How to Craft a Click-Worthy Google Business Profile Post

A Google Business Profile is a hidden gem that many small business owners can use to their advantage. Just as search engine optimization can boost your growth in Google rankings, Google Business Profiles are another way to drive eyeballs from organic searches to your business.

We’ve highlighted the impact of Google Business Profiles for your business on Google search rankings. Now we want to help you get the most out of every post you publish on your Google Business Profile. So we interviewed GBP expert Joy Hawkins about how to make your posts perform better. Joy shared a ton of tips for maximizing the effectiveness of your posts that we’ve included in this article.

Oh, and don’t forget that you can now delete, schedule, and share all of your Google Business posts with Buffer. 🎉

Choose the appropriate post type to share

You can create four types of posts on your Google Business Profile:

  • What’s new
  • Offer
  • event
  • Covid-19 Updates.

But Joy highlights two of them as the most effective: Offer i Covid-19 publications

With offer posts, Joy theorizes that they work so well because they have a different screen than other types of posts.

“When you search in the Google Maps app, they [Offer posts] they display better than any of the other posts and come with labels to make them much more visible. And I think most businesses are using the other types of posts that are out there, but they’re forgetting about the offer posts.”

Joy recommends using Offers posts, even if you don’t have an offer for your customers, but with a unique and creative twist to grab customers’ attention.

Covid-19 posts may not be around for a long time and may have limited functionality (for example, they can only be displayed as text). But Joy says they’re great for sending updates that need to be communicated immediately. This is thanks to a feature called the knowledge panel, which is the box that appears on the right side of the screen with all the information about a business. In the knowledge panel, a post on Covid-19 has the highest position. Joy says this feature makes it useful for all types of content.

Using the Harvard Library of GBP publications in the Knowledge Panel

“So if you have a message that you need to get out urgently, like an office closure or a short-term discount, you can use a Covid-19 post, even if it’s supposed to be about Covid-19.”

Use every element available to grab the reader’s attention

In any post on your Google Business Profile (GBP), you have the option to include at least one title and accompanying text. So, while it’s optional, Joy recommends always including a title.

“Always make sure to add a title. It’s an optional field, but we’ve found that posts with titles get more clicks and more conversions.”

Also, elements like emojis and images help with post performance and conversions. Emojis are particularly interesting: This study found that emojis increase customer engagement, when used for emphasis and in positive contexts. And they seem to work great for GBP posts too – Joy’s research found that posts with emojis got twice as many clicks.

Source: Google Business Profile posts with emojis

“We’ve found that a conservative amount of emoji helps with post performance and conversions,” says Joy. “We weren’t going to list six or seven emojis in a row. But having one or two that are relevant helps get people’s attention.”


Tip: Buffer Composer comes with its own built-in emoji keyboard, so you can enter some cool emojis with ease.

Add an emoji to a post

Another great way to get attention is to show proof of work through before and after pictures if you have a business that lends itself to it. Joy mentions a lawn care client who showed before and after pictures of a lawn they were working on that performed very well compared to her other posts.

“[That type of image] it’s really visually appealing. So if you can make use of an image in that way, you really help performance as well.”

Include keywords you’re already targeting

It’s important to note that your GBP posts do not help you rank for keywords. But if you’re already ranking, it can sometimes help you appear in search results for related keywords. So try to include the keywords you target Google in your posts. Don’t spam about it (this can get you banned).

When thinking about keyword usage, Joy advises, “Let’s say, for example, you’re State Farm doing a post about how much you’ll save on auto insurance. Everyone already knows them for auto insurance and they are already ranking for that keyword. So they would want to say something like: “Save up to 40% on car insurance” on a GBP post. And by including the keyword “car insurance ” there, it helps your post show up higher in search results for related keywords.”

Screenshot of the local package

Joy also points out that Google will sometimes include a small piece of the publication directly in local package search results: the list of three that appears with a map. These are small snippets that Google sometimes includes with posts. And you can increase the odds of that happening just by making sure you use keywords in your posts.

Avoid including anything that Google has banned

One of the most important things to note about your GBP post is that they go through a review process. So unlike other online publishing platforms where you can publish and then to be rejected, your GBP posts must be approved before they appear on your profile.

Joy recommends reviewing Google’s Business Profile posting policy to learn what to include (and not include) in your posts. Here are some things Google can flag your post for:

  • Content irrelevant to the Company or that has no clear association with the Company; this also applies to links and visual content such as images and videos.
  • Junk-looking content: Anything that is misspelled, of poor quality, or that directs users to harmful or irrelevant sites and software.
  • Inappropriate content
  • Content that contains private or confidential information
  • Include a phone number: Google recommends attaching a “Call Now” button to your post that links to your verified phone number.
  • Content prohibited under guidelines

Joy also mentions that unlike other social media sites, including hashtags in your post, which don’t help your content independently, can throw off your posts and should be avoided.

Treat your posts more like ads than social media

While they’re a great way to organically connect with your customers, Joy says your Google Business Profile should be treated more like a way to advertise than a social media platform.

“It’s very different from what you’d want to post on Facebook, for example. With social media, people will often say you should post things people are interested in, like your dog. But that’s not the case with Google posts: you need to use them for promotions,” says Joy. “The worst performing posts are informative and useful posts because the people who see it already know about you or why they need you.”

A better strategy is to think of your publications as coupons or magazine ads. “We had an auto repair customer offering a $10 off oil change coupon and that post got a lot of activity.” So if you’re selling a product of any kind, it might be beneficial to talk about promotions, coupons, or savings that your customers could get if they come to you instead of the competitors they’ve encountered.

Use your posts to stand out in search results

Posts on your Google Business Profile cannot be optimized for search, but instead enhance and support your existing SEO efforts. Traditional SEO has a lot more to do with your website and backlinks; this is what helps you rank.

In a final word of advice from Joy, “This [Google Business Profiles] it’s more about getting someone, once you’ve got them. It doesn’t take you there, it doesn’t take you in front of people. Once you’re already ranking, differentiating yourself from the other people you’re ranking with, that’s where Google Posts can make a difference.”

🔌 Connect your Google Business Profile to Buffer and start publishing your awesome posts today!

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