Key takeaways

• A Google Business Profile (GBP) post is a short update you can publish on your profile that appears directly in Google Search and Maps.
• Post regularly with event details, product highlights, and special deals to keep your business profile fresh. Effective GBP posts feature high-quality photos, relevant links, and timely information.
• Keep posts respectful and family-friendly. Avoid explicit content, adult services, or distracting content that goes against Google’s policies.
• You can’t schedule posts directly in Google My Business, but third-party tools make it possible to plan ahead.
• Track results in Google Analytics to understand how business posts impact your traffic and customer experience.
• Partnering with local SEO experts can help your business turn GBP posts into a powerful tool for growth.

About 76% of people who search on mobile for something nearby visit a business within a day. For many of those searchers, your Google Business Profile (GBP)—formerly Google My Business (GMB)—is the very first impression. It’s the snapshot that helps them decide whether to learn more, call, or move on to a competitor.

Aside from displaying your address, business hours, and customer reviews, GBP also lets you publish short updates called "GBP posts." These appear in Google Search and Google Maps at the exact moment people are deciding where to go or who to contact.

A well-planned GBP posting strategy can help your business stand out in search results and capture customer attention. By posting consistently, you can strengthen your local SEO, showcase what makes your business unique, and drive more visitors to your website or storefront.

In this guide, we’ll cover what Google Business Profile posts are, how to create posts that actually work, and whether scheduling is possible in Google My Business.

What are Google posts?

Google posts, sometimes called "GMB posts," are short updates you publish through your GBP dashboard. They appear directly in your business profile, giving customers fresh information without leaving search results.

There are different post types to choose from:

• Offers: Highlight discounts, special deals, or seasonal packages.
• Events: Share event details directly, including start and end dates, event location, and a call to action (CTA).
• Updates: Announce new services, business changes, or opening hours.
• Products: Showcase new or featured products with images and relevant links.

A GBP post remains available on your profile, but its impact is highest within the first few days, which is why consistent posting matters.

Why GBP posts are critical for local SEO success

Google business posts may look like simple updates, but they carry weight in your local SEO strategy. Here’s why:

• Visibility in Google Search and Maps: Each new post adds fresh content to your profile, giving customers more opportunities to discover you when searching nearby.
• Improved customer experience: Sharing event information, engaging visuals, or product highlights makes your profile more useful and helps build trust with potential customers.
• Keyword reinforcement: Every GBP post is a chance to naturally include search terms your audience uses, strengthening your relevance in local results.
• Increased engagement: Business profile posts let you add post links, so you can send people directly to your website, service pages, or even a timely blog post.

When you post regularly, Google sees your profile as active and relevant—and many users do, too. That consistent activity can support stronger placement in search results and make your business stand out in a crowded local market.

Can you schedule posts on Google My Business?

You can’t schedule posts directly from the GBP dashboard, but you can create posts ahead of time through third-party tools like Later, Sendible, Hootsuite, or SEMrush.

Here’s why scheduling matters:

• Consistency: Business profile posts work best when you remain active.
• Timely campaigns: Schedule posts to promote events or offers that run during a set date range.
• Efficiency: Small business owners can plan content once a month instead of scrambling for last-minute updates.

Remember that posts must be respectful, family-friendly, and follow Google's policies. Keeping posts compliant ensures they won’t be flagged or removed.

How to create effective business profile posts

Some business profile posts spark engagement and bring in traffic; others fade into the background. The key is knowing how to craft them effectively.

1. Keep the customer in mind

Your post content should answer real questions: What’s new? What’s on sale? Are there upcoming events? What are your current opening hours?

Think about the details potential customers want most.

2. Add clear visuals

Share high-quality, on-brand photos that highlight what makes your business stand out. For example, a coffee shop might share an image of a seasonal latte along with a limited-time offer post.

3. Use relevant links

Where possible, link posts to the right landing page on your website. For example, if you’re promoting a new product, link directly to that product page instead of sending visitors to your homepage.

4. Post regularly

Aim to post every week. Consistent updates keep your profile active and your business front and center when customers are weighing their options.

5. Mix post types

Rotate between update posts, event posts, and product posts. Variety keeps your GBP listing current and prevents it from feeling repetitive.

Tracking performance with GBP Insights and Google Analytics

Creating posts is only half the job. Knowing how they perform is just as important. Luckily, you have two built-in tools that can help: GBP Insights and Google Analytics (GA4).

• GBP Insights: Found in your GBP dashboard, Insights gives you a snapshot of how people interact with your profile. You can see post views, clicks on links, calls, and even how many times customers requested directions. This helps you measure visibility and engagement right at the profile level.
• Google Analytics (GA4): GA4 takes things a step further by showing what happens after someone clicks through to your website. You can track whether a visitor browsed your pages, read a blog post, filled out a form, or made a purchase. This makes it easier to connect GBP posts to real business results.

Together, these tools help you understand both how customers find you on Google and what they do once they land on your site. With that knowledge, you can refine your GBP post strategy to focus on the updates that actually drive traffic and conversions.

Examples of effective GBP post content

The best GBP posts are simple, clear, and tied to what your customers care about most. They highlight offers, promote events, or share important updates in a way that encourages action.

Here are a few examples:

• Event post: Join us for our summer workshop on October 10! Event details: 2 PM at Main Street Hall. Sign up now through [link].
• Offer post: This week only: Free shipping on all orders over $50. Offer valid through October 15. Shop now through the link below.
• Update post: We’ve added new summer styles to our collection! Explore the latest arrivals and find your perfect look today.

Each example includes relevant details, clear timing, and a CTA that directs customers to the next step.

Common mistakes to avoid

GBP posts can be a powerful tool—but only if you use them thoughtfully. Many businesses overlook small details that end up hurting engagement or, worse, lead to posts being removed. Here are some common pitfalls to watch out for:

• Publishing restricted content: Posts that include explicit content, adult services, offensive language, or references to prohibited medical devices may be rejected or removed by Google. Keep your posts respectful and family-friendly so they remain visible to all potential customers.
• Leaving out event end dates: An event post without an end date can confuse customers, making it look like an outdated event is still happening. Always include start and end dates so people have accurate, timely information.
• Failing to refresh your profile: Old updates can make your profile feel abandoned. Neglecting to publish new posts after previous updates expire gives customers the impression that your business isn’t active. Regular posting keeps your business profile fresh and relevant.
• Copy-pasting from social media: While it’s tempting to reuse the same content across channels, posts that work on social platforms don’t always fit in Google Search. Tailor your GBP posts to highlight clear offers, events, or updates that match the intent of someone actively searching.
• Overlooking visuals: Text-only posts tend to blend in. Adding clear, relevant photos or graphics helps your posts stand out and gives customers more context.

Final takeaway: Turning GBP posts into a growth tool

Google Business Profile posts may look like short updates, but when used consistently and thoughtfully, they can do far more. They help your business show up where it matters most—right in Google Search and Maps—while guiding potential customers toward your website, services, or storefront.

By posting regularly, tailoring your content to customer needs, and tracking results with GBP Insights or Google Analytics, you turn your profile from a static listing into a living, active part of your local SEO strategy.

If you’re ready to make your GBP posts work harder, our team can help. Explore our local SEO services to build a strategy that connects you with more customers in your area.