How Google posts could affect the future of SEO

In the past few months, Google has undergone some exciting changes. Penguin 4.0 had its final phase implemented, which means it is now in real time. The search engine also displays official Twitter profile feeds for entities to all English-language search engines around the world.

There is a clear emphasis on providing current content to users so that search engines receive the most up-to-date and relevant results first. Google is now going one step further to provide real-time updates by introducing Google Posts, also known in the past as Your Podium on Google.

This “experimental new podium” will allow individuals and businesses to produce content directly into the search engine. When people search for a particular company or name, the content will appear highly ranked in the search results. In a way, it seems to be the new Google+ for brands and celebrities.

How does it work?

Google has been relatively quiet about the new feature, but has been experimenting with it for some time. In January 2016, it was launched as a way to allow political candidates the opportunity to post lengthy debate rebuttals.

The goal is to give people the opportunity to hear directly from the companies and people they care about. At this stage, it is invite-only and only verified people and organizations will be able to use the feature.

Those with an invite will be able to communicate directly on Google through images, videos, and text. The content creation process is meant to be quick and easy, just like on social media. Once you have published your content, it will instantly become visible in search results related to your name or the name of the organization you represent.

Entities also get their own profile, which looks a lot like your average social media page. It displays a profile photo above your name, above what appears to be a cover image, along with your post.

Clicking on one of the posts opens a full-screen dedicated web page displaying the full text and accompanying images. You can also share the posts on popular social networks quickly. All you have to do is click the social sharing icon to share the post directly to Facebook, Twitter, email or Google+.

It looks a lot like the carousel Twitter profile feeds we see on Google these days, formatted similar to a card. However, while you can share the content, you cannot currently like or comment on it. These options may be something to be introduced in the future as it is currently in its early stages.

We know that Google has had problems in the past with the development of its own social network; Only time will tell if this new platform will work differently than Google Buzz and Google+.

Manage a one-way content source

For Google users, the new feature will allow them to receive up-to-date information directly from their favorite brands and people. But what will it mean for public figures and organizations? Well, it puts a one-way content feed that builds directly to the top of search results pages under your full control.

The fact that the feature is not available to everyone helps instill a sense of confidence. Google checks everyone first, so you know the information and messages that appear are from a trusted source.

There are several ways you can benefit from the new feature, now that you have a podium to reach your customers instantly. Users will be able to access the content you post directly from the search pages., without having to navigate through any other links. They will see all of this, even if they just write their name.

You have the opportunity to introduce relevant content to Google, increase user interactions through the use of text, images and videos, and encourage social sharing. Higher engagement will also help you increase conversion rates. How do you know that the reader has specifically searched for you; there is a higher chance that they will be interested in what you have to say.

You can instantly post lightweight content with fast-loading results, just like on social media. However, the fact that you get a dedicated web page means that you have a little more control over the amount of information you post and the corresponding images.

What does all this mean for SEO?

With brands and individuals being offered the opportunity to directly control the content that appears on Google when you search for their names, you can see some pretty significant implications for both organic and paid brand searches.

The carousel appears below the paid listings, but above the organic listings., which is why it occupies a prominent place in the results. If you do it right, there’s a lot to be gained. While it may take clicks away from your other results, it could end up saving you money that you would have otherwise spent on pay-per-click ads.

You just have to make sure that you take full advantage of the opportunity and include links within the posts that take your users to your website. Since we’re talking real-time, it’s the perfect way to draw attention to the current sales or promotions you’re running, and therefore increase conversions.

Like we said, it essentially puts you in the driver’s seat. You can steer the content in any direction you want, so you could even use it to distract users from whatever negative parts of your brand appear in search results.

While the feature is currently invite-only, you can join the waitlist if you are a public figure or represent a brand or company. While we have yet to see how this new feature will play out, it’s worth joining the waitlist to find out.

This is a great opportunity to control the first thing people see when they search for your name on Google, so make the most of it. One day it could become a very powerful and useful tool to deliver the desired content directly to the consumer.