The Google Business Profile (formerly Google My Business) is the foundation of local SEO. It allows a business to be visible on Google Maps as well as in the "Local Pack," or "Google Local Pack," a search area on Google that displays the three most relevant local businesses in response to a query including a location.
This tool helps generate qualified traffic through several key levers:
- Immediate visibility: Your business is displayed for geolocated searches or searches related to your activity, attracting customers with an intent to make a quick purchase.
- Social proof and click-through rate: Customer reviews and ratings strengthen user trust while sending positive signals to Google.
- Structured and complete data: Accurate information (hours, address, phone number, links) improves the relevance and performance of your listing in search results.
Google Posts are a feature of your Google Business Profile (formerly Google My Business)) that functions like a mini social network.
They are short messages accompanied by a photo or video that businesses publish directly on their Google Business Profile.
They allow you to share more detailed content directly from your profile: news, offers, events, or promotions. It's an effective way to control the information visible to users when they search for your business on Google.
These posts also appear in the Knowledge Panel, the informational card displayed to the right of search results.
It's important to note that these posts are temporary: they generally remain visible for only seven days, which means you need to publish regularly to maintain an active and engaging presence.