Google Business Profile posts: what to post and why
Short answer: Google Business Profile posts are short updates that appear on your business listing in Google Search and Maps. Post real news, recent work, offers and events, with a clear photo and one next step. Aim for about one a week. They help local customers see you are open and active when they check you out.
What are Google Business Profile posts?
When someone searches for your business name, or for a service near them, Google shows your Business Profile. It holds your opening hours, reviews, photos and phone number. Posts sit on that profile as small updates, a bit like a mini noticeboard.
You can add a photo, a few lines of text and a button, such as "Call now" or "Learn more". Think of it as a shop window that customers see just before they decide to get in touch.
Why do Google Business Profile posts matter for a local business?
Most people check a business out before they contact it. If your profile shows fresh photos and a recent update, it looks like a business that is open, busy and cared for. If the last update was two years ago, people wonder if you are still trading.
Posts also give you a free place to answer the questions customers ask most often. We can't promise that posting will lift you up Google's rankings, so treat it as a trust builder first and anything extra as a bonus.
What should I post on my Google Business Profile?
Keep it simple and specific. Here are the types of post that work well for small UK businesses:
- Recent work: a photo of a job you finished, a haircut, a cake, a new bathroom, with one line about it.
- Offers: a seasonal deal or a new customer discount, with the end date.
- Events: an open day, a market stall, a workshop or a special evening.
- Updates: new opening hours, bank holiday closures, a new service or a new team member.
- Helpful answers: a quick reply to a common question, such as "Do you cover Bath as well as Bristol?"
- Reviews: a short quote from a happy customer, with their permission.
Use your own photos where you can. A real picture of your van, your counter or your finished work beats a stock image every time.
How often should I post on Google Business Profile?
About once a week is a good aim. That keeps your profile looking fresh without taking over your diary. If weekly feels like too much, a post every two weeks is far better than a burst of five and then nothing for months.
Our own article on how often a small business should post on social media explains how to pick a rhythm you can keep up.
How do I write a good Google Business Profile post?
Use this simple pattern each time:
- Start with a clear photo that matches what you are talking about.
- Write two or three short sentences in plain English.
- Say where you are or who you serve, such as "Bristol and Bath".
- Add one button that tells people what to do next.
Avoid long paragraphs, phone numbers pasted into the text (use the button instead) and anything that is not true or not current. If an offer ends, say when.
| Business | Example post |
|---|---|
| Plumber | Photo of a new boiler fitted this week, with the area covered and a "Call now" button. |
| Hair salon | Before and after photo, with a note that Saturday appointments are now open. |
| Cafe | Photo of the new winter menu, with opening hours for the bank holiday. |
| Accountant | A reminder of the next filing deadline, with a "Book a call" button. |
Should I use the same posts on Instagram, Facebook and LinkedIn?
Yes, with small tweaks. The same photo and message can work on all four, which saves a lot of time. Google posts are best kept shorter and more direct, because people reading them are often ready to call or visit.
If you want to see how the options compare on cost, our social media management cost guide sets out what you would pay, and our post on whether it is worth paying someone to do your social media helps you decide.
Can someone else do my Google Business Profile posts for me?
Yes. Many owners find the posting is the first thing to slip when the diary fills up. Handing it over means the profile stays active without you thinking about it. You can read more about the idea in our guide to what done-for-you social media is, or browse our small business social media guides.
Frequently asked questions
Do Google Business Profile posts help local SEO?
Google has not promised that posts change your ranking. What they do is show people that your business is active and give them useful information at the moment they are deciding. Treat any ranking benefit as a bonus.
How long do Google Business Profile posts last?
This depends on the type of post, and Google can change how long they show. Event and offer posts run until the end date you set, while ordinary updates are best thought of as short-lived. That is another reason to post regularly.
Do I need a website to post on Google Business Profile?
No. You need a verified Business Profile, and you can add a phone number or a website link as the button. If you have no website, "Call now" works well.
What should I not post on Google Business Profile?
Avoid anything misleading, spammy or unrelated to your business, and avoid pasting in phone numbers or long web addresses as text. Keep to your real work, real offers and real events, and check Google's current posting rules if you are unsure.
The bottom line
Google Business Profile posts are a quick, free way to look active to people who are already searching for what you do. Post real photos and real news about once a week, add one clear button and keep it going. A steady habit matters more than a perfect post.
If you would rather not do it yourself, Socially Active writes and designs your branded posts and publishes them to Instagram, Facebook, LinkedIn and Google Business Profile, after you have approved each one by email. See how it works or check the plans and pricing.
