Google Business Profile posts no longer expire after seven days. That was true when the feature launched, but Google removed the seven-day expiry for standard posts back in 2019. Today, a standard update post stays on your profile for about six months before Google archives it (posts with a set date range, like offers and events, follow their own dates instead). Within that window, what changes is visibility. Google surfaces your most recent posts prominently, typically in a carousel of roughly your ten latest updates, while older posts drop out of that prominent placement and become progressively harder for searchers to find. In practice, a post's useful marketing life is its first one to two weeks, even though the post itself lingers far longer before archiving. The post types do behave differently, and the differences matter for planning: - Update posts ("What's New") lose prominence as newer posts push them down, then get archived by Google after roughly six months. - Event posts stay visible through the event's scheduled date and time. Schedule an event three weeks out and the post carries visibility for the full three weeks, then drops off after the event concludes. - Offer posts display until the end date you set when creating the promotion, which makes them the right vehicle for anything with a deadline. Because recency drives visibility rather than a hard expiry, the practical takeaway is the same as it would be under an expiry rule: fresh posts are what searchers actually see. The ROI calculation matters here: a post takes 5-10 minutes to create and gets modest direct clicks for a typical local business, so treat cadence as a visibility lever, not a compliance chore. At Ottawa SEO, we tell clients to use Google Posts strategically, not obsessively. Post when you have genuine news: new service launches, seasonal promotions, major inventory updates, event announcements. Don't force generic posts just to fill a calendar. A sustainable pattern is one post every one to two weeks for active businesses, or event and offer posts only for businesses with less frequent news. A workflow that makes this manageable: batch-create a month of posts in one sitting and schedule them with a third-party scheduler that supports Google Business Profile (Google's own dashboard only publishes immediately, so scheduling needs an external tool or the API). Evergreen material can rotate back in after a couple of months with a fresh image. Most of our clients get a durable cadence from three recurring slots: one service spotlight, one proof post (review quote or completed project photo), and one seasonal or promotional item. Know the content rules before you batch anything, because rejected posts silently waste the effort. Google filters posts containing phone numbers in the text, excessive capitalization, and anything it classifies as regulated content; alcohol, health claims, and financial products get extra scrutiny. Images should be around 1200x900 pixels, well lit, and free of heavy text overlay. To see whether posts earn their keep, check the Performance section of your profile dashboard, which reports post interactions alongside calls and direction requests. Compare a month of consistent posting against a quiet month. If calls and website clicks don't move, posts are cosmetic for your category and you can drop back to offers and events only. If they do move, thirty minutes of monthly batching is one of the cheaper local visibility habits available. Either way, your review velocity, NAP consistency, and on-page optimization matter far more to local rankings than a perfect posting schedule ever will.