In the modern digital world, people are constantly bombarded with information. We see advertisements everywhere we go, from billboards and TV commercials to the pop-ups that display on the websites we visit on our computers or smartphones. It can be difficult to sort out relevant information from noise, which is why people turn to Google and other search engines to find what they are looking for. 

The widespread use of Google search makes search engine optimization (SEO) more important than ever, and companies will need to do everything they can to stand out in search results. Google has worked to make it easy for companies to provide relevant information to their customers through Google My Business, and one new feature, known as Google Posts, gives companies a great way to add visibility to search results.

What Are Google Posts?

Google Posts became available to all Google My Business users in June of 2017, and this feature allows a company to add a short message to their profile that will be displayed in Google search results and on Google Maps. These messages can be used to spotlight sales and special offers, publicize events, highlight products, or share pictures.

According to Google, more than 80% of people look for local information in online searches, which demonstrates the importance of providing people with the right information when they are searching for your business. In order to help businesses make sure the information they include in local listings is meeting their customers’ needs, Google recently rolled out some new features:

Updating Business Information in Google Search

Google My Business helps business owners control the information that appears for their company in Google’s search results. Google recently made updating this information easier by providing a dashboard that is accessible directly in Google’s search results.

This week, Google rolled out new updates and features regarding image search results and Google My Business. Google was testing the updates and features earlier this year and late last year, and has now decided to deploy them.

Google My Business Messaging Feature

A new messaging feature for Google My Business is now fully available on mobile phones throughout the U.S. The managers of Google My Business accounts can now directly chat with potential customers or clients through the Google local panel in mobile search. 

So, when potential clients see your Google local panel when searching for your company in mobile search, a “Message” icon will appear next to the “Call,” “Directions,” and “Website” icons. 

By now, you probably know that Google’s search engine processes billions of queries on any given day—the number is actually around 3.5 billion if you were curious. You also probably know that the results are ranked by the search engine’s algorithm as it attempts to determine which sites best suit the needs of the user conducting the search. Sites that are determined to be more relevant to a particular query rank higher, as you might expect. Depending on the search term, you may also see a text excerpt from one of the relevant results displayed above all of the other results. This eye-catching distinction on the search results page is known as a “featured snippet” and is highly coveted by web designers and marketing professionals. According to at least one source, however, Google may soon be making changes to its featured snippet program.

A Two for One Deal

When you need information about a restaurant, business, or a current event, chances are you start your search using a device connected to Google. You are not alone—Google’s search engine processes 3.5 billion queries on an average day. In determining what results to show you, Google uses a complex algorithm to “guess” which websites are most likely to provide the answers you need. The exact formula of Google’s search algorithm has never been released to the public, but it uses a large number of factors both about the websites it displays as results and the user conducting the search.

Webmasters and digital marketers are constantly in a race to optimize their sites to rank higher in search results so as to increase traffic to their sites and those of their clients. Therefore, when Google updates its algorithm, the changes can create a domino effect across the internet. Sometimes, such updates are rolled out with a great deal of fanfare and media attention; other times, they are kept much quieter. According to various forums and webmaster outlets, an algorithm change may be on its way right now.

Online Vigilance