When someone searches for your business on Google, your Business Profile often appears before your website does. It shows your hours, reviews, photos — and, if you use them, your posts. Posts are short updates that appear directly on your profile, a bit like free mini-advertisements that Google displays to people already looking at your business.
Most businesses set up a profile and never post anything. That is a missed opportunity. A steady stream of posts keeps your profile active, gives searchers a reason to choose you, and costs nothing. This guide explains what Google Business Profile posts are, how to create them, and what to write so they actually bring customers.
What Are Google Business Profile Posts?
A Google Business Profile post is a short message — text, a photo or video, and a call-to-action button — published on your business listing. Posts appear in your profile on Google Search and Google Maps, where potential customers can see them without visiting your website.
Think of a post as a shop window notice. A restaurant can announce a weekend special. A dentist can promote free initial consultations. A plumber can share a seasonal maintenance tip with a “Call now” button attached.
Posts used to be called “Google My Business posts,” so you will still see that name in older guides. It is the same feature with a new name.
The 4 Types of Posts
Google offers four post types. Choosing the right one matters because each type displays differently.
What’s New
The general-purpose post. Use it for announcements, news, tips, new services, or behind-the-scenes updates. These posts typically disappear from your profile after about 7 days, so they are meant for timely content.
Offers
For discounts, coupons, and special deals. You add a title, the offer details, and start and end dates. Offers stay visible until the end date passes, which makes them the longest-lasting post type.
Events
For scheduled happenings — workshops, open days, webinars, seasonal sales. You set the event dates, and the post stays up until the event ends.
Products
For showcasing individual products with a name, price, description, and photo. Product posts remain on your profile longer than What’s New posts, making them useful as a small catalogue.
How to Create a Post in 6 Steps
Sign in to the Google account that manages your Business Profile, then search for your business name on Google.
Open your profile panel. You will see options like “Edit profile” and “Add update.” Click “Add update” (on mobile, the Google Maps app shows a “Posts” option).
Choose a post type — What’s New, Offer, Event, or Product — based on what you want to communicate.
Add a photo or video. A real photo of your business, product, or team performs far better than a stock image. Google recommends images around 1200 x 900 pixels (4:3 ratio).
Write your text. Keep it short — aim for 150 to 300 characters. Say what the offer or news is, who it is for, and what to do next.
Add a call-to-action button (Book, Order online, Buy, Learn more, Sign up, or Call now) and publish. Your post usually appears on your profile within minutes.
What to Write: 7 Practical Rules
1. Lead with the useful information. “Free AC check-up this Saturday — book by Friday” beats “We are excited to announce...” in every test that matters.
2. One post, one message. Don’t combine a new service launch, a discount, and a hiring notice into a single post. Each deserves its own post with its own button.
3. Use the CTA button properly. If the post promotes bookings, use “Book.” If it shares information, use “Learn more.” A mismatched button confuses people and wastes the click.
4. Show a real photo. Listings with real business photos get noticeably more engagement than those with generic images. A quick phone photo of the actual offer, product, or team member is enough.
5. Include the basics in the text. For offers: what it is, the price or discount, and the deadline. For events: what, when, and where. Assume the reader sees only your post, not your whole profile.
6. Write for the reader, not for Google. There is no need to stuff keywords into posts. Natural language describing your actual offer reads better and avoids policy problems.
7. Proofread before publishing. Posts are public and appear in search results. A typo in a 40-word post is far more visible than one buried on page six of your website.
How Often Should You Post?
Aim for at least one post per week. That rhythm keeps your profile looking active without becoming a chore. Businesses running promotions or events can post more often — two or three times a week is fine when you have something genuine to say.
What matters more than frequency is consistency. A profile with a fresh post every week looks alive; a profile whose newest post is from eight months ago looks neglected. If you struggle to keep up, plan a month of posts in one sitting and publish them week by week.
Do Posts Improve Your Local Rankings?
Honest answer: posts are not a confirmed direct ranking factor. Publishing posts will not, by itself, move you from position 12 to position 3 in the map pack.
What posts do affect is everything that happens after someone finds you. An active profile with current offers and updates earns more clicks, calls, and direction requests than a bare one. That engagement is good for business even if its ranking effect is indirect. Posts also keep your profile content fresh, which Google clearly values for local listings.
Treat posts as a conversion tool, not a ranking trick. They turn profile views into enquiries — and that is where their real value lies. For the broader ranking picture, they work best alongside solid local SEO: accurate business information, genuine reviews, and a well-optimized website.
Common Mistakes to Avoid
Posting once and stopping. A single post from last year signals inactivity. Either commit to a schedule or don’t start.
Using stock photos for everything. Searchers can tell. Real photos of your business build more trust.
Ignoring Google’s content policies. Posts promoting prohibited content, containing phone numbers in the text, or using excessive capitalization and gimmicky characters can be rejected. Keep it clean and straightforward.
Forgetting the call-to-action. A post without a button leaves the reader with nowhere to go. Always give them a next step.
Duplicating the same post repeatedly. Republishing identical content looks spammy. Vary the angle, photo, or offer each time.
Conclusion
Google Business Profile posts are one of the simplest free tools a local business has. They take ten minutes to create, appear where your customers are already looking, and directly support calls, bookings, and visits. The formula is straightforward: post weekly, show real photos, write one clear message, and always include a call-to-action.
If managing posts, reviews, and profile updates feels like a second job on top of running your business, get in touch with Webastr — our local SEO team handles the whole profile so it keeps working while you work.
