Google Posts in Business Profile: A Guide for Companies

When we talk about posts online, we immediately think of social networks. In reality, there’s another very interesting space, often underutilized by businesses: Google Posts, which can be published directly in the Business Profile on Google (formerly Google My Business).

This feature allows businesses to publish updates, offers, events, or news directly in the business listing that appears in search results and on Google Maps. It’s a strategic touchpoint, because anyone viewing that listing is already searching for a business, service, or product.

For this reason, Google Posts should not be considered simply informational updates, but rather genuine content designed to support the decision-making of those already close to the purchase phase.

The Difference Between Google Posts and Social Media Posts

One of the main differences compared to social networks concerns the context in which this content is viewed.

On social media, users are browsing through entertainment content, news, or updates from people they follow. With Google Posts, however, the situation is very different: those viewing the business listing are already searching for a specific business or solution to a need.

This means the audience is much closer to the final decision. At this stage, it’s useful to offer clear and concrete information that helps them quickly understand:

• what services or products are offered;
• what sets the business apart from competitors;
• why the brand can be considered trustworthy.

Content that’s too generic or self-referential therefore risks being less effective compared to messages more focused on customer value.

The Different Types of Google Posts

Another interesting aspect concerns the variety of content that can be published. Google provides different types of posts, each with specific characteristics.

The main ones include:

• News or updates, useful for communicating information about the business.
• Events, ideal for promoting initiatives or appointments.
• Offers, perfect for highlighting promotions or temporary discounts.

These types are displayed with different layouts within the business listing, helping to attract user attention and make the content more visible.

The Importance of an Editorial Calendar for Google Posts Too

As with social media, Google Posts can also be managed with a strategic approach.

Publishing can vary over time based on seasonality, active promotions, or the company’s communication objectives. Integrating this content into an editorial calendar allows you to keep the business listing updated and better leverage all the opportunities offered by the platform.

For example, you can alternate:

• seasonal promotions;
• updates on services or news;
• highlighting customer reviews;
• communications related to events or special initiatives.

This way, the Business Profile becomes a dynamic and always updated space, capable of guiding users precisely when they’re deciding who to trust.

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