Google does not publish a required posting frequency for Business Profile posts. What matters is that your profile looks current when someone checks it. Because posts are archived after six months, the practical question is not how often you post, it is whether anything you posted still looks recent.
What Google Actually Says
Google’s help documentation for Business Profile posts gives one concrete lifespan rule: posts older than six months are archived unless a date range is set. That is the closest thing to an official cadence statement, and it points to roughly twice a year as a floor rather than weekly.
Plenty of advice recommends posting every week. That recommendation is not something Google has published, and Google does not state anywhere that post frequency changes your ranking.
The Three Post Types and How Long Each Lasts
Business Profile offers three post types, and each one behaves differently.
- Updates share news about your business. They take a description, a photo or video, and an action button with a link.
- Offers require a title plus start and end dates and times, and they automatically include a View Offer button.
- Events need a title and event dates. If you leave the times blank, Google shows the event as lasting 24 hours on those dates.
Only Offers and Events carry a date range. That is why a dated post can stay useful well past six months while a plain Update eventually drops off.
Pick a Cadence You Can Keep
The right target is the one you can hold for a year. If your business has real news most weeks, post weekly. If it does not, tie posts to things that genuinely happen: a new service, a seasonal offer, a finished project, a holiday closure.
A profile with four honest posts a year beats one with forty posts that all say the same thing. Thin, repetitive posts give a customer nothing new to decide with.
Where Your Posts Show Up
On a phone, posts appear in the Updates and Overview tabs of your profile in Search and Maps. On a computer, they appear in the From the owner section.
Google also supports featured posts that can sit directly on your profile on mobile. That format is currently limited to English-language, single-location food and drink businesses in the US, UK, Canada, Australia, and New Zealand. If you are outside that group, plan on your posts living in the tabs above.
What a Good Post Includes
Every post takes a description, an optional photo or video, and an action button. Use the button to send people somewhere they can act, such as a booking page, an order page, or a service page.
Offers can also carry a coupon code and terms and conditions. One policy detail is worth knowing: Google warns that posts containing a phone number in the description might be rejected. Keep the number in the profile itself and out of the post text.
Once a post is published it carries a status. Live means it is public. Pending means it is still processing or your profile is unverified. Not approved means it broke a content policy.
Treat Posting as Maintenance, Not a Growth Hack
Posts help someone who is already looking at your business decide faster. They are not a substitute for the things that earn that look in the first place: a complete, accurate profile and a steady flow of reviews.
If your reviews are thin, start there with reviews and reputation management. If your profile is missing categories, services, or photos, begin with Google Business Profile optimization. The rest of your local SEO builds on those two foundations.