Why Google Posts Might Be The Key To More Conversions

Google just introduced a “nearby events and deals” local search Box in SERP. Here’s how to take advantage.

By Jessica Belsito

Jan 29, 2024

2 min
So, what changed?

To enhance the local search experience, Google is testing a new box named "nearby events and deals" on mobile devices.

The nearby events and deals local box showcases a business's Google Business Profile (GBP) posts when the content promotes local deals and events. It allows users to explore promotions in more detail by selecting tiles.

How does Google’s new feature work?

The feature was first reported by Saad Alikhan who shared his findings on X.

The full-screen view provides information such as the business name, location on a map, promotion image, and text. So far, the four-pack lacks a "show more" option, limiting visibility further than name, location, and the promotion media. Those who have seen this new feature organically report they've observed it positioned below the local pack, organic results, and other sections on the SERP, making it a competitive but less prominently placed option. (It's worth noting that this feature has not been observed on Google Maps yet — so all signs point to the fact that it's definitely early days.)

What does this change mean for you?

Google has created a new opportunity for your business to promote its GBP posts in local search results, so… that means you need to post to GBP. If GBP is not already a piece of your social strategy, this is your sign.

You don't want to miss this chance to take advantage of the Nearby Deals and Events local box, because local leads often convert at a much higher rate than non-local leads.

This is because they're searching for immediate solutions like "hair salon near me" or "best pizza in NYC"– making decisions and taking action in their area to reach their desired outcome faster.

You can capitalize by posting regularly to GBP with content you're likely already publishing to Facebook, Instagram, or TikTok. Repurposing content in this way can increase your chances of being discovered and chosen in SERP.

How can you use Yext to take advantage of this feature and boost conversions?

Yext makes it easy to create and build post content in our platform — and with the click of a button, you can select publishers you want to post to, including Google. Then, you can publish in real-time. Yext makes it easy to build posts, schedule them, see engagement metrics, and respond back to comments all from one place.

Click here to learn more about managing your Google Business Profile with Yext.

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