Posting once a week is a good target for most businesses. At a minimum, aim for once every two weeks. Consistency is more important than frequency — regular, sustained activity signals to Google that your business is active and engaged.
What Should You Post About?
Posts on Google Business Profile can cover offers and promotions, recent work, helpful tips, new services, events, seasonal messages, and business updates. You do not need to overthink it — a simple photo of a recently completed job with a brief description is perfectly effective. Share what you would genuinely find useful or interesting if you were a potential customer of your own business. Posts expire after seven days, so regular posting ensures there is always fresh content on your profile.
Does Posting Actually Improve Rankings?
Directly, the evidence is mixed. Posting does not dramatically push your profile up the rankings on its own. But it contributes to the overall activity and completeness signals that Google uses to assess profiles, and it keeps your listing looking fresh to anyone who views it. A profile that shows posts from this week looks more active and trustworthy than one whose most recent update was six months ago. For that reason alone, regular posting is worth doing.
How Long Should a Google Business Profile Post Be?
Keep posts short and clear — two or three sentences is enough for most updates. Start with the most important information, since posts get truncated in the preview. Include a photo wherever possible, as visual content attracts significantly more engagement than text-only posts. Add a call-to-action button when it makes sense — "Call Now," "Book," or "Learn More" are the standard options and can drive direct enquiries from the post itself.
Can You Schedule Posts in Advance?
Not natively within Google Business Profile. You need a third-party tool like Hootsuite or Buffer to schedule Google posts. Alternatively, block out 20 minutes at the start of each week to write and publish that week's post — it is quick enough to do manually and keeps you in touch with what is live on your profile.