What Are Google Business Profile Posts and Should You Use Them?

Google Business Profile posts are short updates — similar to social media posts — that appear directly in your Google Business Profile listing in Search and Google Maps. When someone searches for your business name, or finds you in local search results, they may see your posts displayed in the “From the owner” or “Updates” section of your listing. You can use them to announce promotions, share news, highlight events, or showcase new products.

Posts are created for free in Google Business Profile Manager (or directly via Google Search if you’re signed in to your business account). They typically display for seven days before expiring, though event posts remain until the event date passes and offer posts stay live until the offer ends. Despite being free and relatively quick to create, many businesses rarely or never use them — which means those who do can stand out in competitive local search results.

Types of Google Business Profile Posts

There are several post types available. “Update” posts (formerly called “What’s New”) are general-purpose announcements — you can include text, a photo, and a call-to-action button (Book, Order online, Learn more, Sign up, Call now). “Offer” posts are designed for promotions and discounts; you can set a start and end date, add a promo code, and include terms and conditions. “Event” posts feature a title, date range, and event description, making them ideal for workshops, open days, or seasonal activities.

Product posts let you showcase individual products with a name, description, price, and photo — useful for retailers and service businesses that want to feature specific offerings. Some business categories also have access to additional post types specific to their industry. All post types support photos, and visual posts consistently perform better than text-only ones.

Do Google Business Profile Posts Help SEO?

The direct impact of posts on search rankings is modest. Google has not confirmed that posting regularly improves your local pack position. However, posts can indirectly contribute to local SEO in several ways. They signal to Google that your listing is actively managed and up to date — an active profile is a positive engagement signal. Posts that include relevant keywords may also appear in Google’s “Latest from” section in some search results, providing additional keyword-rich content associated with your listing.

The more immediate benefit is click-through rate and engagement. A listing with a visible offer post or a timely event announcement is more likely to catch the eye of someone scanning local results and prompt them to visit your website or call. For businesses in competitive local markets — restaurants, service providers, retailers — that extra visibility can translate directly into more enquiries.

How to Make the Most of Google Business Profile Posts

Post at least once a week to keep your “Updates” section current. Always include a high-quality photo — your own photography outperforms stock images for engagement. Use a clear call-to-action button on every post and link it to a relevant landing page rather than just your homepage. Align your post content with current promotions, seasonal events, or frequently asked questions from customers.

Treat Google Business Profile posts as a complement to, not a replacement for, your wider social media and content marketing. The key advantage is the placement — directly in Google Search results, at the moment a potential customer is considering whether to contact you. A well-timed offer post at the right moment in the customer’s search journey can be highly effective, particularly for businesses with clear seasonal demand or regular promotions.