How Google Posts can improve Google Business Profile performance

Natalya Stecko
October 5, 2023

10 min read

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How Google Posts can improve Google Business Profile performance
Table of Contents

When you find yourself in need of something essential—a restaurant to satisfy your cravings, a museum to indulge your curiosity, or a skilled hairdresser to give you that perfect look—what's the first step you take? You naturally turn to Google.

But have you ever wondered how businesses appear in Google search results? The answer lies in a powerful tool called Google Business Profile, and it has a secret weapon known as Google Posts.

In this article, we will delve into the world of Google Posts—what they are, how they work, and most importantly, how you can create your own. By harnessing the potential of Google Posts, you can ensure that potential customers discover your business when they're actively seeking services like yours.

What are Google Posts?

Google Posts are a valuable feature provided by Google Business Profile, allowing businesses to create concise updates and announcements that are directly displayed within their Google Business Profile listing. These posts hold a prominent position in Google Search and Google Maps, appearing to users when they search for the business or relevant keywords.

By utilising Google Posts, businesses can effortlessly share timely information, promote offers, highlight upcoming events, showcase products, and actively engage with their target audience. These posts can be further enhanced with captivating visuals, videos, and compelling call-to-action buttons, prompting users to take specific actions such as booking appointments, making purchases, or subscribing to newsletters.

In essence, Google Posts serve as a powerful tool for businesses to connect with their customers, drive conversions, and maximise their online presence.

Do Google Business Profile posts help SEO?

Yes! Google Business Profile posts are powerful tools that boost your SEO and increase business visibility in search results and on Google Maps. By optimising posts with relevant keywords, you improve their chances of appearing in related search queries, enhancing search rankings.

User engagement with posts, such as clicks on call-to-action buttons, reviews, and questions, signals to search engines that your content is valuable and relevant, strengthening your online presence.

Google Business Profile posts also send important local signals to Google's algorithms. Creating location-specific posts, highlighting local events and promotions, signals to Google that your business is active and relevant in that area, significantly impacting search rankings for location-based queries.

Consistently publishing location-specific posts strengthens your association with the area and increases visibility in local search results, targeting potential customers and establishing a stronger local presence.

Creating fresh posts with rich media elements attracts attention, improves visibility, increases organic traffic, and enhances overall SEO performance. Engaging content, strategic optimisation, and local relevance through Google Business posts can elevate your business in search rankings and online visibility.

The benefits of Google Posts

Google Posts offer several valuable benefits for businesses. Let's take a closer look at each of these advantages:

Enhanced online visibility

Google Posts significantly enhance online visibility by appearing directly in search results. This prime placement captures users' attention, increasing the chances of attracting organic traffic.

With visually appealing formats that often include images or videos, Google Posts stand out and draw the eye. This increased visibility contributes to greater exposure and the potential for business growth.

Promotion of specific content

One of the key advantages of Google Posts is the ability to promote specific content. Whether it's upcoming events, new products, or time-sensitive offers, businesses can leverage Google Posts to effectively drive traffic.

By delivering targeted and timely information directly to the audience, businesses can increase their reach and attract relevant traffic, leading to potential conversions and sales.

Direct audience engagement

Google Posts facilitate direct engagement with the target audience. Users can comment, share, and interact with the posts, fostering engagement and creating a sense of community. This interaction helps businesses build relationships with potential customers, gather feedback, and address inquiries, ultimately strengthening their online presence.

Exploring the different types of Google Posts

Google Posts offer a versatile platform for businesses to engage with their audience and promote various types of content. Here are some of the different categories of Google Posts and how they can be effectively utilised:


Google Posts allow businesses to showcase enticing offers directly in search results. Whether it's a limited-time discount, a special promotion, or a bundled deal, this type of post grabs users' attention and encourages them to take immediate action.


Promoting events has never been easier with Google Posts. From conferences and workshops to concerts and webinars, businesses can create posts to highlight upcoming events, providing key details like dates, venues, and registration information. This helps generate interest and drives attendance.


Google Posts can be used to share updates and announcements. Whether it's launching a new product, unveiling a service enhancement, or introducing a company milestone, these posts keep the audience informed about the latest developments, fostering transparency and building customer loyalty.


Answering frequently asked questions through Google Posts is an effective way to address common queries and provide valuable information. By addressing concerns proactively, businesses can alleviate customer doubts and establish themselves as trusted authorities in their respective industries.


Visual content is powerful, and Google Posts allow businesses to leverage this by sharing captivating photos. Whether it's showcasing products, displaying event highlights, or featuring behind-the-scenes moments, compelling visuals attract attention and leave a lasting impression.


Google Posts can also be utilised to share positive reviews and testimonials. By featuring customer feedback, businesses can build trust and credibility, encouraging potential customers to choose their products or services with confidence.

How to create Google Business Profile posts

Creating Google Business Profile posts is simple - here is how you get started:

Decide post type

When creating a Google Business Profile post, the first step is to decide on the type of post you want to publish. Consider the goal you want to achieve, whether it's promoting an event, showcasing a new product, or offering a limited-time discount. Identifying the purpose will help you tailor the content and format accordingly.

Write/create the post

Once you've determined the post type, it's time to create compelling content. Keep the message concise and engaging, making sure to highlight the key information. Include relevant visuals such as high-quality images or videos to capture users' attention. Craft a call-to-action that encourages users to take the desired action, such as visiting your website or contacting your business.

Publish the post

After finalising the content, it's time to publish your Google Business Profile post. Sign in to your Google Business Profile account, navigate to the "Posts" section, and select "Create Post." Copy and paste the content into the designated fields, upload visuals, and set the post duration. Double-check for any errors or typos before hitting the publish button.

Engage and respond to customers

Once your post is live, it's crucial to engage with your audience. Monitor comments and messages, promptly responding to inquiries or feedback. Encourage interaction by asking questions or inviting users to share their thoughts.

Regularly check for new activity and provide helpful and friendly responses. This engagement shows your commitment to customer satisfaction and builds a positive online reputation.

How to optimise your Google Business Profile posts

Optimising your Google Business Profile posts is crucial for maximising their effectiveness and reaching your target audience. Here are are a few tips to help you optimise your Google Business Profile posts:

Use eye-catching visuals

Incorporate visually appealing images or videos that grab attention and resonate with your target audience. High-quality visuals can significantly increase engagement and make your posts stand out in search results.

Craft compelling headlines

Create attention-grabbing headlines that entice users to click and learn more. Keep them concise, clear, and compelling, highlighting the key message or offering to pique curiosity and encourage user engagement.

Include relevant keywords

Incorporate relevant keywords in your post content to improve visibility in search results. Use keywords that align with your business, products, or services to increase the likelihood of appearing in relevant searches.

Incorporate a strong call-to-action (CTA)

Include a clear and actionable CTA in your posts to guide users towards the desired action. Whether it's visiting your website, making a purchase, or contacting your business, a well-crafted CTA encourages user engagement and conversion.

Regularly update and refresh posts

Keep your Google Business Profile posts fresh and relevant by updating them regularly. Highlight new products, upcoming events, or limited-time offers to maintain user interest and encourage repeat visits. By refreshing your posts, you can also signal to Google that your business is active and current.

Common Google Business Profile Post FAQs

When it comes to utilising Google Business Profile posts, certain questions commonly arise. In this section, we address frequently asked questions to provide clarity and guidance.

How often should you post on Google Business Profile?

The frequency of posting on Google Business Profile can vary depending on your business's needs and goals. However, a general recommendation is to aim for regular and consistent posting.

Posting at least once a week is a good starting point to maintain an active presence and engage with your audience. This frequency ensures that your business stays on the radar of potential customers and demonstrates your commitment to providing up-to-date information. However, you can also increase the frequency if you have time-sensitive promotions, events, or news to share.

Ultimately, it's important to find a posting schedule that works best for your business, taking into account the resources and content available to consistently deliver valuable updates to your audience.

Do Google Business Profile posts expire?

Yes, Google Business Profile posts do have an expiration date. A post remains active for a duration of six months from the time it is published. After the expiration date, the post will no longer be displayed in search results or on your Google Business Profile.

It's important to keep this in mind and regularly update your posts to ensure that your content remains fresh and relevant. By regularly refreshing your posts with new information, promotions, or events, you can maintain an active and engaging presence on Google Business Profile.

Are Google Business Profile posts free?

Yes, Google Business Profile posts are free to create and publish. As a business owner or manager, you can utilise the Google Business Profile platform to create and share posts without any cost.

This is a valuable feature that allows you to promote your business, products, events, or offers directly to your target audience, enhancing your online presence and driving engagement. While there may be additional advertising options available on Google that involve paid promotions, creating and publishing standard Google Business Profile posts does not require any financial investment. It's a cost-effective way to leverage the power of Google's search platform and reach potential customers without incurring any fees.

Can you schedule Google Business Profile posts?

Yes, it is possible to schedule Google Business Profile posts. While the native Google Business Profile interface does not have a built-in scheduling feature, you can utilise third-party management tools such as Mirador to schedule your posts in advance.

Using scheduling tools allow you to plan and schedule your posts for specific dates and times, saving you time and effort in manually publishing each post.

By scheduling your Google Business Profile posts, you can ensure a consistent posting schedule and maintain an active online presence, even when you may not be available to manually publish them. It's a convenient way to stay organised and effectively manage your content strategy on Google Business Profile.

How can you measure the success of Google Business Profile posts?

Measuring the success of your Google Business Profile posts can be done through various metrics and indicators. Here are some methods to assess their performance:

Engagement metrics: Monitor the engagement on your posts, such as the number of views, clicks, likes, comments, and shares. These metrics provide insights into the level of user interaction and can indicate the effectiveness of your content.

Website traffic: Analyse the referral traffic to your website from Google Business Profile posts. By tracking the number of visitors who clicked on your posts and subsequently visited your website, you can gauge the impact of your posts in driving traffic.

Conversion tracking: If you have specific goals, such as online purchases, form submissions, or phone calls, set up conversion tracking. This allows you to attribute conversions to your Google Business Profile posts and measure their impact on driving desired actions.

Comparative analysis: Compare the performance of different posts to identify patterns or trends. Assess which types of content or formats generate higher engagement and adjust your strategy accordingly.

By combining these measurement methods, you can gain a comprehensive understanding of the success of your Google Business Profile posts and make data-driven decisions to optimize future content and achieve your marketing goals.

Where do Google Business Profile posts appear?

Google Business Profile posts appear directly in the Google search results when users search for your business or related keywords. They can be displayed in the knowledge panel or business profile section on the right-hand side of the search results page.

These posts can also appear in Google Maps when users search for businesses in a specific location. When users click on the post, they are directed to a full-screen view where they can read the entire post and engage with it by taking the desired action, such as visiting your website or making a purchase.

Additionally, Google Business Profile posts may be visible in the "Updates" tab of the Google Maps app, allowing users to discover them while exploring local businesses.

Are Google Business Profile posts right for my company?

Determining whether Google Business Profile posts are right for your company depends on various factors. Consider the following aspects to make an informed decision:

Business type

Google Business Profile posts are beneficial for a wide range of businesses, including retail stores, restaurants, service providers, healthcare practices, and more. If you have a physical location or offer local services, Google Business Profile posts can help attract customers in your area.

Target audience

Assess whether your target audience actively uses Google for searching businesses and making purchasing decisions. If your audience frequently relies on Google search and maps, having a presence through Google Business Profile posts can be advantageous.

Content strategy

Consider whether you have relevant and engaging content to share on a regular basis. Google Business Profile posts are most effective when you have upcoming events, promotions, new product/service launches, or other announcements to communicate with your audience.

Time and resources

Evaluate whether you have the capacity to create and manage Google Business Profile posts consistently. Regular updates are essential for maintaining an active presence and engaging with your audience. If you have limited resources, it's important to weigh the potential benefits against the time investment required.

Competitive landscape

Research whether your competitors are utilizing Google Business Profile posts effectively. If your competitors are active in this space, it may be beneficial for you to join and remain competitive.

Ultimately, it's recommended to claim and optimise your Google Business Profile regardless of whether you choose to utilise posts. However, if you have compelling content to share and your target audience is active on Google, Google Business Profile posts can be a valuable tool to enhance your online visibility, engage with customers, and drive more traffic to your business.

Closing thoughts

Google Posts offer immense potential for improving your Google Business Profile performance. By harnessing this feature effectively, you can significantly enhance online visibility, attract a larger customer base, and foster increased engagement.

To streamline your Google Business Profile management and optimise your posting strategy, consider leveraging third-party tools like Mirador. These tools enable you to efficiently manage your Google Business Profile listings and conveniently schedule your posts in advance, saving time and effort. By scheduling your posts strategically, you can ensure a consistent and timely flow of valuable content to your audience, driving business growth and maximizing the impact of your Google Business Profile presence.

With the ability to schedule and manage your posts efficiently, you can maintain an active and engaging online presence, capturing the attention of potential customers and establishing a strong brand image. Embracing these tools and techniques allows you to unlock the full potential of Google Posts and elevate your Google Business Profile performance to new heights.