Local Search Engine Optimization (SEO) can make or break a company and Google is constantly adding features that can help your company stand out. One of the best features that is often underutilized in the Google My Business control panel is Google Posts! If you haven’t heard of this, then keep reading, as we discuss what the panel posts are and why you need to be using this feature in the knowledge panel.

What are Google Posts?

A local knowledge panel post, or a Google Post, is a new way to share relevant, fresh content with people who are searching for your business. These posts appear at the top of Google search results and are highly ranked. They look like “business cards” on your screen. Google released the ability to create posts in January 2016 and has been expanding who can use them ever since. The purpose of a Google post is to allow businesses to share messages which will appear on their local panel on a Google search. Each post can be up to 300 words in length and include a clickable call-to-action.

Different Kinds of Posts

Google has several different types of posts that you can use to draw even more attention to your own business. What you base your post on, depends on the message you want to send to your viewers. There are three different kinds of post you can create.

  • Events
  • Sales
  • Products

Each of these posts can be created in the local knowledge panel, and each serve a different purpose. When highlighting an event, the post will stay up until that event has taken place, then it will be automatically taken down. ANY OTHER POST ONLY LASTS 7 DAYS, so it is very important to keep a close eye on when you post and do it weekly.

Google posts allow for 10 posts to be up at a time – but remember, only the first 2 ½ posts will show without the viewer having to scroll to see more. You should prioritize where you want the most traffic to go in those first two posts.

How to Create Local Knowledge Panel Posts?

Now you know the different options you can have in Google Posts and how it can help your Google My Business panel. Make sure you have claimed your Google My Business and have access to it. Once you do that, you can put posts on your local business knowledge panel.

Once the posts are created you can see different insights from the posts, like impressions and clicks, from inside the Google My Business dashboard.

When creating your Google Posts, keep in mind that the best images to use are 750 x 750 and Google will not accept anything less than a 250 X 250. Another item to keep in mind when selecting an image is to make sure it is center-weighted. If it is not, Google will crop off the top of the photo and your image will not look as professional. Another thing to note is that Google doesn’t currently accept animated GIFs and videos, so plan on getting quality photos for your posts.

Another thing to keep in mind when you are creating the local panel posts is that Google will only show the first 100 characters. You need to make these characters count, but you can’t just stuff them with keywords. When creating the first 100 characters, make sure it doesn’t cut off mid-sentence or show an incomplete sentence.

When used correctly, Google Posts will help you give credibility to your business and make local consumers aware of your sales, events, and anything else you would like to display. Overall, the reason you should use Google posts is to create an easier way for your potential customers to convert, which means your business can continue to thrive. Learn all about Local Search and how Google My Business is a must, no matter what your company specializes in.

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