Saturday, October 23Digital Marketing Journals

Do Google Posts Impact Ranking?


One of the most frequent questions I get asked related to Google posts is if they impact where a business ranks in the local pack.  To answer this question, we did a test recently on a few inactive Google My Business listings.

TLDR

Adding Google posts to Google My Business (GMB) listings had no measurable impact on rankings in the local pack.

The Methodology:

To test this, we picked 3 different Google My Business (GMB) listings that we started adding Google posts to.  These 3 listings had no SEO efforts whatsoever (no content, reputation, or link building efforts) and were in small towns.  2 of them were for marketing companies that were set up as service-area business listings and the other was a storefront for a physical therapist.

We scheduled 1 post a week for a total of 9 weeks using DBA Platform. In Places Scout, we tracked a total of 441 keywords per location and looked at local rankings for the top 10 positions.  We also made sure the posts were about content that was related to the keywords we were tracking.

The Results:

For the physical therapist, after the 9 week period was over, there was no noticeable change in rankings.
For the second listing (marketing company), we actually saw a decline in rankings.

When I looked into what was going on here, I saw that the drop in rankings was because Google had filtered the listing and was now showing the 3rd listing in our study instead.  This was happening because both listings were verified using the same address.  They had different websites and different phone numbers.  The drop had nothing to do with the posts on the listing as the one that was now ranking instead didn’t even have posts that related to the keywords we were tracking.

The third listing (marketing company) showed fluctuations over the course of the 9 week period.
When we looked at the screenshots of the search engine results pages (SERPs), we saw that Google kept switching out a job pack in the results.  The dates that the job pack was showing resulted in our rank tracker showing a decline.
The presence or lack of the job pack was unrelated to anything we were testing with Google posts.

Conclusion

Although we strongly suggest utilizing the Google posts feature, it should be seen as a way to increase conversions and deliver a message to potential customers.  It should not be seen as a way to increase rankings for specific keywords on Google.  Based on our test, adding Google posts to Google My Business (GMB) listings had no measurable impact on rankings in the local pack.

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