September 5, 2018 4:34 am
Google My Business posts have been around since mid-2017. They seem to have caught on – more than many of Google’s “local business” features have – mostly because the payoff is clear: GMB posts stick out in your brand-name search results, and can nudge people toward the next step you’d like them to take.
Should you use Google My Business posts – for your business? On the one hand is the “Why not?” argument. You can give GMB posts a try for a few months and see if they’re worth the (small) effort.
On the other hand, the “Why bother?” argument also has merit. To wit:
- If most businesses use GMB posts already, won’t customers tune them out post?
- If few businesses use GMB posts, have most people just concluded they’re a waste of time?
- If few businesses use them, will Google retire GMB posts soon?
This is where it helps to know specifically how many businesses use – or ever have used – Google My Business posts. I couldn’t find any numbers on that, and when possible I like a better understanding than, “Umm, not many” or “A lot, I guess.” So I did some research.
I looked at 2000 businesses in the Google Maps results, in 100 local markets. Those 100 markets covered 10 cities across the US, and focused on 10 categories of businesses. (More on my methodology in a minute.) I counted how many businesses had created a GMB post recently – within the last 7 days – and how many businesses had ever done a GMB post.
Here’s a summary of what I found – the numbers on businesses’ adoption of Google My Business posts:
Q: How many businesses have ever created a Google My Business post?
A: About 17%.
Q: How many businesses have posted recently and seem to post regularly?
A: About 4%.
Q: How many businesses posted at least once, but seem not to keep up with it?
A: About 13%.
Q: Of the businesses that do post on GMB, how many seem to do it regularly?
A: About 1 in 4.
Q: In how many local markets has at least one business (in the top 20) ever tried GMB posts?
A: About 91% of local markets. In only 9% of markets (that I looked at) nobody had ever posted.
Q: In an average first page of “Maps tab” results (20 local businesses), how many have ever tried GMB posts?
A: About 3 businesses.
Q: How saturated do local markets get, in terms of how many local businesses post on GMB?
A: The most I ever saw was 10 businesses out of the top 20. There were a few nines and a few eights. Again, the vast majority of businesses I looked at have never posted.
You can download my spreadsheet Google-My-Business-Posts.xlsx" target="_blank" rel="noopener">here. If you look at it, I’d love to hear any insights you glean that I didn’t mention.
Methodology and limitations
1. I looked only at businesses in the US. I imagine the adoption of (or dabbling in) GMB posts is a little lower outside of the US, but of course it just depends on the local market.
2. I looked only at larger and medium cities in the US. In some cases Google Maps drew results from the suburbs, but I didn’t search there or in less-populated areas. In my experience, adoption of Google My Business features (and the like) is lower outside of the larger cities.
3. I searched in Google Maps – in the “local finder” – so I could look at a larger sample of businesses. The alternative was to look at the top 3 businesses on page 1 of Google’s main search results, but Google’s main search results don’t show who’s using GMB posts. I’d have to click on each one anyway. In the “Maps” view, I could pull up a list of 20, and very quickly check each business and see whether it had any GMB posts.
4. I focused on 10 industries, by way of 10 search terms: “dentist, “family lawyer,” “auto repair,” “roofing,” “animal hospital,” “preschool,” “electrician,” “real estate agent,” “music lessons, and “plastic surgeon.” Could I have looked at 100 industries? Sure, but I’d still be missing some categories, because there’s an infinity of them. So I chose to focus on the more-competitive spaces, with a bent toward the brutal markets. I’ve been in local search for 10 years, and picked the least-bad core sample I could. (If you do a study like this one, but look at different categories, I’ll be your biggest cheerleader.)
What about the red search terms on my spreadsheet? Those represent cases where the search term I originally chose (e.g. “Boston animal hospital”) didn’t produce a full page of 20 businesses in Google Maps. That would have shrunken the sample size a little, and skewed my data a little, so in those cases I just picked a different search term – one that did pull up 20 businesses on the first page of Maps.
6. Over time the number of businesses with a “fresh” GMB post (i.e. posted within the last 7 days) may decrease, or just not grow as quickly as the % of businesses in the “stale posts” column. The reason is simply that most businesses don’t stick with posting on GMB. Today’s business with a fresh post is next week’s business with a stale post.
7. Which categories of businesses post the most? I don’t know, because I’d need to have looked at all or at a couple hundred industries. But I can say that, of the categories I looked at, dental practices seemed the most post-happy.
8. How closely does GMB-posting activity correspond to rankings? I don’t know, because that wasn’t what I set out to find out here. That’s a discussion for another day. In any case, it would be tough to say, because a business owner who bothers to post on GMB probably has other local SEO irons in the fire.
9. What about the businesses that didn’t even make the first page of Maps results – the businesses ranked #21 and lower? I didn’t look at those. I suspect they post a little less than do businesses on the first page of Maps.
Observations (beyond the numbers)
Most businesses don’t keep up with Google My Business posts. Of the businesses I looked at, only 4% had posted within the past week, versus 13% that had Google-quot-Link-in-Bottom-of-Knowledge-Panel&p=94012#post94012" target="_blank" rel="noopener">posted at one time or another (less recently than within the last week). They don’t keep the posts coming. Google’s mother-hen reminders don’t work too well, apparently.
Because Google sends you a reminder every time your post is about to “expire,” my guess is business owners think that creating a new post is a big chore and a pain. Maybe they have few good photos to share, or they think a GMB post needs to be like a Facebook post. Or maybe they choose to post every 2 weeks. In any case, Google should add a “re-post this post” feature, or something like that.
Customers aren’t drowning in Google My Business posts (at least not yet). Do some businesses post too often? Yes. Are most posts well-done and worthy of searchers’ and customers’ attention? No. But most businesses haven’t overdone GMB posts, because most businesses (over 82%) haven’t used GMB posts.
Given how hard Google is pushing GMB posts, if there’s ever a time to give them a try, I’d say that time is now.
Enough businesses seem to use Google My Business posts that Google probably will keep the feature around, and maybe add to it over time. 17% may not sound like a high percentage. But if my cross-section of 2000 businesses is at all representative, then many millions of business owners have tried GMB posts at one time or another.
Google often kills off products and features both popular and unloved, so we can’t assume GMB posts will be around forever. But when I think of how slowly most business owners adopt new features, and how (relatively) new GMB posts are, I’d say the chances are good GMB posts will stay out of the Google graveyard.
Good further info on GMB posts
Any researchable numbers or facts you’d like me to cover?
If you’ve looked at Google-My-Business-Posts.xlsx" target="_blank" rel="noopener">my data, did you reach any different or additional conclusions?
What’s the lowdown on Google My Business posts in your local market?
Any success stories?
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