How Often Should You Post on Google Business Profiles?

Your Google Business Profile (GBP) is often the first thing people see when they search for your business on Google Search or Maps. 

Alongside your basic details, you have the option to share posts—short updates that appear directly on your profile. These posts can cover anything from promotions to announcements to events. But how often should you publish them? Too few, and your profile may look neglected. Too many, and your most important updates can get pushed down the feed before customers have a chance to see them.

In this article, we’ll walk through how GBP posts work, how long they stay visible, and what the right posting cadence looks like for most businesses.

Why Regular Google Business Profile Posts Matter

When people come across your profile, recent updates can be the detail that helps them choose your business over another.

Here’s how they help:

Keep Your Profile Fresh and Relevant

Sharing updates about seasonal hours, new products, or upcoming events ensures people see accurate, up-to-date information instead of wondering if your profile is out of date. This makes your business look active and dependable.

Engage Potential Customers

Posts let you share what’s happening right now—whether it’s a promotion, a change in service, or an upcoming event. This timely information gives people another compelling reason to choose your business right as they’re ready to act.

Make the Most of Free Promotion Space

Your profile is prime real estate. Each post acts like a free mini-ad with space for text, images, and a call-to-action button. Google may even pull snippets from your posts into your listing—for example, “Posts mention: Holiday discount”. This makes your profile more noticeable and gives people extra context when they’re deciding which business to choose.

Further reading: Tips to Rank Your Google Business Profile

How Long Do GBP Posts Stay Visible?

Posts don’t stay on your profile indefinitely. 

Google shows up to 10 of your most recent updates in the “Updates” section, and anything older than six months is archived. If you go too long without posting, that section can end up looking bare, which makes your business seem inactive. 

That’s why a steady flow of new posts is essential. It keeps your profile populated with current information and gives customers something fresh to see every time they find you.

How Often Should You Post?

For most businesses, posting about once a week is a good rule of thumb. That’s often enough to keep your profile looking active without overwhelming you with extra work. Weekly posts also mean you’ll always have plenty of fresh content on display before older updates are archived.

Some weeks, you might have more to share—like a seasonal offer and an upcoming event. Other weeks, you may only have one simple update. Either way works. What matters most is maintaining a consistent rhythm so customers never land on a profile that looks abandoned.

Adapting Post Frequency to Your Business

While once a week works well for most businesses, your own schedule can shift depending on what you have going on.

If you’re in a fast-moving industry, like restaurants, retail, or events, you may have several updates worth sharing each week. New menu items, daily specials, or regular promotions can all justify more frequent posts.

If your business moves at a slower pace, like professional services or B2B, you may not have constant news. In that case, a single post every week or two is usually enough to keep your profile fresh without forcing filler content.

What counts as filler? A generic “Happy Monday” post or an update that repeats the same message week after week won’t give customers anything new to act on. Instead, focus on updates that actually help people make a decision—like adjusted hours, a limited-time discount, a customer testimonial, or a highlight of a new service.

Seasonality can also play a role. A retailer might ramp up posting around the holidays, while an accountant could post more often during tax season. The key is to adjust frequency to match your natural flow of updates, so your posts always feel relevant and useful.

When Is the Best Time to Post?

There isn’t a single best day or time that works for every business. The goal is to share updates when your audience is most likely to see and act on them.

Many businesses find that posting midweek, especially on Tuesday or Wednesday, gets stronger engagement than weekends. Mid-morning to early afternoon can also be a good window, since people are often searching and making plans during the workday.

The best approach is to test and measure. Post at different times, then review the performance in your GBP dashboard. If you notice that posts published on Tuesday mornings consistently get more clicks than Friday afternoons, adjust your schedule accordingly. Over time, you’ll find the rhythm that works best for your customers.

Final Thoughts

Posting on your Google Business Profile doesn’t have to be complicated. 

For most businesses, one post a week is enough to keep your profile active and show customers what’s happening right now. If you have more to share—like seasonal promotions or special events—you can always post more often, but consistency matters more than volume.

The key is to avoid long gaps. A steady flow of updates keeps your profile fresh, prevents it from looking abandoned, and gives people another reason to choose your business when they find you on Google.
Further reading: How to Manage Google Business Profiles at Scale