Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How Google Posts Can Boost Local SEO Without Extra Spend
Transcript
- Lucas: Alright Luna, I want to talk about a free tool that most small business owners either ignore or misuse. Google Posts. Luna: Google Posts — those little updates inside your Google Business Profile, right? I've seen them but I'm not sure they actually move the needle. Lucas: That's exactly the skepticism I want to address. Because when done right, they can improve your local search visibility and engagement without spending a dime. Let me give you a concrete example. Luna: Please do. I need numbers, not theory. Lucas: So I've been tracking a Denver bike shop — let's call them Mile High Cycles — for about six months. They started posting weekly offers and event updates on their Google Business Profile back in January. By March, their click-through rate from the profile to their website had jumped twenty-two percent. Luna: Twenty-two percent — that's significant. But was that just from posts, or were they doing other SEO work at the same time? Lucas: Good question. They didn't change anything else — no new backlinks, no major website overhaul. The only variable was they began consistently publishing posts. And they weren't just throwing up random photos. They had a strategy. Luna: Okay, so what did that strategy look like? Because I've seen profiles where posts are just generic 'We're open' updates. Lucas: Right, that's the misuse. Mile High Cycles focused on two things: offers and events. Every Monday they'd post a weekly special — like fifteen percent off tune-ups. And every Thursday they'd promote a group ride or workshop. Each post had a clear call to action. Luna: Call to action meaning they used the buttons Google provides — like 'Learn more' or 'Sign up'? Lucas: Exactly. And they linked each post to a relevant page on their site. Not their homepage — specific landing pages for that offer or event. That's a best practice a lot of people skip. Luna: Interesting. So the posts themselves drove clicks. But do they actually help your ranking in local search results? Or is it just about the click-through rate? Lucas: There's debate on that. Google has never officially said posts are a ranking factor. But there's a strong indirect effect. When you post fresh content, your profile looks active, and that can signal relevance to Google's algorithm. Luna: So it's like a freshness signal — similar to how a blog post can help your website's SEO? Lucas: Exactly. And more importantly, posts can directly influence user behavior. If a potential customer sees a recent post about a sale or an event, they're more likely to click through to your site or call you. That engagement can improve your overall profile performance. Luna: I want to push back a little. I ran a small experiment with a local yoga studio — they posted once a week for two months. Their impressions on Google Maps stayed flat. So what gives? Lucas: What kind of posts were they publishing? Luna: Mostly class schedule reminders and inspirational quotes with stock photos. Lucas: There's your problem. Google Posts are not social media — you can't just throw up a quote and expect results. They need to offer something specific: a promotion, an announcement, or useful information with a clear next step. Luna: So the content type matters as much as the frequency. What's the sweet spot for posting frequency? Lucas: I'd say at least once a week, but no more than three times a week. Google posts expire after seven days, so weekly keeps your profile fresh without overwhelming customers. Mile High Cycles posted twice a week consistently. Luna: And they saw results after just three months. That's pretty fast for organic. Lucas: Fast is relative, but yes — for a zero-cost tactic, a twenty-two percent lift in click-through rate is impressive. And they also saw a twelve percent increase in direction requests from their profile. Luna: Direction requests — so people actually went to the store? That's the ultimate goal. Lucas: Right. And that's the beauty of Google Posts — they can drive both online and offline action. You can include a button for 'Buy', 'Learn more', 'Call', or 'Get directions'. Each post can be tailored to your goal. Luna: How long does a post stay visible on the profile? Lucas: They auto-expire after seven days. But they don't disappear completely — they go into an archive on your profile. So you can see your history, but only the most recent post is prominently displayed. That's why consistency matters. Luna: So you can't just post once and coast. You have to keep feeding the machine. Lucas: Exactly. But the good news is each post only takes about five to ten minutes to create. You can even schedule them in advance using Google's Business Profile dashboard. Luna: Wait — you can schedule Google Posts? I didn't know that. Lucas: Yes, you can. In the Google Business Profile manager, when you create a post, there's an option to schedule it for a future date and time. That makes it easy to batch a month's worth of posts in an hour. Luna: Okay, that changes the time commitment argument. So for a small business owner who's already stretched thin, this is doable. Lucas: Absolutely. And it's free. Compare that to Google Ads — even a small local campaign costs a few hundred dollars a month. With posts, the only cost is your time. Luna: But do Google Posts help with search rankings directly? I've seen conflicting opinions on that. Lucas: Let me clarify. Google has not confirmed posts as a ranking factor. However, there's evidence that profiles with frequent, high-quality posts tend to rank better. It's likely because posts increase engagement, which Google interprets as a positive signal. Luna: So it's correlation, not necessarily causation. But enough to make it worth doing. Lucas: Exactly. And when you consider that Google Posts are one of the few things you can control in your Business Profile — aside from your description and photos — it's a no-brainer to optimize them. Luna: Let's talk about what makes a good post. You mentioned offers and events. What about new products, behind the scenes content, or customer testimonials? Lucas: Those can work too, but you need to be strategic. For example, a testimonial post with a 'Learn more' link to a review page can build trust. But if you're just posting a photo of your team with no context, it's unlikely to drive action. Luna: So every post should have a clear purpose and a call to action. Got it. Lucas: And keep the visuals high quality. Google Posts support images and videos. Mile High Cycles used bright, clear photos of bikes and events — not stock images. That made their posts stand out. Luna: What about text length? I've seen some posts with long paragraphs. Lucas: Keep it short. Google shows only the first 100 characters in the preview, with a 'read more' link. So your headline and first line need to hook the reader. Mile High Cycles used lines like 'Spring Tune-Up Special: 15% Off This Week Only'. Luna: That's direct and enticing. No fluff. Lucas: Exactly. And they always included a link. That's another mistake I see — people create a post but forget to add a URL. Without a link, you're just broadcasting, not driving traffic. Luna: So the ideal post is: a compelling headline, a short description, a high-quality image or video, and a clear call to action button with a link. Lucas: You've got it. And one more thing — track your results. Google Business Profile gives you insights on how many views and clicks each post gets. Use that data to see what resonates with your audience. Luna: Right, so you can iterate. Post A about a promotion might get more clicks than Post B about an event, so you double down on promotions. Lucas: Exactly. That's how Mile High Cycles refined their strategy. They started with a mix of content, then focused on what drove the most direction requests and website visits. Luna: I'm sold. But let me play devil's advocate — what about businesses that don't have a lot of events or promotions? Like a dentist's office or a law firm? Lucas: Good point. For service-based businesses, you can post about new services, helpful tips, or seasonal reminders. A dentist might post about 'back to school checkups' with a 'Book now' button. A law firm could post about 'New tax regulations' with a 'Learn more' link to a blog post. Luna: So it's about finding the angle that adds value to your customers. Not every post has to be a discount. Lucas: Exactly. Think of it as mini-ads that cost nothing. And because they expire, you can experiment freely without cluttering your profile. Luna: One thing I've noticed — some businesses use Google Posts to announce job openings. Is that effective? Lucas: It can work if you link to the application page. But it's not the primary use case. I'd prioritize posts that drive customer action over recruitment. But if you're a small business actively hiring, it's better than nothing. Luna: Fair enough. So what's the one takeaway you want listeners to remember? Lucas: Google Posts are a free, underutilized tool that can improve your local SEO indirectly by boosting engagement. Post at least once a week with a clear offer or announcement, include a high-quality image and a call to action link, and track your insights to refine your approach. Luna: And if you're the bike shop owner listening, you're probably already doing this. But if you're not — start this week. Lucas: Exactly. It's one of the easiest wins in local marketing. And unlike paid ads, the results compound over time as your profile becomes more active. Luna: Alright, I'm convinced. Next time I talk to a small business owner, I'm recommending they try Google Posts for a month and see what happens. Lucas: And come back and tell us your results. That's it for this episode of The Local Marketing Podcast. I'm Lucas. Luna: And I'm Luna. See you next time.