For local businesses, leveraging the features of different citation tools is key to outperforming the competition, especially on the citations giant, Google My Business. Google Posts are one grossly underutilized component of Google My Business.
Google Posts are short, customizable updates that appear directly on your Google Business Profile (formerly known as Google My Business). Think of them like mini social media posts, but instead of being buried in a feed, they show up right in search results and Google Maps when someone looks up your business. That means more visibility without paying for ads.
You can use Google Posts to share all kinds of updates:
Each post can be anywhere from 100 to 300 words long and can include images, short videos, and a clickable button like “Call now,” “Book,” “Get offer,” or “Learn more.” These buttons make it easy for customers to take action without leaving your listing.
Here’s something important to keep in mind: Most Google Posts only stay live for seven days. After that, they expire and disappear from public view. There’s one exception, event posts, which will stay visible until the event date has passed.
Because of this, many businesses use a posting calendar or schedule reminders to regularly update their Posts. You don’t have to post daily, but weekly is a good goal to keep your profile active and your content fresh.
If you're wondering whether it's worth the effort, here are a few reasons to say yes:
Creating a Post is simple. Inside your Google Business dashboard, you’ll find a “Posts” tab. Google walks you through it with clear prompts for the type of post you’re creating (like “What’s new” or “Event”) and what to include. Add your text, upload an image or video, choose a call-to-action button, and hit “Publish.”
You can also preview the post before it goes live, so you can be sure everything looks good.
Yes, while Google doesn’t guarantee a direct rankings boost from Posts, keeping your profile active with fresh content can help improve engagement, which supports your local SEO. Businesses that post regularly often see more clicks, more map views, and more customer actions (like calls or direction requests).
Think of Posts as one more tool to stand out in the search results and give potential customers a reason to choose you over a competitor.
If you're working on boosting your local visibility, Google Posts can play a surprisingly powerful role in your SEO strategy. While they might seem like just small updates, these short posts actually help your business stand out in local search results, and can even improve your chances of showing up in Google’s Map Pack (the top three listings that appear under the map in local search).
Yes, they do! Google Posts give your Business Profile a steady stream of fresh content, which Google likes. Google’s search algorithm favors updated, active listings over outdated or inactive ones. Every time you publish a Post, you're showing Google that your business is current, engaged, and providing value to users.
While Google hasn’t officially stated that Posts directly improve rankings, many SEO experts, and business owners, have seen a clear connection between consistent Google Post activity and improved local rankings.
The Map Pack is the box that appears at the top of local search results. It shows a map and highlights three local businesses that match the search query. Being in this top three means more visibility, more clicks, and more potential customers.
Google Posts help support your listing’s chances of getting into the Map Pack by:
If your business is in a competitive area, like a city with lots of dentists, restaurants, or repair shops, these little boosts can really make a difference.
One of the best ways to use Google Posts is to include relevant keywords that match what your customers are searching for. For example:
By naturally including these terms in your Post content, you're helping Google better understand what your business offers, and improving your chances of showing up when someone searches for those exact services.
They're different tools, but here’s one big advantage: Google Posts are free. While Google Ads charge you every time someone clicks, Posts give you extra real estate in search results without the cost. Plus, Posts feel more organic, less like a paid promotion and more like a helpful update.
Google Posts are one of the easiest and most cost-effective ways to improve your local SEO. They're quick to create, they add value to your listing, and they help your business stay relevant in the eyes of both Google and your customers.
One of the biggest questions business owners have is: “What should I actually post on Google?” The good news is there are plenty of ways to use Google Posts, no matter what industry you’re in.
These posts are like mini updates or ads that live right on your Google Business Profile, showing up in search results and on Google Maps. They're great for getting more eyes on your latest offers, events, or services, without spending money on ads.
Let’s break down some examples of what works, plus ideas you can try for your own business.
Imagine someone searching “best burgers near me.” They click on your restaurant's listing and, boom, they see a post featuring a juicy burger with a “Buy” button right underneath. That’s a powerful call to action (CTA), and it gives the customer an instant reason to stop by or place an order.
In this case, the restaurant is using a short-term Google Post to spotlight a fan-favorite dish. It might only last seven days, but it gives them a chance to:
Even better, Google lets you choose from several built-in CTA buttons, like:
These buttons can link directly to an online order page, booking system, or coupon, making it easy for customers to act on the spot.
Tip: This kind of post isn’t just for restaurants. Salons can promote a new hair treatment. Gyms can highlight a trial class. Boutiques can show off a flash sale. The key is to match your message with a strong visual and a clear action.
Now let’s look at a totally different industry, a museum. A Michigan-based museum created a Google Post to promote an upcoming event: “Throwback Thursday: Dirty Dancing.” This kind of post works a little differently.
Because it’s an event, the post stays live until the actual event date, not just seven days. That gives the museum more time to build excitement and drive ticket sales.
What’s especially smart here:
If your business hosts any kind of event, whether it’s a class, concert, workshop, or community open house, this is a simple, free way to get the word out.
Bonus Tip: You can also repurpose these events across platforms. Post it on Facebook, Instagram, and your website too. The more places it lives, the more people will see it.
If you’re unsure where to start, here are a few ideas that work for almost any local business:
Google Posts give you the chance to speak directly to your customers while they’re searching for what you offer. With the right images, messaging, and CTAs, you can turn search views into real action, whether that means a phone call, a visit, or a purchase.
And the best part? It’s free.
If you're already posting on social media, Google Posts are an easy add-on that can boost your visibility and strengthen your local SEO. Keep it consistent, stay creative, and make sure each post adds value for the people searching for you.
Users do have the ability to follow local businesses directly in Google Maps. This is likely a direct compensation for the shutdown of Google+, which had this feature. This shows the intent of Google to provide personalization for its users.
Once a user follows a business location, they are able to navigate to a “For You” tab in their Google Maps account. The tab holds information from the businesses they follow and primarily consists of Google Posts from those followed businesses. This is in essence creating a social feed without the updates from friends and family. Some theories regarding the follow button have suggested that the number of followers could be a ranking factor. It also would not be surprising if these posts got woven into daily updates from voice assistants or into push notifications from Google apps.
The more users interact with your business through features like following, sharing posts, or asking questions, the more Google learns to associate your listing with strong engagement metrics, another potential SEO signal.
Although one of the older additions, questions and answers are available for Google My Business listings. This feature gives users the ability to interact on the listings with questions and answers that may be frequently asked by customers. Google My Business listing managers can answer these questions directly on the listings to help improve users' experience with the listings and the business. Much like reviews, Google My Business listing managers receive notifications for new questions, so they can be answered in a timely manner.
The "follow" and "Q&A" aspects of Google My Business seem to support the theory that the platform is moving toward a more personalized, social network approach. As always, the Google team is pretty closed-lipped about the future of Google My Business but, as marketers and business owners, we are along for the ride and should continue to maximize our efforts on this platform.
Because Google is the main search engine to help you find exactly what you are looking for, it has become necessary for local businesses to present and showcase their products and services there. Google My Business was developed as a way for businesses to stand out and share their information with larger audiences. The benefits of posting on Google My Business are pretty apparent, but let's dive in a bit deeper.
Whether you're a small local business or a multi-location brand, Google My Business is your digital storefront. It builds trust with potential customers before they even visit your site or location.
If you're running a local business, having a Google Business Profile (previously known as Google My Business or GMB) is more important than ever. It's one of the easiest and most effective ways to help new customers find you, learn about your services, and take action, without spending a dime.
Here’s a breakdown of the top benefits you’ll get from using Google My Business:
One of the biggest advantages of GMB is that it’s completely free to set up and use. There’s no monthly fee or hidden cost. All you need is a Google account and some basic business information to get started.
Once your profile is live, customers can:
For small and local businesses on a budget, GMB is a no-cost way to get exposure on Google Search and Maps, where most customers begin their buying journey.
Is it really worth it if it’s free? Yes! Google uses your business profile to help decide which businesses show up in local search results. Having a complete and active profile gives you a much better chance of being seen.
Have you ever searched for something like “plumber near me” and seen a map with three business listings at the top? That’s called the Local Pack, and it’s prime real estate.
Google uses something called GMB signals to decide which businesses show up in this top three. These signals include:
According to industry research, GMB factors made up 25% of local ranking signals, up from 19% the year before. That means optimizing your Google Business Profile is one of the most powerful things you can do for local SEO.
Tip: Make it a habit to check your GMB dashboard weekly to:
When someone searches for a business like yours, whether they type it into Google or use the Maps app, your GMB listing helps them find you faster.
This can lead to:
Plus, your business name, contact info, photos, and updates all show up in a nicely organized profile. This gives searchers all the details they need to choose your business over a competitor.
Do I need a website if I have a Google Business Profile? Yes, a website is still important, but your GMB listing acts like a mini-website. In fact, many customers will decide to contact you directly from your profile without even clicking through to your site.
Did you know people can message your business directly from your profile? Google offers a messaging feature that allows customers to send you quick questions, and you can reply right from your phone or computer.
This is especially helpful for:
To use it, you just need to turn it on in your dashboard. From there, you’ll get notified whenever someone sends a message.
Pro Tip: Fast responses build trust. Google even shows your average response time, so staying quick and helpful can boost customer satisfaction, and possibly rankings too.
If you’re in the food industry, GMB offers a menu editor that lets you create and update your menu specifically for mobile users. This is a game-changer for people searching on the go.
A mobile-friendly menu allows potential customers to:
And because it’s built into your GMB listing, it shows up right in the search results, no extra clicks needed.
What if I already have a menu on my website? That’s great, but having it on your GMB profile makes it even more accessible, especially to people using their phone to search and decide quickly.
Google Posts let you share short updates, offers, or events directly on your business listing. These posts show up when someone views your profile in Google Search or Maps, giving you extra space to promote what’s new.
You can use Google Posts to:
Unlike paid ads, Google Posts are completely free and allow you to test different messages or calls-to-action without worrying about cost.
Tip: Include high-quality photos and a button like “Call now,” “Get offer,” or “Book” to encourage people to act right away.
Google My Business is one of the most powerful (and underrated) tools for local businesses. It gives you free visibility, helps you connect with customers, and supports your SEO efforts, all without needing a big marketing budget.
Whether you’re a restaurant, law firm, plumber, salon, or boutique, your GMB profile should be a top priority. And if it’s been a while since you’ve updated it, now’s the time to log in and give it some attention.
Google My Business is a critical tool nearly every business should utilize. If your list of local citation management tasks has grown too cumbersome for you to handle on your own, inquire about THAT Agency's search engine marketing services today at 561-832-6262.
Staying active on GMB isn't just a best practice, it’s a competitive advantage. Between the free exposure, valuable SEO signals, and direct communication features, Google My Business should be a priority in every local marketing strategy.
Editors Note: This has been updated for accuracy.
Tags: SEO, Digital Marketing
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