Google Posts
Also called: gbp posts, business profile posts, google business profile posts
Google Posts are short updates, offers, and event announcements a business publishes on its Google Business Profile. They appear on the profile in Google Search and Maps, letting a business share timely content directly in local results without changing its website.
Google gives you three post formats, each with its own required fields.
The three post types
- Updates (“what’s new”) carry a description, a photo or video, and an optional action button. Good for announcements, new stock, or general news.
- Offers need a title plus start and end dates. They auto-generate a “View Offer” button and can hold a coupon code, a redemption link, and terms.
- Events need a title with start and end dates and times. If you leave the time blank, Google shows the event as lasting 24 hours across those dates.
Action buttons use fixed microcopy: Book, Order online, Buy, Learn more, Sign up, or Call now. Posts surface in the “Updates” or “Overview” tabs on mobile Search and Maps, and in the “From the owner” section on desktop. Per Google, posts older than six months are archived unless a date range is set, so the feed prunes itself.
Posts do not inject keywords into your ranking the way a service page does, and they sit lower in the profile than they once did. Their job is engagement: a live offer or event gives a searcher a reason to click, call, or route to you instead of scrolling to a competitor. BrightLocal’s testing found Offer posts drew more clicks than Update or Event posts, which is why keeping one or two valid offers running is a common local play.
How it affects your traffic
Google Posts are a freshness lever inside a Google Business Profile, and a stale profile with empty Updates tabs gives searchers less reason to click and gives Google less current content to surface across Search and Maps. That is the most visible free real estate in local search sitting unused while competitors keep offers and events running. Our Local SEO work treats posting cadence, offers, and events as part of an ongoing profile program, not a one-time setup, so your Business Profile keeps earning clicks and calls month over month.
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