Here's a feature of Google Business Profiles that catches most business owners off guard: Google Posts automatically expire after 6 months. Post once and forget it? Your profile eventually looks abandoned.
Why This Matters
Google Posts appear prominently at the top of your Business Profile. They're often the first thing potential customers see. When all your posts expire, your profile looks inactive—even if you're actively serving customers.
The Freshness Signal
Google uses post activity as a ranking signal. Profiles with at least one active post (posted within the last 7 days) rank significantly higher than profiles with expired content.
Types of Google Posts
- Update posts: General business news and announcements (6-month expiration)
- Offer posts: Promotions, discounts, and special offers (6-month expiration)
- Event posts: Upcoming events with date/time (expire after event date)
- Product posts: Featured products from your catalog (6-month expiration)
A Simple Posting Strategy
You don't need to post daily. Here's a sustainable schedule:
- Week 1: Share a recent project or customer success story
- Week 2: Highlight a team member or service offering
- Week 3: Post an offer or promotion
- Week 4: Share seasonal tips or industry advice
The Calendar Method
Set a recurring reminder: "Post to Google Business Profile" every Monday morning. In 5 minutes, you can create a post that keeps your profile fresh for another week.
Pro tip: Keep a running list of post ideas on your phone. When a customer says something great, when you complete a notable job, when you have news—jot it down. You'll never run out of content.
