Blog Post

If you’re relying on your Google Business Profile to work magic without giving it regular love, think again. I’ve seen too many local businesses slap on their NAP details and call it a day. The truth is, if you’re not actively using GMB Posts, you’re leaving traffic—and potential customers—on the table.

In this post, I’ll walk you through how I use GMB Posts to drive local traffic with real intent. These aren’t just fluff updates—they’re strategic, high-impact micro-content that push visibility and engagement.

Here’s what you’ll learn:

• What GMB Posts actually are (and what they’re not)
  
• The kinds of posts that drive real clicks and calls
  
• How I write GMB Posts that convert—without sounding like a robot
  
• Common pitfalls I’ve seen (and fixed)
  
• How to track what’s working—and ditch what isn’t
  

Let’s get into it.

GMB Posts are short updates that appear on your Google Business Profile. They show up in both search and maps when people look up your business (or something like it nearby).

Think of them like digital window signs: events, promotions, updates, or something new and exciting. They give your listing a pulse—something fresh that nudges people to visit, call, or click.

No, they won’t instantly rocket you to #1. But they will improve engagement—and that’s what Google likes.

Pro tip: Google often tests different ways of displaying posts. Staying active helps keep your profile current and competitive.

Here’s what I use most—and what tends to work best for my clients:

• What’s New Posts: Share service updates, product arrivals, or anything timely.
  
• Offer Posts: Promotions, limited-time deals, or discounts. These convert like crazy when done right.
  
• Event Posts: Hosting a workshop, demo, or even a local pop-up? Use this.
  
• Product Posts: Highlight a service, product, or menu item with photos and pricing.
  

Not sure what to post? Think about what a customer might need to know today—then keep it short and actionable.

Let’s be honest—most GMB Posts look like an afterthought. If your post reads like it was written during lunch break on a Tuesday, that’s exactly how it’ll perform.

Here’s my formula for writing better GMB content:

• Start with a clear hook – “New service just launched,” “Flash sale this weekend,” or “We’re hiring (again!)”
  
• Keep it under 300 characters. Brevity is power.
  
• Use a strong CTA: Call now. Reserve your spot. Order online.
  
• Add a relevant image. Not blurry. Not outdated. Not your dog—unless your dog runs the front desk.
  

Need more ideas? You can also look at how your competitors post. Or better yet, outperform them using insights from my Google My Business Optimization guide.

I recommend posting at least once per week.
Why? Posts expire after 7 days (except Events). When that happens, your profile looks stale.

Weekly updates give you:
  Better visibility
  More chances to convert
  Consistency that Google favors

It’s not rocket science—it’s just habit. Set a reminder. Batch a few posts in advance. Stick to it.

Even a good feature can backfire when used badly. Here are common mistakes I see:

• Keyword stuffing. Google sees through it. So do readers.
  
• No CTA. If you’re not asking for action, you’re missing the point.
  
• Stock photos. They scream “generic.” Use real images whenever possible.
  
• Posting and ghosting. No updates = lost momentum.
  

If your GMB Posts aren’t working, it’s usually not the algorithm. It’s the content.

Good news: Google gives you data. Bad news: it’s buried a bit.

Here’s how I check what’s working:

• Use GMB Insights to monitor post views and interactions.
  
• Add UTM tags to links so you can track traffic in Google Analytics.
  
• Check what posts actually lead to clicks or calls. Drop the rest.
  

Numbers don’t lie. If a post type keeps flopping, I either tweak it—or ditch it entirely.

By the way, I cover more tracking tips in my post on how to measure your local SEO performance.

Let’s be clear: GMB Posts are not a direct ranking factor. But they do impact behavioral signals—clicks, calls, and conversions. That’s what Google tracks.

More engagement = stronger local signals.
Stronger signals = better odds of showing up in the 3-Pack.

Want to increase your odds further? Make sure your NAP is consistent and your reviews are rolling in.

If your posts aren’t showing or underperforming, check the basics:

• Is your listing verified?
  
• Are your photos violating any guidelines?
  
• Did you accidentally post outside your business category?
  

And yes—duplicates can mess things up. If you suspect that, read my advice on how to fix duplicate listings.

GMB Posts aren’t just filler—they’re a fast, free way to turn search impressions into clicks, and clicks into actual customers.

I’ve used them for everything from restaurant promotions to plumber service calls. When you post consistently and with purpose, you send a strong signal to Google and to your local audience: “We’re open. We’re active. We’re worth a visit.”

Keep it short. Keep it smart. Keep it human.Want more ideas on leveling up your local presence? Check out my take on local SEO ranking factors—because showing up isn’t enough. You’ve got to stand out.