Google Posts: Your Free Billboard on Google Search
What if you could place a free, eye-catching mini-advert for your business directly on the Google search results page, right when local customers are looking for you?
You can. It's called a Google Post, and it's one of the most powerful and underutilised features of your Google Business Profile.
Think of them as social media updates, but with a crucial difference: they appear directly on your business profile when customers find you on Google Search and Maps. You are communicating directly with an audience that has high intent—they are already looking for you or the services you offer.
Getting this right is a game-changer for standing out from the local competition. Here’s your guide to using Google Posts effectively.
Why Should You Bother with Google Posts?
In a busy week, it can feel like just another task. But the return on a few minutes of your time is significant.
Increased Visibility: Posts make your business profile more dynamic and visually appealing. An active profile with a current post stands out from a static, neglected listing.
Direct Communication: You can share timely information, promotions, and news directly with people who are actively searching for your business.
Positive SEO Signals: As we've mentioned in our 5-Point Google Checklist, regular activity signals to Google that your business is active, current, and engaged. This contributes to your overall local SEO health and can help solve the problem of why your business isn't showing up on Google.
Promote Offers & Events: It's the perfect, no-cost way to advertise a sale, a new product, or an upcoming event.
The Main Types of Google Posts
Google offers a few formats. Choosing the right one makes your message more effective.
Updates: This is your go-to for general news. Think of it as a mini-blog post. Perfect for showcasing a new product, sharing a behind-the-scenes photo, or highlighting a 5-star review.
Offers: Ideal for promotions. You can add a title (e.g., "20% Off All Houseplants"), set start and end dates, and even add a coupon code. This is essential for seasonal sales.
Events: The best choice for promoting anything with a specific date and time, like a pub quiz night, a workshop, or a festive market stall.
A 5-Step Guide to the Perfect Google Post
Creating a post is simple, but creating an effective post follows a clear formula.
Start with a Great Photo or Video: Posts are visual. Use a clear, bright, high-quality image or a short video (under 30 seconds). A blurry, dark photo is worse than no photo at all.
Write a Killer First Sentence: The first ~100 characters are what users see before they might need to click "more." Grab their attention with a question or a compelling statement.
Keep the Text Clear & Concise: While you have up to 1,500 characters, shorter is usually better. Write in simple, direct language and use line breaks to make it easy to scan.
Add a Strong Call to Action (CTA): This is the most important step. Every post must tell the user what to do next. Use Google's built-in CTA buttons, such as "Book," "Order Online," "Buy," "Learn More," or "Call Now."
Include a Link: Where possible, link the post back to a relevant page on your website. An "Offer" post should link to the sale page, an "Event" to the booking page, and an "Update" about a new product should link directly to that product.
Post Ideas for Your Local Business
Need some inspiration? Here are a few ideas for different Market Harborough businesses:
For a Cafe or Pub: Post your 'Soup of the Day' each morning with a mouth-watering photo. Announce your weekend live music schedule as an 'Event'. Create an 'Offer' for a "Mid-week Lunch Deal."
For a Retail Shop: Announce 'New Arrivals' with a beautiful lifestyle image. Create an 'Offer' for a flash sale. Post a festive gift guide and link to your online shop.
For a Tradesperson: Post 'before and after' photos of a recently completed job. Share a screenshot of a 5-star customer review (with their permission!). Create an 'Offer' for "10% off boiler servicing this month."
For a Salon: Showcase a stunning hair transformation. Announce a last-minute appointment availability as an 'Update'. Create an 'Offer' for a package deal on treatments.
Make it a Habit
Aim to create a new Google Post once a week. It takes less than 10 minutes, but the impact is significant. It keeps your profile fresh, engages a high-intent audience, and shows both your customers and Google that you are active, current, and ready for business.
Managing your online presence can feel like another full-time job. At Brand Canyon, we help Market Harborough businesses master tools like the Google Business Profile to attract more local customers. If you want to make your Google listing work harder for you, get in touch.