Most local business owners have never heard of Google Posts. The ones who have usually tried posting once, saw no immediate results, and stopped.

That’s a mistake. Google Posts are one of the few free marketing tools that directly impact your local search visibility — and almost nobody uses them.

What Google Posts Actually Do

Google Posts are short updates (up to 1,500 characters) that appear directly on your Google Business Profile listing. When someone searches for your business or finds you in the local pack, your most recent post shows up alongside your reviews, photos, and contact info.

According to Sterling Sky’s 2024 study, businesses that posted weekly on Google had 7% more profile views and 5% more website clicks than those that didn’t post. That doesn’t sound dramatic until you realize it’s entirely free traffic.

More importantly, Google Posts signal that your business is active. Google’s algorithm favors businesses that regularly update their profiles over stale listings.

What to Post (With Examples)

Completed Jobs (2x per week)

“Just finished a full AC replacement for a family in Alamo Heights. The old unit was 18 years old and running their electric bill past $400/month. New system should cut that in half. If your AC is struggling in this heat, call us before it dies completely.”

Seasonal Reminders (1x per week)

“San Antonio hit 102° yesterday. If your AC is blowing warm air, making weird noises, or cycling on and off, don’t wait — those are signs it’s about to fail. We offer same-day diagnostics.”

Before/After Results (1x per week)

“Driveway pressure wash in Stone Oak. Took about 2 hours. The homeowner said ‘I forgot it was supposed to be white.’ Swipe to see the before photo.”

Quick Tips (1x per week)

“Homeowner tip: check your outdoor AC unit right now. If the coils are packed with cottonwood seeds and pollen, gently spray them with a garden hose. 5 minutes of maintenance can prevent a $500 repair call.”

How Often to Post

Post at least once a week. Google Posts expire after 7 days (events are the exception), so a weekly cadence keeps your profile always showing fresh content.

The ideal frequency is 2-3 posts per week. More than that doesn’t hurt, but the returns diminish.

Set a recurring 10-minute reminder on Monday, Wednesday, and Friday. Take a photo of your work, write 2-3 sentences about it, and post. Total weekly time investment: 30 minutes.

What NOT to Post

Don’t post generic stock photos. Use real photos from real jobs. A phone photo of a clean gutter you just installed beats a stock image of a perfect house every time.

Don’t write like a press release. “We are pleased to announce that our team of dedicated professionals…” — nobody reads that. Write like you’re texting a friend about your day.

Don’t just post promotions. “10% off this week!” every single post makes you look desperate. Mix in helpful content and completed work.

The Compound Effect

Here’s what happens when you post consistently for 6 months:

Month 1-2: Your profile views increase slightly. Google notices you’re active. Month 3-4: Your posts start appearing in search results. Customers mention seeing your updates. Month 5-6: Your local pack ranking improves. You’re getting calls from people who found you via Google Posts.

The businesses that win at local search aren’t doing anything revolutionary. They’re just showing up consistently while competitors don’t.

Start this week. Take a photo of your next job, write two sentences about it, and post it to Google. Check your current Google presence to see what else you could improve.