GBP Posts are micro-content updates that appear directly on your Business Profile in Google Search and Maps. They signal to Google that your business is active, they give searchers a reason to engage with your listing, and they provide an additional surface for keyword-rich content. Yet the majority of businesses either ignore posts entirely or publish generic updates that generate zero engagement.
This guide covers post types, formatting best practices, content strategies, and a scheduling framework that keeps your profile fresh without consuming your week. These posts complement your broader GBP optimization and should be part of every local SEO strategy.
GBP Post Types and When to Use Each
| Post Type | Best For | Lifespan |
|---|---|---|
| Update | General news, tips, announcements | 6 months |
| Offer | Promotions, discounts, limited-time deals | Custom date range you set |
| Event | Workshops, open houses, webinars, seasonal events | Custom date range you set |
Update posts are your workhorse. They stay visible for six months and are ideal for educational content, service highlights, and company news. Offer posts create urgency and include a coupon code or terms field. Event posts have start and end dates and work well for seasonal campaigns.
Anatomy of a High-Performing Post
- Lead image, 1200x900px minimum, high contrast, no heavy text overlays. See our photo optimization guide for specs.
- First line hook, You have 100 characters before the "Read more" truncation. Make them count with a benefit or question.
- Body copy, 150-300 words. Include your target keyword, service area, and a specific call to action.
- CTA button, Choose "Learn more," "Book," "Call now," "Order online," or "Sign up." Link to a relevant landing page, not your homepage.
- Keyword integration, Naturally mention your primary service and city. Google indexes post content for local relevance.
Content Ideas That Drive Engagement
Weekly Post Calendar Template
- Week 1, Service spotlight: Deep-dive into one service with before/after photos and a CTA to book a consultation
- Week 2, Customer success story: Share a result (with permission) and link to your reviews or case studies
- Week 3, Educational tip: Answer a common question your customers ask (pulls from your Q&A section)
- Week 4, Offer or event: Run a promotion, announce an event, or share a seasonal update
Post Formatting Best Practices
Keep paragraphs short, two to three sentences maximum. Use line breaks to create white space. Emojis are acceptable in moderation but avoid walls of emoji. Do not use ALL CAPS or excessive punctuation. Write for the customer, not for Google. Posts that read naturally and provide genuine value outperform keyword-stuffed blocks every time.
GBP Posts do not support HTML formatting, hyperlinks in the body text, or hashtags. All formatting is plain text. The only clickable element is the CTA button, make it count.
How Posts Impact Local Rankings
Post activity correlates with improved Map Pack visibility, though Google has never confirmed posts as a direct ranking factor. What is clear: businesses that post weekly consistently outperform those that do not. Posts contribute to the "activity" and "recency" signals within the broader GBP optimization framework. They also create additional keyword-rich content indexed by Google, expanding the queries your profile can match.
Measuring Post Performance
Track post views and CTA clicks through GBP Insights. Compare engagement across post types and content themes to identify what resonates with your audience. Posts with custom images consistently outperform stock photos. Posts with specific offers outperform generic updates. Use the data to refine your content calendar each quarter.
Posts and AI Search Visibility
GBP Posts create recent, structured content that AI search engines can reference when recommending businesses. A post about "emergency plumbing repair in Dallas" gives AI systems fresh evidence of your service capabilities. Combined with strong reviews, accurate categories, and complete attributes, posts strengthen the trust density that drives AI recommendations.
Frequently Asked Questions
How often should I post on Google Business Profile?
Post at least once per week. Businesses that maintain a weekly cadence consistently see higher engagement and visibility than those posting monthly or less. If you can sustain two to three posts per week, even better.
Do GBP Posts expire?
Update posts remain visible for six months. Offer and event posts expire on the end date you set. Expired posts are archived but no longer visible to searchers.
Can I schedule GBP Posts in advance?
Google does not offer native post scheduling. Use third-party tools like Publer, Circleboom, or your agency dashboard to schedule and automate post publishing.
What image size should I use for GBP Posts?
Use 1200x900 pixels (4:3 aspect ratio) for best results. The minimum is 400x300 pixels. Images are cropped to a 4:3 ratio in the feed, so center your subject accordingly.
Written by
Jason JacksonChief Operating Officer, Locafy Limited
COO at Locafy (Nasdaq: LCFY). Builds and operates AEO systems for local businesses. Founded Growth Pro Agency before joining Locafy via acquisition.