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What to Post on Your Google Business Profile Every Week
A four-week rotation of simple posts keeps a Google Business Profile current without turning it into a second job.
Post one thing a week that a customer deciding whether to call you would want to know: a photo of recent work with a sentence about it, a seasonal offer, an upcoming event or an answer to a question the front desk hears often. Google offers three kinds of posts (updates, offers and events), archives posts older than six months unless they carry a date range and lets updates and events carry an action button that links to a page where the customer can act, so a weekly rhythm keeps something recent on the profile at all times.
The four-week rotation
| Week | Post type | What to post | Example (adapt to your trade) | Button links to |
|---|---|---|---|---|
| 1 | Update | One photo of recent work and one sentence about it | "Balayage refresh for a client who wanted low upkeep through winter; most of our color clients rebook every 8 to 10 weeks." | Booking page |
| 2 | Update | The answer to a question customers ask every week | "Do you see emergency calls on weekends? Yes, Saturday 8 to 4; call the main line and choose option 1." | Contact page |
| 3 | Offer or event | A seasonal service, a real deadline or an open house, with dates set so it expires on time | "Furnace tune-ups booking now for October; the first visit includes a carbon monoxide check." | Offer details (automatic "View offer" button) |
| 4 | Update | Something that shows the people and the place: a new team member, new equipment, a behind-the-scenes photo | "Our second hygienist starts Tuesdays and Thursdays, which opens earlier morning cleanings." | Booking page |
Five rules that keep posts useful
- Use your own photos. A real photo of a finished job or the front desk says more than stock images, and Google's guidance warns against "text that adds no value" and auto-generated content.
- Lead with the customer's question. Customers skim a profile on a phone, so the useful part belongs in the first sentence and the business name can come later.
- Give offers and events dates. Google asks for "a descriptive title, event start and end times, and offer info," and dated posts drop off when they should.
- Link the button to the place the action happens. Google says an update's button should send customers to "a website where they can complete the action," so link straight to booking, not to the homepage.
- Check the basics while you are there. Hours, holiday hours, phone and booking link take two minutes and matter more than any single post.
Why it works
Most local customers start where your profile lives; in a 2025 survey of 1,000 U.S. adults, 53% said Google was their default tool for finding a local business, counting Safari users whose browser runs Google Search. Google does not say that posts raise a profile's ranking, and its help center says there is no way to pay for a better local position; what it does say is that "businesses with complete and accurate info are more likely to show up in local search results," and that ranking rests on relevance, distance and prominence, which includes reviews. A weekly post is best understood as the shop window, the thing a customer sees after the search has already brought them to you, so its job is to answer their question and show the business is open and active.
Sources
- Google. About posts on your Business Profile. Google Business Profile Help.
- Google. Tips to improve your local ranking on Google. Google Business Profile Help.
- BrightLocal. Consumer Search Behavior. 2025. Panel of 1,000 U.S. adults.
Related reading: A One-Hour Weekly Marketing Routine for Small Service Businesses · Where Small Service Businesses Actually Get Their Customers · What Customers Learn About Your Business Before They Ever Call
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