How to create posts on your Google Business Profile

To create a post on your Google Business Profile, log in to your profile from business.google.com or the mobile app, select "Posts" → "Add post," choose the type (Update, Offer, or Event), add a photo, a short text, and a call-to-action button, then click "Publish." The post will appear on Google Search and Google Maps when someone searches for your business.

Below is the complete guide: what these posts are, what types exist, how to create them step-by-step from desktop and mobile, what to publish each week, and the mistakes that cause many profiles to fail to get results.

What Google Business Profile posts are and what they are for

Posts (also known as "Google Posts") are short pieces of content—text, photo, or video—that you can share directly on your business listing. Unlike a social media post, these appear right where your customers are already looking for you: in Google search results and on Google Maps, next to your name, address, phone number, and reviews.

They are primarily used for:

• Sharing updated information and improving the experience of those viewing your listing.
• Announcing sales, special offers, events, and news.
• Connecting with customers through photos, videos, and call-to-action buttons that drive traffic to your website, a booking, or a call.

A listing with recent posts conveys activity and trust. A listing without posts, even if well-completed, can give the impression of an inactive business compared to competitors who do post.

Types of posts available in Google Business Profile

Currently, Google allows you to create three types of posts, each with a different format and objective:

Each post can include a call-to-action button that directs the user to complete a specific step: "Call," "Learn more," "Book," "Buy," or "Sign up." Choosing this button well is as important as the content of the post, because it is what converts a view into a real contact.

Important: Posts that include a phone number in the text or image may be rejected by Google. For this, there is the "Call" button, which uses the number already verified in your listing.

How to create a post step-by-step

From the computer

1. Access your Google Business Profile with the account linked to your listing.

2. Select the Posts menu.

3. Click Add post.

4. Choose the type: Update, Offer, or Event.

5. Upload a photo or video (minimum recommended 400x300 pixels, JPG or PNG format).

6. Write the text. Google allows up to 1,500 characters, but it's advisable to keep it between 150-300 characters for quick reading.

7. Add a call-to-action button with the corresponding link (to your website, a form, WhatsApp, etc.).

8. If needed, activate Schedule this post to choose the date and time, or set it to repeat weekly, monthly, or customized.

9. Click Publish.

From the mobile app (Google Maps / Business Profile)

1. Open the Google Maps or Business Profile app and log in with the account linked to your listing.

2. Search for your business or directly access your profile manager.

3. Tap the "+" button or "Add update".

4. Follow the same steps: choose the post type, add a photo, text, and call-to-action button.

5. Tap Publish.

The mobile app is usually the quickest way: you can take a photo of a recently completed job, write a couple of sentences, and publish in less than two minutes.

What to publish and how often

Update-type posts remain prominently displayed on your listing for a few days before moving to the background; Offer and Event posts remain visible for the duration of their validity period. Therefore, publishing at least once a week is the general recommendation to maintain constantly visible fresh content.

A simple content structure to avoid running out of ideas:

• Recent work: a photo of a completed service with a brief description. Demonstrates real activity.
• Useful tip: practical information related to your sector, which adds value and reinforces your expertise.
• Offer or promotion: a time-limited discount, which generates a more immediate response.
• Featured review: sharing a satisfied customer's comment as social proof.

Repeating this cycle, adapting it to the season or what's happening in your business, is enough to keep a listing active throughout the year.

Do posts help with local SEO ranking?

Indirectly, yes. Publishing content on your listing is not in itself a direct ranking factor, but it:

• Generates signals of activity and interaction (clicks, calls, profile visits) that Google interprets as an indication that the business is operational.
• Improves CTR (click-through rate) when your listing appears in searches.
• Keeps your profile complete and updated, one of the factors that do influence the ranking of the Business Profile within the Map Pack (the three featured results in Google Maps).

In other words: publishing doesn't replace a well-optimized listing (correct category, hours, attributes, reviews), but it is a complement that strengthens the overall package.

Common mistakes when creating posts (and how to avoid them)

• Posting without an image. Posts without photos receive far fewer interactions. Always use an image, even if taken with a mobile phone.
• Texts that are too long. Users are looking for quick information. Limit text to 2-3 clear sentences.
• Forgetting the call-to-action button. Without a clear "next step," the post loses much of its usefulness.
• Inconsistent posting. One excellent post every three months has less impact than a simple post every week.
• Generic content. Phrases like "we offer the best services" add nothing. The more specific and local the content, the better it connects with those searching for you.
• Including a phone number in the text or image. Google may reject the post; use the "Call" button instead.

Publish consistently without taking time away from your business

Creating weekly posts, choosing the right type, taking care of photos, and measuring what works requires time that many businesses don't have available between the daily tasks of serving customers.

At Rating Leader, we handle the complete management of your Google Business Profile: regular posts, optimization of your listing, review strategy, and everything necessary for your business to stand out from the competition on Google Maps and in local search, without you having to worry about it.

👉 Discover our Google Business Management service

Frequently Asked Questions

What are Google Business Profile posts?

They are short pieces of content (text, photo, or video) that you can create directly from your business listing and that appear on Google Search and Google Maps when someone searches for your business. They allow you to share news, offers, and events at no cost.

How often should I post on my Google listing?

It is advisable to post at least once a week to maintain fresh and consistently visible content. If you can post more frequently, even better, but consistency matters more than volume.

Do posts help with local SEO?

Indirectly, yes: they generate interaction, improve CTR, and keep the listing active, which favors its position in the Map Pack. They are not, in themselves, an isolated direct ranking factor.

Can I schedule posts in advance?

Yes. From your Business Profile manager, you can activate "Schedule this post" and choose the date, or set it to repeat weekly, monthly, or with a custom schedule.

Why is my post being rejected?

The most common reasons are: including a phone number in the text or image, linking to unsecured sites, using content with errors or that is unprofessional, or promoting products from regulated sectors (alcohol, tobacco, gambling, pharmacy, weapons) by directly mentioning the product instead of the service.

How long does a post remain visible?

Update-type posts are featured for a few days before moving to a secondary position within your listing. Offer and Event posts remain visible for the duration of the period indicated in their dates.