Google Posts: A New Feature Perfect for Insurance Websites

July 10, 2017 Darmini Kara

Google rolled out a new feature that's so new, you probably haven't heard about it yet. 

Within the last few weeks, Google Posts launched. This new feature promises to give business more visibility on search engine results pages (SERPs).

So far, most business owners don't have access to the new feature. However, I was lucky enough to get access through one of my customers. Here’s a look at Google Posts, what you need to know, and how your agency can leverage them. 


What Are Google Posts?

Google Posts are designed to help businesses promote events, sales and special offers. I've included a screenshot of a Google Post as it appears on the SERP.

 

 

In this instance, I highlighted an article about Independence Day tips. The Learn more link takes users to the blog article. Searchers can read the rest on this agency’s website.

 

Create Your Google Post

This feature can be found in the Google My Business portal. It is intuitive to use. As you can see in the screenshot below, there are a few different ways for you to make a post.

 

 

You have the option to create an event or add a button. You can even choose the type of button you want to display. Button options include: Learn more, Reserve, Sign up, Buy and Get offer.

Each button comes with the ability to post a link associated with that particular call to action. 

You can also add an image or photo to your post. A picture will grab people's attention, so choose one that is most relevant to your post.

 

Tracking Your Google Post

Now that you've made your post, it's time to track the results.

As with all marketing initiatives, tracking must be carried out. Google Posts tacks some metrics for you, as you can see in the below screenshot.

 

 

You can see the number of times your post was viewed and how many times a customer clicked on the link. Another tracking method is to use UTM codes in the link to your website.

If you do not replace your post within six days, it will expire. It will removed from the SERPs. This makes sense, as Google wants to keep that section fresh for the latest news and updates.

 

How Would an Insurance Agent Benefit from Google Posts?

There are a multitude of ways to leverage this new feature to give your insurance website a traffic boost. Here are just a few ideas:

  • Alert customers about closings in case of emergencies or holidays.
  • Provide claim information, such as phone numbers or websites, during emergencies like stormy weather.
  • Tell customers about a new blog or article posted to your website.
  • Allow customers to make an appointment, if your agency uses an online program for such activities.
  • Inform customers about upcoming events your agency is hosting.
  • Advise customers on new products or coverages your agency is selling.
  • Offer cross sell opportunities. For example, a special discount for bundling policies.
  • Ask customers to sign up for newsletters or webinars.

 

I strongly recommend all insurance agents take advantage of this feature. It's a great way of getting customers to learn about your agency. It can drive traffic to new areas to your website, straight from SERPs. 

About the Author

Darmini Kara

Darmini Kara performs search engine optimization (SEO) tasks for ITC’s customers, including blogging, keyword research, backlink building, social media management, onsite optimization and some online marketing. She has a bachelor’s of arts in arts and technology from the University of Texas at Dallas. Darmini’s specialties include organic and local SEO, Google Analytics and Search Console, website design, and social media.

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