Google Posts are short updates that appear directly on your Google Business Profile — in search results and on Google Maps. They're one of the most underused tools in local SEO, and businesses that post consistently get a measurable ranking boost.
This guide covers everything: what types of posts to create, how often to post, what to write, and how to use images effectively.
Why Google Posts Matter
Google Posts serve two purposes:
1. Direct ranking signal: Consistent posting signals active engagement to Google's algorithm. Businesses that post regularly rank higher than those that don't, all else being equal.
2. Conversion driver: Posts appear prominently on your profile when customers are already considering your business. A well-crafted post can push a potential customer from consideration to action.
Standard posts expire after 7 days. Offer posts expire when the offer ends. Event posts expire when the event ends. This means you need to post consistently to maintain the benefit.
Types of Google Posts
What's New Posts
General updates about your business. Most flexible post type.
- ▸Use for: news, updates, new staff, seasonal hours, behind-the-scenes content
- ▸Duration: 7 days
Offer Posts
Promotions and discounts with a time limit.
- ▸Use for: limited-time deals, seasonal promotions, new customer specials
- ▸Duration: until the offer end date
- ▸Bonus: Offer posts display a badge in search results
Event Posts
Upcoming events at your location.
- ▸Use for: workshops, classes, open houses, sales events
- ▸Duration: until the event end date
Product Posts
Feature specific products or services.
- ▸Use for: highlighting popular services, new offerings, menu items
- ▸Duration: no expiration
How Often Should You Post?
Minimum: Once per week
Optimal: 2–3 times per week
Maximum useful frequency: Once per day (diminishing returns beyond this)
The key is consistency. Posting 3 times this week and then nothing for 3 weeks is worse than posting once every single week. Google's algorithm rewards steady engagement over spiky behavior.
What to Post: 20 Content Ideas
If you're stuck on what to write, here are 20 ideas that work across most business types:
Service highlights (always relevant)
- ▸Spotlight your most popular service with a brief explanation of why customers love it
- ▸Explain a service most customers don't know you offer
- ▸Feature a before/after result from a recent job
- ▸Answer the #1 question customers ask before booking
- ▸Explain what makes your process different from competitors
Seasonal/timely 6. Promote spring, summer, fall, winter-specific services 7. Announce holiday hours 8. Create urgency around seasonal promotions ("Only 10 spots left for spring cleanings") 9. Address a seasonal problem your customers face
Social proof 10. Share a customer success story (get permission first) 11. Quote from a 5-star review (with attribution) 12. Share a milestone (1,000 customers served, 10 years in business) 13. Team spotlight (introduce a staff member)
Educational 14. Share a tip related to your industry 15. Explain how to choose the right [service provider] in your category 16. Debunk a common myth in your industry 17. Answer a frequently asked question
Promotional 18. Limited-time discount for new customers 19. Referral program announcement 20. Bundle deal or package promotion
Writing Posts That Convert
Lead with the value, not your business name. Bad: "Mike's Plumbing is offering..." Good: "Get your drains cleaned before they back up this winter — now 20% off."
Use specific numbers. "Save $50" outperforms "Save money." "7 days" outperforms "limited time."
Include a clear call to action. Every post should tell the reader what to do next: "Call now," "Book online," "Claim this offer," "Learn more."
Use your keywords naturally. If you want to rank for "emergency plumber Austin," work that phrase into your posts. Don't force it — write naturally, but be intentional.
Keep it concise. Posts display about 100 characters before a "Read more" cutoff in some views. Lead with your most compelling content.
Images: What Works and What Doesn't
Always include an image. Posts without photos get dramatically less engagement.
Image requirements: 400×300 pixels minimum, 720×540 recommended. JPG or PNG.
What works:
- ▸Real photos of your work, products, or team (not stock photos)
- ▸Before/after comparisons
- ▸Your actual storefront or workspace
- ▸Staff in action
What doesn't work:
- ▸Blurry or poorly lit photos
- ▸Stock photos (audiences recognize and distrust them)
- ▸Text-heavy images (hard to read on mobile)
- ▸Images unrelated to the post topic
Post Optimization Checklist
Before publishing each post, check:
- ▸[ ] Does it include at least one keyword I want to rank for?
- ▸[ ] Does it include a clear call to action?
- ▸[ ] Is there a compelling image?
- ▸[ ] Is the post relevant and valuable to potential customers?
- ▸[ ] Is it under 1,500 characters (the limit)?
The Automation Case
Writing 1–3 posts per week for every location you manage adds up quickly. For a single location, that's 52–156 posts per year. For a multi-location business, multiply that.
Ninja's AI Posting Manager generates, schedules, and publishes keyword-optimized Google Posts every week — automatically. It uses your business profile data, local trends, and seasonal relevance to write posts that drive clicks and support your rankings.
Automate your Google Posts
Ninja publishes keyword-optimized Google Posts every week for your business — no writing, no scheduling, no effort.
Automate My Posts