Big News For Those With Google Business Profiles

There have been two recent developments that are BIG in terms of merging social media with Google business profiles as well as the real mic dropper, new local ranking factor service areas.

Google Testing Displaying Social Media Posts on Google Business Profiles

Google is currently testing a new feature that displays social media posts prominently on Google Business Profiles (GBPs). This development has caught the attention of digital marketers and business owners as it could significantly impact how businesses engage with potential customers through their Google presence.

The Experiment

The posts being showcased are from Facebook, not Google Posts. Traditionally, Google Posts were the primary content displayed on GBPs, but they were often relegated to less visible sections. This new treatment places social media posts at the forefront, making them more accessible to users. This prominent placement could lead to higher engagement rates and more visibility for businesses that actively maintain their social media profiles.

Implications for Google Posts

One of the big questions arising from this experiment is whether Google is planning to phase out Google Posts. As of now, there is no definitive answer. Google might be exploring ways to integrate more dynamic content from various social platforms to enhance user experience and engagement. The possibility of removing Google Posts cannot be ruled out, but it continues to remain speculative.

The Takeaway

For businesses, this test underscores the importance of linking social media channels to their Google Business Profiles. If Google decides to roll out this feature widely, having active and engaging social media profiles could provide premium placement for marketing messages directly on GBPs. This can be a powerful tool for reaching a broader audience and enhancing online visibility.

To stay ahead of the curve, businesses should ensure their social media accounts, particularly Facebook, are updated and linked to their GBPs. This proactive approach can help leverage any new features Google introduces, providing a competitive edge in local search results.

Engaging in the Discussion

The digital marketing community is actively discussing this development on platforms like Twitter and LinkedIn. These discussions provide insights and various perspectives on how this feature might evolve and its potential implications. Engaging in these conversations can offer valuable information and strategies to make the most of this and other emerging trends.

New Local Ranking Factor: Service Areas

The Myth Busting Data

Jim Allen, a well-known figure in the local SEO community, provided compelling evidence via Twitter/X to support the notion that service areas now influence local rankings. Using latitude and longitude data from Pleper, Jim discovered an intriguing pattern with his mobile notary business. Initially, his business's "pin" was incorrectly located in the middle of a farmer's field, leading to poor rankings in his desired service area.

The Experiment

Jim decided to experiment by updating the service areas in his GBP to focus more closely on the main area he wanted to target. He then used Local Falcon scans to monitor any changes in rankings. The results were telling: after updating the service areas, not only did his rankings improve in the targeted area, but the latitude/long in Pleper also adjusted to reflect the new focus area.

Before

In the "before" image below, Local Falcon scans showed Jim’s business ranking poorly around the misplaced pin and failing to rank well in his desired service area.

After

In the "after" image, updated Local Falcon scans indicated a significant improvement in rankings within the targeted service area, suggesting that the changes in service areas directly influenced his business's local search performance.

Implications

These findings indicate that Google may have updated its algorithms to consider service areas as a ranking factor. This shift raises several important questions:

Significance of the Factor

How significant is this new factor in local rankings? While the data from Jim is compelling, further research is needed to determine how much impact service areas have across different industries and locations. Initial evidence suggests that it can move the needle, or shift the grid, in terms of local search visibility.

Practical Takeaways

For local businesses, especially those without a physical storefront, it’s now crucial to:

Re-evaluate Service Areas: Ensure your service areas in GBP accurately reflect your target market. This could involve narrowing or expanding the geographic scope based on where you want to improve your rankings.

Monitor Changes: Use tools like Pleper and Local Falcon to track any shifts in your business’s rankings and geographical pin placement after updating service areas.

Stay Updated: Keep an eye on discussions and data shared by local SEO experts on platforms like Twitter and LinkedIn. This can provide insights into how this factor is evolving and best practices for leveraging it.