What Are Google Business Profile Posts?
Google Posts are short, social-media-style updates that appear directly on your Google Business Profile — visible when someone finds you in Google Search or Google Maps. Think of them as a mini social feed embedded in your listing.
Posts are free to publish, relatively simple to create, and yet most small businesses either never use them or post so infrequently they provide no real benefit. Done right, they're one of the most underutilized tools in local SEO.
Types of Google Posts
| Post Type | Best Used For | Expiry |
|---|---|---|
| What's New | General updates, announcements, tips | Active until replaced |
| Offer | Discounts, promotions, limited-time deals | Set by you (start/end date) |
| Event | Classes, open days, webinars, community events | Until event end date |
| Product | Highlighting specific items you sell | Ongoing |
Why You Should Use Google Posts Regularly
- They appear in prime real estate. Posts show up in the knowledge panel and in local search results — right where your potential customers are already looking.
- They signal activity to Google. Regularly updated profiles tend to perform better than stale ones. Posting consistently tells Google your business is active and engaged.
- They drive specific actions. Every post can include a Call-to-Action button: "Call Now," "Book," "Learn More," "Buy," "Sign Up," or "Get Offer."
- They're indexed by Google. Posts can appear in organic search results for your branded keywords, creating additional visibility.
How to Write an Effective Google Post
1. Lead with a compelling first line
Only the first 100 characters or so are visible before "Read more" cuts it off in some views. Make your opening punchy and relevant. Get to the point immediately.
2. Include a clear call to action
Every post should have a purpose. Are you driving calls? Promoting a specific service? Announcing a sale? Choose the CTA button that best aligns with your goal.
3. Add a high-quality image
Posts with images stand out significantly more than text-only posts. Use real photos of your business, products, or team — not generic stock photos. Google recommends a 1200 x 900 pixel minimum.
4. Keep it concise
You have up to 1,500 characters, but shorter posts (150–300 words) typically perform better. Customers scanning search results aren't looking to read an essay.
Post Ideas for Any Business Type
- Highlight a seasonal service or product
- Share a helpful tip related to your industry
- Announce extended or holiday hours
- Promote an upcoming event or workshop
- Feature a team member or behind-the-scenes look
- Re-share a milestone (anniversary, award, news feature)
- Announce new stock arrivals or menu additions
How Often Should You Post?
Aim for a minimum of two posts per month, though once a week is ideal. Consistency beats frequency — it's better to post twice a month reliably than to burst with ten posts and then go silent for three months.
Set a recurring reminder in your calendar. Treat it like any other marketing task, and it quickly becomes a low-effort habit with measurable returns.
Tracking Post Performance
Within your Google Business Profile dashboard, you can see impressions and clicks for each post. Use this data to understand what topics and formats resonate most with your audience, and refine your posting strategy over time.