Google Business Profile Posts: What Are They and Why Use Them?

Google Business Profile Posts: What Are They and Why Use Them?

If you own a local business, your online visibility can make or break your ability to attract new customers. One powerful, yet often underutilized tool to boost your local SEO and customer engagement is the Google Business Profile (GBP) post.

Whether you’re a small business owner, a digital marketer, or an search engine optimization, understanding what Google Business Profile posts are and how to use them strategically can significantly impact your online performance.

In this guide, we’ll explore:

• What Google Business Profile posts are
• The different types of posts available
• Why they’re important for local SEO
• Best practices for creating effective posts
• How to track and optimize their performance
• Tips to integrate GBP posts into your digital marketing strategy

Let’s dive in and learn how to leverage GBP posts to grow your business online.

What is a Google Business Profile Post?

A Google Business Profile post is a short update or promotional message that appears directly on your business's profile in Google Search and Google Maps. These posts allow you to communicate timely and relevant information to your local audience.

Think of them as social media updates that appear directly in Google’s ecosystem — right where potential customers are searching for your services.

You can use posts to:

• Announce offers
• Share updates
• Promote events
• Showcase new products
• Educate your audience
• Provide COVID-19 or holiday-related announcements

Where Do GBP Posts Appear?

Google Business Profile posts appear in the “Updates” or “From the Business” section of your listing on:

• Google Search results
• Google Maps results
• Local 3-pack (in some cases)

This gives your content high visibility, right when users are actively searching for local services or products.

Types of Google Business Profile Posts

Google provides several types of GBP posts, each designed for specific use cases:

1. What’s New

Used for general updates such as news, announcements, changes in hours, or new blog posts.

2. Event

Great for promoting local events, workshops, webinars, or community activities. You can set the date and time for the event.

3. Offer

Used for time-sensitive promotions or discounts. These posts typically have a start and end date, along with a call to action (e.g., “Redeem,” “Buy,” or “Book”).

4. Product

Highlights a specific product or service. Ideal for ecommerce stores or service-based businesses wanting to draw attention to new or popular items.

5. COVID-19 Update

A special category used for health and safety updates, operational changes, or new protocols in response to public health situations.

Why Use Google Business Profile Posts?

GBP posts offer numerous advantages that align with both customer engagement and SEO performance. Let’s explore the top benefits.

1. Enhance Local SEO Visibility

Google considers relevancy, distance, and prominence when determining local search rankings. Consistently updating your profile with posts demonstrates that your business is active and relevant, potentially boosting your visibility in local searches.

2. Improve User Engagement

GBP posts let you interact with potential customers before they even click through to your website. This is a powerful way to:

• Share news or deals instantly
• Educate users
• Offer convenience (e.g., booking or calling directly from the post)

3. Drive More Actions from Search

Each post includes a call-to-action (CTA) button like:

• Call now
• Book
• Order online
• Learn more
• Sign up
• Buy

This makes it easier for users to take immediate action right from your listing.

4. Promote Timely Offers and Events

Whether it’s a flash sale or a special event, GBP posts allow you to highlight time-sensitive promotions directly in search results.

5. Boost Trust and Brand Personality

Regular updates show that your business is engaged and responsive, helping to build trust with new customers. It also allows you to express your brand personality, tone, and values.

6. Complement Your Content Strategy

GBP posts are an extension of your content marketing strategy. Repurposing blog content, social media posts, or video snippets into GBP posts helps you reach audiences in a different, high-impact space.

How to Create a Google Business Profile Post

Creating a GBP post is straightforward, but doing it strategically takes planning. Here's how to get started.

Step-by-Step:

1. Log in to your Google Business Profile.
2. Click on the “Add update” or “Posts” tab from the dashboard.
3. Choose the type of post you want to create.
4. Add a high-quality image or video.
5. Write a clear and engaging message (up to 1500 characters).
6. Select an appropriate CTA button.
7. (Optional) Add a link, offer details, or event info.
8. Click “Publish.”

Image Guidelines:

• Minimum: 400px by 300px
• Format: JPG or PNG
• Keep the visuals professional, branded, and relevant.

Text Tips:

• Include keywords naturally
• Write in a tone consistent with your brand
• Focus on user intent and value
• Place important information in the first 100 characters (this is what displays in preview)

GBP Post Best Practices

To get the most from your Google Business Profile posts, follow these proven tips:

1. Post Regularly

Aim to post at least once per week. Some types (like offers) expire after 7 days, so maintaining consistency is key.

2. Optimize for Mobile

Most users will see your posts on mobile. Keep your messaging concise and CTA-forward.

3. Use Engaging Visuals

Posts with appealing images receive more attention. Avoid using blurry or overly text-heavy images.

4. Track Performance

Use UTM tracking codes to see how much traffic and conversions your GBP posts drive in Google Analytics.

5. Align with Your Marketing Calendar

Treat GBP posts as part of your larger marketing campaigns. Sync them with holidays, seasonal offers, product launches, or events.

6. Respond to Trends

Stay agile and use GBP posts to address emerging customer needs, community involvement, or trending topics relevant to your niche.

How to Measure GBP Post Performance

Tracking performance is essential to ensure your efforts are paying off.

In Google Business Profile Insights, you can view:

• Post views
• Clicks on CTA buttons
• Engagement by type of post
• Interactions by date

For more advanced tracking:

• Add UTM parameters to links in your posts.
• Monitor traffic in Google Analytics → Acquisition → Source/Medium.

This data helps you identify what types of content drive the most engagement and conversions.

Industries That Benefit Most from GBP Posts

While all local businesses can benefit from GBP posts, here are some industries that see especially strong results:

• Restaurants & Cafes – Promote daily specials, events, and new menu items.
• Retail Stores – Highlight seasonal sales, product launches, or limited-time discounts.
• Health Clinics & Spas – Announce service changes, offers, and safety protocols.
• Gyms & Fitness Studios – Promote class schedules, challenges, and member testimonials.
• Lawyers & Consultants – Share blog content, testimonials, or FAQs.
• Real Estate Agencies – Showcase new listings, virtual tours, and open house events.

Common Mistakes to Avoid

Avoid these pitfalls that can hurt your credibility and performance:

• Infrequent posting
• Low-quality or irrelevant images
• No CTA button
• Too much promotional language without value
• Copy-pasting content from other platforms without adapting it

GBP posts are unique in format and audience intent, so tailor content accordingly.

Use GBP Posts as Part of Your Local SEO Strategy

Incorporating GBP posts into your local SEO strategy is a smart and cost-effective way to gain visibility and trust at the search level. They work hand-in-hand with:

• Review management
• NAP consistency (Name, Address, Phone)
• Local citations
• Schema markup
• Localized content

Need Help with Google Business Profile Optimization?

If you’re not leveraging your Google Business Profile to its full potential, you could be missing out on valuable local traffic, leads, and conversions.

Whether you're a local business, franchise, or service provider, you can AAMAX—a full-service digital marketing company offering Web Development, SEO Services, and Digital Marketing Solutions. Their expert team can help optimize your GBP, create compelling posts, and integrate local SEO strategies that deliver measurable results.

Final Thoughts

Google Business Profile posts may be short in form, but they are mighty in impact. When used strategically, they enhance your local visibility, attract customer attention, and drive direct actions from your Google listing.

By consistently posting engaging, informative, and visually appealing updates, you can turn casual searchers into loyal customers—all without spending a dollar on ads.

Take control of your local presence. Make your first (and lasting) impression count with Google Business Profile posts.