This is super interesting!OK so like many of you I always wonder about this (do posts help), and we do put new content continually on our client's GMB listings. I agree with others that worst case the GMB listing looks better and that is good for branding. But Google indexes everything so.... one can assume it may have some marginal benefit.
Here are 2 times I have seen it really help. I have seen in mobile where a client doesn't come up for a very competitive keyword like "san diego moving companies" BUT the post we did for them comes up in the "interesting finds" part - you can see one of these for our client Move Central right now...
The 2nd one with same client, and this is really odd but kind of cool, is that we did a post - thanks @Phil Rozek for this idea, that is an offer post - it is a FREE ultimate moving checklist. So it's a post with the ability to get a free (really helpful) moving checklist.
When I went to Google Maps and typed "san diego ulitimate moving checklist" our client's GMB came up as the instant choice. Try it, it's pretty cool.
If you type just "san diego moving checklist" without the ultimate, we come up as 2nd...
OK so not sure why anyone would really type this search into maps, but what it tells me is that Google IS indexing this information.... Thoughts? Hacks??
Two questions. First, the item in "interesting finds", is that not a blog (not a Google Post) that it links to?
Second, does this ultimate checklist exist on your client's website?