Use posts for information a prospective customer can act on: a service update, seasonal offer, event, or time-sensitive announcement. Keep the message accurate, link to the most relevant page, and measure customer actions instead of treating post volume as a ranking shortcut.
What Google Business Profile posts are
Posts are updates published through a verified Google Business Profile. Depending on the business and post type, they can include text, media, dates, offer details, and an action button. Customers may encounter them while viewing the profile on Google Search or Maps.
Posts should complement the profile's permanent information. Business name, category, address or service area, hours, phone, and website should be corrected in their dedicated profile fields rather than repeatedly explained in posts.
Current post types
| Type | Useful for | Check before publishing |
|---|---|---|
| Update | News, service information, announcements, and helpful context | Accuracy, image rights, destination link, and a clear customer action |
| Offer | A real promotion with defined terms | Dates, eligibility, redemption details, exclusions, and legal requirements |
| Event | An event with a meaningful start and end | Time zone, location, registration page, capacity, and cancellation updates |
Availability and presentation can vary by profile, category, region, and Google product changes. Check the live editor rather than relying on an old screenshot or menu path.
A practical content plan
- Choose a customer question. Start with something a prospective customer needs before calling, visiting, or booking.
- Match the post type. Use an offer only for a genuine promotion and an event only when dates matter.
- Lead with the useful detail. Explain what changed, who it affects, and what the customer should do next.
- Use original or licensed media. Make sure images accurately represent the business and remain legible on a small screen.
- Link to the next step. Send customers to a relevant service, booking, menu, offer, or event page rather than a generic homepage when possible.
- Maintain the information. Edit or remove a post when an offer ends, an event changes, or the underlying detail is no longer accurate.
Google says posts older than six months are archived unless a date range is set. That is a visibility and maintenance consideration, not a reason to publish filler on a rigid schedule.
Publishing, review, and status
Google reviews posts before or after they appear. A post may show as live, pending, or not approved. Content involving regulated products or services can face additional restrictions, and phone numbers placed in the post description may cause rejection. Use the profile's phone field for the primary number.
Do not use posts to guarantee rankings, results, review removal, or outcomes the business cannot substantiate. Offers should state material terms clearly, and regulated businesses should review the applicable advertising rules before publishing.
Google currently documents scheduling and recurring posts in the post workflow. Before relying on automation, confirm dates, time zones, links, permissions, and what happens when a scheduled item becomes inaccurate.
Measure the customer journey
Keep a simple publishing log with the post purpose, destination URL, publication date, and campaign tracking parameters where appropriate. Then review actions that are meaningful to the business, such as bookings, qualified calls, form submissions, offer redemptions, or visits to the linked page.
Local rankings are mainly based on relevance, distance, and prominence. Posts may help customers understand and act on an accurate profile, but Google does not publish a guaranteed posting cadence or a ranking boost for publishing a certain number of posts.