Using Google Posts to Boost Local Visibility

In a digital-first world, local visibility is crucial for businesses aiming to attract customers in their immediate area. With users turning to search engines for everything from cafes to car repairs, optimizing your online presence is no longer optional—it’s essential. One often underutilized tool in the local visibility toolkit is Google Posts, a feature within your Google Business Profile (formerly Google My Business).

This article will provide small business owners and decision-makers with a comprehensive understanding of Google Posts, how they work, why they matter, and actionable strategies for using them to stand out in local search results.

What Are Google Posts?

Google Posts are short updates, offers, events, or news items that you can publish directly to your business profile on Google Search and Google Maps. These posts appear in your business profile box, giving you a chance to communicate directly with potential customers before they even visit your website.

• Post Types: Announcements, events, offers, product updates, hours changes, COVID-19 updates, and more.
• Duration: Most posts remain live for 7 days (event posts expire after the event ends), but older posts are still visible in the “Updates” section of your profile.
• Visibility: Posts display on both desktop and mobile versions of your Google Business Profile, often within the local pack and Google Maps searches.

Think of Google Posts as an additional communication channel—a way to put fresh, timely information in front of people precisely when they’re searching locally for the services or products you offer.

Why Google Posts Matter for Local Businesses

Leveraging Google Posts has several distinct benefits for local SEO and customer engagement:

• Enhanced Visibility in Local Search: Regular, relevant posts help keep your profile active and engaging, signaling to Google that your business is legitimate, active, and responsive. This activity can influence SERP rankings within local search results.
• Direct Audience Communication: Post promotions, new products, event information, and important updates directly where potential customers are looking—on your Google business panel.
• Increase Click-Through and Conversions: With eye-catching images, calls-to-action (CTAs), and time-sensitive offers, you can drive users to your website, generate calls, or even direct foot traffic to your location.
• Build Trust and Credibility: Up-to-date content validates that your business is open and active, reducing uncertainty for potential customers and distinguishing you from competitors with neglected profiles.

Ultimately, Google Posts are a way for you to guide the customer journey at a critical moment—when someone is actively evaluating where to spend their time and money locally.

How to Create and Manage Google Posts

Getting Started

To use Google Posts, you must claim and verify your Google Business Profile. Once verified, you can access the “Posts” feature via your Business Profile dashboard or directly in search by searching for your business while logged into your account.

Steps to Create a Google Post

1. Log in to your Google account and access your Business Profile.
2. In the dashboard, find and select “Add Update” or the “Posts” section.
3. Choose the type of post you wish to publish (Update, Event, Offer, Product).
4. Add content:
   • A compelling image or video (strongly recommended)
   • Text, up to 1,500 characters (focus on clarity and brevity)
   • Details such as event date/time, offer validity, call-to-action button (e.g., “Call now,” “Learn more,” “Book Online,” etc.)
5. Preview your post to ensure accuracy.
6. Click “Publish”.

Posts go live almost instantly. You can edit or delete posts at any time.

Best Practices for Effective Google Posts

• Be Concise: Keep posts clear and direct; users typically scan rather than read in-depth.
• Use High-Quality Visuals: Bright, well-cropped images or 10-30 second videos attract attention and look professional.
• Timely and Relevant: Share updates that matter—specials, events, policy changes, product launches.
• Include a Clear CTA: Tell users what you want them to do—call, learn more, sign up, visit, etc.
• Localize Your Content: Reference locations, neighborhoods, or community events where relevant.
• Monitor Performance: Use the built-in insights to track views and clicks, adjusting strategy accordingly.

Post Ideas for Local Businesses

Not sure what to post? Here are some practical suggestions tailored for various business types:

• Retail Shops: New product arrivals, seasonal sales, “Back in stock” announcements, in-store events.
• Cafes & Restaurants: Daily specials, new menu items, holiday opening hours, live music nights, “Book a table” buttons.
• Professional Services: Appointment availability, insurance/financing updates, “Meet the team,” educational workshops.
• Gyms & Health Services: Free trial offers, updated class schedules, health and safety guidelines, success stories.
• Event Venues: Upcoming shows, ticket deals, venue improvements, COVID-19 protocol updates.
• Local Trades: Emergency service alerts, seasonal advice (“Get your boiler checked for winter”), recent project showcases.

The most effective posts are timely, visually engaging, and answer real customer questions or needs.

Optimizing Google Posts for Maximum Impact

Use the Right Keywords—But Naturally

Google Posts can influence your local SEO, but keyword stuffing will not help and can harm readability. Instead, naturally incorporate common search terms your customers use. For example, a plumber might write, “We offer 24/7 emergency plumbing services in Bristol—call now for rapid response.”

Maintain Consistency

Aim to post at least once per week. Regular updates signal to Google and users that your business is active. Posting schedules can coincide with offers, local events, or product launches.

Take Advantage of Google’s CTA Buttons

Each post type offers CTAs, such as “Book,” “Order Online,” “Buy,” “Learn more,” “Call now”. Select the action that matches your business goals, making it as easy as possible for customers to take the next step.

Respond to Local Trends and Events

Tailor posts to your locality—promote participation in community events, mention nearby landmarks or neighborhoods, and show that you’re part of the fabric of your area.

Monitor and Respond to Insights

Google provides analytics for each post: views, clicks, and CTA engagements. Use this data to identify which topics, images, or post types perform best, and refine your approach over time.

Common Mistakes to Avoid

To get the most from Google Posts, steer clear of these pitfalls:

• Neglecting Updates: Outdated or no posts can signal inactivity. Keep your profile fresh with regular updates.
• Vague Messaging: Avoid generic statements. Be specific about products, offers, or services.
• Poor-Quality Images: Dark, blurry, or incorrectly-sized images look unprofessional.
• Missing CTAs: Always include a clear call-to-action. Tell users exactly what you want them to do.
• Ignoring Insights: Failing to review post analytics means you’re missing chances to improve.

Integrating Google Posts into Your Local Digital Strategy

While Google Posts are powerful, they are most effective when combined with other digital marketing efforts. Consider the following:

• Consistent NAP (Name, Address, Phone): Ensure all online references to your business have identical key details—this boosts local SEO signals.
• Google Reviews: Encourage satisfied customers to leave feedback. Engaged, positive reviews complement an active profile with fresh posts.
• Website Optimization: Link posts to specific landing pages, not just your homepage, for higher relevance and conversion.
• Social Media Coordination: Share similar content across your Facebook, Instagram, and Google Posts to reinforce messaging and save time.

The more complete and up-to-date your Google Business Profile, the more Google (and potential customers) will trust your business as a relevant, reputable local option.

Conclusion

Staying visible in local search isn’t about tricks or shortcuts—it’s about consistently showing that your business is active, engaged, and ready to serve local customers. Google Posts empower you to do exactly that, giving you a “digital bulletin board” at the very point of discovery.

By making Google Posts a regular part of your digital marketing strategy—sharing timely, useful updates, promotions, and calls-to-action—you can increase local visibility, foster customer trust, and drive real-world outcomes for your business.

If you need help with your website, app, or digital marketing — get in touch today at info@webmatter.co.uk or call 07546 289 419.