What to Post on Google My Business – Complete Guide

Google My Business (GMB), now called Google Business Profile, is a powerful yet often underutilized tool for local marketing. It allows you to publish posts – short updates with text, images, videos, and links – directly on your business’s Google listing. These posts show up when customers find your business on Google Search or Maps, essentially giving you free mini-advertisements on the world’s biggest search engine. In fact, expert Greg Gifford describes Google posts as “free ads that show up on Google”. Considering that roughly 64% of people use Google My Business to find contact info for local businesses and 94% of weekday calls to businesses originate from Google listings, keeping your profile active with engaging posts can significantly boost customer engagement and trust. This guide will walk you through optimizing your GMB profile, crafting effective posts, content ideas for what to post, useful tools (like Planable) to manage your GMB posts, FAQs, and more – everything a beginner (or seasoned marketer) needs to make the most of Google My Business posts.

How do you optimize your Google My Business profile?

To optimize your Google My Business profile, start by completing every section of your listing with accurate, up-to-date information. Claim and verify your business on Google, then fill out your business name, category, address/service area, phone, website, hours, and a description – essentially all fields available. A fully filled out profile not only helps customers but also builds credibility. In fact, businesses with complete Google Business Profiles are about 2.7× more likely to be considered reputable by consumers. Make sure to choose the most specific relevant category for your business (as this influences where you appear in searches), and regularly update your info (such as holiday hours or new locations) to avoid confusing customers.

Add plenty of high-quality photos and videos to showcase your business. Profiles with photos receive 42% more requests for driving directions and 35% more clicks to their websites, according to Google data. Upload a clear logo, a cover image of your storefront or main offering, and additional images of your products, services, team, or location. These visuals make your profile more engaging and give potential customers a sense of what to expect. (For example, a restaurant should feature appetizing dish photos, while a salon might show before-and-after service pictures.)

Encourage and manage customer reviews, since reviews are prominent on your GMB profile. Ask happy customers to leave feedback, and respond to all reviews professionally – thank people for positive reviews and address negative reviews constructively. “It’s best to have a person on your team who regularly maintains your GMB account and promptly responds to client feedback, especially negative reviews,” advises Stefan Chekanov, CEO of Brosix. A strong review profile builds trust and can improve local search visibility.

Use the Posts feature regularly as part of profile optimization. Google rewards active profiles, so publishing GMB posts helps signal that your business is engaged. Share updates about new offers, events, or news (more on what to post in later sections) to keep your listing fresh. Google Business Profile supports several post types – standard updates, Offers, and Events – which you can use to keep customers informed. An active profile with recent posts may rank better in local results and will definitely make a stronger impression on searchers. Overall, an optimized GMB profile (complete information, attractive visuals, positive reviews, and regular posts) enhances your visibility and encourages more customers to choose your business.

What are some tips for effective Google My Business posts?

Effective Google My Business posts are concise, eye-catching, and focused on providing value or an incentive to the viewer. Here are some top tips to make your GMB posts as impactful as possible:

• Choose the right post type: Google offers four post formats – “What’s New” (general updates), “Offer” (promotions or discounts), “Event” (dated event announcements), and the special COVID-19 update category. Selecting the appropriate type helps Google display the post optimally. Experts have found Offer posts to be especially effective, since they get a special tag and more visible placement. Local SEO expert Joy Hawkins notes that Offer posts “display way better than any of the other posts, and come with tags so they’re a lot more visible”. So even if you don’t have a traditional “sale,” consider framing some posts as Offers with a creative twist to grab attention. Event posts are great for publicizing upcoming happenings (they stay visible until the event date), while standard updates work for news and general info.
• Include a compelling title (headline): Always add a title to your GMB post, even though the field is optional. This title appears in bold and can draw the eye. Joy Hawkins revealed that in her research, posts with titles received more clicks and conversions than those without. Your title should be a short hook or summary – for example, “Summer Sale: 20% Off All Sunglasses” or “Now Open on Sundays – New Hours”. This immediately tells users why they should care, increasing the likelihood they’ll click to read more.
• Use attention-grabbing visuals: Every post should contain a photo or image (or even a short video) that supports your message. Bright, relevant images help your post stand out in the Google knowledge panel. Emojis can also draw the eye in moderation. A study found emojis can increase engagement when used in the right context, and Joy Hawkins noted that posts with one or two relevant emojis got about 2× more clicks than those without. For example, if you’re posting about a seasonal offer, you might include a 🎉 or 🔥 emoji to highlight it. Just don’t overdo it – one or two emojis for emphasis are enough (overstuffing emojis could look spammy).
• Front-load important information: In Google’s interface, only the first ~80-100 characters of your post text (and the image thumbnail) are visible before a user clicks to expand the post. Make those first words count by summarizing the offer or key point right away. For instance, start with “📢 New Menu Item: Vegan Tacos – Try them this week!” rather than a long greeting. Keep your total post text fairly short (a sentence or two or a short paragraph is fine). If you have more details, you can include them, but assume most people will only see the beginning unless they tap “Learn more.” Greg Gifford emphasizes focusing on what shows up in that initial thumbnail snippet – that’s what convinces someone to click.
• Include a clear call-to-action (CTA): Take advantage of Google’s post CTA buttons (e.g. Learn more, Call now, Book, Sign up, Order online, etc.). Choose the CTA that matches your goal and link it appropriately – for example, link to your website’s promo page, event signup, or have the “Call now” button dial your number. Having a CTA button makes it easy for interested customers to act immediately. One case study saw a car repair shop get significant engagement by posting a $10 off oil change coupon with a “Book” button – effectively treating the post like a clickable coupon ad. Always think about what action you want viewers to take and make it as simple as a single click.
• Use relevant keywords (but wisely): While GMB posts do not directly improve your SEO rankings (they don’t boost your position in search), they can occasionally surface for related keyword searches if your business already ranks for those terms. So it can help to mention a key service or product in your post text. For example, if you are a insurance company and one of your target terms is “auto insurance,” you might write “Save up to 40% on auto insurance this spring!” in your post. This way, if someone sees your listing, Google might bold that keyword or even show a snippet of the post in the local search results. Do not keyword-stuff or use hashtags, though – overly spammy usage of keywords or adding hashtags can actually get your post rejected by Google’s review process. Keep it natural and relevant.
• Avoid prohibited content: Google reviews each GMB post before publishing, so make sure your post follows the content guidelines. Do not include content that Google bans, such as profanity, adult/illegal material, or misleading/spammy text. Importantly, don’t put a phone number in the post text – Google may reject posts that have phone numbers since they prefer you use the “Call” button for that. Also avoid overly salesy phrases like “100% guarantee!” or ALL-CAPS spam, as well as hashtags (unlike on social media, hashtags serve no purpose on GMB and can trigger rejections). Stick to professional but friendly wording. If in doubt, check Google’s official Business Profile post policy which outlines all the things to avoid. Staying within the rules will ensure your posts get approved quickly.
• Post consistently (frequency matters): An effective GMB posting strategy means keeping a regular cadence. Standard Google My Business posts expire after 7 days – they stop showing prominently on your profile after a week (though they remain accessible in the “Posts” tab). Event and Offer posts last until their set end dates, but generally you want to have a fresh post at least weekly so there’s always something current for viewers to see. Many experts suggest posting at least once per week as a good rule of thumb. Even if only a few people click each post, those clicks add up. As Greg Gifford explains, one post a week (maybe 5 minutes to create) could yield ~60 clicks in a month – and if even one of those turns into a sale or new customer, it’s well worth the effort. Consistency also signals to Google that your business is active. Set a schedule – for example, a new post every Monday – and stick to it. Using a content calendar or scheduling tool (discussed below) can help maintain regular postings without stress.

By following these tips – choosing the right post type, writing snappy titles and text, using visuals and CTAs, and posting regularly – you’ll create Google My Business posts that not only look good on your profile but actually drive engagement and customer action.

What kinds of content should you post on Google My Business?

You should post content that highlights what’s new, special, or compelling about your business – in other words, treat Google My Business posts as a way to share timely promotions, updates, or news that give customers a reason to engage. Think of GMB posts more like mini-ads or announcements than casual social media updates. Joy Hawkins, a leading GBP expert, explains that it’s not like Facebook where you might post fun behind-the-scenes updates; instead, on Google “you need to use them for promotions” and things that directly showcase why a customer should choose your business. The most effective posts tend to answer a customer’s question: “What’s in it for me if I click this post or visit this business?”

Here are some proven content ideas for what to post on Google My Business:

1. Promote your latest offers or specials: If you have a sale, discount, or limited-time offer, GMB posts are perfect for getting the word out. For example, a retail store might post “25% off all winter jackets this week!” with a Shop Now link, or a gym could offer “💪 1 Week Free Trial for New Members” with a sign-up link. Make the value clear (what the deal is and how to get it). Visuals are key – include a photo of the product on sale or a graphic with the discount text. Offers create a sense of urgency and can drive immediate action. Many businesses see great engagement with simple coupon-style posts or promotional announcements, since these directly appeal to customers looking for a deal.
2. Announce events and happenings: If you’re hosting or participating in an event – whether it’s a workshop, grand opening, live stream, sale event, or holiday special – create an Event post. Event posts let you add a date/time range and they remain live until the event is over. For example, a bookstore might post about an upcoming author signing on a certain date, or a restaurant could promote a live music night. Include an enticing description of the event and how to join. You can even link to an event landing page or ticketing site. One local music venue regularly used GMB event posts to share who’s playing each week, so that anyone searching could quickly see the schedule and book tickets via the Book CTA. Events posted on GMB can attract not just your existing followers but new local customers who discover the event through search.
3. Showcase new products or services: Treat your GMB profile like a “digital storefront window” – whenever you have a new product, menu item, or service, show it off with a post. For instance, a bakery might post a photo of a new seasonal pastry (“Try our new pumpkin spice donuts 🎃 – available this week only!”), or a tech store might highlight a newly arrived gadget. High-quality photos are crucial here to make the item look appealing. As Planable’s team describes, your Google Business Profile can be as enticing as a shop window by showcasing products with eye-catching photos that lure in passersby (online). Make sure to mention any details that matter – e.g. “pre-order now,” “limited stock,” or pricing if applicable – and include a CTA like Learn More or Call to inquire.
4. Share company news and updates: Keep customers in the loop about important changes. Did you change your hours or add a new location? Post an update. Are you introducing a new team member or received an award? That’s worth a post as well. For example, if your store will be closed for a holiday week, you can post “Heads up: We’ll be closed Dec 24–26 for the holidays. Happy Holidays! (We reopen on Dec 27.)” – this is both informative and personable. Or if you just launched a new website or online booking system, announce it on GMB with a link. These kinds of posts ensure anyone checking your profile sees the latest news. An example from Essen Bakery showed an update post informing customers of winter holiday closures while warmly wishing them a Happy New Year – simultaneously useful and engaging to readers. News posts don’t always require a big marketing push, but they keep your profile fresh and demonstrate transparency.
5. Highlight achievements and social proof: Don’t be shy about sharing your wins! If your business hit a milestone (like 10 years in business or 1,000 customers served) or won a local award, post about it. This kind of content builds trust – new customers see evidence that you’re reputable. For example, a law firm might post “We just won [Client Name] a $600,000 settlement – justice served! 🏆” (if appropriate to share), or a home service company might share a customer testimonial or before-and-after photos from a successful project. Showing off awards, certifications, or big client successes in GMB posts can set you apart. As one marketing agency notes, displaying accolades on your GMB profile can instill confidence in potential customers by demonstrating your business’s excellence. Just be sure to keep it factual and humble – focus on what the achievement means for your customers (“This award means you can trust our quality,” etc.).
6. Provide helpful tips or FAQs: While promotional posts perform best, you can occasionally share a quick tip or answer a common question related to your business. For instance, a dental clinic might post a tip like “Did you know? You should replace your toothbrush every 3 months 🪥. Schedule your next cleaning with us – we’re here to keep you smiling!” This subtly promotes their service while giving value. A real estate agent could post a short “Market update: 5 Tips for First-Time Homebuyers” with a snippet and invite readers to learn more. These expertise-driven posts can position you as a knowledgeable professional. Just keep them short and relevant to what your customers might be searching for, and if possible tie the tip back to your services. (Note: truly long-form content might be better on your blog or social media, but a bite-sized insight on GMB can still work if it’s directly useful.)
7. Use videos to engage (if relevant): GMB supports short videos in posts (up to 30 seconds). A video post could be a quick demo, a 360° view of your store, or a greeting from the owner. For example, a salon could share a 15-second time-lapse of a hair makeover, or a gym could post a quick trainer-led workout tip. Video content is eye-catching and can increase engagement, as people often pause to watch a moving clip. It also adds a dynamic feel to your profile that photos alone may not. If you go this route, ensure the video is clear, with good lighting, and ideally with captions or overlay text if it includes speaking (since sound may not auto-play). While not every business will have video content ready, it’s worth considering for special promotions or showcasing your work in action, because Google tends to highlight rich media content.

Google My Business post (food photo and a catchy description)

Example: A restaurant uses an appetizing food photo and a catchy description in a Google My Business post to showcase a new menu item and prompt reservations. Eye-catching visuals like this, paired with a clear call-to-action (“Book” in this case), can entice customers directly from your Google listing.

As the example above illustrates, visual appeal + a concise, value-driven message = a great GMB post. Always ask yourself, “If I were a customer seeing this post, would it make me more interested in the business or prompt me to take action?” If not, tweak the content. Also remember Greg Gifford’s perspective: GMB posts are “free ads” on your business listing, so use them to advertise your best offerings, deals, and news rather than just trivial updates. Avoid posting random “fluff” (like a photo of your office pet or a meme) that doesn’t tie back to your business – those might be fine on Instagram or Facebook to humanize your brand, but on Google My Business posts, you want to stay professional and action-oriented. In short, post things that inform, entice, or benefit your customers, and you’ll see much better results from your GMB presence.

What tools can help you manage Google My Business posts?

Managing GMB posts across one or multiple profiles can be time-consuming, but fortunately there are several tools that make it easier. Google’s native interface (via Search/Maps or the Business Profile Manager) does not allow scheduling posts in advance – you can only post immediately. To plan and schedule posts for future dates or manage many posts efficiently, third-party social media management tools are the go-to solution. Here are some popular options:

1. Planable: Planable is a leading social media collaboration platform, and it supports Google Business Profile posts alongside other social channels. It’s especially useful for teams and agencies. With Planable, you can plan, schedule, and publish all types of GMB posts (including “What’s New,” Events, Offers, etc.) in a centralized content calendar. It even allows bulk scheduling – for example, you could prepare a month’s worth of posts and schedule them to publish at optimal times. Planable’s interface offers a feed preview (so you see how the post will look on Google) and a calendar view for oversight. Collaboration features like internal comments and approval workflows are built-in, which is great if multiple stakeholders need to review posts before they go live. In short, Planable streamlines GMB posting for teams and ensures you can “continuously schedule fresh content” to your profiles. (Bonus: Planable supports all GMB post types and CTA buttons, whereas some tools have limitations. For instance, one report noted that Hootsuite’s GMB integration historically only supported basic posts and not events/offers – Planable does it all, making it a practical alternative for Google post management.)
2. Hootsuite: Hootsuite is a widely used social media management tool, and through its Google My Business integration, you can create and publish posts to GMB as well. In Hootsuite’s dashboard, you’re able to compose new Google posts, attach media, and publish directly without leaving the platform. Hootsuite also lets you respond to GMB reviews and Q&A from the same interface, which is convenient for all-around profile management. If you’re already managing Facebook, Twitter, etc. on Hootsuite, adding Google My Business can centralize your workflow. Do note that scheduled posting for GMB through Hootsuite might have some constraints (as mentioned, some post types or scheduling features may not be as robust). Still, it’s a solid option, especially since Hootsuite is an official Google My Business partner. Many marketers appreciate the convenience – for example, agency owner Jennifer Filzen said being able to publish GMB posts from Hootsuite is “a huge time saver and makes life easier” for her team.
3. Buffer: Buffer is another popular tool that now integrates Google Business Profile posting. Buffer highlighted that you can “draft, schedule and share all of your Google Business Posts” just like any other social content. It offers a simple, clean interface to schedule posts ahead of time. This can be handy if you want to plan a series of weekly updates and ensure they go out consistently. Buffer doesn’t have the full profile management (reviews, etc.) that Hootsuite provides, but for pure post scheduling and publishing, it’s easy to use. It also comes with analytics to track engagement on your posts.
4. Other tools: There are several other platforms that support scheduling GMB posts. SocialPilot and Sprout Social both allow Google My Business posting as part of their social scheduling features. Dedicated local marketing tools like Local Viking and RecurPost focus on Google Business Profile management and often provide advanced features like bulk post uploads, recurring posts, and even local ranking analytics. For instance, RecurPost can automate recurring updates on GMB and has content libraries for reusing post ideas. These might be overkill for a small business, but for agencies or businesses with dozens of locations, they can save a lot of time.

When choosing a tool, consider your needs: If you primarily want collaborative planning and client approvals, Planable shines there with its workflow and preview features. If you’re already using a general social media suite and want to add GMB in, Hootsuite or Buffer might fit seamlessly. And if you require specialized local SEO capabilities (like geo-rank tracking along with posting), a tool like Local Viking could be useful. Keep in mind that while third-party tools make posting easier, you should still craft the content thoughtfully – scheduling poor content is no better than posting poor content live. So, use these tools to enhance consistency and efficiency, but pair them with the strategy tips from earlier for best results.

(Note: At the time of writing, Google’s API allows these tools to post on your behalf. It’s always wise to ensure any tool you use is authorized and compliant with Google’s policies. Also, some tools may charge for multiple profiles or post scheduling features, so consider your budget and scale.)

FAQ: What to Post on Google My Business

Q: How often should I post on Google My Business?

A: Aim to post at least once per week on Google My Business. Regular weekly posts ensure your profile always has fresh content, since standard GMB posts expire after 7 days. Frequent posting keeps your audience engaged and signals that your business is active. Many businesses find a good rhythm at 1-3 posts per week, depending on how much news or how many promotions you have.

Q: How long do Google My Business posts stay visible?

A: Most Google My Business posts are visible on your profile for 7 days before they are archived (not shown upfront). After a week, the post isn’t prominently displayed to searchers, though it can still be found under the “Updates” tab of your profile. Exceptions are Event posts and Offer posts – those stay live until the event date passes or the offer expires. It’s a good practice to have a new post at least every week so there’s always something current showing to users.

Q: What types of posts can I create on Google My Business?

A: Google supports four post types on Business Profiles: What’s New (general updates or news), Offer (special deals or promotions with optional start/end dates), Event (events with date/time details), and COVID-19 Update (a special category for critical updates, introduced in 2020). As of now, COVID-19 posts might be phased out, but the other three types cover most needs. Choose the type that fits your content – e.g. use Event for a workshop or sale event, Offer for a discount or coupon, and What’s New for everyday announcements or highlights.

Q: Does posting on Google My Business improve SEO or local rankings?

A: Not directly. Google has stated that GMB posts do not influence your local search ranking (posting often won’t magically boost you to the top). The primary local SEO factors are things like relevance, distance, prominence, reviews, and your website’s SEO. However, posts can indirectly help by making your profile more engaging – which could lead to more clicks and interactions. In some cases, Google might show a snippet of a relevant post for searches related to your content, which can help you stand out. So think of posts as improving your click-through-rate and user experience rather than your rank. A well-crafted post might be the hook that turns a searcher into a customer, even if it doesn’t affect whether you show up in the first place.

Q: Can I schedule Google My Business posts ahead of time?

A: Not within Google’s own platform, but yes using third-party tools. The Google Business Profile interface doesn’t have a scheduling function (you can only post immediately). To schedule posts for future dates/times, you’ll need to use a tool like Planable, Buffer, Hootsuite, etc., which integrate with GMB. These tools allow you to create posts and set them to publish later, which is very handy for planning content in advance or maintaining a consistent posting schedule.

Q: Are Google My Business posts free to use?

A: Yes – posting on your Google Business Profile is completely free. Google My Business (Google Business Profile) is a free service provided by Google, and there is no charge to create or publish posts. It’s an included feature for any verified business listing. The only costs would be indirect (like if you pay for a social media tool to schedule posts, or the time/effort to create content). But Google itself does not charge for GMB posts – it’s a free way to reach customers on search.

Q: Can I add a link or call-to-action button in my GMB posts?

A: Absolutely. Google provides built-in call-to-action buttons for posts such as “Learn more”, “Call now”, “Book”, “Sign up”, “Order Online”, etc. When you create a post, you have the option to add a button and a URL or phone number for the CTA. For example, you can link “Learn more” to a page on your website, or use “Call now” to have customers call your business. Using a CTA is highly recommended as it gives viewers an immediate next step to engage with your business.

Q: What size or format should images be for Google My Business posts?

A: Google recommends using images with a 4:3 aspect ratio for GMB posts. A common size is 1200px x 900px which tends to display well across devices. Google’s minimum is 480 x 270 pixels, but higher resolution is better to avoid blurriness. Stick to JPG or PNG formats. When adding an image, make sure the key content is centered, since the thumbnail may crop the edges a bit. By using the recommended aspect ratio and a good resolution, you ensure your post visuals look their best.

Q: What content is not allowed in Google My Business posts?

A: Google has clear content policies for posts. Prohibited content includes: hate speech, harassment, sexually explicit or violent material, promotion of illegal products or services, and misleading or spammy content. Posts should also be relevant to your business – don’t post off-topic things. Google may reject posts that have phone numbers in the text (they want you to use the “Call” button), or posts that look spammy (e.g. ALL CAPS or strange links). Additionally, including hashtags or certain special characters can sometimes trigger rejections. Essentially, keep your posts professional, truthful, and useful. If you stick to genuine business updates/offers (and follow the same common-sense guidelines you’d use for any ad or public communication), you should be fine.

Conclusion: Making the Most of Google My Business Posts

In conclusion, posting on Google My Business is a high-impact, low-cost strategy for any local-focused marketer or business owner. It allows you to directly inform and entice potential customers right on Google search results – often before they even click through to your website. By optimizing your GMB profile (with complete info, photos, and reviews) and consistently sharing engaging posts (promotions, news, and valuable updates), you build a stronger presence that can set you apart from competitors. Remember to apply the best practices – clear titles, strong visuals, calls-to-action, and a focus on what benefits the customer – so that each post works like a mini-ad for your brand. Leverage scheduling tools like Planable or others to save time and maintain regularity in your posting calendar.

Over time, you’ll likely observe more interactions via your Business Profile – whether it’s increased calls, website clicks, or store visits – attributable to your GMB activity. Keep an eye on your Google My Business insights to see which posts get the most engagement, and use that to refine your content strategy (for example, if offer posts get 2× the clicks of other posts, do more offers!). Posting on GMB might only take a few minutes, but it can yield significant results by converting searchers into customers. In the words of one expert, it gives you that “little shade of an advantage” over competitors – and in local marketing, those little advantages can make a big difference. So, start making GMB posts a regular part of your social media and content strategy, and let your Google Business Profile work harder for you in attracting and engaging local customers. Here’s to your future GMB posts bringing in plenty of new business!