How often should you post on Google Business Profile?

Reviewed by Angelo Cartas, Founder of GeoBoosting

How often should you post on Google Business Profile? Once a week is the right cadence for most local businesses, including med spas and law firms. Weekly posting keeps your profile active without eating hours you don’t have. Google archives standard posts after 6 months, and older ones scroll out of view fast. One steady post a week beats a burst of five followed by silence. Posting more than twice a week rarely adds much, because most searchers only see your latest few updates. Below we cover what to post, how long posts last, and whether it’s worth doing yourself.

How often should you post on Google Business Profile, and does it matter

How often should you post on Google Business Profile?

One post per week is the baseline that works for most local businesses. That’s 52 posts a year, enough to keep your Updates tab full without turning posting into a second job. A med spa in Scottsdale can cover its whole service menu on that schedule, one treatment at a time.

The workable floor is two posts per month. Below that, your profile starts looking abandoned to anyone who scrolls past the reviews. If you’re choosing between weekly posts that are thin and biweekly posts that answer a real patient or client question, pick the biweekly ones.

Is posting once a month enough for a Google Business Profile?

Once a month keeps something on the profile, so it beats nothing. The problem is timing. Google typically shows only the most recent post or two in the Updates preview, so a single monthly post spends three weeks looking stale.

Twice a month is the practical minimum we’d recommend for a law firm or med spa. It gives you 24 chances a year to answer a common question, announce a new service, or explain pricing. That’s usually enough to look active without a content calendar you’ll abandon by March.

Does posting more often help your Google ranking?

Google documents three local ranking factors: relevance, distance, and prominence. Posting frequency isn’t one of them. No amount of weekly posting moves your pin closer to the searcher or invents reviews you haven’t earned.

Posts are engagement and conversion tools, not ranking levers. They tend to help after someone already found you, when they’re deciding between three profiles in the same results. Posts can also feed AI search answers, since tools like ChatGPT and AI Overviews pull from public business information. Ranking gains usually come from service pages, reviews, and category accuracy instead.

What happens if you never post on your Google Business Profile?

Picture a woman comparing three Denver med spas on her phone. Two have posts from last week about morpheus8 pricing and holiday hours. The third has an empty Updates section. She doesn’t think “bad SEO,” she thinks “are they still open?”

An empty profile also wastes free real estate. You’re paying for the practice either way, and posts are one of the few things you fully control on a Google-owned page. If you want to see how your profile stacks up against competitors, the free AI visibility audit shows what searchers see.

How long Google Business Profile posts last and what to publish

How long do Google Business Profile posts stay visible?

A standard update post stays on your profile for six months, then Google archives it. It doesn’t get deleted, but customers stop seeing it in the posts carousel on your listing. That six-month window is why a steady drip beats a burst of ten posts in one week.

Offer and event posts work differently. They run until the end date you set, then they expire and drop off. If you build a med spa offer for a Mother’s Day package with a May 12 end date, it disappears May 13 without you touching anything.

What types of posts can you publish on Google Business Profile?

There are three post types. Update posts are the general-purpose option for news, service explainers, and photos. Offer posts add a start and end date, a coupon code field, and a terms line. Event posts add a title plus start and end times, which suits a law firm’s free workshop or a med spa’s open house.

Every post allows up to 1,500 characters, but only about the first 100 characters show before Google truncates the text with a “Read more” link. Put the hook and the location in that opening line. Photos should be at least 400 by 300 pixels, and landscape images tend to display better than portrait ones on mobile.

What should a med spa or law firm post each week?

For a med spa, alternate two formats. One week, run a service spotlight: what microneedling does to collagen, typical downtime of 24 to 48 hours, and how many sessions most people book. The next week, post a seasonal special as an offer post with a real end date, like a hydrafacial package that closes at the end of the month.

For a law firm, do the same alternation with different material. One week, explain what happens in a consultation: what documents to bring, how long it runs, what you can and can’t answer that day. The next week, answer one deadline question in plain language, like how long someone typically has to file a workplace claim in Sacramento before their options narrow.

What’s the best day and time to post on Google Business Profile?

Pick a fixed day and stick to it. Tuesday or Wednesday morning, before 10 a.m. local time, works well because that’s when people search for services and book appointments. The exact hour matters less than the habit.

Consistency beats optimization here. A profile that gets one post every Tuesday for a year looks active to both Google and a customer scanning your listing. Pick your day now and put it on the calendar as a recurring block.

Should you handle Google Business Profile posting yourself or hand it off

How long does it take to write a Google Business Profile post?

Plan on 15 to 30 minutes per post once you count every step. You need to pick or crop a photo, write 150 to 300 words of useful copy, choose a button (Learn more, Call now, Book), and paste a landing page link. If you tag links with tracking parameters so you can see clicks later, add another few minutes.

At a weekly cadence that’s four or five posts a month, or roughly one to two hours of focused work. That sounds small until it lands on the calendar of a med spa owner doing injectables all day or a partner in back-to-back depositions. The tasks that get skipped first are usually the ones with no hard deadline, and GBP posts have none.

Can you schedule Google Business Profile posts in advance?

Google’s native posting screen publishes right away. For a standard update post, there’s no built-in scheduler, so whatever you write goes live the moment you hit publish. Offer posts let you set a start and end date, and event posts carry a date range, but that controls the offer window, not when the post appears.

That’s why most owners who post consistently batch instead. Sit down once a month, draft four posts in a document, then publish one each week from your phone in under two minutes. The alternative is third-party publishing tools that connect through Google’s API, though you’re then paying for and learning software you touch four times a month.

Should you hire someone to manage your Google Business Profile posts?

Hand it off when the hour or two a month keeps sliding, or when nobody on staff can write about a service confidently. An assistant or a freelancer can do this well once you hand them a fixed weekly format. GeoBoosting doesn’t run profile posts for clients. We write and publish the service and location pages on your own site instead.

Keeping it in-house makes sense if you already write well, enjoy it, and have a standing 30-minute block that survives busy weeks. We’ll say plainly that a solo practitioner who posts every Monday morning without fail doesn’t need help with this piece.

Is Google Business Profile posting worth it compared to SEO pages?

Posts are short-lived. Google archives most update posts after about six months, and they only ever appear on your profile, not in regular search results. They tend to help with engagement and with looking active, not with ranking for new searches.

Service and location pages on your own site behave differently. They stay indexed, accumulate links, and get pulled as sources by AI search tools like AI Overviews, ChatGPT, and Perplexity. If you have to pick one, start with the pages and treat posts as the weekly supplement.

Want your service pages handled for you?

GeoBoosting writes and publishes local SEO pages to your WordPress site. It’s a flat $997 a month for the first 10 clients, month-to-month, with no setup fee. A human reviews every page and you approve it before publish. If your Google impressions haven’t grown by day 90, we keep working free. Book a 30-minute demo, or start with the free 2-minute audit if you’d rather skip the call.

Related resources

• Done for you local SEO for med spas and law firms