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How Do Google Posts Influence My Rankings?

In a recent case study, Ben Fisher from Steady Demand tested Google Posts to see if they impacted local results. Two businesses were tested – a garage flooring company and a church. The garage flooring company was having difficulty with their keywords ranking in the local 3-pack while the church had no SEO strategy. The Steady Demand team generated two posts for seven days from August 11th through October 1st.
 
Case Study #1 
 
After one week of posting, the garage flooring business increased one position for the term “garage flooring Vancouver.” This business increased from position four to position three, ultimately getting them a place in the 3-pack. For the term “garage flooring” they shifted from position seven to two within four days.
 
Case Study #2
 
In regards to the church, they were monitoring how they ranked for “church” terms. The church increased from position five to position three for “church keswick” after posting continuously. A significant amount of traffic was driven to the website due to the posts. A majority of the traffic came from mobile and half the traffic came from within the targeted region.
 
The increase in traffic to the website came mostly from a bio of one of the pastors. Surprisingly, Google My Business displayed zero engagement on the post even though it drove 74 new users to the website.
 
Analysis
 

  • Google Posts have a mild impact on rankings. Keep in mind that the tests were conducted on non-competitive industries so for other brands and businesses, we might not see as much movement.
  • Google Posts should not be the only SEO worked performed because they are low-impact tasks. Posting on Google My Business must be done in tandem with other SEO efforts.
  • To understand data on your Google My Business page, you should be using the UTM codes on your URLs.

 

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