Buried inside Google Business Profile is a feature called Google Posts — essentially a mini social media feed that appears directly on your business listing in search results and Google Maps. You can post photos, updates, offers, events, and announcements, and they show up at the exact moment a potential customer is already looking at your business. That’s about as prime a placement as marketing gets, and almost nobody uses it.
That’s the advantage. Not because it’s some hidden trick — because most small business owners don’t know it exists, so the businesses that do use it stand out by default.
What Google Posts actually does
Posting to your Google Business Profile signals the same thing that consistent activity signals on any platform: this business is active, current, and worth showing to people who are searching. It’s what marketers call evergreen content — once it’s posted, it stays in the system and keeps generating visibility and contact long after you’ve moved on to the next job. Unlike a social media post that disappears down a feed within a day, a Google Post sits attached to your listing for as long as it’s set to run.
What to actually post
The bar here is genuinely low, and that’s by design:
- A photo from a recent job with a one-sentence description.
- A seasonal reminder — “booking spring cleanups now,” “mosquito season starts in April, here’s how to get ahead of it.”
- A note about a new service, a new product line, or an expanded service area.
- A short update tied to something timely — a weather event, a holiday, a local happening relevant to your business.
None of this requires new content creation. If you’re already doing the daily fifteen-minute habit of documenting job-site work, a Google Post is often the same photo and caption you’d use anywhere else, uploaded to one more place.
How often
There’s no strict rule, but posts on Google Business Profile typically have a limited display window before they need refreshing (Google’s own guidance changes this periodically, so check current settings when you post). A reasonable working habit: once a week, tied to whatever you’re already documenting that week. Five minutes, posted directly from a phone, working in the background indefinitely.
Why this connects to everything else on the site
Google Posts is really just the “documentation over constant creation” idea from the book applied to one specific, underused feature. You’re not creating anything new — you’re taking content you already have and putting it in one more place where it does real work. It costs nothing and takes less time than most single tasks on the 15-minute checklist.