If keeping your Google Business Profile (GBP) updated feels like just another chore on the never-ending to-do list, you’re not alone. Most small business owners dive into GBP updates with the same enthusiasm as they tackle VAT returns. But here’s the thing - posting regularly on your GBP could be the difference between being front-of-mind (and front-of-Google) or slipping into digital obscurity.

Let’s break it all down: how often you actually need to post, what works best, and how to keep it manageable. Spoiler: you don’t need to turn into a full-time content creator.

So, How Often Should You Post? (Hint: Not Every Day)

Google hasn’t handed out a golden rule for how often businesses should post on their profiles. They like to keep us guessing. But here’s what we know:

Most GBP post types (like updates or service highlights) lose visibility after 7 days.

Staying active on GBP boosts your chances of showing up in search results and the Local 3-Pack (those top three businesses everyone clicks on).

Businesses that post weekly are often rewarded with better visibility than those who only post when they remember - or worse, not at all.

So, the sweet spot? Once or twice a week works for most small businesses. If you’ve got a particularly busy season (think Christmas rush for retailers or summer for tourism), bump it up to 2-3 times a week. But don’t overdo it. Spamming your profile with daily updates can be overkill and won’t win you any extra brownie points from Google - or your customers.

What Should You Post? Here’s a Cheat Sheet

The beauty of GBP posts is their flexibility. You can use them to highlight your latest offers, give updates, or even shout about local events. Mix things up to keep your profile fresh. Here are the key post types:

1. Offers

Perfect for promoting discounts, sales, or special deals. Offers stay visible on your profile until they expire, so they’re great for longer promotions.

Example: “20% off haircuts at our Glasgow salon this week - book now!”

2. Events

Hosting something special? Events remain live until the event date, making them ideal for building up excitement.

Example: “Live music night at our Bristol pub, Friday 7pm!”

3. Updates

Use these to share opening hours, company news, or quick announcements. These stick around for 7 days, so they’re a good “weekly check-in” option.

Example: “Extended hours this Bank Holiday - open till 9pm!”

4. Service Highlights

Remind potential customers what you do best - whether that’s artisan bread or boiler repairs. These posts also last for 7 days.

Example: “Freshly baked sourdough delivered daily across Sheffield!”

5. Seasonal Content

Tie your posts to the time of year, upcoming holidays, or local events to keep things relevant. Seasonal posts often resonate more with local audiences.

Example: “Warm up this winter with our handcrafted hot chocolates in Edinburgh!”

When’s the Best Day to Post?

This one’s a bit like asking what the best pizza topping is - opinions vary. But in the UK, engagement tends to peak on Thursdays, with Saturdays being the slowest. Aim to post midweek if you’re only uploading once, or spread posts evenly if you’re doing two a week. And don’t stress too much about hitting the “perfect” hour. Focus on being consistent instead.

Making Your Posts Shine: Best Practices You Can Steal

Slapping up a blurry photo and calling it a day won’t cut it anymore. To get results, your GBP posts need to look sharp and offer value. Here’s your checklist:

Keep it short and snappy: Aim for 150–300 characters. Customers are scrolling, not reading War and Peace.

Add local keywords: This helps searchers find you. For example, “Independent coffee shop in Cardiff - open now!” works wonders.

Use eye-catching visuals: High-resolution images (at least 1080x1080px) or short videos (30 seconds max) grab attention.

Include a call-to-action (CTA): Tell people what to do next - “Book now,” “Visit us today,” “Call to reserve.” Make it obvious.

Avoid These Posting Pitfalls

Now, let’s talk about what not to do. These are the mistakes that can sink your GBP performance faster than an umbrella in a Scottish gale:

Inconsistent posting: If your last post was about your “special summer sale” and it’s now November, it makes you look as fresh as week-old bread.

Overloading on offers: Promotions are great, but an endless string of discounts can make your business seem desperate.

Low-quality visuals: Grainy photos or videos with dodgy text overlays aren’t a good look - pun totally intended.

Being vague: Posts without clear details or a local angle are a waste of space. “We’re here to serve you” tells no one what you do or where.

The Secret to Sticking With It: A Content Calendar

If you’re thinking, “How am I supposed to come up with this many posts AND run my business?”, I hear you. But having a plan makes life so much easier. Here’s an example of a weekly GBP content calendar:

Monday: Post a service highlight (e.g. “New gluten-free cakes now available in Swansea - pop in for a taste!”).

Thursday: Share a quick update or seasonal offer.

Sunday: Post about upcoming events or specials for the following week.

Set aside a couple of hours once a month to plan ahead, schedule your posts, and you’re sorted. Many scheduling tools support GBP now, so take advantage of them.

Why All This Effort Matters

Let’s get real - why does any of this actually matter? Here’s the deal:

Almost half of all Google searches are looking for local information, like “trusted electrician in Nottingham,” which means your competition is one click away.

Businesses with active, complete profiles are 2.7x more likely to be trusted by customers. An inactive profile, on the other hand, can make you look closed - even if you’re not.

70% of mobile users will call a business directly from search results. Those calls are 15x more likely to turn into sales compared to web leads.

Simply put, regular GBP posts keep you visible, credible, and ready to convert those searchers into paying customers.

Your Action Plan

Right, here’s your takeaway from all this. To make your Google Business Profile work as hard as you do:

Stick to a 1-2 posts per week schedule.

Rotate your post types - offers, updates, service highlights, seasonal content.

Use high-quality visuals and relevant, keyword-rich captions.

Track your GBP Insights to see what’s working and tweak as needed.

Set up a content calendar - plan ahead and post consistently.

Simple enough, eh? And remember, this isn’t about perfection; it’s about progress. Every post you make helps tip the scales in your favour when someone’s searching for what you do.

Need help making it all happen? That’s what we’re here for over at The Bee Seen Company. Give us a shout if you want to chat more.

Cheers,

Lewis

Founder, The Bee Seen Company

How Often Should You Post on Your Google Business Profile (and What to Post)