Do Posts Even Work?
Before discussing how to publish posts correctly, it is important to understand whether they even matter today.
We have broken this down in detail in our article:
👉 Do Google Business Profile Posts Still Work Today?
Post Types in Google Business Profile
There are three main types of posts within a Google Business Profile.
Offers
These are publications featuring special deals:
- discounts
- promotions
- bonuses
- special terms
These posts usually include an expiration date and specific terms of use.
Updates
These are company news updates. Use these posts to share:
- new services
- changes in business operations
- company growth and milestones
Events
This post type is used to announce upcoming events. For example:
- workshops
- presentations
- training sessions
- new location openings
How Often Should You Post?
The minimum required frequency for a company profile is one post per week. This is approximately how long a post remains relevant in the profile feed.
In our practice, we also analyze competitor activity. We look at how many posts the main competitors are publishing. If a competitor posts once a week, we recommend the business try doing a bit more—for example, two posts.
However, in reality, most businesses don’t even manage one post per week. This is why regular publications can yield significant results in the long run.
Manual Publishing vs. Automation
Google Business Profile allows you to publish posts manually or use scheduling tools. Manual publishing is usually sufficient for small companies. However, for chains or agencies managing multiple locations, automation systems are often used.
There is one technical quirk to note: if you schedule several posts in advance, they may sometimes appear on the same date—the date of the first post. This means that even if a post was technically published later, the profile might show a different date. For now, this appears to be a technical bug in the system.
Google Post Policies
When publishing, it is crucial to follow Google’s rules. Posts can be rejected or removed if they violate platform policies.
Common reasons for rejection:
- prohibited content
- excessive “salesy” language
- spammy text
- low-quality images
- strange characters or symbols
- dangerous links
- promotion of restricted goods
Social Media and Google Business Profile
Today, location promotion often extends beyond the Google Business Profile itself. Google has begun actively analyzing social media content to understand a company’s activities better.
We have written about this in detail here:
