How to Amplify Your Organic Presence
Utilizing daily posts within your Google Business Profile (GBP) is a great way to increase your listing’s overall visibility, while also helping to drive more qualified organic leads to your website.
What is Google Business Profile (GBP)?
GBP is a free service provided by Google that allows businesses to control the information in their online profiles, manage and respond to reviews, learn more about potential customers, and rank higher in the SERPs. GBP is an important aspect of a business’s local SEO
What are Google Posts?
Google Posts are a feature within GBP that allows businesses to create content directly within the search engine results page (SERPs).
Over the course of three months and using 15 Digible accounts, we examined the impact that posting daily can have on a property’s Google listing. We compared the data from our test period to the previous year’s data. In our analysis, we aimed to discover if there was any correlation between an account’s daily Google posts and a property’s organic presence.
Our Findings
| Google Business Profile Data | Avg Total searches | Avg Direct searches | Avg Discovery searches | Avg Total views | Avg Search views | Avg Maps views | Avg Total actions | Avg Website actions | Avg Directions actions | Avg Phone call actions |
| 2021 | 40343 | 16394 | 23949 | 63861 | 16878 | 46984 | 2259 | 1263 | 671 | 326 |
| 2022 | 40799 | 15794 | 25005 | 64246 | 14551 | 49695 | 2287 | 1177 | 765 | 344 |
| % change (2021 v 2022) | 1% | -4% | 4% | 1% | -16% | 5% | 1% | -7% | 12% | 5% |
| Organic Google Analytics Data | Avg Sessions | Avg Bounce Rate | Avg Pages / Session | Avg Session Duration | Avg Goal Conversion Rate | Avg Goal Completions |
| 2021 | 2083 | 31% | 4.6 | 236 | 21% | 461 |
| 2022 | 2084 | 30% | 5.0 | 242 | 28% | 610 |
| % change (2021 v 2022) | .02% | -3% | 8% | 3% | 24% | 24% |
Conclusion: Daily Google Business Profile posts can help overall SEO
Adding daily posts to a client’s GBP can help increase the listing’s overall visibility, while also helping drive more qualified organic leads to the client’s website. We can expect a client’s property to start seeing an increase in their organic presence within 3 months of the start of their campaign.
GBP-Specific Conclusions
Adding daily posts to your GBP listing can help increase the visibility of your GBP listing. During our test period, we have seen an increase in total searches, direct searches, discovery searches, and total profile views on the SERPs and in Google Maps, along with an increase in directions clicks.
Website Specific Conclusions
Adding daily posts to your GBP listing can help increase quality organic traffic. With the implementation of daily posts, we saw an increase in organic conversion rate, goal completion, as well as a lower bounce rate.
Main Takeaways
- Map Views Increase
Posting daily on GBP can increase map views for a property’s listing. We saw that this optimization on the listing could add an average of a 5% increase in map views.
- Increase in Quality Traffic
Based on data collected from Google Analytics, results yielded that users were more likely to visit more pages, stay on-site longer, and convert.
Digible’s Google Post Strategy
At Digible, we recognize the importance of utilizing GBP metrics as a ranking signal for businesses in the local map pack. Through the implementation of GBP posts, we are able to effectively address general questions from residents, maintain a strong brand presence, and encourage ongoing engagement within the profile. By creating informative and rich posts, we enhance the knowledge available within the GBP.
Our enhanced Google Posts strategy allows us to keep searchers and future residents informed by providing detailed information on available units, location details, individual apartment amenities, as well as complex and community information. We are dedicated to utilizing this strategy in a manner that will best benefit our clients’ brand while also providing valuable information to potential renters.
