So, you’ve claimed your Google Business Profile (GBP). You’ve added your hours, uploaded a few photos, and maybe replied to a couple of reviews.
But if you’re not posting regularly, you’re missing one of the simplest ways to drive local traffic and stay visible in search.
GBP posts aren’t there to tick a box; they’re built to engage people who are ready to take action. These updates appear directly on Google search pages, helping your business stand out in search results and giving potential customers a reason to choose you.
Consistent posting puts your business on the map — literally. It helps each location show up more often, earn clicks from nearby searchers, and turn that interest into foot traffic, calls, and conversions.
But most businesses aren’t making the most of GBP Posts, or skipping them entirely. In this guide, we’ll break down why Google Business posts are an overlooked local SEO tactic.
Then, we’ll cover what types of posts work best and how to build a multi-location Google Business strategy that truly gets results.
Why most businesses overlook GBP posts
If you’ve already invested in a great website, it’s easy to assume you’re covered when it comes to local search.
But your GBP is often where customer clicks actually happen — and it’s wildly underused.
Despite being free, nearly 40% of businesses haven’t claimed their GBP at all. And even those that do often neglect the posting feature, missing huge opportunities to stand out locally.
To put it in perspective:
- Almost half of all GBP interactions lead to a website visit, making it the top consumer action.
- Around 90% of weekday phone calls to businesses happen through GBP.
- 46% of all searches are looking for local information, meaning people are actively searching for nearby businesses.
So why do so many brands still ignore it? Here’s where things go wrong.
- They focus too much on website SEO: Marketers spend hours optimising site content, but GBP is where intent turns into action. It shows up prominently in local search, often before your site link even appears.
- They obsess over reviews and neglect posting: Reviews get all the attention. But without regular posts, your profile can look inactive and less relevant to searchers.
- It feels too ephemeral: GBP posts expire after a week (unless you’re running Events or Offers). But that’s not a flaw; it’s how Google nudges businesses to stay active and relevant. Posts are designed to highlight what’s happening right now (new promotions, updates, or seasonal info).
- It lacks shiny metrics: GBP won’t give you advanced dashboards like Meta Ads. But it delivers real results: phone calls, direction requests, and website visits — the kinds of moves people make when they’re ready to visit or buy.
- It’s treated like a one-and-done setup: Many businesses update their hours, upload a photo, and never touch it again. But consistent posting signals to both Google and potential customers that your business is active, trustworthy, and worth engaging with.
Even marketers who invest heavily in local seo tactics in 2025 often overlook GBP posts. When there’s no clear ownership of the channel across locations, posts get missed, visibility drops, and local traffic declines as a result.
Do Google posts help with rankings?
GBP posts aren’t just filler content; they’re a local SEO secret weapon hiding in plain sight. While most marketers chase big-budget channels, GBP posts quietly influence nearby customers who are ready to buy.
Here’s why ignoring them is a big mistake:
- They directly impact local SEO performance: Regular posting keeps your profile relevant in Google’s local algorithm, improving your chances of ranking in the local pack.
- They send activity signals: Frequent updates show Google that your business is active, giving your profile an edge over stagnant listings.
- They support keyword indexing: Posts let you include local keywords naturally, helping you appear in more relevant searches.
- They drive conversions: GBP posts can highlight offers, services, or events, and link directly to booking or contact pages.
- They strengthen trust and credibility: A regularly updated profile feels more reliable to customers and shows that you're actively engaged.
- They capture high-intent traffic for free: 60% of mobile users contact a business straight from local search. GBP posts help turn that attention into website visits.
- They work at scale: For businesses with multiple locations, every profile is a chance to show up in local results. Most competitors aren’t using that space well, if at all.
In short: if you’re not posting on GBP, you’re handing over valuable real estate and ready-to-convert customers to someone else.
When your competitors show up with new offers, timely updates, and compelling visuals, while your listing sits idle, guess who gets the click?
Every missed post is a lost opportunity to show up first, stand out, and drive action. The main goal is earning attention at the exact moment someone’s searching for what you offer. And in local search, that moment is everything.
Why GBP posts are especially powerful for multi-location brands
If you’re managing multiple locations, Google Business posts for SEO become even more valuable. In fact, they’re often part of the best local SEO strategy for franchises.
They help each branch rank individually and engage local audiences in a way centralised marketing alone can’t.
Every listing you own is another opportunity to rank, engage, and convert, right in the area where your customers are searching.
- More listings mean more local reach: Instead of competing with one website, you’re giving each location its own chance to appear in local results and capture nearby customers.
- Deeper connections with local audiences: Posts allow each location to share updates that matter in their community, from local events to seasonal promos.
- Customised promotions for each branch: Whether it’s a regional sale or a one-off offer at a single store, GBP posts let you highlight location-specific messaging that gets noticed by the target demographic.
- Content that’s consistent and still feels local: You can maintain a unified brand voice while allowing each location to tailor messaging with local details, like event names, service highlights, or neighbourhood-specific offers.
- Tools make multi-location posting manageable: With platforms like Sendible, you can build post templates, set approval workflows, and quickly adapt content for each location without starting from scratch.
- Active posting signals credibility: Updated profiles send a clear message to Google and potential customers that your business is open, responsive, and worth showing in local results.
Most brands fight for one spot in local search. Multi-location businesses can claim dozens, if they use GBP posts well.
When each branch contributes relevant, timely content, you build local credibility, drive traffic, and turn a simple post into a competitive edge.
What types of Google posts work best?
There’s no single “best” post type. The top strategies tend to leverage a mix of content. Use your marketing calendar to plan ahead, align posts with seasonal campaigns, and vary the format depending on your goal. This keeps your GBP profile active, relevant, and useful to people searching nearby.
Here’s a quick breakdown of the main types and how to use them:
- What’s New: Use for general updates, announcements, or behind-the-scenes content. These posts help maintain visibility between promotions and show that your business is active.
- Events: Great for any time-specific activity, like store openings, sales events, fundraisers, or local sponsorships. These posts stay live through the duration of the event and help drive in-person attendance.
- Offers: Best for limited-time discounts, flash sales, or holiday promotions. Offers create urgency and often lead to high-intent actions like calls or direction requests.
- Product Posts: Useful for showcasing new arrivals, top sellers, or featured services. These help your listing stand out in retail or service-based searches.
- Local success stories or reviews: Sharing strong customer feedback or a quick win from one of your locations builds trust, especially when it’s tailored to the local audience.
Plan posts around key promotions, events, and seasonal moments. Then adjust based on what gets traction.
Over time, that steady rhythm helps you show up more often, gain more clicks, and stay visible to local customers searching for businesses like yours.
How to start taking advantage of GBP posts today
You don’t need to overhaul your entire strategy to start seeing results from GBP posts. If you’re wondering how to improve your Google Business Profile, posting consistently is one of the most effective — and most overlooked — steps you can take.
Here’s how to make it happen:
- Post weekly for each location: Google looks for signs that your business is active. Regular posts help keep your listings current and improve your chances of appearing in local results. Aim for one post per week per branch to start building momentum.
- Schedule content with Sendible: Posting at scale doesn’t have to be messy. With Sendible, you can create reusable templates, set up approval flows, and publish posts across locations from one shared dashboard. You can also automate the promotion of articles by setting up a dedicated RSS feed scheduler.
- Repurpose your existing content: Turn what you’re already doing into GBP-ready updates. An email offer, a new product announcement, or a social post can be adapted for local visibility with minimal effort.
- Build a dedicated content calendar: Design posts around real moments, like seasonal offers, store events, updates, or customer reviews. A simple calendar keeps content timely and aligned across teams.
- Use GBP Insights to refine your approach: Look at what drives clicks, calls, and direction requests. The built-in data shows which posts lead to conversions, so you can do more of what works.
Consistent posting turns each location’s profile into a dynamic local asset that can convert nearby searchers into customers.
How Sendible can help with Google business profile posts
If you’re not posting to your GBPs, you’re missing a direct line to high-intent, local customers. For multi-location brands especially, this isn’t a nice-to-have; it’s a scalable, zero-cost way to improve visibility, build credibility, and encourage action at the branch level.
Managing dozens (or hundreds) of profiles doesn’t have to be a logistical nightmare. With Sendible, you can stay consistent, relevant, and in control, all from one dashboard.
Start showing up in more searches and turning more views into visits. Try Sendible for free for 14 days with no credit card obligation.