How to Use Google Posts (Your Free Local Billboard)

30 June 2026·4 min read

Quick answer: Google Posts are the free updates you can publish directly to your Google Business Profile — they show up right in search and Maps results, like a billboard sitting next to your listing. Used well (short, specific, one clear call to action, a real photo) they keep your profile looking active. Used badly (posted once and forgotten) they do nothing at all. Below is the format that actually gets read. 📱

Most business owners either don't know Google Posts exist, or tried one eighteen months ago, saw nothing happen overnight, and never opened the tab again. Posts aren't a silver bullet — but they're free real estate sitting right next to your name in search results, and almost none of your competitors are using it properly. ✨

What most businesses get wrong

Posting once and disappearing — a single Post from a year ago (they expire after 7 days for most types) makes your profile look abandoned, not active.
No call to action — every Post has a button (Book, Order Online, Learn More, Call Now); leaving it as "Learn more" pointing at your homepage wastes it.
Writing it like an Instagram caption — Posts are read by someone actively searching for what you do right now, not scrolling for entertainment; get to the point.
Generic stock photography — a real photo of your team, premises, or work outperforms a stock image every time, and it's the first thing people notice.
Confusing Posts with reviews or photos — they're a separate, additional feature; posting doesn't replace asking for reviews or updating your photo gallery.

The Google Post formula

Copy this structure for any update, offer, or event you want to publish.

[One specific, concrete headline — under 58 characters]. [What it is and why it matters to the reader, 1-2 short sentences]. [The detail that makes it real — a date, a price, a name]. [Button: Book / Call Now / Order Online / Learn More] → [link to the exact relevant page, not just your homepage]. Photo: one real, recent, in-focus image related to the offer.

Three real examples

Family law firm: "Now offering after-hours consultations. Understand that separation doesn't happen on business hours — book a confidential first consult Tuesday or Thursday evenings this month. [Book Now] → booking page." Photo: the actual meeting room, not a gavel stock shot.

Dental practice: "New patient exam and clean, this month only. Includes a full check-up, clean, and X-rays if needed — ask about health fund gap-free options. [Call Now] → phone number." Photo: the actual reception area or a genuine team photo.

Financial planning practice: "EOFY super contribution deadlines are approaching. If you're planning to make a voluntary contribution this financial year, the cut-off matters more than most people realise — book a quick check-in before June. [Book Now] → booking page." Kept general and educational rather than making specific return or tax outcome claims.

Being realistic about what Posts do and don't do

There's no public, verifiable evidence that Posts are a direct Google Maps ranking factor the way reviews or categories are — treat any claim that they "boost your SEO" with some scepticism. What they reliably do is give a searcher who's already looking at your profile one more reason to act right now, and they signal that a real, active business is behind the listing. That's worth having, but it's a conversion and freshness tool first, not a growth hack.

💡 Heads up: Most Post types expire after 7 days and quietly disappear from your profile — if you want a consistently "active-looking" listing, put a recurring reminder in your calendar rather than relying on remembering. One Post a week, even a simple one, beats a burst of five and then silence.

Mistakes that quietly waste a Post

Linking the button to your homepage every time — send people to the specific booking page, offer page, or menu the Post is actually about.
No UTM tracking on the link — without it, you can't tell in your analytics how much traffic Posts are actually sending you.
Cramming multiple offers into one Post — one clear message per Post performs better than three competing ones.
Forgetting event and offer Posts have start/end dates — an expired event still showing "today" because the date wasn't set correctly looks careless.

Frequently asked questions

How often should I publish a Google Post?

Weekly is a reasonable, sustainable cadence for most small businesses — enough to keep the profile looking active without it becoming a chore that gets abandoned after a month.

Do Google Posts help my search ranking?

There's no confirmed evidence they're a direct ranking factor. Their proven value is keeping your profile active-looking and giving searchers an immediate, specific reason to click through or call.

What's the difference between a Post and an Update on my profile?

"Post" is Google's general term for these updates, which come in a few types — What's New, Offer, Event, and Product — each with slightly different fields like dates or pricing.

Can I schedule Google Posts in advance?

Some third-party scheduling tools support it, and Google's own interface allows setting event start and end dates, though posting them natively still generally happens one at a time through your profile.

Keep reading 🤍

Written by

Kate, founder of Chronically Online

I help Gold Coast and Brisbane businesses grow with branding, websites and marketing that actually works.

Work with me ✦