to promote a new cupcake flavor you’re offering. You’ve heard that these posts can help boost visibility, but you’re unsure how to make sure they actually show up in search results. After posting about the new cupcake on your GMB profile, you wonder, “How can I ensure that my GMB posts are appearing in search results so more people can see them?”
Exact Answer
To ensure your GMB posts appear in search results, make sure to regularly update your posts with fresh, relevant content. Posts should include high-quality images, clear calls to action, and localized keywords to increase visibility. Keep your posts concise and relevant to your audience, and maintain consistency in posting. Also, ensure that your GMB profile is fully optimized, and that posts are linked to the services or products you offer, which can help them appear in search results when relevant queries are made.
Explanation
Google My Business posts are a great tool for engaging with customers and improving visibility, but to make sure they appear in search results, it’s important to follow a few key strategies:
- Use Local Keywords
Including location-specific keywords in your posts increases their chances of showing up in local search results. For example, if your bakery is in a particular neighborhood, mentioning your neighborhood in your posts (“fresh cupcakes in [neighborhood name]”) helps Google connect your posts with relevant local searches. Think of how people would search for businesses like yours and tailor your posts to those phrases. - Post High-Quality Content
Posts with high-quality images, videos, or even GIFs tend to catch the eye of both users and search engines. Google’s algorithms favor content that is engaging and provides value to users. If your bakery post features a delicious-looking image of your new cupcake flavor and includes a special offer, users are more likely to engage with it. This interaction helps boost its visibility in search results. - Update Posts Regularly
Google values fresh content. Posting regularly (at least once a week) helps keep your GMB profile active and signals to Google that your business is open, engaged, and relevant. Whether it’s promoting a new product, sharing a limited-time offer, or announcing an event, frequent updates keep your business visible and your posts relevant for search. - Clear Call to Action
Including a clear call to action (CTA) in your posts encourages users to engage with your business. CTAs like “Order now,” “Visit us today,” or “Call to book your spot” prompt users to take action. The more engagement your posts receive, the more likely Google is to rank them higher in search results. - Optimize Your GMB Profile
Make sure your GMB profile is completely filled out, with accurate business hours, location, and services offered. Google considers the accuracy and completeness of your profile when determining how and where to display your posts in search results. The more comprehensive your profile, the better the chances your posts will appear in relevant searches. - Use Post Types That Drive Engagement
Google My Business offers different post types: “What’s New,” “Event,” “Offer,” and “Product.” Each one serves a different purpose, and using them appropriately can help your posts get noticed. For example, if you’re offering a special deal on cupcakes, use the “Offer” post to highlight it. This type of post is more likely to show up for people searching for specific offers or promotions in your area. - Engage with Reviews and Questions
The more interactions (likes, comments, shares) your posts get, the more likely they are to appear in search results. Responding to reviews and answering questions on your GMB profile can increase engagement with your posts. It also shows that your business is active, which Google rewards with better visibility.
Example
Let’s go back to your local bakery. You’ve just introduced a new cupcake flavor, and you post about it on your GMB profile. Here’s how you can ensure that your post shows up in local search results:
- Use Local Keywords: In your post, you write, “Try our new [cupcake flavor] today at our bakery in [neighborhood].” This makes it clear that you are targeting customers in that area, increasing your chances of appearing in local search results when people search for cupcakes in your neighborhood.
- Post High-Quality Content: You upload a high-resolution image of your cupcakes, showing off the tempting icing and fresh ingredients. You include a short, engaging description that entices customers, like, “Freshly baked cupcakes, perfect for your sweet tooth!”
- Update Posts Regularly: You plan to post about a new product every week, ensuring that your bakery stays top-of-mind for potential customers. Regular posts also ensure that your GMB profile stays active, which Google favors.
- Clear Call to Action: You include a clear CTA at the end of your post, like, “Visit us today to get your fresh batch of cupcakes!” This encourages people to take action, increasing the likelihood of visits and engagement.
- Optimize Your GMB Profile: Your GMB profile is fully updated with accurate information about your bakery, including hours, location, and services. Google is more likely to feature your posts because your profile is complete and relevant.
- Post Type Selection: You choose the “Offer” post type because you’re running a promotion for 10% off your new cupcakes for the next week. This ensures that your post is displayed to people searching for local bakery offers and promotions.
- Engage with Reviews and Questions: You actively respond to customer reviews and answer questions like, “Are your cupcakes gluten-free?” The higher engagement with your profile increases the likelihood that Google will show your posts in search results.
To ensure your GMB posts appear in search results, focus on using localized keywords, posting high-quality content, and keeping your GMB profile optimized and updated. Regular engagement with customers and using effective post types will also help boost visibility. By staying active and strategic, your posts can drive more traffic and improve your local SEO.