What Google Business Posts Actually Do (And Why You Should Care)

You know that section in your Google Business Profile where you can write updates and post photos? Most businesses have never touched it. Or they posted once in 2022 and forgot it existed.

Here's what you're missing.

What posts signal to Google

An active profile tells Google you're a real, operating business that cares about its online presence. Google has said directly that businesses that "interact with customers through Google" will be more prominent in local results.

Posts are one of the primary ways you "interact." When you post weekly, Google sees a business that's alive. When your last post was 18 months ago, Google has to wonder if you're even still in business.

What to post

This doesn't need to be complicated. Rotate through these:

• Photo from a completed job with a sentence about what you did and where
• Seasonal tip relevant to your trade ("check your gutters before the fall leaves really start dropping")
• A special offer if you have one running
• "Booking now for [month]" type availability updates
• A before/after from a recent project

Each post takes 3 minutes. You already have job site photos on your phone. Pick one. Write one sentence. Post it. Done.

A real result

A painter in Fredericton started posting every Monday morning. Just a photo from the previous week's job with the neighborhood mentioned. "Fresh exterior in Devon. Sherwin-Williams Duration in Naval." Simple stuff.

Within 6 weeks, his impressions on Google Maps increased by 35%. His profile was being shown more often because Google was favoring his active profile over competitors who hadn't posted in months.

35% more impressions from 3 minutes a week. That's about the best ROI you'll find anywhere in marketing.