Most local businesses set up their Google Business Profile and then forget about it. They fill in the basics — name, address, hours — and consider it done. But there's a powerful feature sitting right there in the dashboard that almost nobody uses effectively: Google Posts.
Google Posts are short, social-media-style updates that appear directly on your Google Business Profile in search results. They're free, they're visible to anyone who finds your business on Google, and they can drive real, measurable results.
Here's how to use them like a pro.
What Are Google Posts?
Google Posts are updates that appear on your Google Business Profile listing in Google Search and Google Maps. They can include:
Posts appear prominently on your profile and typically stay visible for 7 days (event posts stay until the event ends).
- Text (up to 1,500 characters)
- Images or videos
- A call-to-action button (Book, Order, Buy, Learn More, Sign Up, Call Now, Get Offer)
- Event dates and times
- Offer details and coupon codes
Why Google Posts Matter for Local SEO
Google Posts do more than just inform customers — they send signals to Google that your business is active and engaged. Businesses that post regularly tend to rank higher in local search results because:
- Regular posting signals an active, legitimate business
- Posts increase time-on-profile (an engagement signal)
- Posts with strong CTAs drive more clicks (another engagement signal)
- Posts keep your profile fresh and relevant
The 5 Types of Google Posts (And When to Use Each)
1. What's New Posts
Use for: General updates, tips, news, and announcements
Best for:
Example:
"Spring is here in South Florida — and that means your AC is about to work overtime. Schedule your annual HVAC tune-up now before the summer rush. Call us at (754) 971-1385 or book online."
- Sharing a helpful tip related to your industry
- Announcing a new team member
- Sharing a recent achievement or award
- Posting a customer success story
2. Offer Posts
Use for: Promotions, discounts, and special deals
Offer posts display a special badge on your profile and include a start/end date, making them ideal for time-sensitive promotions.
Best for:
Example:
"? Spring Special: 20% off all lawn care services booked in April. Use code SPRING20 at checkout. Limited spots available — book now!"
- Seasonal promotions
- New customer discounts
- Holiday specials
- Flash sales
3. Event Posts
Use for: Upcoming events, workshops, webinars, or appearances
Event posts include a title, start/end date, and description. They stay visible until the event ends.
Best for:
- Grand openings
- Community events you're hosting or sponsoring
- Workshops or classes
- Charity events
4. Product Posts
Use for: Showcasing specific products or services
Product posts let you highlight individual offerings with a photo, description, and price.
Best for:
- Featured menu items (restaurants)
- Seasonal products
- New service offerings
- Best-selling products
5. COVID/Update Posts (Now "Updates")
Use for: Important business information
These posts are for critical updates like changes to hours, new safety protocols, or important announcements.
A Proven Google Posts Strategy
Post Frequency
Aim to publish at least 1–2 posts per week. Consistency matters more than volume. A steady stream of posts signals ongoing activity to Google.
The Perfect Post Formula
1. Hook (first line — make it compelling)
"Most homeowners don't know this about their water heater…"
2. Value (the main content)
Share a tip, offer, or update that's genuinely useful to your audience
3. Call to Action (tell them exactly what to do)
"Call us today," "Book your free estimate," "Claim this offer"
4. CTA Button (always include one)
Choose the button that matches your goal: Call Now, Book, Learn More, Get Offer
Google Posts Content Ideas by Industry
Restaurants
- Daily specials or featured dishes
- Happy hour promotions
- New menu items
- Upcoming events (live music, trivia nights)
- Behind-the-scenes kitchen content
Home Services (Plumbers, HVAC, Electricians)
- Seasonal maintenance tips
- Before/after project photos
- Special offers for new customers
- Emergency service availability
- Safety tips for homeowners
Retail
- New product arrivals
- Weekly sales and promotions
- Gift guides
- Customer favorites
- Store events
Professional Services (Lawyers, Accountants, Consultants)
- Industry tips and insights
- Free consultation offers
- Recent wins or achievements
- FAQ answers
- Community involvement
Measuring the Impact of Your Google Posts
Track these metrics in your Google Business Profile Insights:
Use this data to identify which types of posts perform best and double down on what works.
Common Google Posts Mistakes to Avoid
- Posting and forgetting: Old, expired posts make your profile look neglected
- No call to action: Every post should tell people what to do next
- Poor quality images: Blurry or irrelevant images reduce engagement
- Too much text: Keep it concise — people skim
- Inconsistent posting: Sporadic posting is worse than a steady cadence
- Keyword stuffing: Write naturally for humans, not for algorithms
The Bottom Line
Google Posts are a free, underused tool that can drive real foot traffic and engagement for your local business. The businesses that use them consistently have a measurable advantage over those that don't.
Start with one post per week, track your results, and build from there.
Book a Free Consultation with AJ Gabriele Marketing and let us build a complete Google Business Profile strategy — including a Google Posts calendar — for your business.
AJ Gabriele
Content creator and writer sharing insights and stories.
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