Google Business Profile Posts
Google Business Profile posts are short updates a business publishes directly on its profile in Google Search and Maps. They can announce news, offers or events, with an image and a button such as “Book” or “Learn more”. Posts help people choose a business, though their direct effect on rankings is debated.
Types of posts
Inside your Google Business Profile you can create several kinds of post:
- Updates: general news, tips, new services or seasonal messages.
- Offers: promotions with a start and end date, and optionally a voucher code and terms.
- Events: activities with a title and date range, such as an open day or workshop.
Each post can include a photo or video, text and a call-to-action button that links to your website or lets people call. Some categories cannot use every post type, and hotels have different options.
Do posts help rankings?
Google has not said that posts are a ranking factor. Some local SEO practitioners report small gains after posting regularly, while others see no change. The safer view is that posts mainly help conversion: they make a profile look active, answer questions before someone clicks and give people a reason to call or visit.
Posts can also appear in the profile when the text matches what someone searched for, which adds relevance in the moment. Treat them as part of a complete profile alongside good GBP categories, photos and online reviews.
How to write good posts
- Lead with the most useful detail in the first line, as text is truncated on mobile.
- Use a clear, real photo rather than a stock image with heavy text.
- Mention the specific service and area naturally, without stuffing keywords.
- Add a relevant button and link to the matching page on your site.
- Add UTM parameters to links so post clicks show up separately in analytics.
- Post regularly, for example weekly or at least monthly, so the profile does not look abandoned.
Post ideas
- A recent project with before and after photos.
- Seasonal reminders, such as boiler servicing before winter.
- New staff, opening hours changes or holiday closures.
- Answers to common customer questions.
- Limited-time offers with clear terms.
Rules and common mistakes
Posts must follow Google’s content policies. Phone numbers in the text, misleading offers, prohibited products and off-topic content can be rejected or removed. Common mistakes include:
- Posting the same generic text on every location profile in a multi-location SEO setup.
- Using images packed with text that are hard to read on small screens.
- Linking every post to the homepage instead of the relevant page.
- Expecting posts alone to fix weak rankings.
To judge whether posts are worth the effort, compare clicks from tagged post links with other profile actions over a few months. If posts drive enquiries, keep going. If they do not, a lighter monthly schedule focused on offers, events and genuinely new information may be a better use of time.
Key Takeaways
- Posts are short updates, offers or events shown on a Business Profile.
- Google has not confirmed posts as a ranking factor.
- Their main value is helping people choose and act.
- Use real photos, a clear first line and a relevant button.
- Tag post links with UTM parameters to measure clicks.
Related Terms
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