Your Google Business Profile is often the first thing a new customer sees, before your website and before your social media. Posts are the part of it most businesses leave empty. That's a missed chance, because a recent post shows people you're open, active and worth choosing, right at the moment they're deciding.

Google describes posts as a way to share announcements, offers, updates and event details with customers on Search and Maps, and says finding your latest updates helps them decide to visit. Here's what to post, how often, and the rules that trip people up.

Where your posts show up

Posts appear on your profile on Search and Maps. On a phone, Google says they show in the Updates or Overview tabs. On a computer, they show in a section called From the owner.

For some food and drink businesses there's an extra: Google can show featured posts about events, deals or specials near the top of your profile on mobile, drawn from your profile posts or your social media. Google says this is currently available in English for single-location food and drink businesses in the UK and a handful of other countries.

The three types of post

Updates. General news about your business. You can add a description, photo or video, and a button that links to a page where people can book, order or find out more.

Offers. A sale or deal. Google requires a title, dates and times, and automatically adds a View offer button. You can also include a coupon code, a link and terms and conditions.

Events. Something happening at your business. Add a title and start and end dates and times. Google says if you don't give a time, the event shows as lasting 24 hours on the event dates.

How often should you post on Google Business Profile?

Google doesn't set a required frequency. What it does say is that posts older than six months are archived unless a date range is set, so a profile with one post from last year looks quiet.

In my experience, once a week is a good rhythm for most independent businesses. It's enough that there's always something recent, and little enough that it fits into a busy week. If weekly isn't realistic, aim for every fortnight and stick to it. Consistency matters more than volume.

Google also lets you schedule a post for a later date and time, and set posts to repeat weekly, monthly or on a custom schedule. That means you can sit down once a month and plan four posts in one go.

What to post: ideas for every week

The best posts answer a question a customer might have, or give them a reason to come in now. Some ideas by trade:

Salons and beauty - A new treatment or product you've started offering, with a photo. - Gaps in the diary this week, with a book now button. - A seasonal look, like party season nails or summer colour.

Therapists, physios and clinics - A plain, helpful tip related to what you treat, without promising results. - Changes to your opening hours or a new practitioner joining. - What to expect at a first appointment, linking to the page on your website.

Cafes and food - This week's specials or a new menu item, with a photo. - An event, like a quiz night, live music or a supper club. - Holiday opening hours.

Trades - A recent job, with before and after photos (with the customer's permission). - Seasonal reminders, like getting the boiler serviced before winter. - Your availability for the coming weeks.

Any business - A thank you for a milestone, like five years open. - A behind the scenes look at your team. - Answers to the questions you're asked most.

How to write a good post

  • Lead with the useful bit. What's new, and why should someone care?
  • Keep it short. A few sentences is plenty.
  • Use a real photo. Your work, your space, your team.
  • Add a button. Book, Call, Order or Learn more, linked to the right page.
  • Use the words your customers use. "Gel nails in Exeter", not "bespoke nail artistry".

The rules that get posts rejected

Google checks every post against its content policy. A post can be Live, Pending (still processing, or your profile isn't verified) or Not approved. A few things commonly cause problems:

  • Phone numbers in the text. Google says posts with a phone number in the description might be rejected if the number can't be verified as connected to the business. Its policy also mentions removing posts with unverified contact details, including email addresses and social media handles. Use the Call now button instead, which uses your verified number.
  • Regulated products. Google says businesses in regulated industries can use posts but shouldn't include content about the products. It lists examples such as alcohol, tobacco, pharmaceutical products, health and medical devices, gambling and financial services. Clinics offering prescription treatments should take particular care, and I've written about the UK rules on advertising Botox if that applies to you.
  • Sloppy or spammy text. Google asks posts to avoid misspellings, extra characters and text that adds no value.
  • Hotels and offers. Hotels can't create offer posts at all.

Posts are one part of a strong profile

Posts help most when the rest of your profile is complete: the right category, accurate hours, real photos and plenty of genuine reviews with replies. If you're not showing up on the map yet, start with why a business might not show on Google Maps. Then work on getting more Google reviews and replying to them well.

Posts also don't replace a website. Your posts' buttons need somewhere good to send people, and that's your site.

If keeping up with a weekly Google post is one job too many, it's something I do for businesses, along with social posts and review replies, made and scheduled for you. You can see everything I help with, or book 15 minutes here:

Book a 15-minute call

Frequently asked questions

How often should I post on my Google Business Profile?

Google doesn't set a frequency. Once a week is a good, sustainable rhythm for most small businesses, and posts older than six months are archived unless they have a date range, so keep something recent there.

Do Google Business Profile posts help ranking?

Google's own list of ways to improve local ranking doesn't mention posts. What it does say is that seeing your latest updates helps customers decide to visit, so think of posts as helping people choose you once they've found you.

Why was my Google post not approved?

Common reasons are a phone number or other unverified contact details in the text, content about regulated products, or text Google sees as low quality. Check the status in your profile, edit the post and try again.

Can I schedule Google Business Profile posts?

Yes. Google lets you schedule a post for a later date and time, and set posts to repeat weekly, monthly or on a custom schedule.

How long do Google posts stay up?

Google says posts older than six months are archived unless a date range is set.

Sources

Checked on 7 October 2026.