• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Resources
    • More
    • Home
  • Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • Live
  • More
  • Events
  • SUBSCRIBE

Search Engine Land

Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • More
  • Newsletters
  • Home
Local

Google allows retail chains to Post at scale via GMB API — will it last post-COVID?

Google Posts are free and can be a very effective communication or promotional tool.

Greg Sterling on April 17, 2020 at 9:28 am
  • More

Not long ago, Google started allowing “chains” (businesses with more than 10 locations) and partners to publish COVID-19 Google Posts at scale using the Google My Business (GMB) API. That also became possible for non-COVID Posts as well. This is a big deal for brands, but will it last?

Google Posts have not been widely adopted by business owners and brands. But for those using them, they can be a very effective way to convey important information or promotions to customers and have become an important communication tool during the coronavirus outbreak.

Google Posts from Google My Business show in Google local search results
Google Posts can appear in the local panel on Google local search results as well as in Maps.

The Posts above are from auto dealership AutoNation, which has several hundred outlets. The one on the left uses a simple “we’re open” badge on the main image to convey that its dealerships are still open. The one on the right is a promotion for a car-disinfecting service at AutoNation locations. According to LocalSEOGuide, both Posts were very successful.

COVID-19 announcement Posts. In early April, Google created a special category of COVID-19 Posts, with a 14-day expiration date. Posts typically survive for 7 days and must be re-published after that. However, the 14-day time frame has not always held up in practice, according to several local SEOs I’ve spoken to.

An array of Google Posts featuring new policies, hours and offers

The gallery of Posts above illustrate the growing array of business categories using them. These feature landscape services, rental cars, a medical doctor offering virtual consultations, a zoo, a law office, a grocery store chain an Asian restaurant franchise. They also reflect varying degrees of polish and sophistication, as well as a wide range of messages around hours, special offers and new products. (They were provided by Darren Shaw, Clare Carlile, Andrew Shotland, Joy Hawkins and Joel Headley.)

Most businesses still aren’t using Google Posts. Historically, Google has not allowed enterprises with more than 10 locations to use the GMB API for Posts. The relaxation of that rule has been welcomed by SEOs who work with large enterprises and multi-location brands.

In 2018, Mike Blumenthal determined that 26% of Google-verified businesses in the U.S. were using Posts. At roughly the same time, Phil Rozak independently found that only about 17% of local business GMB users had ever created a Google Post. These numbers would likely be somewhat higher if the same studies were done today but they illustrate the fact that Posts are highly underutilized by GMB profile owners.

Why we care. Google Posts are one of the most potentially effective (and free) features of GMB. All GMB accounts should be using them — regularly and especially right now.

The change in API rules, to allow “chains and partners” to post at scale, could be a breakout moment for Posts, building greater awareness among consumers and business owners and opening the door to localized-national offers and even e-commerce. However, Google has said publicly and in email to us that the waiver of the 10 location API limit is “temporary” during the crisis. We’ll see in a few months if that changes.

More about marketing in the time of the coronavirus

  • Marketers say COVID vaccines create hope for quick return of in-person events
  • Is Amazon about to eat Google’s lunch?
  • See how visits to retail, grocery, workplaces are trending with Google Mobility Reports
  • Replay: Live with Search Engine Land season wrap-up—COVID and marketing disruption

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Channel: LocalCoronavirusGoogleGoogle: Google My BusinessGoogle: Google PostsGoogle: Maps & LocalGoogle: SEOSearch Engines: Maps & Local Search EnginesSearch MarketingSearch Marketing: Local Search MarketingSEO - Search Engine Optimization

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Lorem ipsum doler this is promo text about SMX events.

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

Discover actionable tactics that can help you overcome crucial marketing challenges. Our next conference will be held:

Next Event: Sept. 14-15, 2021

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • Nielsen Annual Marketing Report: Era of Adaptation
  • Global Social Media Advertising Trends Among Retailers in 2021
  • 2020 Hispanic Market Report
  • Delivering Audio Success: Industry Trends in Streaming Audio & Podcast Performance
  • Ten Tips for Acquisition Email Success
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $149

h
Receive daily search news and analysis.

Channels

  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social

Our Events

  • SMX
  • MarTech

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok