Most local businesses have a Google Business Profile. Very few of them use one of its most useful features.
Google gives you a built-in way to post updates, content, and offers directly on your business listing. When those posts are ignored, businesses miss out on visibility, clicks, and potential customers. At the same time, competitors who are posting get an edge without doing anything complicated.
This video walks through what Google Business Profile posts are, how to use them, and why they can support local search and AI-driven results. 👇
What Google Business Profile Posts Are (And Where They Show Up)
When someone searches for your business name, your Google Business Profile appears on the right side of the search results on desktop or at the top on mobile.
If you scroll down, you’ll see a section labeled Posts. This area displays updates, news, offers, and events in a scrollable carousel. Each post can include text, an image, and a button that links to your website.
When someone clicks a post, they can read the update and then click through to the page you’ve connected to it. That makes your Google Business Profile another traffic source, not just a static listing.
Where to Find the Post Section
Inside your Google Business Profile dashboard, there’s a dedicated Posts section. This is where you can view past posts, edit them, or add new ones.
Unless a post is tied to a specific date, like a limited-time offer, there’s usually no reason to delete it. Older posts still show activity and signal that your business is engaged.
Why Announcements Aren’t the Only Thing You Should Post
A common mistake is treating posts as announcement-only space. Sales, updates, and promotions are useful, but they’re not the only option.
One of the most effective ways to use Google Business Profile posts is by repurposing content you’ve already created for your website, especially blog posts written around specific keywords.
If you’re publishing content with search intent in mind, your Business Profile becomes another place to reinforce those topics.
Turning Blog Content Into Google Business Profile Posts
If you’ve written a blog post targeting a specific keyword, that content doesn’t need to live in just one place.
You can share it on social platforms, in email, and inside your Google Business Profile. Posting it there gives Google another signal connecting your business to that topic.
The process is simple. You summarize the post, add a featured image, and link back to the full article on your site. Nothing fancy. The goal isn’t to rewrite the blog, just to highlight it and give people a reason to click.
Adding a Google Business Profile Post Step by Step
When you click Add Post, Google gives you a few options: updates, offers, and events. For blog content, an update works best.
You can write directly in the editor or paste in a short summary. Google allows plenty of characters, so there’s room to explain what the post is about without cramming everything in.
There’s also a scheduling option, which makes it easy to batch posts ahead of time and stay consistent.
Writing the Post Without Making It Complicated
A simple structure works well. A short opening line to set context, a few sentences explaining the value, and a clear call to action.
If you use AI to help summarize your blog post, that’s fine. Just take a moment to clean it up so it sounds natural. Small edits go a long way in making the post feel human.
Adding a featured image helps the post stand out visually, and reusing the blog’s main image is usually enough.
For the call-to-action button, “Learn more” is a good default when you’re linking to content. Other buttons make sense for products or bookings, but for educational posts, clarity wins.
How Google Business Profile Posting Supports Local SEO and AI Search
Posting on your Google Business Profile helps your Google Business Profile SEO in a few important ways.
First, it creates another trusted Google-owned property linking back to your website. That connection reinforces topical relevance.
Second, it sends activity signals. A profile that’s updated regularly looks active. A profile that never changes can look abandoned, even if the business is open.
Third, it helps with keyword association. When your posts naturally include the same terms you’re targeting on your site, it helps Google understand what your business should be connected to.
Finally, AI-driven search tools look for consistency across the web. The more places your business is discussed and linked in a relevant context, the easier it is for those systems to trust and surface your content.
Is This a Magic Ranking Fix?
No.
Posting alone won’t instantly move your business to the top of local search results. But it does support everything else you’re doing, and it’s one of the easiest local SEO actions most businesses skip.
Local SEO works best when multiple signals line up. Google Business Profile posts are one of those signals.
The Bottom Line
If your Google Business Profile hasn’t been updated in months, it can look inactive.
If you post consistently, even once a week, you signal that your business is active, engaged, and relevant. That trust matters, both for traditional local search and for AI-driven results.
It’s not a shortcut. It’s just a smart habit.
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