Google Business Profile posts: the SEO trick most SMEs forget

Everyone who has ever Googled "bakery near me" or "hairdresser Antwerp" knows the result. At the top of the page are three businesses with stars, photos, opening hours and sometimes a short text with an offer.

That block is called the "Local Pack". Appearing in it amounts to six to ten times more clicks than appearing below it. And one of the most underrated ways to rank higher in it is something most SMEs don't do at all: posting on your Google Business Profile.

In this guide: what Google Business Profile posts are, why they count for local SEO, and how to use them without spending time on them every day.

What exactly is Google Business Profile?

Google Business Profile (formerly Google My Business) is your free business listing on Google. It shows your address, phone number, opening hours, photos and reviews. When someone Googles your business name, or performs a local search, that's the first thing they see.

Most business owners fill in that listing once and never look at it again. That's a missed opportunity.

What are Google Business Profile posts?

Posts are short updates that appear alongside your business listing. You can create four types:

1. Update: a general announcement or notice.
2. Offer: a promotion or discount, with an optional coupon.
3. Event: a specific event with a date.
4. Product: a product or service you offer.

Each post consists of a photo, a short text (maximum 1,500 characters, though 100–200 words works better in practice) and optionally a call-to-action button ("Order now", "More info", "Call").

These posts remain visible in your business listing for as long as they are current. Updates disappear after seven days, offers and events after their end date.

Why this works for local SEO

Here's the trick most SMEs are unaware of.

Google's algorithm for local search results looks at three main factors: relevance (does your business match what someone is searching for), distance (how far you are from the searcher) and prominence (how active and complete your profile is).

Posts are a direct input for that third factor. A profile that posts regularly signals to Google that the business is active and alive. That increases the chance of your business appearing in the Local Pack, not just the three competitors who have filled in their listing perfectly.

Figures from case studies: profiles with at least one post per week rank on average 20% higher in the Local Pack than profiles without posts. For local businesses in competitive niches (hairdressers in city centres, restaurants in trendy neighbourhoods), that can make the difference between page one and page two.

Which posts work best

Not every post has the same impact. What we see working for Belgian and Dutch SMEs:

Offers with an end date. "Until 30 June: 10% off colour treatments when booked in advance." People click on urgency. The "Book now" button drives direct traffic to your website or phone.

New products or menu items. "On the menu from this week: pastrami sandwich with pickles." Shows that your business is still evolving.

Events. "Thursday 8am: breakfast meetup for commercial photographers." Attracts a specific audience that would otherwise never see your profile.

Updates about changes. "We've moved to number 47." "Our opening hours have been adjusted for summer." People often Google to check before they come.

What works less well: generic "happy Monday" posts or vague motivational content. Keep it concrete and local.

Writing a good Google Business Profile post

The structure that works:

1. First line: a compelling opening that immediately conveys the main value. "Thursday to Saturday: 15% off all hair treatments."
2. Second line: one detail that makes the offer more interesting. "Valid for both new and existing customers."
3. Third line: a concrete call to action. "Book your appointment via the button or call 03 234 56 78."

Keep it around 80 to 150 words. Always add one photo — not a stock image, but something from your actual business. Choose the right call-to-action button ("Call now" often works better than "More info" for local businesses).

The photo you use is crucial

A post without a photo is rarely clicked. A post with a blurry or generic photo isn't either. What works:

• Real photos from your business, not stock imagery.
• Portrait or square format, not landscape (mobile screens display landscape images too small).
• One clear focus per image (one dish, one product, one face).
• Natural light where possible.

Finding good photography without hiring a photographer is a challenge for many SMEs. Promobuddy offers AI-generated photos specifically created for your business, based on your sector and brand style. No stock image that a hundred other businesses are also using.

How often should you post?

The minimum threshold for an SEO effect: one post per week. The ideal frequency for maximum impact: two to three posts per week.

More than that doesn't work better. Google sees activity, not quantity.

The problem: nobody has time for this

In theory, this is simple. In practice, going to your Google Business Profile weekly or even daily to write a post is not feasible for most business owners. It gets skipped, forgotten or saved for never.

Promobuddy solves this by offering Google Business Profile as one of the connected channels. Once you've linked your profile, every approved post automatically goes there too, at the right time. No extra work on your part, and your SEO foundation stays strong.

Frequently asked questions

Do Google posts also appear in regular search results? Yes, but primarily in local searches and when someone specifically searches for your business name. Not in general Google search results.

Does a post count as a review or as content on your website? Not the same thing for SEO purposes, but it does count as a signal of active profile maintenance, which strengthens your Local Pack ranking.

What's the difference from posts on Facebook or Instagram? A Facebook post reaches your followers. A Google Business Profile post reaches everyone who Googles your business or searches in your area for what you sell. Two completely different audiences.

What you can do this week

1. Go to your Google Business Profile (via business.google.com).
2. Create one post, today. An offer, an announcement, an event — something concrete.
3. Add a real photo and a call-to-action button.
4. Put a reminder in your calendar to do this again next week.

Or automate it via Promobuddy, and it will appear on your Google profile alongside your Facebook and Instagram. One workflow for everything.