When you search for a business on Google, you might notice updates, announcements, or special offers appearing directly in the search results. Those are Google Posts, small but powerful updates businesses can publish through their Google Business Profile.
These posts act like mini social media updates that show up in Google Search and Google Maps, helping businesses engage with customers at the exact moment they’re searching. Posts can include images, videos, text, and a call-to-action such as “Learn more,” “Sign up,” or “Shop.”
The Origin of Google Posts
Interestingly, the concept of Google Posts began during the 2016 U.S. presidential election. A new search feature, nicknamed “Google Posts”, started appearing for major presidential candidates, allowing them to share messages directly in search results. After the election, Google quietly opened up the feature to a limited number of small businesses in an experimental pilot program, which ran until early 2017.
At that time, some referred to this feature as “Local Business Cards.” The format was (and still is) a carousel-style display, similar to social media posts, where brands can share messages that include text, photos, videos, or GIFs. Posts appear directly in a brand’s search results and typically remain visible for seven days. Businesses can publish instantly or schedule posts up to a week in advance.
How Google Posts Benefit Businesses
The introduction of Google Posts gave small businesses an exciting new way to control their presence on the search engine results page (SERP). These posts make listings more dynamic and visually engaging, something traditional search results can’t match.
Unlike social media platforms such as Facebook or Instagram, users can’t comment on or like Google Posts, meaning brands maintain complete control over their messaging. And since Google Posts are triggered primarily by branded searches, there’s no risk of over posting. In fact, frequent posting is encouraged because only people actively searching for your business will see them, a sure sign they’re already interested.
Many early adopters used the feature to share status updates, special promotions, new product launches, and upcoming events. The ability to integrate rich visuals like videos, still images, and GIFs allowed businesses to stand out and attract more attention to their listings.
Availability and Best Practices
When Google first launched this feature, it was available by invitation only to a select group of businesses. Google even created a sign-up page where interested businesses could join a waitlist for early access to the program.
If your business has access to Google Posts (or when it becomes available in your region), it’s smart to test different post types to see what performs best. Keep at least one or two posts live at all times, and focus on unique selling points, what makes your business or products stand out. Include images whenever possible to appeal to visual users and maintain an active, engaging presence.
What started as an experiment during the 2016 election has evolved into one of Google’s most effective tools for local engagement and brand visibility. Google Posts give businesses an opportunity to speak directly to searchers, control more of their real estate on the search page, and share fresh, timely information without relying on social media algorithms.
For marketers and SEO professionals, this feature represents yet another touchpoint in the customer journey, and another way to ensure your brand’s story is told right where your audience is looking.