Google Business Profile Posting SOP

This SOP covers how to plan, draft, and publish Google Business Profile posts consistently. Posts expire, so a regular cadence matters more than volume. See GBP Posts: What to Publish and How Often for post types and frequency.

Objective

Maintain an active Business Profile with fresh posts that inform searchers about offers, events, products, and updates. A stale profile signals inactivity.

Procedure

1. 1Plan the calendar

   Schedule posts 1–2 weeks ahead. Mix post types: offers, events, updates, and products.

2. 2Draft the post

   Write a concise post (under 1,500 characters). Include a clear headline, description, and CTA button.

3. 3Add media

   Attach a relevant photo or video. Posts with media perform better than text-only posts.

4. 4Set the CTA

   Choose a CTA button (Call now, Book, Learn more, Sign up) that matches the post intent.

5. 5Publish

   Publish through the Business Profile dashboard. Note the expiration date (posts expire after a set period).

6. 6Track performance

   Check profile insights for post views and actions. Adjust the calendar based on what performs.

Cadence

Post at least once per week. For businesses with frequent offers or events, post 2–3 times per week. Consistency signals an active business.