How to Write Effective Weekly Google Business Profile (GBP) Posts
A Step-by-Step Guide for Local Service Businesses
Your Google Business Profile (GBP) is often the first place customers see your business — and Google watches it closely. Weekly posts signal that you’re active, trustworthy, and an expert in your field. But beyond visibility, GBP posts can also reinforce your service offerings, expand your geographic reach, and align with your overall SEO strategy — if done correctly.
This guide outlines how to approach weekly GBP posts with the right structure, consistency, and strategy.
STEP 1: Know What You’re Trying to Accomplish
GBP posts aren’t just about staying active — they’re a way to:
Support your local SEO rankings
Reinforce your core services and locations
Drive meaningful engagement (calls, visits, conversions)
Communicate trust, authority, and relevance to both Google and customers
For this to work, the content must be written with intentional alignment to your business goals and your existing website strategy.
STEP 2: Build Posts Around a Strategic Content Calendar
Effective posting isn’t reactive — it’s planned.
Your GBP content should be developed using a monthly or quarterly content calendar that:
Rotates through your key services and seasonal topics
Focuses on geographic areas you want to grow
Reinforces messaging from your website, blog, and paid campaigns
Highlights social proof and customer success to build trust
This ensures your posts are part of a larger, coordinated effort — not one-off updates.
STEP 3: Use the Right Post Type
Use the “What’s New” post format for most weekly updates. This supports steady, long-term visibility. Reserve Event or Offer posts for limited-time promotions.
STEP 4: Rotate Through Proven Post Types
Variety increases engagement and reinforces relevance. Follow a 4-week content cycle like this:
Week | Type | Focus |
|---|---|---|
1 | Service Spotlight | Highlight one core service in a specific service area |
2 | Social Proof | Share a real review, photo, or project outcome |
3 | FAQ / Education | Answer a common question or explain a service clearly |
4 | Seasonal Insight | Provide timely tips or connect to local trends |
This approach allows you to systematically support both search rankings and customer confidence.
STEP 5: Use This Standard Format
Post Length: 80–300 words
Tone: Friendly, confident, and professional
Structure:
Opening Question or Hook
“Not sure if radon levels are dangerous in your area?”
Insight or Case Study
“Our team helped a homeowner in Rockford reduce levels by 80% in 48 hours using a sealed sump solution.”
Local & Service Tie-In
Mention both the location and the service clearly
Call to Action with Relevant Link
“Learn more about our Radon Mitigation process here” → Link to the correct service page
Always link to the most relevant service page, not just your homepage. This strengthens SEO for that page and helps convert interested users.
STEP 6: Write With SEO Strategy in Mind
GBP posts are not throwaway content — they’re micro-content with real SEO value. Each post should:
Reference specific cities or service areas
Use natural language for your services (e.g., “radon mitigation,” “termite inspection”)
Include synonyms and service variations over time to capture more searches
Support pages and keywords you’re already targeting on your website
Reinforce your site’s internal content strategy, not contradict it
In short, your GBP posts should feel like an extension of your website — consistent in tone, message, and SEO focus.
STEP 7: Use Strong, Original Photos — and Strategically Geotag Them
Photos do more than make your post look good — they can enhance your local SEO when handled correctly.
For best results:
Use original images from real jobs: team members at work, equipment in use, before-and-after shots, or branded vehicles
Rename each image with a relevant service keyword and city name (e.g.,
crawlspace-vapor-barrier-holland.jpg)Geotag the photos before uploading by embedding GPS location data into the file metadata
Geotagging confirms to Google that your business is active in specific areas. It’s not visible to users but acts as a behind-the-scenes location signal.
Strategic Tip:
Focus your geotagging efforts on locations where you’re actively trying to grow your presence — not just your office city. This can help reinforce to Google that you’re a credible service provider in those adjacent or high-priority markets, supporting your visibility beyond your primary location.
Done consistently and with intent, this small step contributes to stronger local signals, better map rankings, and long-term geographic growth.
STEP 8: Post Weekly, Not Occasionally
Consistency matters. Google looks for recent and frequent updates.
Aim for one post every 7 days — more isn’t necessary
Avoid long gaps or “batch and dump” strategies
Review performance quarterly to adjust the content calendar and refine strategy
Posting regularly builds momentum over time — in local rankings, customer engagement, and conversions.
STEP 9: Common Mistakes to Avoid
Avoid these traps that waste effort or weaken your SEO:
Using the same post repeatedly
Linking to your homepage instead of relevant subpages
Leaving out your city or target geography
Skipping real images or relying on stock photography
Forgetting a CTA or using one with no clear value
Posting without regard to what’s on your website
Each post should feel like it belongs — not just to your profile, but to your overall marketing system.
Final Note
This guide covers how to write and structure weekly GBP posts that contribute to your local visibility and support your broader SEO strategy.
But it’s important to understand: posting is just one part of effective GBP management. Optimization, review management, product/service configuration, tracking, and continuous tuning also play a vital role in getting long-term results.
That said — if you’re going to do one thing, do this well. It’s a great place to start.
