Following a seemingly arbitrary choice on Google’s part to move Posts to the bottom of the Knowledge Panel, their efficacy in boosting businesses’ local search presence seems to be dropping.
As local search expert Joy Hawkins noted at the time, Google appears to have bumped down Posts, which allow businesses to publicize their latest promotions and sales propositions, in September, flummoxing industry analysts who have seen Posts as an effective content strategy to boost businesses and provide consumers with crucial information.
Hawkins and others are now observing that the efficacy of Posts has indeed declined. Since the change, observers report a steep decline in interactions with local businesses’ Posts, suggesting that their diminished place in the Knowledge Panel has dealt a blow to their utility for brands and small businesses.
This doesn’t mean Posts are obsolete or are no longer worth a business’ time. They remain a relatively frictionless tactic for keeping consumers up to date on the latest at their local businesses. Barring another change in Google policy, though, Posts may not be what they seemed to be just a few months ago.
Joe Zappa is Street Fight’s managing editor.