Key Takeaways:
- Regular GBP posts improve your placement in the local pack
- The scheduling feature allows preparing all posts in one day
- One post per week is enough for consistent visibility
Most Google Business Profiles look like digital ghost towns: address, phone number, maybe a logo – and then silence. Their owners are giving away free advertising space directly in Google search.
GBP posts appear prominently when someone searches for your business or industry. They show liveliness, build trust, and signal to Google: Someone is active here. The problem was always the effort. With the new scheduling feature, you prepare all posts in one day – and Google publishes them automatically.
Why Google Business Profile Posts Matter
When a potential customer searches for a service provider nearby, Google shows more than just basic data like address and opening hours. Active profiles with current posts stand out. They show liveliness and give users an impression of what to expect.
Google rewards active profiles with better placement in the local pack, the three prominent listings that appear above organic results for local searches. Businesses that post regularly have a higher chance of appearing there than those with abandoned profiles.
Benefits of Regular GBP Posts
| Benefit | Impact |
|---|---|
| Better local ranking | Higher position in Local Pack |
| More engagement | Direct interaction in search |
| Signal activity | Google prefers active profiles |
| Provide more information | Offers, news directly visible |
| Voice Search relevance | Active profiles are preferred |
Using the Scheduling Feature Correctly
Until recently, posts had to be manually published at the desired time. This made it difficult to build a consistent presence. The new scheduling feature fundamentally changes that.
You can now create posts in advance and set a publication date. Google then automatically makes the post live. This enables a completely different workflow: Instead of thinking about posting daily, you sit down once a month and prepare all posts for the coming weeks.
To schedule a post, create it as usual in your Google Business Profile. Before clicking Publish, you'll find the option "Schedule this post." Select date and time. The optimal timing is usually mornings between eight and ten or evenings between six and eight.
Which Post Types for Which Purpose
Google distinguishes different post types suited for different content:
- Updates: Most flexible type for general updates, tips, team introductions
- Offers: For promotional campaigns with start and end date, coupon codes possible
- Events: For workshops, open houses, events with dates
- Products: For highlighting individual products or services
Updates remain prominently visible for seven days, then move down. Offers remain active until the end date. Events disappear after the date.
A Content Plan for Local Businesses
Regularity is more important than frequency. One post per week brings more than five posts in one week and then weeks of silence.
Plan at least one post per week. With higher competition, two posts can be useful. More than three per week quickly seems spammy and brings no additional benefit.
Mix the content. Not every post should be an offer. Informative content that provides value to the reader builds trust. A good ratio is three informative posts to one promotional offer.
Posts That Work
The best posts show real people and real work. Stock photos seem impersonal and don't build trust. A photo of your team at work or an image of a completed project is more authentic and appealing.
Keep texts short. Google shows about 150 to 300 characters completely. Longer texts get cut off. Put the most important information first.
Use call-to-action buttons. "Call," "Get Directions," or "Learn More" give users a clear next step. A post without a call-to-action wastes potential.
Pay attention to image quality. Blurry or poorly lit photos do more harm than good. At least 720 by 540 pixels, landscape format works better than portrait.
Measuring Results
Google Business Profile offers basic statistics for your posts. You can see how often a post was displayed and how many users clicked on the call-to-action.
Compare the performance of different post types. Which topics resonate well? Which images generate more engagement? Use these insights for future planning.
Also watch the overall statistics of your profile. Have profile views increased since you started posting regularly? Are calls or direction requests increasing?
Use our Meta Tag Generator to optimize your website for local searches as well.
Frequently Asked Questions
How often should I post on Google Business Profile?
Once a week is a good benchmark for most businesses. This keeps your profile active without seeming excessive. With high local competition, two posts per week can be useful. More important than frequency is regularity – better consistent weekly than sporadic.
Do my old GBP posts disappear?
Posts of type "Update" are prominently visible for seven days and then move down but remain accessible. Offers disappear after the end date. Events disappear after the event date. Regular posting ensures that current content is always prominently displayed.
Can I schedule GBP posts for multiple locations at once?
Yes, through the Google Business Profile API or tools like Publer, Hootsuite, or Sprout Social, you can centrally plan and manage posts for multiple locations. This is particularly helpful for franchise businesses or chains with many branches.