Most businesses set up their Google Business Profile, add a few photos and then leave it alone. But the profile has a feature many owners never use: posts. These are short updates that appear on your profile in Google Search and Maps, right where potential customers are deciding who to contact.
This guide explains what Google Business Profile posts are, what to share and how to make them a simple habit.
What Business Profile posts are
Posts let you share updates directly on your Business Profile. Depending on your business, you can publish:
- Updates: news, recent work, tips or general announcements.
- Offers: specials or promotions with dates and details.
- Events: workshops, open days or launches with a date and time.
Each post can include a photo or video, text and a button such as “Book”, “Call” or “Learn more”. If you haven’t set up your profile properly yet, start with our Google Business Profile guide.
Why they are worth doing
- They show you are active. A profile with recent posts and photos looks more trustworthy than one untouched for years.
- They give searchers more reasons to choose you, right at the moment they are comparing options.
- They are free and take only a few minutes.
- They can drive action through buttons that link to calls, bookings or your website.
Posts are one part of a well-managed profile. Reviews, accurate details and photos matter too. See how to get more Google reviews.
What to post
- Recent jobs or projects, with a photo and a short description including the suburb or area.
- Seasonal reminders, such as heater servicing before winter or gutter cleaning before storm season.
- Offers with clear terms and end dates.
- Answers to common questions, linking to a page on your website for more detail.
- New services, staff or opening hours.
- Events, such as open days or workshops.
Use real photos where possible. See real photos vs stock images.
Writing a good post
- Lead with the useful part. Only the start of the post may show before someone taps to read more.
- Keep it short and specific. A few sentences is plenty.
- Add a clear button that matches what you want people to do next.
- Link to the most relevant page, not always your home page. See how to structure a service page.
- Write naturally. Stuffing posts with keywords and suburb names reads poorly and doesn’t help customers.
Follow Google’s content rules
Posts must follow Google’s content policies. Avoid misleading claims and anything off-topic, and check Google’s current posting guidelines if a post is rejected. Offers should be accurate and honoured. Our guide to misleading advertising covers the Australian Consumer Law side.
How often to post
There is no magic number. For most small businesses, one post every week or two is realistic and keeps the profile looking current. If you already post on social media, you can adapt the same photos and messages for your Business Profile. Our guide to planning a month of content makes this easier.
Measure what happens
Your Business Profile performance reports show calls, website clicks and direction requests. Watch whether these change over a few months of regular activity, alongside the enquiries you actually receive.
Want your profile managed?
Madexify manages Google Business Profiles for small businesses across Pakenham, Officer, Beaconsfield, Berwick, Narre Warren, Cranbourne, Clyde and Bunyip, including regular posts, photos and review replies. See our digital marketing services, or contact us to talk about your local visibility.
This article is part of our Local SEO and Google Guide. Browse all our guides on the guides page.
