Ask ten local SEOs how often to post on Google Business Profile and you will get ten confident, different answers. Here is what the evidence actually supports.
What posts really do
GBP posts are not a magic ranking lever on their own. They do three concrete things: signal to Google that the profile is actively managed, add fresh keyword-relevant content to your listing, and give searchers a reason to choose you at the exact moment of decision. Profiles that go quiet for months read as neglected — to Google and to customers.
The cadence that works
Two posts per week per location is the sweet spot for most local businesses. It keeps the profile visibly active, gives you room to rotate offers, updates, and proof (reviews, before/afters, events), and is sustainable — which is the part everyone underestimates.
Daily posting rarely outperforms twice-weekly in local pack movement, and the quality drop is usually visible: thin, repetitive posts that read like filler.
What to post
Rotate four types: updates (new services, seasonal availability), offers (with a real expiry), proof (a great review, a completed job), and answers (the questions customers actually ask, written as posts).
Every post should mention the service and the area naturally — "emergency AC repair in Katy" — once, not five times. Keyword stuffing in posts is a suspension risk, not a strategy.
Why posting always slips
Nobody skips posting because it is hard. It slips because it is boring and it is 9pm and there are eleven locations. That is the whole reason autopilot posting exists: keyword-driven drafts written in your voice, on schedule, with an approve-first mode so you stay in control. The businesses that win are simply the ones still posting in month six.