Google Business Profile Posts: What to Publish Each Week

Short answer: Google Business Profile posts are short updates that appear on your listing in Google Search and Maps. A local business can publish updates, offers, and events there. Post on a steady schedule, lead with the one thing a customer needs to know, and keep phone numbers out of the text, since Google may remove posts that contain unverified contact details. Use the "Call now" button for the number instead.

A customer searching for a plumber near them often sees your listing before your website. The photos, the reviews, and the latest post all sit in front of them while they decide whether to call. A listing with nothing new for six months can leave people wondering whether the business is still operating.

Key takeaways

A Business Profile post is a short update that appears on your listing in Google Search and Maps.
Three post types are available: updates, offers, and events. Offers and events have start and end dates.
Google may remove posts with unverified contact information, so use the "Call now" button rather than a phone number in the text.
Post on a set schedule, even if it is one short post a week, because a steady rhythm matters more than a burst.
Pair each post with a real photo from your own work.
Check the profile's insights each month and compare the same measures over time.

What kinds of posts should a local business publish?

Most local businesses can rely on updates. An update is a short note about something you did, a tip you can offer, or a change customers should know about. A before-and-after from last week, a quick explanation of when to call about a leak, or a note that you added Saturday hours all work well as updates.

Offers suit a promotion with a clear end date, such as a seasonal service special. Events suit an open house, a community workshop, or a holiday schedule. Give each one a specific title, a date, and a time, so a reader can decide in a few seconds whether it applies to them.

How often should you post?

Choose a rhythm you can keep. For most small businesses, one post a week is a practical starting point. A missed week is fine. Six months of silence after a busy year is harder to recover from, because the listing starts to look abandoned.

Step 1: Pick four post ideas for the month

Choose four ideas that repeat: a finished job, a tip, a question customers ask, and a seasonal note. Writing the four ideas once makes each week's task easier.

Step 2: Batch the photos

Take photos during the week and save the best ones in one folder. A clear photo of real work usually does more than a stock image. Ask the customer's permission before you show a face, a home, or a name.

Step 3: Write each post to one point

Lead with the main point in the first sentence. Searchers may not click to read more, so the opening lines need to do the work. Use one call to action, such as "Book a visit from our website" or "Tap Call now."

What should a post say?

Keep the text specific and plain. Name the service, the town, and the problem it solved, then stop. A post that says "Emergency water heater replacement in Bergen County this week, same-day estimates" tells a reader more than "We are the best in town."

Do not put a phone number in the text. Google's help page says it may remove posts that contain unverified contact information, and it recommends the "Call now" button instead. Use the button, and keep the number in your profile where it is verified.

What should you avoid?

Avoid posts that repeat the same text week after week. Avoid claims you cannot back up, such as rankings or customer counts you have not verified. Check Google's prohibited and restricted content policies before you publish an offer, especially for regulated services or health-related claims.

Also avoid posts that look like spam, such as the same promotion copied across several locations with no local detail. A listing with real photos, real hours, and specific local details reads as more trustworthy.

How do posts fit with reviews and the rest of the profile?

Posts are one part of the listing. Reviews, photos, the service list, the Q&A section, and the business hours all work together. A customer who reads a recent post, then sees a reply to a review from last week, gets a clearer picture of an active business.

Keep these parts current when your work changes. A new service should appear in the service list before you post about it, and a holiday schedule should be on the profile before the holiday.

How do you know whether posts are working?

Check the profile's insights each month. Look at how many people viewed the listing, how many called, requested directions, or clicked through to your website. Compare the same measures over several months rather than judging one post.

A single post will rarely change the numbers on its own. A steady habit of posts, reviews, and accurate details usually shows its effect over time, and the trend matters more than any one week.

What does a week of posts look like?

A simple week for a roofing company might look like this. On Monday, post a short update with a photo of a repair finished the previous week, and describe the problem in one sentence. On Wednesday, post a tip about checking the attic after a storm, with a line that points customers to the Call now button. On Friday, post a note about a seasonal schedule change, such as earlier weekend hours before the holidays. Each post takes a few minutes once the photos are saved and the four ideas are written.

A predictable pattern counts for more than any single topic. Customers learn to expect new information from the listing, and the business looks active each time they check.

Monthly Google Business Profile checklist

Four post ideas chosen for the month
At least one post published each week
Each post leads with its main point in the first sentence
No phone numbers in post text; "Call now" button used instead
Photos are real, recent, and cleared for use
Offers and events have accurate start and end dates
Services, hours, and categories match your current business
Profile insights reviewed and noted for the month

Frequently asked questions

What is a Google Business Profile post?

It is a short update, offer, or event that appears on your listing in Google Search and Maps. Posts give customers a reason to look at your profile and see what you are doing now.

How often should a business post on Google?

One post a week is a practical starting point for most small businesses. Consistency matters more than volume. A steady schedule keeps the listing from looking abandoned.

Can I put my phone number in a post?

Google may remove posts that contain unverified contact information. Use the "Call now" button, which connects to the phone number on your verified profile.

Do posts improve my ranking?

Google does not guarantee that posts change where a business ranks. Posts help the listing look active and give people a reason to call or visit. Track profile views and calls to see whether they make a difference for your business.

What is the best type of post to publish?

Updates are the most flexible, since they fit most news and tips. Use offers when a promotion has a clear end date, and use events when there is a specific date, time, and place.

Should I use the same post on every location?

Avoid copying one post across several locations. Add local detail for each one, such as the neighborhood, the service area, or a local project, so each listing reads as its own business.

Next step

If you do not have the time to write and schedule weekly posts, Velora Media's Google Business Profile Management service includes weekly posts and photo updates, review responses within one business day, Q&A, services, and category optimization, plus a monthly map-pack ranking report. Pricing is monthly: $450 for a small business, $600 for a growing business, and $800 for an established or multi-location business. We do not promise rankings or call volume, because results depend on your market, your competitors, and how you handle the calls and reviews that come in.

Sources

Google Business Profile Help, "Posts" guidance on removing posts with unverified contact information and using the Call now button, support.google.com