We’ve talked about Google my Business before and the benefits being involved for your small business. Today we are going to take a deep dive into the type of posts you can add to GMB – and why you should!

What are Google Posts?

Google Posts are short (100 to 300) text and image/video posts. They are designed to promote sales, offers or events for your local store.

A Google searcher or user can view posts from the overview of your Google My Business (GMB) Listing. They can scroll left to right to view up to ten posts, or go to the “posts” tab of the GMB listing to see all current and previous posts.

GMB posts come with valuable Call To Action (CTA) options and statistical insights for each post, thereby giving businesses like yours an ideal way to share content with their target (local) customers.


Do Google My Business posts help SEO?

In short – yes. Google my business posts are an important way to improve your overall SEO game. Posting to Google can

  1. Help you achieve more organic clicks – this, in turn, will increase your page rankings
  2. Encourage users to act off the post with their CTA buttons – this increases traffic to your other (website) content
  3. Collect user information
  4. Increase traffic long-term to sections of your website (eg. blog).

When people engage with your listing regularly – this can increase your ranking through “Behavioral Signals”, one of the 8 key Google local search ranking factors. (A high click-through rate, from your GMB listing to your website, is considered a behavioral signal.)

For more information – read our previous blog – How Google My Business benefits your Small Business


What type of posts can I add?

There are 4 distinct post types presently available in all GMB Accounts:


UPDATE POST

The “Update” post is ideal for sharing your general business updates. Including – company happenings, additions to your services, additions to your team, recent blog articles and much more.

Features of an Update Post

Image/Video: You can add an image, GIF, or a short video (The maximum size for videos is 100 MB). Photos should have a minimum resolution of 400px wide by 300px tall, in JPG or PNG format.

Text: It’s possible to add up to 1,500 characters in an Update post. Think of this type of post as a mini-blog as it allows business owners to add detail to truly engage searchers with content. Following SEO best practices, make sure to put keywords and the most important message towards the front of the paragraph of your Post.

Possible Call to Action options are:
– Book
– Order Online
– Buy
– Learn more
– Sign Up
– Call now – uses the primary number on the listing

Where are your Update posts displayed?

Searchers will find “Update” posts on

  1. Desktop – in the Knowledge Panel, Maps, and Local Finder
  2. Mobile – in the Knowledge Panel under “Updates”. Also in search results of [Your Business Name] on Google section
  3. Google Maps app. In the “Posts” section of the main navigation (in the main navigation)

EVENT POST

Event posts can be used to promote events your business is hosting, involved with/supporting. It may be in-store, or a local/community event that your business is passionate about.

Features of an Event Post

Image/Video: You can add an image, GIF, or a short video (The maximum size for videos is 100 MB). Photos should have a minimum resolution of 400px wide by 300px tall, in JPG or PNG format.

Event Title (Optional): To a maximum of 58 characters (with spaces). If adding a title (this is displayed in bold), your post will stand out better in search results.

Event Details: Again, it’s possible to add up to 1,500 characters to outline the event in as much or as little detail as you choose. Following SEO best practices, make sure to put keywords and the most important message towards the front of the paragraph of your Post.

Start/End Date (Time Frame): There doesn’t seem to be a limit to your end date. In theory – you could add an event post that stays active for months. (NB! Once another post is published this will take precedence as the first featured post.)

Add Event Time (Optional): These will not be shown publicly. If it’s important to share event times with your customers, add these either in the details of the post or, to the page you link to.

Possible Call to Action options are:
– Book
– Order Online
– Buy
– Learn more
– Sign Up
– Call now – uses the primary number on the listing

Where are your Event posts displayed?

Searchers will find “Event” posts on

  1. Desktop – in the Knowledge Panel, Maps, and Local Finder
  2. Mobile – in the Knowledge Panel under “Updates”. Also in search results of [Your Business Name] on Google.
  3. Google Maps app. In the “Posts” section (in the main navigation)

OFFER POSTS

These allow you to promote discounts, coupons, specials and/or sales that your business already offers or an exclusive promotion for your GMB listing. Offer posts have a bright yellow tag to attract a searcher’s notice.

Features of an Offer Post

Image/Video: To showcase your offer you can add an image, GIF, or a short video (The maximum size for videos is 100 MB). Photos should have a minimum resolution of 400px wide by 300px tall, in JPG or PNG format.

Offer Title: To a maximum of 58 characters (with spaces). This is displayed in bold so your post will stand out better in search results.

Offer Details: 1,500 characters to describe the offer and important details. Best practice is to be direct, transparent, and straightforward with your offer. Following SEO best practices, make sure to put keywords and the most important message towards the front of the paragraph of your Post.

Start/End Date: Enter the dates that the offer is valid for.

Coupon Code (Optional):  The perfect way to track conversions that you are getting from your GMB offer post. Adding a coupon code improves the look of the post, making it more clickable and exclusive.

Link to Redeem Offer (Optional): URL to the landing page that provides searchers with your offer details and, a way to get in touch for further information or to redeem the offer. This is the CTA button. The text is automatically added as “REDEEM ONLINE“. If you don’t add a link to the post, it will automatically add text in the KP that says “View Offer”.

Terms and Conditions (Optional): This is strongly recommended! It’s possible to add “See website or contact us for full rules and regulations.” No one wants an unwelcome surprise when claiming an offer.

Where are your Offer posts displayed?

Searchers will find “Offer” posts on

  1. Desktop – in the Knowledge Panel, +/- the Local Pack, Maps, and Local Finder. On desktop in Maps, when you have an active Offer post it moves the post up higher and features just that post. When users click on it, then the other active and past posts will also show up underneath.
  2. Mobile – in the Knowledge Panel under “Updates”. Also in search results of [Your Business Name] on Google.
  3. Google Maps app. In the “Posts” section (in the main navigation)

WELCOME OFFER POST

The Welcome Offer is only shown to people who choose to “Follow” your business in the Google Maps app. It allows businesses to provide an exclusive offer, coupon, or freebie to new followers directly in the Google My Business App (you must download the app to access it).

Features of a Welcome Offer Post

Image/Video: To showcase your offer you can add an image, GIF, or a short video (The maximum size for videos is 100 MB). Photos should have a minimum resolution of 400px wide by 300px tall, in JPG or PNG format.

Offer Title: To a maximum of 58 characters (with spaces). This is displayed in bold so your post will stand out better in search results.

Offer Description: 1,500 characters to describe the offer and important details. Be engaging and compelling to encourage people to take up your offer. Add the necessary information to make it a smooth process for the person redeeming it.  Following SEO best practices, make sure to put keywords and the most important message towards the front of the paragraph of your Post.

Coupon Code (Optional): The perfect way to track conversions that you are getting from your GMB offer post. Adding a coupon code improves the look of the post, making it more clickable and exclusive.

Start/End Date (Time Frame*): There is an automatic 2-week expiry/time frame for the offer to new users and this is a locked feature so, from the moment someone starts following your business they have 2 weeks to use it. Otherwise, there is no expiration date. To remove it from your listing, simply “delete” it in the GMB App – add a new one, or, leave it blank.

Terms and Conditions (Optional): This is strongly recommended! It’s possible to add “See website or contact us for full rules and regulations.” No one wants an unwelcome surprise when claiming an offer.

Enter a Website (Optional): The URL to your landing page which provides followers with more information on the offer, or if they are able to redeem it directly online. In contrast to the Offer Post, there is no “Redeem Online” link, instead – a general link to the website button.

CTA Button (Automatic): An automatic “Save (download)” button is added. Users can click “Save” which will download a screenshot of the offer to their device’s album/photographs.


PRODUCT POSTS

Product posts allow you to shine the spotlight on specific products and merchandise your business sells. These Post types have their own navigation heading in mobile search results.

Features of a Product Post

Image/Video: Add a representative image, GIF, or a short video (The maximum size for videos is 100 MB) of the product. Photos should have a minimum resolution of 400px wide by 300px tall, in JPG or PNG format.

Offer Title: To a maximum of 58 characters (with spaces). The product name is displayed in bold so your post will stand out better in search results.

Price (Optional): Either add the exact dollar amount or click the range slider to allow for a minimum to maximum amount. It’s also possible to leave this blank and not share a price.

Description: As is standard with the other post types, Product posts can have up to 1,500 characters detailing the specifics of your product or service. Following SEO best practices, make sure to put keywords and the most important message towards the front of the paragraph of your Post.

CTA (Optional):
– Book
– Order Online
– Buy
– Learn more
– Sign Up
– Call now – uses the primary number on the listing

Where are your Product posts displayed?

  1. Desktop – in Maps, when you click on the listing the Product post appears higher up in a “From the Owner” section and features that post exclusively (as per “Offers”). When a searcher clicks on the post it opens the full post, and below that will be any other active and expired past posts in order of the date they were published.
  2. Mobile – These posts have their own special section under the Products navigation heading. Also, in the Knowledge Panel under “Updates and in search results of [Your Business Name] on Google.
  3. Google Maps App – In the navigation under Posts.

GMB Posts FAQ’s

  1. How do I add posts?
    A: You can create new Posts by logging into the GMB Dashboard on Desktop or by downloading and logging into the GMB App on your mobile device.
  2. How many posts can I have at any time?
    A: 10
    When a Post expires the information remains in your Business Profile
    “Expired” posts don’t display in search results as live posts do.
    There’s no value in having more than 10 live posts at any given time
  3. Should I use hashtags?
    A: Simply, no, these don’t work in the same way as on Insta and Twitter.

Summary and Conclusion

So – which post type should you be adding to your GMB profile? Each type provides value for small business value and can be used in your overall content strategy to make search results stand out and improve your engagement.

Time to get posting!



Sources and Resources

Ranking your local business part 8: Behavioural Signals
Why Google Posts are Essential to your SEO and VEO Strategy
How often to post on Google My Business