Example of vertical appointment booking in the financial sectorPicture courtesy of Google, dated Dec
Leveraging Services It is possible to add services to a listing in order to inform prospective clients of the various services that are available at a certain location.
services to be added to your Google Business Profile
Another reason why the selection of a category is so crucial, as was covered above, is that the availability of services in GBP varies depending on the major category.
To be more specific, once services are added to a listing, those services will be highlighted prominently on the listing inside the mobile SERPs under the "Services" tab of the listing.
Google Business Profile for Mobile Devices Featuring Financial Brand Services
This not only contributes to greater data completeness, which is beneficial to the performance of both mobile and desktop devices, but it also enhances engagement in the mobile search engine results pages (SERPs) (clicking to a website, calling for driving directions, etc.), which are key performance indicators (KPIs) that are responsible for driving revenue.
Google's public posts
The content marketing opportunity presented by Google Posts is beneficial on several levels for a variety of reasons.
An organization has the ability to publish evergreen, relevant content that has been strategically optimized for key localized terms, service offerings, and product categories.
We can say with absolute certainty, based on observation, that listings with well-optimized posts do present in the local SERPs landscape for keyword queries that align with that content. This is true despite the fact that there is no clear evidence or admission by Google that relevant content will have a direct impact on rankings overall for that listing.
This phenomenon manifests itself in the form of snippets labelled "related to your search" and has been commonly noted since 2019.
This has a few distinct ramifications, all of which highlight the benefits of utilizing Google Posts as part of your approach for local search.
To begin, given that Post snippets are triggered, it is reasonable to assume that if a particular listing did not have the pertinent post, then that listing might not have surfaced at all in the search engine results pages (SERPs). This is a reasonable assumption because Post snippets are triggered. As a result, we can deduce that there is an advantage surrounding visibility, which results in increased traffic.
Second, it is well-documented that featured snippets are related with increases in click-through rate (CTR), which amplifies the traffic increases that arise from the greater visibility alone. This is because featured snippets are more prominently shown on search engine results pages.
Additional Benefits for the Post
In addition to these two very obvious benefits of Google Posts, they also provide various benefits surrounding the message of potential visitors and customers with relevant information about the location. This information may include products, services, promotions, events, limited-time deals, and potentially a great deal of other information.
Consumer banks that provide free checking accounts or direct deposits are examples of this type of use case, as are financial consultants who provide initial consultations that are free of charge and last for a full hour.
It may be possible to measure an increase in traffic, click-through rate (CTR), and income after taking the time to write posts that emphasize these differentiators.
It used to be the case that Google Posts would "expire" or disappear from the search engine results pages (SERPs) after a certain amount of time had elapsed, which was yet another fantastic feature of Google Posts. Currently, however, Google Posts remain in the SERPs indefinitely.
If there is a relevancy match between the user's query and the content, certain post types will continue to be displayed for a considerable amount of time after the post's original expiration date.
Reflections on the Whole
To provide a brief summary, the financial vertical calls for a GBP optimization strategy that is highly specialized, precise, and well-vetted for the requirements of users, lines of business, and regulatory compliance.
In the process of creating that overarching strategy, factors such as primary and secondary categories, hours, qualities, services, and content (in the form of Google Posts) all play an important part. This function includes the establishment and maintenance of vital governance boundaries across LOBs that are complimentary to one another.
When all of these accessible listing characteristics are tackled in a comprehensive and planned manner, financial institutions and practitioners are able to improve the exposure, engagement, traffic, revenue, and overall performance derived from local search while simultaneously minimizing cannibalism, complaints, and poor user experience.