Why weekly is the working benchmark
Google Posts live at the bottom of your profile and expire after 7 days for most post types (6 months for events). That expiration is the clearest signal Google sends about intended frequency: a profile should always have at least one post in the visible window. Anything less and the section goes blank, which is a small but consistent trust hit. See how we do this for hvac companies.
Activity frequency also compounds with other ranking signals. A profile that responds to every review, posts weekly, and uploads fresh photos once a month looks meaningfully different to Google's quality signals than a profile that went dormant 6 weeks ago.
What to post about
- A recent job, install, or customer story (with permission).
- A seasonal tip relevant to your vertical: HVAC tune-ups before summer, roof checks after hail.
- A new service, updated hours, or a staff highlight.
- A photo from your shop, your team, or a finished project.
- A frequently asked question with a short answer.
A realistic weekly rhythm
- Block 15 minutes every Monday morning. Draft one post with a photo.
- Save a "backup post" in case a week gets hectic so the profile never goes empty.
- Check Google Insights monthly to see which posts drove direction requests and calls.
- If you can't commit to the rhythm, hand posts to a service along with review responses.
What happens when you stop posting
The visible effect of a dormant Posts section is subtle but real. Prospects see a blank space where other businesses are showing recent work. The algorithmic effect is harder to measure directly, but local SEO experts consistently report that profiles going 30 days without activity start sliding in the map pack for competitive terms. The fix is less about volume and more about never letting the gap open.
If weekly feels like a lot, start with every other Monday and build from there. Consistency matters more than volume. A profile that posts twice a month without fail outranks one that posts 10 times in a burst and then goes quiet.
Sources: Google Business Profile Help documentation, Whitespark Local Search Ranking Factors 2024.