Posts are the most hyped and least understood part of a Google Business Profile. Some say they're a secret ranking weapon. Others say they're pointless. Here's what Google actually says, and where we land.
What are Google Business Profile posts?
Posts are short updates you publish straight onto your profile. Google's help page on posts says you can use them to share announcements, offers, updates, and event details directly with your customers on Search and Maps
, and that this helps them decide to visit your business
.
According to Google, posts appear in the Updates or Overview tabs of your profile on mobile, and in the "From the owner" section on desktop, on both Search and Maps.
What types of Google Business Profile posts are there?
There are three, and each one has its own required fields.
| Post type | What it's for | What Google requires |
|---|---|---|
| Update | General news about your business | Can include a description, photo, video and an action button |
| Offer | Sales and deals | A title, dates and times. Includes a "View Offer" button automatically |
| Event | Something happening at your business | A title, and start and end dates and times |
Offers can also carry a coupon code, a link and terms. Updates and events can include a button that sends people to book, order or learn more.
How long do Google Business Profile posts show?
Longer than most people think. Google says posts older than 6 months are archived unless a date range is set
.
Events work a little differently. If you don't give an event a start or end time, Google says it shows as lasting 24 hours on the event dates.
You can also schedule posts for later, or set them to repeat weekly, monthly or on a custom schedule. Handy if you have a regular special and a short memory.
How do you create a post?
Google's steps are:
- Go to your Business Profile.
- Select Posts, then Add post.
- Choose the post type: Update, Offer or Event.
- Select the elements you want to add, and fill in the info.
- Select Post.
Your post then shows one of three statuses. Live means it's public on Search and Maps. Pending and Not approved both mean it isn't showing.
What are the rules for posts?
Posts are covered by Google's photos, videos and posts content policy, which points to Google's prohibited and restricted content policies for anything you submit. The ones that trip businesses up most:
- Phone numbers in the text. Google says posts with a phone number in the description
might get rejected
if the number can't be verified as connected to the business. It suggests a Call now button instead, which uses your verified profile number. - Other contact details. Google may remove posts with unverified contact information, including email addresses and social media handles.
- Dodgy links. Links must lead to trustworthy websites. Malware, phishing and pornographic links aren't allowed.
- Tone. Posts must be family-friendly, respectful and professional.
- Regulated industries. Businesses in regulated industries can post, but not about the regulated products themselves. Google's examples include alcohol, tobacco, gambling and financial services.
- Hotels. Hotels can't create offer posts, or any post that mentions deals, promotions, special offers or discounts.
Google also reminds you that you're responsible for making sure your posts comply with all applicable laws.
Why was my post not approved?
Google says the question mark next to the Not approved status shows which content policy the post breaks. Check that first, then check your post against the list above. A phone number in the text, a link to a shaky website or an offer for a regulated product are the usual suspects. Fix it and post again.
What are featured posts?
Google also shows featured posts on mobile for some businesses. These can come from your social media channels or from posts you made on your Business Profile.
For now, Google says featured posts are limited to English-language, single-location food and drink businesses in the US, UK, Canada, Australia and New Zealand. So if you run a single cafe or restaurant in Australia, check whether it applies to you.
One thing to know: when featured posts show, Google says they appear on mobile in place of reviews. Customers can still reach your reviews through your star rating or the Reviews tab. That makes what you post more visible, and what you post matters more.
Do Google Business Profile posts help you rank?
Here's the honest answer: Google doesn't say they do.
Google's page on improving your local ranking says Local results are mainly based on relevance, distance, and popularity.
It explains those as relevance, distance and prominence. Its tips are to verify your business, keep your info complete and up to date, respond to reviews and add photos and videos. Posts aren't on that list. And the posts help page talks about helping customers decide to visit, not about ranking.
So anyone telling you posts are a ranking hack is telling you more than Google does. We'd rather not.
So why bother?
Because ranking isn't the only job your profile has. Once someone finds you, your profile is doing the selling. A profile with a fresh offer, an upcoming event and recent photos of real work looks like a business that's open and paying attention. One whose last update was a Christmas closure notice from three years ago looks like the opposite.
That's why our local SEO service includes a post every week. Not because it's a secret lever, but because it's cheap, it helps the customers who see your profile, and it keeps the profile current.
Posts are one small item. The bigger wins are still on our local SEO checklist: verification, complete info, reviews and a website that backs it all up.
What should you post?
Keep it useful to a customer deciding whether to call you. A few ideas:
- A recent job, with a real photo and one line on what you did.
- A genuine offer, with real dates and clear terms.
- An event: an open day, a workshop, a pop-up.
- News customers care about: new services, new hours, a new location, holiday closures.
- A nice review, turned into a short thank you. Our reputation management service can turn your best reviews into social posts too.
Write like you talk. One clear point per post, a real photo, and a button that does something useful, like booking or calling. If a post wouldn't make sense to a customer standing at your counter, it won't make sense on your profile either.
Skip the motivational quotes and the stock photos of handshakes. Nobody chose a plumber because of an inspirational sunset.
FAQ
How long do Google Business Profile posts last?
Google says posts older than 6 months are archived unless a date range is set. Events without a start or end time show as lasting 24 hours on the event dates.
Are Google Business Profile posts a ranking factor?
Google doesn't list them as one. Its local ranking page explains relevance, distance and prominence as the factors, and its tips don't mention posts.
Can I put my phone number in a post?
Google says posts with a phone number in the description might get rejected if the number can't be verified as connected to the business. Use a Call now button instead.
How often should I post?
Google doesn't set a number. We post weekly for our local SEO clients, because a current profile helps the customers who see it.
Sources