Create Google posts
One post changes nothing. A steady cadence does. Here is how to hold it.
Google posts are the most used feature in the first two weeks and the most abandoned afterwards. Yet their value rests entirely on regularity.
What a post actually brings
A profile posting every week reads to Google as an active business. One silent for six months is treated as dormant, and its reach shrinks accordingly. That alone justifies the effort.
Beyond the activity signal, posts do three more things:
- They occupy space on your profile, in the field of view of a hesitating visitor.
- They give a reason to act now, through the action button.
- They let you place vocabulary the other fields do not cover: a seasonal service, a new item, an answer to a frequent question.
The three types
The update is the default format. It stays displayed for around a week, which makes republishing necessary.
The offer carries start and end dates and highlights a promotion. It is the most clicked format, provided you do not overuse it.
The event covers a dated period. Useful for evenings, open days, exceptional closures.
The structure of a post that works
- The hook first. Only the opening words are visible before the text folds. Put the information there, not the pleasantry.
- A landscape image, sharp, with no embedded text, which becomes unreadable when cropped.
- Short content. Two or three sentences are enough, a profile is not a blog.
- A single button, consistent with the content: book, call, learn more.
The frequency mistake
The most common mistake is not posting badly, it is posting five times in the first week and never again. The benefit of posts is cumulative and evaporates the moment the cadence stops.
One weekly post held all year produces more effect than twenty posts in January. That is exactly the kind of task that gains from being scheduled in a tool rather than left to good intentions.
What to post when you have nothing to say
This is the most common objection, and it rests on setting the bar too high. A post does not have to announce an event: a seasonal product, a new item, a team photo, a reminder of special hours or the answer to a question you get often all make perfectly valid posts.
Combining with the rest
Posts are one of the levers of the business profile. If your profile is incomplete, start by optimising it: categories and reviews will always weigh more than posting cadence.