Your Google Business Profile already works for you while you are busy running the business. Every time someone finds you in Google Search or on Maps, they can see your opening hours, your reviews and your contact details. But one part of the profile often gets neglected: the posts.
Google Business Profile posts are quick updates that allow you to talk directly to potential customers on your Google page. Used well, they turn a static listing into a live shop window that works for your business around the clock.
Google Business Profile posts are short updates that business owners publish directly to their Business Profile. You can use them to share announcements, offers, updates and event details with your customers. They appear when people find your business through Google Search and Google Maps.
The format is simple. You write a message within a 1,500-character limit, and you can attach photos or videos to make the post more engaging. Posts can also be created within categories such as news, events and offers, which means you can tailor each update to the purpose behind it.
If you have not touched your Business Profile in a while, posts are the quickest way to make it feel active again. A single update takes minutes to create, and it starts working as soon as it is published.
Google is clear about the purpose of posts. When customers find your latest business updates on your Business Profile, it helps them decide to visit your business. That makes posts a bottom-of-funnel marketing tool. They appear at the moment a customer is weighing up their options, right alongside your reviews, ratings and directions.
For many local businesses, the gap between being found and getting an enquiry comes down to credibility. A profile with recent posts suggests an active, well-run operation. A profile that has not changed in months sends a quieter message, even if that was never your intention.
Posting also improves the customer experience. Google’s guidance notes that sharing up-to-date information through posts keeps customers in the loop and helps you promote your sales, specials, events, news and offers. When the information a customer needs is visible on your profile, they are less likely to look elsewhere.
Consistent posting also gives you a way to share fresh, relevant and local content that attracts customers. In local search, freshness matters, and your Business Profile is one of the few places where you control the message completely.
Google Business Profile posts can carry several different types of content. Choose the format that matches what you are trying to achieve:
If your business supplies products or services to the construction and engineering trade, your posts do not need to shout about discounts. A short update about a new product line, a completed project or a change to your service area gives customers fresh information they can act on. Recent posts tell site managers, buyers and specifiers that your business is active and ready for their enquiry.
The success of a post depends less on fancy wording than on clarity. Google’s own guidance says posts need to be clear, concise and engaging if you want to capture attention and drive action. With a 1,500-character limit, you do not have room for lengthy introductions. Put the useful information first and cut anything that does not help the reader decide what to do next.
A few practical habits help:
Remember that a post is not a webpage. You are writing for someone who is probably scanning results on a phone between site visits or in the few minutes they have before a meeting. Short sentences, plain language and an obvious next step will always outperform clever marketing copy.
Posts you publish can appear each time a customer finds your Business Profile through Google Search and Maps. These updates show up on both mobile and desktop, which means your message reaches people wherever they happen to be looking.
This placement is valuable because it puts your message in front of people who have already shown interest in what you do. They are not casual browsers. They are potential customers comparing options, and your latest post can be the detail that tips the decision in your favour.
This is where Google Business Profile posts fit into a wider local SEO routine. At Wicked Spider, we work with established businesses across Scotland and the UK, including companies in construction and engineering supply chains. A common pattern we see is a strong profile that has stopped being updated. Posts are one of the fastest ways to correct that, alongside review management and profile optimisation.
You do not need to post every day to see value. The important thing is to post regularly enough that customers never land on an outdated profile. If you can tie each post to a real business objective, such as generating enquiries for a particular service or promoting a seasonal offer, your Google Business Profile starts working as a proper marketing channel rather than a digital afterthought.
Google Business Profile posts are quick updates that allow business owners to share news, offers and product details directly on their Google page. You can also use them for announcements, events and general business updates. They publish to your free Business Profile and appear where customers find you through Google Search and Maps.
Your posts appear directly on your Google Business Profile when customers find your business through Google Search and Google Maps. They show up on both mobile and desktop. When customers come across your latest business updates on your profile, it helps them decide whether to visit or contact your business.
You can share announcements, offers, updates and event details, plus product information and news. Posts fit within categories such as news, events and offers, and you can add photos and videos to support your message. The most effective updates are clear, concise and engaging, and stay within the 1,500-character limit Google provides.
Yes. Posts work as a bottom-of-funnel marketing tool because they appear when customers are close to making a choice. When customers find your latest updates on your Business Profile, it helps them decide to visit your business. Regular posts also promote your sales, specials, events and news, and keep your profile looking active and up to date.
