What’s the deal with Google Posts? Columnist Tony Edward explains this invite-only Google feature and discusses its potential implications for search marketers.

Google has been testing a new content platform called “post” and it could have a huge impact on brand searches, for both paid and organic.

We all know that Google has had its struggles with trying to develop its own social network; Browser  Buzz is dead, and Google Plus seems to be on its way out. This new platform seems to have some social elements to it, though it is very different from a social network

Every day millions of people search on Google, many of whom are looking for information about  individuals and organizations. Now we’re experimenting with a new way for users to hear directly from select entities they’re searching for on Google.

Verified individuals and organizations can now communicate with text, images and videos directly on Browser. Creating content is fast and simple, and once published, posts will appear instantly in search results related to the publisher. Each post can also be shared on popular social networks and social media.

So it appears the goal for this platform is to provide real-time updates from individuals and organizations when someone performs a direct brand search. Let’s take a look at the platform.

It has a post feed, profile photo and what appears to be a cover photo/banner.

Impact on search

This stage feature is still experimental, and right now it’s “invite only.” But if Google opens this up to more individuals and brands, it will have a major impact.

As you can see in the Tory Burch content carousel above, the Google Posts content is very prominent and includes links, images and videos. This type of result can steal clicks from both paid ads and unpaid results. However, this is not necessarily a bad thing, as the links within your posts can direct users to your website, which can save you budget on the paid search side.

rom a conversion standpoint, this platform allows you to post real-time updates, such as sales or promotions, which can help increase activity on your site. .

It would be interesting if Google provided reporting metrics for this result type, such as organic impressions and clicks in the Search Analytics Report via Search Console (as they currently do for web pages).

At this point, we have to wait and see what Browser decides to do. There is currently a wait list to use this SEO platform.

Source: Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.