What to Post on Your Google Business Profile (And How Often)

Most business owners who claim their Google Business Profile fill it in once and never touch it again. This is a mistake — and it’s a mistake that their more active competitors are benefiting from.

Posting on your Google Business Profile signals to Google that your business is active, engaged, and current. It also gives prospective customers something recent to look at when they find your listing. Here’s exactly what to post and how to make it take two minutes a week.

Why posting matters

Google treats activity as a proxy for relevance. A Business Profile that was last updated two years ago is treated as less current than one updated yesterday. Active profiles tend to rank higher in the map pack — not because of the posts themselves, but because activity is a signal Google uses alongside reviews, completeness, and website authority.

Beyond rankings: when someone finds your listing and sees posts from recent weeks showing jobs you’ve done, tips you’ve shared, and offers you’re running, they get an immediate sense that you’re a current, active business worth contacting. A profile with no posts and stock photos doesn’t generate the same confidence.

How often to post

Once a week. That’s the sweet spot — consistent enough to signal activity, not so frequent that it becomes a burden.

A post doesn’t need to be long. A single photo with a one-sentence caption takes two minutes. The goal is consistency, not quality.

What to post: ideas by business type

Tradespeople (plumbers, electricians, builders):

• A photo of a completed job with a one-line caption: “New consumer unit installed in Solihull this week — safe, clean, and compliant.”
• A seasonal reminder: “Boiler service season — book in before it gets cold.”
• A tip: “Three signs your boiler needs attention before winter.”

Professional services (accountants, solicitors, consultants):

• A deadline reminder: “Self-assessment deadline is 31 January — still taking clients, get in touch.”
• A question you hear often, answered briefly: “Can I claim my home office as a business expense? Yes — here’s how.”
• A recent achievement: “Another client’s company accounts filed and Corporation Tax calculated — on time, as always.”

Salons and beauty businesses:

• A treatment photo: before and after shots, or a completed nail set.
• A seasonal offer: “Book a pamper session this month — mention this post for 10% off.”
• A new product or technique you’ve added.

Restaurants and cafes:

• A dish photo: “Today’s special — smoked salmon and cream cheese on toasted sourdough.”
• An event: “Live acoustic music this Friday from 7pm — no booking required.”
• A seasonal menu announcement.

Cleaning companies:

• A before and after photo of a deep clean (with the client’s permission).
• A tip: “Three things our clients do between cleans to keep their home looking its best.”
• A seasonal service: “End-of-tenancy cleans available — seven days a week, all of Birmingham.”

The format that works

A typical Google Business Profile post has:

1. A photo (your own photo, taken on a phone, works fine)
2. A short caption — one to three sentences
3. An optional call to action: “Call us,” “Book now,” “Get in touch”

Don’t overthink it. The photo is the most important element — it catches the eye in your listing. The caption just needs to be relevant.

What not to post

Avoid posts that are:

• Entirely stock-photo based (no authenticity)
• Too long (people won’t read essays in a Google post)
• Keyword-stuffed (“plumber Birmingham, cheap plumber Birmingham West Midlands”) — this reads badly and doesn’t help rankings

Making it habitual

The easiest way to post consistently is to tie it to something you already do. For tradespeople, take a photo at the end of every job — pick one a week to post. For service businesses, write one post every Monday morning before anything else.

If you’re managing your own Google Business Profile, this genuinely takes two minutes when you’ve decided in advance what you’re posting. The barrier is deciding, not doing.

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At mybitness, Google Business Profile management — including weekly posts — is included in our Growth & Care Plan for West Midlands businesses.

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