Understand the purpose and format of Update posts.
Module 6 · Lesson 3
Google Posts — Updates
Use Update posts to keep your Google Business Profile active and inform customers about news.
Learning Outcomes
Write engaging Update posts that keep your profile active.
Develop a posting schedule for regular Updates.
Understand why Update posts expire after 7 days and plan accordingly.
Key Concepts
What Are Update Posts?
Update posts (formerly called 'What's New' posts) are the most flexible post type on Google Business Profile. They are general-purpose posts for sharing news, tips, business updates, behind-the-scenes content, team highlights, community involvement, product news and any content that does not fit the Offer or Event categories. Update posts expire after 7 days.
Why Post Regularly?
Regular posting signals to Google that your business is active and engaged. Profiles that post at least weekly tend to rank higher than those with infrequent or no posts. From a customer perspective, regular posts keep your profile fresh and interesting — customers who revisit your profile see new content, which builds engagement. Aim for at least 1–2 Update posts per week.
Content Ideas for Update Posts
Business news: New staff member, new service launched, award received, anniversary milestone. Tips and advice: Share useful tips related to your industry that demonstrate expertise. Behind the scenes: Show your team at work, your production process, or a day in the business. Customer highlights: Share success stories (with permission), before-and-after results, or completed projects. Community involvement: Sponsorships, charity work, local events you participated in. Seasonal content: Relate your business to the current season or upcoming events.
Post Specifications
Text: Up to 1,500 characters (keep it to 150–300 words for best engagement). Image: 1200x900px recommended (always include an image — posts with images significantly outperform text-only posts). Call-to-action button: optional for Update posts, but add one where relevant (Learn More, Call Now, Book Online, Get Offer). Duration: expires automatically after 7 days.
Creating a Posting Calendar
Plan your Update posts at least a month in advance. Create a content calendar that maps out 2 posts per week with topics, images and call-to-actions. Prepare multiple posts at once when inspiration strikes. Set aside 30 minutes each Monday morning to publish the week's posts and plan the following week.
Step-by-Step Practice
Create a content calendar for the next month — plan at least 8 Update post topics.
Write and publish your first Update post today — share a business update, tip or behind-the-scenes photo.
Set a recurring weekly task to publish at least 2 Update posts.
Prepare a bank of 10 post ideas that you can draw from when inspiration is low.
Review your posts after 7 days — check Insights to see how many views each post received.
Ian's practical tip: I have created a 4-week posts content calendar. I have published at least 2 Update posts this week. I have a bank of at least 10 post topic ideas. I know how to check post engagement in Insights.
Practical Activity
Complete and record this task
Batch-create your posts on a quiet day rather than scrambling for content each week. Set aside 1 hour every 2 weeks, write 4–6 posts, prepare the images, and schedule them or save them as drafts. Consistent, planned content always outperforms rushed, sporadic posts.