If you’ve claimed your Google Business Profile but rarely update it, you’re missing an opportunity to engage potential customers at the exact moment they’re searching for your products or services.
Google Updates, formerly known as Google Posts, allow businesses to publish fresh content directly to their Google Business Profile. Whether you’re announcing a special offer, promoting an event, showcasing a recent project or sharing business news, these updates help keep your profile active and informative for both potential customers and Google.
While Google hasn’t confirmed that posting Updates directly improves local search rankings, maintaining an active, complete and up-to-date Google Business Profile can support your local marketing efforts by giving customers current information while also providing Google with more up-to-date information about your business.
Let’s take a closer look at what Google Updates are, why they matter, and how you can use them effectively.
What are Google Updates?
Google Updates are short pieces of content that appear on your Google Business Profile in both Google Search and Google Maps.
Think of them as mini blog posts designed specifically for people who have already discovered your business. Unlike social media posts, Google Updates are shown to users who are actively searching for businesses like yours, making them highly relevant to potential customers.
Each Update can include:
- A title and description
- A high-quality image or video
- A call-to-action button, such as Book Now, Learn More, Call Today or Order Online
- Links to relevant pages on your website
The goal is simple: provide useful, up-to-date information that helps searchers decide to contact or visit your business.
And because Google publishes these Updates directly on your Business Profile, they become part of the information associated with your business, giving Google additional context about your products, services, promotions and recent activity, helping it choose your business to display in search results.
Types of Google Business Profile Updates
Google Business Profile offers several types of Updates, each designed for a different purpose.
What’s New
This is the most commonly used Update type.
Use it to share:
- Business news
- New products or services
- Recent projects
- Customer success stories
- Helpful tips and advice
- Company announcements
For example, a roofing company might post photos of a recently completed roof replacement, while a dental practice could introduce a new cosmetic treatment.
Offers
Offers are ideal for promoting limited-time discounts and promotions. Here are a few examples:
- 10% off for new customers
- Free consultation
- Seasonal discounts
- Holiday promotions
- Package deals
Including an expiry date helps create urgency and encourages potential customers to act sooner.
Events
If your business is hosting or participating in an event, this Update type allows you to share the details. Examples include:
- Open days
- Product launches
- Workshops
- Charity events
- Community activities
Adding the event dates ensures customers know exactly when it takes place.
Why should you post Google Updates?
Now that you know what Google Updates are and the different types available, the next question is why you should use them. Many businesses create a Google Business Profile and then forget about it. Regular Updates help demonstrate that your business is active, engaged and continuing to serve customers.
Here are some of the biggest benefits:
Keep your profile fresh
A regularly updated profile gives customers confidence that your business is active.
Seeing recent news, completed projects or current promotions reassures people that the information on your profile is up to date.
On the other hand, as AI-powered search relies on trusted business information and a Google Business Profile contains first-hand information, regularly updating your profile gives Google access to current information about your services, offers and business activity.
Increase customer engagement
Google Updates can encourage people to:
- Visit your website
- Call your business
- Request directions
- Book an appointment
- Learn more about your services
Including a clear call to action gives potential customers an easy next step.
Promote offers and important announcements
Instead of relying solely on your website or social media, Google Updates let you promote special offers directly within your Business Profile.
Whether you’re launching a new service or running a seasonal promotion, customers can see it immediately when they find your business on Google.
Showcase your expertise
Sharing useful advice, project highlights and customer success stories demonstrates your experience and builds trust.
For example:
- Before-and-after project photos
- Maintenance tips
- Frequently asked questions
- Industry insights
- Case studies
Helpful content positions your business as a knowledgeable and reliable choice.
Support your local SEO strategy
Google has never confirmed that posting Updates is a direct local ranking factor. However, Google consistently encourages businesses to maintain complete and accurate Business Profiles because they contain reliable information.
As Google increasingly presents business information directly within Search, Maps and AI-powered search experiences, keeping your Business Profile current and active becomes more important. Regular Updates contribute to a well-maintained profile by providing current business information and giving customers fresh content to engage with. Alongside accurate business details, positive reviews and a useful website, they can improve the overall quality of your online presence and local SEO strategy.
Drive more conversions
Beyond keeping your profile informative and engaging, Google Updates can also influence customer decisions. Many users searching on Google are already close to making a purchasing decision.
A well-written Update with an attractive image and a clear call to action can be the final encouragement they need to:
- Make a phone call
- Book an appointment
- Visit your premises
- Request a quote
How often should you post Google Updates?
Consistency is more important than volume.
For most local businesses, posting 1 to 3 Google Updates each week is a practical target. A simple weekly schedule could look like this:
- Monday: Share a helpful tip or recent project.
- Wednesday: Highlight a product or service.
- Friday: Promote a special offer, seasonal message or customer success story.
If your business has genuine news more frequently, posting additional Updates is perfectly acceptable. Prioritise relevance and quality over sticking to a fixed schedule but avoid publishing content simply for the sake of staying active.
Best practices for Google Business Profile Updates
Posting consistently is only part of the equation. To get the most from your Google Business Profile, follow these simple guidelines:
Use high-quality images
Strong visuals attract attention and make your Updates more engaging. Use clear photographs of your team, completed projects, products or premises whenever possible.
Write for customers
Keep your content concise, informative and focused on the customer’s needs. Rather than describing your business, explain how your services solve a problem or provide value.
Include a clear call to action
Every Update should encourage the reader to do something. Examples include:
- Learn More
- Call Today
- Book Now
- Request a Quote
- Visit Our Website
Keep information accurate
Remove outdated promotions and ensure business information remains current. If opening hours change during holidays, publish an Update to keep customers informed.
Focus on useful content
Google Updates work best when they genuinely help potential customers. Share information that answers common questions, demonstrates your expertise or explains what makes your business different.
Common mistakes to avoid
Many businesses post Google Updates without a clear strategy. Avoid these common mistakes:
Posting too infrequently
Publishing only occasionally makes it harder for customers and Google to see recent activity. A consistent posting schedule helps keep your profile looking current and well maintained.
Using poor-quality images
Dark, blurry or heavily edited photos can reduce trust, while professional-looking images help create a positive first impression.
Being overly promotional
Not every Update needs to sell something. Mix promotional posts with educational content, helpful advice and recent project updates.
Forgetting the call to action
If readers don’t know what to do next, many won’t take action so always include a simple, relevant next step.
Publishing outdated information
Expired offers and old announcements can make your business appear neglected. Review your profile regularly to ensure all information remains accurate.
In the end, Google Updates are one of the simplest ways to keep your Google Business Profile active and informative for both customers and Google.
They allow you to showcase your expertise, promote offers, share important news and provide potential customers with valuable information at the moment they’re searching for your business, giving them more reasons to choose your business over the competition, while contributing to a stronger, more complete Business Profile that supports your local SEO efforts and visibility in Search, Maps and AI-powered search experiences.
If you don’t have the time to manage your Google Business Profile consistently, working with a local SEO specialist can help ensure your profile stays active, accurate and optimised for maximum visibility.
Frequently asked questions
Q: What are Google Updates?
A: Google Updates are short posts that businesses can publish directly to their Google Business Profile. Formerly known as Google Posts, they can be used to share news, offers, events, services, helpful information and other timely content with potential customers.
Q: Where do Google Updates appear?
A: Google Updates can appear on your Google Business Profile in Google Search and Google Maps. This allows potential customers to see recent information about your business while they are searching for your products or services.
Q: Do Google Updates help with local SEO?
A: Google has not confirmed that posting Google Updates is a direct local ranking factor. However, regular Updates help keep your Google Business Profile current, provide Google with additional information about your business and support a well-maintained local SEO presence.
Q: How often should you post on Google Business Profile?
A: For most local businesses, posting 1 to 3 Google Updates each week is a practical target. Consistency is important, but useful and relevant content should always take priority over posting simply to maintain a schedule.
Q: What should I post on my Google Business Profile?
A: You can post business news, new products or services, recent projects, helpful tips, customer success stories, special offers and upcoming events. The most effective Google Business Profile Updates provide information that is genuinely useful to potential customers.
Q: What types of Google Business Profile Updates are available?
A: The main types are Updates, Offers and Events. Updates can share general business information, Offers can promote discounts or special deals, and Events can highlight activities taking place on specific dates.
Q: Can Google Updates help generate more enquiries?
A: Google Updates can encourage potential customers to visit your website, call your business, book an appointment, request directions or ask for a quote. Clear, relevant content combined with a strong call to action can make it easier for searchers to take the next step.
Tags: google updates, google business profile updates, google business profile, local seo, google business profile seo, how to use google updates, google business profile marketing, how often to post google updates, MP027
