Google Business Profile posts: what to post, the rules and how to schedule

The three types of post

Google's help page on posts for your Business Profile lists three types:

Where posts appear, and for how long

• On your profile in Google Search and Maps: in the Updates or Overview tab on phones, and in the "From the owner" section on computers.
• Posts older than six months are archived, unless the post has a date range.
• A new post can show as Pending while it is processed, or if your profile is not verified yet. A post that breaks a rule shows as Not approved.

Scheduling and repeating posts

Google now lets you turn on Schedule this post and pick a date and time, and set a post to repeat weekly, monthly or on a custom schedule. That suits a weekly special or a monthly reminder.

If you also post on Instagram, Facebook and the rest, it is easier to plan Google in the same place. In Karobar, connect your locations once (see Connect your Google Business Profile), then tick your Google profile in the composer next to your other accounts. The update goes to your profile at its time, and the calendar shows it beside the week's other posts.

Google's rules that get posts rejected

• Keep it professional. No misspellings, strings of symbols, or text written for search engines instead of people.
• Phone numbers. A post with a phone number in the text can be rejected if Google cannot tell the number belongs to your business. Use the profile's own phone number and the button instead.
• Trusted links only. Link to your own website or a well-known page.
• Regulated products. Businesses in areas such as alcohol, tobacco, medicines, gambling, weapons or financial services may post, but not about those products.
• Family-friendly. No offensive or sexually suggestive content.

What to post, by type of business

A clear photo of your own shop or products beats a stock image. Keep the text short and end with what to do next: visit, call or order.

How to write an update that gets visits

• Use your own photo. A clear picture of your shop, your team or the actual product looks trustworthy. Avoid images with a lot of text on them.
• Say one thing. "New winter coats in sizes S to XXL, in store now" works better than a list of everything you sell.
• Put the important part first. On a phone only the start of the text shows before people tap.
• Choose the right button. Point it to the page where the action happens: your order page, a booking page, or a product page.
• Match your other channels. If the same offer is on Instagram and WhatsApp, use the same price and dates everywhere, so customers are never confused.

Offers and events need real dates. When the dates pass, they stop showing, which keeps old prices off your profile. A general update about a sale with no dates can stay visible after the sale is over, so use the offer type for anything with an end date.

Why posts are worth a few minutes a week

Someone looking at your profile is usually close to deciding: they are comparing you with the shop down the road, checking you are open, or looking for directions. A recent post answers the quiet question "is this place active?" and gives them one more reason to choose you. It also gives you a place to share news on Google without paying for ads.

Posts work best together with the rest of the profile: correct opening hours, real photos, and replies to every review. None of these takes long, but together they make a profile look looked after.

A simple routine

1. Once a month, plan four updates: one a week is enough to keep a profile looking alive.
2. Add offers and events when you have them, with their real dates, so they disappear when they end.
3. Check for Not approved posts and fix the wording.
4. Answer every new review the same day.
5. Look at how people find you in Business Insights: your rating, how the stars are spread, and the searches that led to your profile.