Think of your Google Business Profile (formerly Google My Business) as your digital shopfront in the heart of Brisbane. While having your address and phone number correct is essential, Google Business Profile Posts are the equivalent of those eye-catching A-frame signs you see on Queen Street—they tell passers-by exactly what’s happening right now and give them a reason to walk through your door.
In this guide, we’ll walk you through how to master Google Posts to keep your profile fresh, improve your local SEO, and ultimately turn more 'searchers' into 'customers'.
Why Google Posts Matter for Australian Small Businesses
Google is the first place most Aussies look when they need a local service—whether it’s a plumber in Chermside or a new brunch spot in West End. When you post regularly, you aren’t just sharing updates; you’re sending positive signals to Google that your business is active. This can help you edge out competitors who haven't updated their profile since 2019.
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Prerequisites: What You’ll Need Before We Start
Before we dive into the 'how-to', make sure you have the following ready:
- Verified Google Business Profile: Your business must be verified by Google (usually via a postcard or phone code). If you haven't done this yet, you'll see a 'Verification Required' banner.
- Manager or Owner Access: You need the login details for the Google account associated with your profile.
- High-Quality Images: Google users are visual. Aim for photos that are at least 720x540 pixels. Avoid stock photos if you can—Aussies can spot a generic American stock photo from a mile away! Use real shots of your team, your shop, or your work.
- A Clear Call to Action (CTA): Decide what you want people to do—Call now? Book online? Visit your website?
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Step 1: Access Your Business Profile
Google has changed the way we manage profiles. You no longer go to a separate 'dashboard' app; you manage it directly within Google Search or Maps.
- Go to Google Search.
- Make sure you are logged into the Google account that manages your business.
- Type your business name into the search bar, or simply type "my business".
Pro Tip: If you manage multiple locations, it’s often easier to go to the Google Business Profile Manager to see your full list.
Step 2: Find the 'Add Update' Button
This is where the interface gets a bit clunky. Google doesn't call them "Posts" in the menu; they call them "Updates".
- Look for the icon that looks like a small blue speech bubble or the button labelled 'Add update'.
- Click it, and a small sub-menu will appear with three options:
Step 3: Choose Your Post Type
Don't let the options overwhelm you. Most of the time, you’ll use 'Add update'. Here’s a quick breakdown of when to use which:
- Updates: Use this for "We just finished this deck in North Lakes!" or "New coffee beans in stock."
- Offers: Use this for "20% off for first-time clients this September." These require a start and end date.
- Events: Use this if you’re hosting something specific, like a "Free Tax Planning Seminar."
Step 4: Crafting Your Content (The 'Meat' of the Post)
Now the window pops up where you actually create the post. This is the most important part.
- Write your description: You have up to 1,500 characters, but honestly? People rarely read more than the first 80-100 characters before they decide to keep scrolling. Put the most important information first.
- Keep it local: Mentioning specific Brisbane suburbs or local landmarks can help with relevance. For example: "Providing mobile car detailing across the Moreton Bay region."
- Avoid 'Salesy' Speak: Google’s filters can be sensitive. Avoid using too many ALL CAPS or excessive exclamation marks, as they can sometimes flag your post as spam.
The "Annoying Fiddle" Factor: Sometimes Google’s text box doesn't allow for much formatting (like bold or bullet points). Use short, punchy sentences to make it readable.
Step 5: Adding Visuals
Click the photo icon to upload your media.
- Photos: Upload up to 10 photos. The first photo is the one people see in the feed, so make it a cracker.
- Videos: You can upload videos up to 30 seconds long. This is a fantastic way to show a 'behind the scenes' look at your business.
Step 6: Adding a Call to Action (CTA) Button
This is where you turn a viewer into a lead. Don't skip this!
- Click the 'Add a button (optional)' dropdown.
- Select the most relevant action. For most Brisbane service businesses, 'Book', 'Call now', or 'Learn more' work best.
- Enter the Link: If you choose 'Learn more', paste the URL of the specific page on your website.
Step 7: Preview and Publish
Before you hit that blue 'Post' button, take a second to look at it.
- Check for typos. (We've all been there—accidentally typing your phone number wrong is a nightmare!)
- Ensure your link works.
- Hit 'Post'.
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Common Mistakes to Avoid
- Using Stock Photos: We see this all the time. Using a photo of a generic office in New York doesn't build trust with a local customer in Brisbane. Take a quick snap on your iPhone—it’s much more authentic.
- Forgetting to Update: Posts stay visible on your profile, but they lose their 'prominence' after 6 months. Try to post at least once a week to keep the 'New' badge active.
- Too Much Text in Images: Google’s AI reads the text in your images. If it’s too cluttered, it might not show the post as often in search results.
- Including Phone Numbers in the Text: Google prefers you use the 'Call Now' button. Sometimes, putting a phone number in the body of the post can cause the post to be rejected.
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Troubleshooting: "Why won't my post go live?"
If your post is rejected (you’ll see a red 'Rejected' notice), it’s usually for one of these reasons:
- The Link is Broken: Ensure your URL starts with https://.
- Content Policy: Avoid 'taboo' words. Even some medical or health-related terms can trigger a rejection if Google thinks you're making unverified claims.
- Image Quality: If the image is too blurry or too small, Google might reject it.
- The "Google Glitch": Honestly, sometimes Google just has a bad day. If your post is rejected and you can't see why, try slightly changing the wording and re-uploading with a different photo. This fixes it 90% of the time.
Next Steps
Setting up your first post is a great win, but consistency is the real secret sauce.
- Set a Reminder: Put a 10-minute block in your calendar every Tuesday morning to post a 'Project of the Week' or a 'Customer Shoutout'.
- Review Your Insights: After a few weeks, click on 'Performance' in your Google Business menu. You can see exactly how many people viewed your posts and clicked your buttons.
If you find this all a bit too much to manage alongside running your business, or if you want to take your local SEO to the next level, we’re here to help. At Local Marketing Group, we specialise in making Brisbane businesses stand out online.
Need a hand with your local strategy? Contact us today and let’s chat about how we can grow your digital presence. Almost there! Once you've published your first three posts, your profile will start looking much more professional and 'lived-in'. Well done!