Publish a post on your Google Business Profile

Choose the right post type, share an accurate business update with customers, and confirm Google has made it live.

• Outcome: SEO delivery
• Tools: Google Business Profile, Google Campaign Url Builder
• Responsible: Business owners and local marketing staff who share current business information on Google Search and Maps.
• Estimated time: 20 minutes

Scope

This SOP covers:

• Choose an Update, Offer, or Event based on the real information customers need.
• Prepare a short working note, write one accurate post, and add only relevant optional media or buttons.
• Check whether the post is Live or Published, and confirm public visibility when needed.

This does not cover:

• Recurring or scheduled posting, publishing across multiple profiles, and paid advertising.
• Profile detail changes and promotions for regulated products or services.

Requirements

• Owner or manager access to the correct verified Google Business Profile.
• A current business-confirmed update, or the confirmed dates, times, and terms for a real offer or event.
• The full HTTPS address of a relevant business page, if the post will have a button or link. (optional)

Related SOPs

• SOP 095: Manage and improve your Google Business Profile
• SOP 008: Create consistent campaign UTM URLs

01. Choose a post type and prepare its details

1. Choose one type that fits the customer information you plan to share. Use this list:

   • Update: Share accurate business news, a new service, or a useful tip that is not a time-limited deal. For example, fictional Willow Lane Garden Care shares a newly published planting guide.
   • Offer: Share a deal with terms and dates. For example, fictional Willow Lane shares a pruning discount.
   • Event: Promote an event customers can attend at the business. For example, fictional Willow Lane announces a garden workshop.

2. Prepare the copy before opening Google. Use a short note in your usual notes app or working document.

   1. Open a note or blank document where you normally prepare business content. Name it Google Business Profile post draft and write the chosen type and its source fact.

   2. In the note, write one clear Description that says what changed or what customers can do. Use only facts in your source note. Keep within the limit shown beside Description when you enter it. Add a relevant business photo or video only when it helps explain the post; write the file name or location in your note so you can find it.

3. For an Update, keep the note focused on its source fact and description. For an Offer or Event, use its matching substep to finish the note.

   • Resource: Google Business Profile: Create and manage posts (Check post type details and how Google displays events without times.)

   1. For an Offer, record its title and start/end dates. Add start and end times only when the deal is limited to particular hours. Include conditions customers need to understand the deal; add a coupon code or redemption link only if the offer uses one. Google automatically adds a View Offer button.

   2. For an Event, record its title and start/end dates. Enter the actual start and end times for a shorter event; if times are blank, Google shows the event as lasting 24 hours on each event date, so leave them blank only when it is truly all day. For example, if fictional Willow Lane’s workshop runs from 10 a.m. to noon, record those hours.

4. Decide whether a button helps customers take one clear next step. Update and Event action buttons are optional; an Offer automatically includes View Offer. Record the matching button choice and its destination, or record that no optional button is needed.

   • Then follow SOP 008: Create consistent campaign UTM URLs

   1. For an Update, add a button only when it leads to a useful next step. The Update button menu offers None, Book, Order online, Buy, Learn more, and Sign up. Choose the label that matches the page: Book for a booking page; Order online for online ordering; Buy for a purchase; Learn more for helpful details; Sign up for a registration page. Choose None when no label fits. For an Event, add an action button only when one helps customers; otherwise leave the optional button out. An Offer already has View Offer, so do not choose another label for it.

   2. If an Update or Event button will help, copy the full HTTPS address of the page that supports that action. If you track campaigns, follow the linked UTM guide and use its finished URL. For an Offer, record a redemption link only when the real offer uses a useful online redemption page. If no optional button or redemption link is needed, write None and leave its URL blank.

02. Publish to the correct profile and check the result

1. After the draft note is ready, open a blank post on the correct profile and select the type recorded in the note.

   1. Open the Business Profile for the business that owns the post. If Google asks you to choose a profile or location, select the intended one.

   2. Select Posts, then Add post.

   3. Select Update, Offer, or Event to match the type in your draft note.

2. Move the prepared copy and choices from your note into the composer. Follow the substeps for the post type you selected and leave optional fields empty when your note says they are not needed.

   1. Enter the prepared text in Description and check the visible character count. Do not add an unverified phone number, email address, or social handle; use the profile contact button for contact details.

   2. For an Offer, enter the title and start/end dates from your note. Enter times only when the deal is limited to those hours. Add any recorded terms or code, and leave unused optional fields empty.

   3. For an Event, enter its title and start/end dates from your note. Enter actual times for a shorter event; leave them blank only when it is truly all day. Google displays an event with no times as lasting 24 hours on each event date.

   4. If your note names a useful photo or video, select Select images and videos and choose that file. If no media was prepared, skip this optional control.

   5. For an Update, open Add more details > Add link fields > Add a button (optional). Choose the label recorded in your note, or choose None and leave the URL blank. If you choose a label, enter its matching URL in Link for your button.

   6. For an Offer, Google automatically adds View Offer. If your note contains a real redemption page, use Add link to redeem offer and enter that URL. If no page is needed, leave the optional redemption link blank.

   7. For an Event, add the action button and URL recorded in your note only when one is useful. If no button was prepared, leave this optional control empty.

3. Before selecting Post, compare the profile and selected type with your note. Read the Description and required fields, then check any media, button, or link against the note. Select Post once when everything matches.

   • Warning: Google may review a post after submission. A submitted post is not necessarily visible to customers yet.

4. In Posts, read the status beside the post. Google may first show Post submitted for review. Check the final status:

   • Live: The post is public on Search and Maps.
   • Published: If Google shows this label or the status is unclear, open the public business profile in Google Maps and select Overview > From the owner > See local posts. Confirm the exact post and button appear there.
   • Pending: The post is not visible yet and may still be uploading, processing, or awaiting profile verification.
   • Not approved: The post is not visible. Open the question-mark explanation, correct any policy issue, and edit the post if needed.