Most Sunshine Coast business owners have never used Google Posts. They've heard of it, maybe seen it mentioned somewhere, but never got around to trying it. Meanwhile, a handful of businesses in every suburb are quietly using it to stay visible between jobs, signal activity to Google, and give potential customers one more reason to call.
Google Posts is a free feature inside your Google Business Profile that lets you publish short updates directly on your Google listing. Here's what it actually does and how to use it without it taking over your life.
What Google Posts Actually Are
When you search for a local business on Google Maps and open its profile, you'll sometimes see a section called "Updates" or "From the business." These are Google Posts - short updates published by the business owner that appear directly on the listing. They can include text, a photo, a button like "Call now" or "Book," and a link.
Unlike social media posts, these appear to people who are actively searching for your type of business - high-intent potential customers. That's what makes them different from a Facebook post that reaches people who weren't looking for you.
Why Posting Regularly Helps Your Google Ranking
Google's algorithm favours active, recently updated profiles. A business that publishes a post each week or fortnight sends a consistent signal that the profile is actively managed and the business is trading. Over time, this activity compounds. Profiles that post regularly tend to maintain stronger local rankings than identical profiles left static - it's not a dramatic overnight shift, but as a consistent habit, it's a meaningful edge over competitors who do nothing.
What to Actually Post About
This is where most Sunshine Coast businesses get stuck. You don't need to be a copywriter. Keep it practical:
Availability updates: "Available for hot water system callouts across Maroochydore and Sippy Downs this month. Book through our profile or call directly."
Seasonal reminders: "With cooler weather coming, it's worth getting your hot water system checked before winter hits the Sunshine Coast. We're booking now."
Job highlights: "Completed a full bathroom renovation in Buderim last week - happy to chat about your project. Free quotes available."
New services: "We now offer pressure washing for driveways and decks across Caloundra and Aura."
One post every one to two weeks is plenty. It takes five minutes if you have a photo from a recent job ready to go.
How to Publish a Google Post
From your Google Business Profile dashboard (business.google.com or via the Google Maps app): go to Posts → Add update. Write your text - 150 to 300 words is ideal - add a photo, choose a button type if relevant, and publish. Posts with photos consistently get more views than text-only posts. If you've been taking one photo at the end of each job, you'll always have material.
What Not to Do
Don't treat Google Posts like ads - heavy promotional language looks out of place on a professional local business listing. Don't post and disappear - a single post from six months ago is worse than nothing. It suggests the business is inactive. Don't copy-paste the same post repeatedly - vary your content, even slightly. Google can detect near-duplicate content across posts.
Combined with regular photo uploads and consistent review requests, Google Posts becomes a third pillar of a simple monthly activity that keeps your profile visibly active - to both Google's algorithm and real customers landing on your listing. For a complete monthly routine that brings all of this together, see our guide on the simple marketing routine for tradies. And if you want to write a compelling profile description to complement your posts, read our guide on writing a strong GBP description.
Quick Win: Publish your first Google Post today. Go to your GBP dashboard, click "Add update," write two to three sentences about what your business is doing this month, add a recent job photo, and hit publish. The whole thing takes five minutes. Once you've done it once, it gets much easier every time.
Google Posts is one of the most underused free tools available to Sunshine Coast local businesses. It takes almost no time, costs nothing, and gives your Google listing consistent fresh content - which is exactly what Google wants to see.
If you're not sure whether your GBP is set up in a way that makes Posts and other activity actually count, get a free audit from Haylo and we'll give you a clear picture of where you stand.
Frequently Asked Questions
How do Google Posts help a local business show up on Google Maps?
Google Posts appear directly on your Google Business Profile in both Google Search and Google Maps. They let you share updates, offers, events, and news so potential customers see fresh content before they even click through to your website. Posting regularly signals to Google that your business is active, which can give your listing a modest visibility boost. For local businesses competing in a tight area like the Sunshine Coast, consistent Google Posts can be the difference between someone choosing you or a competitor.
How often should a local business post on Google Business Profile?
Most local SEO experts recommend posting at least once a week to keep your profile looking active and engaged. You don't need to write long articles - a short update about a recent job, a seasonal offer, or a quick tip related to your trade is enough. Consistency matters more than perfection. Businesses that post regularly tend to hold their rankings better than those that post in bursts and then go quiet for months.
Do Google Posts affect local SEO rankings?
Google Posts are not a direct ranking factor like reviews or NAP consistency, but they do contribute to overall profile engagement and freshness signals. An active profile with regular posts tends to perform better in the local pack over time. Posts also increase the chance that someone interacts with your listing, which is a positive engagement signal. Think of them as a low-effort way to stay visible and reinforce trust with both Google and potential customers.
What types of Google Posts work best for tradies and service businesses?
Offer posts (promoting a seasonal deal or free quote) and update posts (sharing a recent job or new service) tend to perform best for trade and service businesses. Before-and-after job photos with a short description are particularly effective because they show real work. Event posts work well if you're attending a local expo or running a promotion with a fixed end date. Keep the message simple, include a clear call to action, and always add a high-quality photo to grab attention.
