Many local business owners don’t realize their Google Business Profile (GBP) includes a posts feature. Most just claim their profile, add their hours and phone number, and move on. That makes sense, since no one really points it out.
But your GBP is one of the few free tools you can use to reach people who are actively looking for a business like yours.
Most businesses treat their Google Business Profile like a billboard when they post. A special. A sale. A reminder to stop by.
That’s not wrong. But it’s not the whole picture.
Some of the most effective GBP posts have nothing to do with what a business sells. They can be about local events, destinations, or claims to fame like Don Gibson and Earl Scruggs.
What GBP Posts Actually Do
First, let’s clear something up: GBP posts don’t directly improve your Google search ranking. That’s not their purpose. What they do is show people there’s a real person behind the business—someone who pays attention and is part of the community.
That matters because people choose businesses they trust. That trust grows over time through small, consistent signals. A post about a local event is one of those signals.
The American Legion World Series Is a Good Example
Every August, Shelby hosts the American Legion World Series. About 40,000 visitors come to town over six days. They fill hotels, eat at local restaurants, and shop at local businesses. The tournament brings an estimated $15 to $16 million into the regional economy each year.
Most of these visitors aren’t familiar with Shelby. They search on their phones for places to eat, things to do, and where to get gas. Most often, they find businesses through Google.
If your GBP is active and your posts show you know the town, you come across as a local.
A post like “Welcome to Shelby. We love having the World Series in our town” only takes five minutes to write. It shows visitors you’re local, involved, and open. It also signals to Google that your profile is active.
Community Posts Build Familiarity
People do business with businesses they recognize. Not just by name, but by feel. Your Google Business Profile setup for Shelby, NC must create a sense of hometown connection.
When someone sees your profile in a search and notices you’ve posted about events in Cleveland County, they get a feel for who you are before they even call.
You don’t have to post every day. Two to four posts a month are enough to show your profile is active and managed. Share business updates, but also post about what’s happening in Shelby and across Cleveland County.
The tournament, a local fundraiser, a new downtown business opening, or a weather advisory are ways to show you’re paying attention.
What to Actually Post
A few things that work:
- Local events with dates and a simple description
- Photos from around town or from events you attended
- Shoutouts to other local businesses or organizations
- Seasonal posts tied to what’s happening in the area
- Answers to questions people actually ask about your business
Keep it short. One or two sentences and a photo are enough. You’re not writing an essay. You’re showing up.
The Bottom Line
Your Google Business Profile is often the first thing people see when they search for you. What they find helps them decide if they want to learn more or keep looking.
A profile with recent posts makes a better first impression than one that hasn’t been updated in six months. You don’t need to promote or sell in every post. Sometimes, just showing up is enough.
I’m Brian Tart. I run Brian Goes Local in Shelby, NC and help businesses in Cleveland and Rutherford counties get found online. I’ll take a look for free. Or call 704.300.0252.