Google Business Profile posts.

Last updated: July 2026

What Google Posts do

Posts appear directly in your Business Profile in Search and Maps. They do two jobs: they give a searcher who’s already looking at your listing a reason to act right now (an offer, a new service, an event), and the act of posting signals to Google that the business is active. Recency and activity feed local rank, so a profile that posts regularly out-signals one that went quiet six months ago — even if the older profile otherwise looks similar on paper.

Where to find and create posts

From the merchant panel (search your business name while signed in), select Add updateor the Posts option. There’s no separate app to install — posting lives in the same Search/Maps interface as the rest of profile management. See how to manage your Google Business Profile for where everything else moved.

The post types

Updates / What’s new — general news, a new service, a photo, a tip. Your default workhorse for a weekly cadence.

Offers — a promotion with a title, start and end dates, and an optional coupon code; these get a distinct highlighted treatment in the listing and are worth using whenever you have an actual seasonal or limited promotion.

Events — anything with a start and end date, good for classes, open houses, and seasonal pushes.

Each post takes a photo, a short body, and usually a call-to-action button (Book, Call, Learn more, Order, Sign up). Use the button every time — it’s the actual conversion path from a passive view to a click.

How long a post stays visible

Standard update posts stop showing prominently in the listing after about a week, even though they technically remain on your profile history. Offers and events display for their stated date range instead. This expiry is exactly why a one-off burst of posts doesn’t work as a strategy — the visible freshness resets to zero the moment your last post ages out, which is why cadence matters more than any single post’s content.

How often to post

Weekly is the sweet spot. Cadence beats volume: one genuinely useful post a week signals a live, engaged business far better than five posts in a day followed by silence for a month. Given that standard posts fade from prominence after about a week, a weekly rhythm keeps something fresh in the listing at essentially all times, with no visible gap.

What to actually write

Lead with the customer benefit, keep it short, and always attach a photo and a button. Rotate through a simple menu so you never stare at a blank box: this week’s offer, a before/after or work photo, a seasonal reminder, a new service, a customer win, an FAQ answer. Write like a human, name the service and the city naturally, and skip the keyword stuffing — Posts are read by people first, and an obviously keyword-stuffed post reads as spam to the exact customer you’re trying to convert.

Why most businesses stop

Almost everyone starts posting and quits within a month. It’s not hard, it’s relentless — a weekly task that’s easy to skip when you’re busy actually running the business. That gap is the whole problem: the rank benefit only accrues to businesses that keep the cadence, and keeping the cadence by hand is the part that breaks. This is precisely what Aaptly automates — it drafts on-brand posts and schedules them on a steady rhythm, so the listing stays active whether or not you remembered this week.

Posts are one signal, not the whole game

Posting weekly won’t rescue a profile with the wrong categories, missing fields, or no reviews. Treat Posts as the “keep it alive” layer on top of a complete, verified, well-categorized profile. Work the optimization checklist first, then let a weekly posting cadence compound on top of it.

Frequently asked questions

How often should I post on my Google Business Profile?

Weekly. Standard update posts stop showing prominently after about a week, so a weekly rhythm keeps something fresh in the listing at all times without gaps.

Do Google Business Profile posts actually help SEO?

They contribute to your activity and recency signals, which feed local ranking, and they give an already-interested searcher a direct reason to click through. They’re a supporting signal, not a substitute for a complete, well-categorized profile.

How long do Google posts last before they disappear?

Standard update posts stop showing prominently after about a week. Offers and events display for whatever date range you set on them.

What’s the difference between a Google post and an Offer?

An update is a general post — news, a photo, a tip. An offer is specifically a promotion with start/end dates and an optional coupon code, and it gets a visually distinct treatment in the listing.