Local SEO expert Joy Hawkins joins us for a special edition of Whiteboard Friday, giving you a sneak peek at her MozCon Virtual 2021 presentation: To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts.
Don’t forget to grab your ticket to see Joy and our other incredible speakers, July 12-14!
Hi, Moz fans. It’s Joy Hawkins, and today I’m going to be giving you a preview of the presentation I’m going to be doing later this year at MozCon. It’s all about Google My Business posts.
So if you are unfamiliar with posts, there are currently four different types of Google My Business posts. There are what we call the update posts, which is kind of your typical post that has an image and some text. There are what we call offer posts, event posts, and then last year Google actually released a new one called COVID posts. Now typically all these posts share some similarities, but they’re all a little different.
1. COVID Posts perform well
One of the things that we looked at in the study, that I’m going to be going over at MozCon, is which type performs better.
So specifically we wanted to know: Do they get more clicks? Do they get more conversions? We identified that two of the types definitely outperform the other two. So I’m not going to reveal both. But I’ll tell you that one of the two was the COVID post type. The reason for this I believe is that, unlike the other three types of posts, COVID posts get their own special spot in the knowledge panel.
So I’ve done my best to highlight this here. On the left here, you’ll see that at the bottom there’s usually the post carousel, and it’s underneath reviews, questions and answers, and products. So it’s kind of like shoved down in the search results. Now COVID posts on the other hand, which are featured over here on the right, they show up right at the top, right underneath the business information.
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