The Best Types of Updates to Share on Your Google Business Profile
Introduction: Why Google Business Profile Updates Matter
Google Business Profile (GBP) updates are short posts that businesses can publish directly on their profile, where they appear in Google Search results and on Google Maps alongside key business information like address, phone number, hours, and reviews. These updates function as a mini social feed inside Google’s ecosystem, allowing businesses to share timely content without relying solely on their website or social media channels.
GBP posts come in several categories, including What’s New, Events, Offers, Products, and health or policy-related updates. Each post can include text, images or videos, links, and calls-to-action (CTAs) such as “Call Now,” “Visit Website,” or “Book.” However, they also have limitations—character counts, image specifications, and expiration rules. Standard posts typically expire after seven days, while Event posts remain visible until the event ends, making consistency and timing especially important.
Posting regular updates signals to Google that a business is active and engaged, which can indirectly support local visibility. More importantly, fresh content answers customer questions right where people are searching, reducing friction and encouraging actions like calls, direction requests, bookings, and visits. Updates also help reinforce branding, showcase expertise, and differentiate businesses from competitors with static profiles.
This guide walks through the most effective types of Google Business Profile updates, explaining what to post, why it matters, and how to optimize results. It’s designed as a practical playbook for local businesses—restaurants, service providers, healthcare practices, retailers, and professional services—looking to build a strategic GBP posting calendar that drives real results.
General Updates: “What’s New” Posts That Keep Your Profile Fresh
“What’s New” posts are ideal for sharing day-to-day business updates. These might include changes to hours, new staff introductions, behind-the-scenes moments, or small process improvements. The goal isn’t big announcements—it’s showing that the business is active, attentive, and evolving.
To make these updates effective, frame them around customer benefit. Instead of saying “We hired a new team member,” explain how it improves service, such as shorter wait times or expanded expertise. Pair updates with high-quality images and a clear CTA like “Call to book” or “Visit us today.”
These posts are also perfect for highlighting service improvements, such as new online booking options, additional payment methods, or updated procedures. Clearly explain what changed, why it changed, and what customers should do next. Keep language simple and scannable, avoiding internal jargon.
“What’s New” posts can also reinforce brand personality. Sharing team milestones, community involvement, or “day in the life” snapshots humanizes the business and builds familiarity. Even personality-driven posts should include a clear value or takeaway for customers.
Finally, use these updates to announce special hours or availability changes. While hours can be updated in settings, a dedicated post for holidays, seasonal schedules, or temporary closures helps prevent confusion and negative experiences.
Promotional Offers and Special Deals
Offer posts are designed for discounts, incentives, and limited-time promotions. Because they include start and end dates, they naturally create urgency and stand out visually. Effective offers focus on real customer value, not vague discounts.
Seasonal and holiday promotions often perform well because they align with existing buying intent. Whether it’s a summer service package or a holiday special, timing matters—plan posts around how customers actually prepare and shop.
GBP updates are also great for promoting bundled services or products. Bundles simplify decision-making and increase perceived value when you clearly explain what’s included and who it’s for. Loyalty programs and referral incentives can be highlighted as well, reminding existing customers of rewards while encouraging repeat business.
Scarcity-driven posts—such as limited stock, seasonal items, or a fixed number of discounted appointments—can drive faster decisions when used honestly. Always include clear dates or quantities and a strong CTA like “Call now to reserve.”
Event Announcements and Promotions
Event posts are ideal for promoting workshops, classes, open houses, webinars, and community events. These posts stay visible for the duration of the event and should clearly outline what the event is, who it’s for, when and where it happens, and how to attend or register.
Local businesses can also use GBP updates to highlight community involvement, sponsorships, and partnerships. These posts build goodwill and position the business as an active, community-minded brand rather than just a service provider.
Recurring classes or programs benefit from periodic reminders, even if they happen weekly or monthly. Focus on outcomes and benefits, not just logistics. Virtual events, webinars, and live streams can also be promoted, especially for professional services and education-based businesses.
Pop-ups and collaborations with other local brands are especially newsworthy. Clearly explain the unique value of the collaboration and encourage cross-promotion through shared visuals and CTAs.
New Products and Services Showcases
GBP updates are ideal for announcing new products or service lines. These posts should answer three questions quickly: what’s new, who it’s for, and why it matters. Visuals are critical—use photos or short videos that show the offering in action.
Featuring bestsellers and customer favorites adds social proof, making it easier for new customers to choose. You can also group offerings into themed collections, helping customers understand the full range of what’s available.
Upgrades, add-ons, and premium options deserve their own spotlight. Many customers don’t know these exist unless they’re clearly presented. Frame upgrades around added value, not just higher price points.
Where relevant, link update posts with the GBP Products section to create a cohesive browsing experience and guide users deeper into the profile.
Educational Content and Helpful Tips
Educational posts position your business as a trusted expert. Short how-to guides, maintenance tips, and FAQs work particularly well when they address common customer questions or concerns.
Keep educational content focused and practical. Introduce the problem, share a few clear tips, and end with a CTA inviting customers to get professional help. This type of content builds trust and pre-qualifies leads by setting clear expectations.
For complex services, use posts to explain concepts in plain language. Breaking down intimidating topics makes customers more comfortable reaching out. FAQs are especially effective—state the question clearly, provide a concise answer, and invite further contact if needed.
Customer Testimonials, Social Proof, and Behind-the-Scenes Content
Repurposing standout reviews into posts highlights key strengths more prominently than reviews alone. Keep quotes concise and frame them with a short intro and CTA.
Before-and-after stories work well for visual or transformation-based services, while awards and certifications boost credibility in trust-sensitive industries. User-generated content, such as customer photos or stories, adds authenticity when shared with permission.
Behind-the-scenes posts—introducing team members, showing workspaces, highlighting training—humanize the business and build confidence before customers ever visit.
SEO, Visuals, and Posting Strategy
Including local keywords naturally in GBP posts can reinforce relevance, even though posts aren’t a primary ranking factor. Align updates with core services and answer search-intent-driven questions customers actually ask.
Most businesses benefit from posting at least once a week. A balanced mix of educational, promotional, and engagement-focused posts keeps the profile fresh without overwhelming resources. Repurposing content from blogs or social media saves time, as long as it’s adapted for GBP’s format and intent.
Tracking performance through GBP Insights helps refine strategy over time. Look for patterns in engagement, calls, and clicks, and adjust content accordingly.
Conclusion: Turning Google Business Profile Updates into a Strategic Advantage
Google Business Profile updates are a powerful, free way to connect with local customers at the exact moment they’re making decisions. By consistently sharing relevant updates—offers, events, tips, visuals, and stories—businesses can build trust, answer questions proactively, and drive meaningful actions.
The most effective GBP strategy is customer-centric, visually engaging, and aligned with clear business goals. With a simple posting calendar, thoughtful CTAs, and ongoing optimization, even small local businesses can stand out in search and turn profile views into loyal customers.
Frequently Asked Questions About Google Business Profile Updates
How often should I post updates on my Google Business Profile?
Most businesses see good results posting once a week; consistency matters more than posting frequently.
What types of Google Business Profile posts get the best results?
Promotions, events, visual posts, and practical educational tips typically drive the highest engagement.
Can Google Business Profile updates improve my local SEO rankings?
Posts aren’t a direct ranking factor, but they improve engagement and visibility, which can indirectly support local SEO.
How do I measure the effectiveness of my Google Business Profile posts?
Use GBP Insights to track views, clicks, calls, and direction requests tied to your updates.
