Publishing on your Google Business Profile: offers, updates, tips

Your Google profile isn’t just your name, address, and hours. The updates section (formerly “posts”) lets you highlight offers, news, or tips directly on your profile. That sends an activity signal to Google and gives people more reasons to contact you.

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1. What profile updates are for

Updates appear on your Google profile, below your main info. They let you:

• Show that your business is active and up to date.
• Promote an offer (promo, package, seasonal deal).
• Share news (new service, completed project, event).
• Give a tip or piece of advice related to your trade.

Google favours profiles that are updated regularly. Recent updates contribute to that signal and can help you rank better in local search.

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2. What to publish

You don’t need to post every day. What matters is consistency and relevance.

Offers: a promotion, introductory rate, or time-limited package. Add an end date when you can to create a bit of urgency.

News: a new service, a recent project, a hire, a move, or a new area you cover.

Tips: a short, useful piece for your customers (e.g. “3 things to check before renovating a bathroom”, “How to maintain your boiler”). Keep it short and customer-focused.

Events: a workshop, open house, or trade show. Include the date, location, and a link to sign up or learn more if relevant.

Vary the format according to your business and what resonates with your audience.

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3. Best practices for your updates

• Short, clear title: in a few words, the reader should know what it’s about.
• Concise text: a few lines are enough. Avoid long blocks.
• Image: a good photo or graphic draws the eye and improves clicks.
• Call-to-action button: depending on the update, use “Book”, “Learn more”, “Call”, or “Order” to guide people to the next step.
• Regularity: one update per week or every two weeks is already a good rhythm for many tradespeople and local businesses.

Updates have a limited lifespan (often a few weeks). Posting regularly keeps your profile looking “alive” to Google and visitors.

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4. Fitting updates into your local strategy

Updates don’t replace a complete profile or reviews, but they complement them. With up-to-date info, recent reviews, and regular updates, you send a consistent message: you’re an active, present, and trustworthy professional.

If you’re short on ideas, think about what customers ask you most, the time of year (heating, cooling, pre-winter renovations, etc.), or your business news. Once you get into a rhythm, posting becomes a simple habit that supports your visibility.

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Conclusion

Publishing on your Google profile (offers, news, tips) strengthens your local visibility and gives people more reasons to contact you. By staying regular and relevant, you work on your ranking and your image without huge effort. Make these updates part of your routine, in the same way you keep your hours and reply to reviews.