Think of your Google Business Profile (formerly Google My Business) as your digital shopfront. In a city like Brisbane, where local competition is fierce—whether you're a plumber in Chermside or a boutique cafe in West End—Google Posts are your way of shouting from the rooftop. They allow you to share updates, offers, and events directly on Google Search and Maps, giving potential customers a reason to click on you instead of the competition.
Why Google Posts Matter for Your Business
When someone searches for your business name or services, your profile appears on the right-hand side (on desktop) or at the top (on mobile). Google Posts live right there in that prime real estate. They are essentially free social media ads that appear exactly when a customer is looking for what you do. Unlike a Facebook post that might get buried by an algorithm, a Google Post is shown to people with high 'intent'—they are already looking for a solution.
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Before You Start: The Prerequisites
Before we dive into the 'how-to', make sure you have the following ready:
- A Verified Google Business Profile: You must have claimed and verified your business. If you haven't done this yet, you'll need your ABN handy and likely have to wait for a postcard or video verification from Google.
- Manager or Owner Access: Ensure you are logged into the Google Account associated with your business.
- High-Quality Images: Google is a visual platform. Have a few clear, bright photos (around 1200 x 900 pixels) ready to go.
- A Clear Goal: Are you trying to sell a specific product, announce a holiday closure, or get people to book a consultation?
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Step 1: Accessing Your Business Profile
First things first, we need to get into the 'engine room'. Google has changed this recently—you no longer go to a separate dashboard; you manage it directly from the search results.
- Go to Google.com.au and make sure you are signed in.
- Search for your business name. Alternatively, type "my business" into the search bar.
- You should see a management menu above the search results that says "Your business on Google."
Pro Tip: If you don't see this menu, double-check you're logged into the right Gmail account. It’s a classic mistake—I’ve spent ten minutes scratching my head before realising I was logged into my personal account instead of the business one!
Step 2: Choose Your Post Type
Click on the "Add update" icon. This is where Google gives you three main options. Choosing the right one is crucial because it changes how the post looks to customers.
- Add update: This is your 'standard' post. Use this for general news, new blog posts, or "behind the scenes" photos.
- Add offer: Use this if you have a discount or a sale. This allows you to add a start and end date, which is great for creating urgency.
- Add event: Perfect if you’re hosting a workshop in Brisbane, a grand opening, or a local community day. This requires a title and a date range.
Step 3: Crafting Your Message (The 'Update' Post)
Let’s start with a standard update. This is the most common type of post.
- Click Add update.
- Write your description: You have up to 1,500 characters, but don't feel you have to use them all. The first 80 characters are the most important because they appear 'above the fold' before the user has to click "More."
Step 4: Adding High-Impact Visuals
This is where most people get stuck, and honestly, the interface doesn't help. Google can be picky about image sizes.
- Click the photo icon to upload an image or video.
- Image Quality: Avoid using stock photos if you can. A real photo of your team, your shopfront in Milton, or a finished project is 10x more effective. People want to see the real you.
- Framing: Keep the most important part of the image in the centre. Google sometimes crops the edges depending on whether the user is on a phone or a laptop.
Warning: Avoid photos with too much text overlaid on them. Google's AI sometimes flags these as 'spammy' and might reject the post. Keep it clean.
Step 5: The All-Important 'Call to Action' (CTA)
Never leave a customer hanging! You want them to do something after reading your post.
- Click Add a button (optional)—though in my experience, it’s never really optional if you want results.
- Choose from the dropdown: Book, Order online, Buy, Learn more, Sign up, or Call now.
- The Link: Paste the URL where you want them to go. If you choose "Call now," it will automatically use the phone number on your profile.
Step 6: Creating an 'Offer' Post
If you have a special deal (e.g., "10% off for first-time customers in Indooroopilly"), use the Add offer option.
- Offer Title: Make it punchy. "Free Coffee with any Breakfast" is better than "Special Promotion."
- Dates: Set your start and end dates. Google will automatically remove the post once the offer expires, which is handy so you don't have people trying to claim an old deal from three months ago.
- Add more details (Optional): You can add a coupon code (e.g., BRISBANE10) or a link to your Terms and Conditions. This is great for keeping things professional.
Step 7: Creating an 'Event' Post
Events are fantastic for visibility. They often get a bit more prominence in the 'Updates' tab on mobile.
- Event Title: Be specific.
- Time and Date: Ensure this is accurate. Note that Google uses the time zone of your business location.
- Description: Tell them why they should come. Is there free parking? Is it kid-friendly?
Step 8: Reviewing and Publishing
Before you hit that final button:
- Click Preview (if available) to see how it looks.
- Check for typos. Nothing kills professional vibes faster than a misspelled suburb name.
- Hit Post.
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Common Mistakes to Avoid
- Being too 'Salesy': Google isn't Instagram. People are looking for information or a solution. Be helpful first, and sell second.
- Ignoring the 'Updates' tab: Occasionally check your own profile on your phone to see how your posts look. If your head is cut off in the photo, you’ll know to adjust the next one.
- Setting and Forgetting: Google Posts used to expire after 7 days. They don't anymore—they stay on your profile—but they do get pushed down the list. Aim to post at least once a week to keep your profile looking 'alive'.
- Using Boring Headlines: "Newsletter Update" is boring. "3 Tips to Save on Your Energy Bill in Brisbane" is a winner.
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Troubleshooting: Why isn't my post showing up?
It can be incredibly frustrating when you've put in the work and the post doesn't appear. Here are the most common reasons why:
- The Image is too small: Google prefers images to be at least 480 x 350 pixels. If it's too small, it will fail.
- Sensitive Content: Google's filters are strict. Sometimes innocent words can be flagged. If your post is rejected, try rewriting it with simpler language.
- Too many links: Don't put links in the body of the text. Use the 'Button' feature for your link instead.
- Phone numbers in the text: Google sometimes rejects posts that have a phone number in the description because they want you to use the "Call Now" button. This is annoyingly fiddly, but just stick to the button and you'll be fine.
- Pending Review: Sometimes Google takes a few minutes (or occasionally hours) to 'approve' a post. Be patient.
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Next Steps
Now that you've mastered the art of the Google Post, don't stop there! Consistency is the secret sauce to local SEO.
- Set a Reminder: Put a recurring task in your calendar for every Tuesday morning to create one new post.
- Monitor Your Insights: After a few weeks, check your Google Business Profile performance. See which posts got the most clicks. Did the 'Offer' work better than the 'Update'?
- Reply to Comments: If someone asks a question on your post (it happens!), make sure you reply promptly.
If this all feels a bit overwhelming or you simply don't have the time to manage your digital shopfront while running your business, we can help. At Local Marketing Group, we live and breathe this stuff for Brisbane businesses.
Feel free to reach out to us at https://lmgroup.au/contact if you'd like us to take the reins and help your business stand out in the local search results.
Happy posting!