Module 5

Understanding GBP Posts

Google Business Profile lets you publish posts that appear on your listing — updates, offers, events, and news. They're like social media posts but shown directly on Google. Let's understand how they work and whether they're worth your time.

What Are Google Business Profile Posts?

What to do

Understand what posts are and how customers see them before deciding how to use them.

Step by step

  1. Posts appear on your listing. When customers find your business on Google, they may see your recent posts alongside your photos, reviews, and business info.
  2. Posts are temporary. Most posts expire after 7 days (some types last longer). They're not permanent content.
  3. Posts can include images, text, and buttons. You can add a photo, write some text, and include a call-to-action button ("Learn more", "Book", "Call", etc.).
  4. There are different post types: Updates (general news), Offers (promotions), Events (happenings with dates), Products (featured items).
  5. Posts show you're active. A listing with recent posts looks more alive than one that hasn't been touched in months.

Types of Posts Available

What to do

Know the different post types and when to use each one.

Step by step

  1. Update posts: General announcements, news, tips, or anything you want to share. No special formatting. Expires after 7 days.
  2. Offer posts: Promotions and deals. Include offer details, terms, and optional coupon code. Can set start/end dates. Great for sales or special promotions.
  3. Event posts: Promote events with specific dates and times. Include event details and optional ticket link. Stays visible until the event ends.
  4. Product posts: Highlight specific products with photos, prices, and descriptions. Good for featuring new or popular items.

Examples by industry

Update: "Winter tip: Leave your heating on low if you're away to prevent frozen pipes. Call us if you need help." | Offer: "10% off boiler services booked in January."
Update: "New autumn menu launching this week!" | Event: "Live music this Saturday 7pm" | Offer: "Free coffee with any brunch, Monday-Wednesday."
Update: "Now offering evening appointments on Thursdays." | Offer: "Free teeth whitening consultation this month." | Event: "Open day for nervous patients, 15th March."
Update: "Important changes to probate rules from April — contact us if you have questions." | Event: "Free will-writing clinic, first Saturday of the month."

Do Posts Actually Matter?

What to do

Understand the realistic impact of posts so you can decide how much effort to invest.

Step by step

  1. Posts have limited direct SEO impact. They probably don't significantly affect your ranking. Google hasn't confirmed posts as a ranking factor.
  2. Posts DO show activity. An active profile looks better to customers than a dormant one. Regular posts signal a thriving business.
  3. Posts CAN drive action. A well-timed offer or event post can generate clicks, calls, and conversions. Direct response, not SEO.
  4. Posts have low visibility. Honestly, not many people see your posts. They're tucked away and easy to miss on the listing.
  5. Posts are low effort. They don't take long to create. The question isn't "is this amazing?" but "is 5 minutes of effort worth it?"
  6. Our recommendation: Post occasionally to show you're active, but don't obsess over it. Weekly is nice; monthly is fine. Don't stress if you miss some weeks.
The honest truth about post impact

There's limited evidence that posts directly improve rankings. Some SEO professionals swear by them; others see no impact. What posts definitely do is show Google you're actively managing your listing (which might indirectly help) and give customers more content to engage with. They're also indexed by Google, so post content can appear in some searches. Think of posts as a small positive, not a game-changer.

Google's official guidelines

Post Best Practices

What to do

When you do post, follow these guidelines for best results.

Step by step

  1. Always include an image. Posts with images get more attention. Use a relevant, high-quality photo.
  2. Keep text concise. You have up to 1500 characters, but shorter is better. Get to the point quickly.
  3. Include a call-to-action. Use the button options: "Learn more", "Book", "Order online", "Call now", "Sign up". Give people a next step.
  4. Make it relevant and timely. Seasonal content, current events, limited-time offers work better than generic updates.
  5. Don't be too salesy. Balance promotional posts with helpful or interesting content.
  6. Proofread. Typos look unprofessional. Read it twice before posting.

Posts basics understood: