Wait, Posting on Google is Cool Again?
When Google Plus was first rolled out, one of the biggest draws for businesses was sharing on their Google Plus pages. Whenever an update was shared on that page, it would also update the businesses’ knowledge graph when someone completed a search as a “recent post”. This gave businesses a chance to create timely messages for potential customers. Getting on Google Plus was all the rage — until it wasn’t. Sadly, Google Plus never took off, and Google removed this sharing ability from all the knowledge graphs.
However, since October of last year, Google has been piloting and teasing the “Google Posts” feature, calling it the new way to share up-to-date information in brand search results. First used by musicians, bands, sports teams and museums, Google recently rolled out the option to every verified business. Google’s official announcement calls the feature an “easy way to help attract new customers and build relationships with the customers you already have.”
What does that mean for me?
For your dealership, this means another chance to customize your dealership knowledge graph or provide more information quickly to potential customers. Those same posts you share on Facebook and Twitter can be shared with potential customers on Google. The posts can include photos, animated gifs and links to any page on your site. As you continue to share posts, a carousel of those posts becomes part of your knowledge graph. These posts are only found in the knowledge graph, creating an entirely new channel to reach customers.
For your dealership, this is a chance to share your news and events with all of your potential customers. Think about the type of content that might further engage customers from the get-go. Did you take photos of a new model on the lot? Share it here with a link to the vehicle search results. Have a tent sale and barbecue coming up? Build an event people can register for right from the search results.
Google is constantly updating their interface to better serve their customers and provide more information that they’ll find relevant and interesting. But as their algorithms evolve, so must your strategies. Think about how you might begin incorporating this new functionality to better serve your customers — and ultimately draw more of them into your dealership.
Want to talk more about the social media strategy for your dealership? Reach out to a CDK Social Media Specialist or your Account Advocate.