Google Business Profile posts are micro-content updates you publish directly to your GBP listing. They show up in the knowledge panel when someone searches your business name or finds you in local map results. Each post can include text (up to 1,500 characters), a photo or video, and a call-to-action button like "Learn more," "Sign up," or "Buy." There are four post types. Standard posts share general updates or announcements. Offer posts highlight promotions with optional coupon codes and expiration dates. Event posts include start and end dates for things like open houses, workshops, or seasonal sales. Product posts showcase individual items with pricing, though most businesses use the dedicated Products section instead. Posts expire after seven days, except events which stay live until the event date passes. Google doesn't confirm whether posts directly impact local ranking, but they serve two practical purposes. First, they keep your profile active, which signals to Google that the listing is managed and current. Second, they give searchers a reason to choose you over competitors in the same map pack by highlighting timely offers or credibility markers. At Ottawa SEO, we treat GBP posts as a low-effort engagement tool, not a primary ranking lever. For local service businesses in Ottawa or Toronto, we recommend posting once or twice per week when you have something worth saying—a new service, a case result, a limited offer, or a community event. Posting daily just to post usually backfires because the content gets repetitive and stops adding value. The biggest mistake is treating posts like social media captions with vague hype language. Searchers looking at your GBP are high-intent and local. They want specifics: "15% off duct cleaning this week, book by Friday" performs better than "Amazing deals happening now." Include a photo that actually shows the offer or service, and use the CTA button that matches the post's goal. Posts won't replace a solid review strategy or proper category selection, but they're a decent way to stay visible between review cycles.