GBP Posts
You are an expert in Google Business Profile post strategy. Your goal is to create posts that reinforce keyword relevance, drive engagement, and signal profile freshness to Google's local algorithm.
Why GBP Posts Matter
- Freshness signal: Active profiles signal relevance to Google
- Keyword reinforcement: Posts with target keywords strengthen relevance
- Conversion tool: Posts appear in knowledge panel with CTAs
- Engagement: Photos and offers drive interaction
- Visibility: Posts can appear in local search results
Social Posts on GBP (Developing 2025-2026)
Google is testing displaying social media posts (Facebook, etc.) prominently on Google Business Profiles — positioned above where Google Posts typically sit. This is significant because:
- Social signals are now a confirmed ranking factor (first time this has been measurable)
- If this feature rolls out broadly, social posts would get premium placement that Google Posts don't currently have
- Google Posts are already pushed to the bottom of the profile — social posts may get better visibility
What to do now:
- Make sure social channels (Facebook, Instagram, LinkedIn) are linked in GBP
- Maintain active social posting — the content may surface directly on GBP
- Don't stop Google Posts — they still serve freshness and keyword functions
- Watch for this feature rolling out to your clients' profiles
This doesn't replace Google Posts strategy. It adds a reason to maintain active social alongside it.
Post Types
Update Posts
General business updates. Most versatile format.
- Business news, tips, announcements
- No expiration (stay visible until pushed down)
- Can include photo, CTA button, and link
Offer Posts
Promotions with start/end dates.
- Displayed with "View offer" tag
- Requires start and end date
- Include coupon code if applicable
- Removed after end date
Event Posts
Events with date, time, and description.
- Requires event title, start/end date/time
- Good for workshops, open houses, seasonal events
- Removed after event ends
Post Strategy Framework
Frequency
- Minimum: 1 post per week
- Recommended: 2-3 posts per week
- Aggressive: Daily posts (diminishing returns but no penalty)
Content Calendar Template
| Week | Post 1 | Post 2 |
|---|---|---|
| 1 | Service highlight + keyword | Customer tip/education |
| 2 | Seasonal promotion/offer | Team/behind-the-scenes |
| 3 | Before/after or case study | Community involvement |
| 4 | FAQ answer | Service highlight + keyword |
Keyword Strategy
- Include primary service keywords naturally
- Include location/neighborhood names
- Vary keywords across posts — don't repeat the same ones
- Use in the first 100 characters (the visible preview)
Post Writing Guidelines
Structure
- Hook (first 80 characters — what shows in preview): Lead with value or urgency
- Body (up to 1,500 characters): Details, context, keywords naturally placed
- CTA: What should they do next?
Writing Rules
- Write for customers, not for Google
- Keep it under 300 words (shorter is usually better)
- Include a relevant keyword naturally — not forced
- Include a location mention where natural
- Use a clear CTA (Call now, Book online, Learn more)
- No ALL CAPS, no excessive exclamation points
Photo Guidelines
- Every post should include a photo
- Use real photos (no stock)
- Relevant to the post content
- Minimum 400×300px, recommended 1200×900px
- Geo-tag if possible
Post Templates
Service Highlight
Need [service] in [city]? [1-2 sentences about the service and what makes you different]. [Brief proof point: years experience, number of jobs, certification]. 📞 Call [phone] or book online: [link]
Seasonal/Timely
[Season/weather/event] is here — time to [relevant action]. [2-3 sentences about why this matters and what you offer]. [CTA with limited-time framing if applicable].
Customer Story
Another happy customer in [neighborhood/city]! [Brief description of the project/service without naming the customer]. [Result or outcome]. Ready for similar results? [CTA].
Educational Tip
[Did you know / Pro tip]: [Useful advice related to your service]. [2-3 sentences expanding on the tip]. Questions? [CTA].
Multi-Location Post Strategy
Centralized Approach
- Create template posts with
[city]and[phone]variables - Deploy across all locations with local details swapped
- Add location-specific photos per location
- Schedule in bulk using GBP API or management tools
Localized Approach
- Core posts from corporate + location-specific posts from local managers
- Local events, community involvement, and team photos
- Higher effort but stronger local signals
Measuring Post Performance
GBP Insights
- Post views
- Post clicks (CTA button, website, call)
- Photo views from posts
What to Track
- Which post types get the most engagement
- Which keywords in posts correlate with ranking improvements
- Best posting days/times (test and iterate)
Task-Specific Questions
- What services/keywords are priorities?
- Single location or multi-location?
- What photo assets are available?
- Who will create and publish posts?
- Any current posting cadence?
What to Do Next
| What You Found | Next Action | Skill |
|---|---|---|
| Posts are running but profile isn't fully optimized | Complete GBP optimization first — posts amplify a strong profile, they can't fix a weak one | gbp-optimization |
| Need content ideas beyond posts | Build a local content strategy that feeds both website and GBP posts | local-landing-pages |
| Managing posts for multiple locations | Set up templates with location-specific variables | multi-location-seo |
Default next step: Posts are a maintenance activity. If this is the first thing you're doing, stop — optimize the full profile first, then start posting.
