Google Posts are short updates published directly to your Google Business Profile. They appear on your listing in Maps and Search, signal active management to Google, and create additional keyword-bearing content associated with your listing.
Most businesses post once — usually when they first set up their GBP — and then never again. This is a missed opportunity. Weekly posting is one of the lowest-effort, highest-signal habits you can build for local SEO.
Over 12 months of weekly posting, you create 52 fresh content signals on your GBP — each containing your target keywords and suburb. Most competitors will have zero. This gap is almost impossible to close quickly once established.
What to post (and what to avoid)
Three post types that perform consistently:
- Offers — time-limited discounts, free consultations, or seasonal promotions. These generate the highest click-through rates.
- Events — workshops, open days, webinars, or community events you're participating in.
- Updates — new services, team changes, extended hours, or relevant news for your customers.
Avoid: generic "We're open!" posts. They add no keyword value and signal low effort. If you can't think of anything specific, write about one service you offer and why a customer in your suburb would need it this month.
Keywords in posts matter
Include your primary service keyword and suburb naturally in every post. Compare these two:
"Special offer this month for new patients!"
"Our Newtown dental clinic is offering free initial consultations throughout April — including a full digital X-ray assessment. Book online or call us to reserve your spot."
The second contains "Newtown," "dental clinic," "consultations," and "digital X-ray" — four keyword signals in one post. The first contains none.
The 15-minute Monday morning routine
- Open Google Business Profile manager
- Click "Add update"
- Write 100–150 words about one specific service, mentioning your suburb
- Add one photo (use your phone — doesn't need to be professional)
- Publish
That's it. Set a recurring Monday morning calendar block. After 4 weeks it takes under 10 minutes.
Photo + post performs better than text alone
Posts with photos consistently outperform text-only posts in click-through rate. The photo doesn't need to be professional — a clear, well-lit photo taken on an iPhone performs adequately. What matters is that it's relevant to the post content and clearly shows your business, team, or work.
Posts expire after 6 months
Standard Google Posts expire and are removed from your listing after 6 months (offer posts expire on the date you set). This is another reason weekly posting matters — it ensures your listing always has fresh, visible content rather than expired posts or an empty updates section.