How (and When) to Use Google Business Profile Posts Effectively

If you’ve read our guide to optimizing your Google Business Profile, you’ll know that keeping your profile active is a key part of maintaining strong local visibility.

In this follow-up article, we take a closer look at one specific feature of your profile—the Posts section. While it’s not the most powerful tool in your local SEO toolkit, it’s a valuable one when used thoughtfully. We’ll explain what Google Posts are, when it makes sense to use them, and why a low-effort, consistent approach is often the best strategy—especially for local businesses looking to engage their community.

What Are Google Business Profile Posts?

Google Business Profile Posts let you publish short content—updates, promotions, events, or announcements—directly to your Google listing. These posts appear in the “Updates” section of your profile when someone searches for your business on Google Search or Maps.

Each post can include:

• Text (up to 1,500 characters)
• A photo or video
• A link
• An optional Call-To-Action (CTA) button

Available CTA Button Options:

• None
• Book
• Order online
• Buy
• Learn more
• Sign up
• Call now

Write your update clearly and select the button that best fits the action you want users to take.

When and Why to Use Google Posts

Posts are most effective when you want to highlight something time-sensitive or attention-worthy. For example:

• Monthly newsletters or blog posts
• Limited-time sales or offers
• Upcoming events or promotions
• New service or product announcements
• Seasonal messages or hours

We like to think of GBP Posts as a local digital bulletin board. They don’t need to be fancy—but they should be current and useful to the people who find you.

Keep in mind: Just like Google Business Profiles themselves, Posts are most valuable when used as local engagement tools. Businesses with a physical presence—especially those that rely on foot traffic or local service areas—can benefit the most. Whether you're promoting an in-store sale, a community event, or local news, Google Posts are most effective when they piggyback on your local visibility. That’s where they’re most likely to shine.

What About Removing Old Posts?

Since Google Posts now remain visible indefinitely, you should consider managing old time-sensitive content:

• If a post promotes a sale, event, or deadline that has passed, it’s best to remove it or replace it with a more current update.
• Leaving outdated promotions visible can confuse potential customers or make your profile look neglected.
• For evergreen content—like blog posts, newsletters, or service highlights—it’s fine to leave them in place, as they can still attract interest.

A good rule of thumb:
If the post no longer reflects something true, relevant, or useful to customers today, take it down or update it.

Don’t Rely on Posts Alone

It’s important to understand what GBP Posts are not:

• They are not a high-engagement marketing channel. Most users browsing your business on Google don’t scroll very far down your profile.
• They don’t replace your website, ads, or social media.
• They don’t offer deep analytics, though you can see impressions and clicks.

Some business owners expect big results—clicks, calls, conversions—from every post. That’s rarely the case. While keeping your profile active may send positive engagement signals to Google, GBP Posts by themselves don’t drastically improve your local search ranking.

So why bother?

The Effort vs. Reward Balance

Think of it like brushing your teeth. It’s not flashy, and you’re not expecting immediate results—but skip it for too long, and things start to decay.

Posting once a week or even once a month can help keep your Google listing looking fresh, reliable, and well-maintained. Just don’t overthink it.

What you shouldn’t do:

• Spend hours crafting the perfect message.
• Expect each post to drive tons of traffic or conversions.
• Use third-party automation tools that post too frequently (Google might flag your listing).

What you should do:

• Reuse content you’ve already created for social media or newsletters.
• Stick to a consistent schedule (even if it’s once a month).
• Keep posts short, relevant, and visual.

Keep It Active—Without Overdoing It

At SilverServers, we like to keep things simple and sustainable. Here’s how we keep our own Google Business Profile posts active:

• We post once a month, usually by adding a link to our monthly newsletter or a featured blog post.
• We often rotate in posts from our popular ongoing series—like SEO Showdown articles or helpful local ranking tips.
• We recommend that clients repurpose their social media posts as GBP posts. If you’re already making the effort to create an image and write a caption for Facebook or Instagram, why not reuse it in GBP?

This keeps your business profile looking updated, gives visitors something fresh to click on, and supports other parts of your online presence (like your website or newsletter).

Best Practices for GBP Posts (A Quick Checklist)

Are Google Posts Worth It?

Yes, but only in moderation.
They’re free, easy to use, and help present a well-maintained image of your business online. Just don’t treat them like your primary marketing channel.

If your time is limited (and it probably is),focus first on these higher priority parts of your Google Business Profile:

• Gathering and responding to reviews
• Keeping your contact info and hours up to date
• Uploading quality photos
• Choosing accurate business categories

Once those core items are handled, GBP Posts are a nice bonus. Think of them as an opportunity to nudge visitors toward your current offers, articles, or events—without needing to reinvent the wheel.

Need Help Managing Your Google Business Profile?

SilverServers offers SEO-focused website services that help local businesses grow their visibility and traffic. From GBP optimization to high-performance hosting and content strategy, we’re here to support your long-term success.

Explore more in our Guide to Optimizing Your Google Business Profile, or contact us to ask a question—we’re always happy to help.

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