Creating Google Updates That Improve Local SEO Performance

Having a strong online presence is essential for small businesses looking to attract and retain customers in the local area they serve. One of the most effective yet often overlooked strategies is having an optimized Google Business Profile (formerly Google My Business). More specifically, posting regular updates tailored to your business and target audience. 

These updates not only enhance your local SEO (search engine optimization) but also improve customer engagement and visibility in search results. And the best part? These posts are entirely free. Yes, free. At Chase Digital Co., we specialize in helping businesses optimize their Google Business Profiles to maximize results.

How Google Updates Improve Local SEO

1. Boosts Search Rankings

Google prioritizes active and up-to-date business profiles in local search results. The name of the game is providing Google with what Google wants. Posting frequent updates signals to Google that your business is engaged and relevant to the applicable search, thereby increasing your chances of appearing in organic search results. Getting into the top three businesses for a search is to be a part of the “local pack,” a coveted position ensuring eyes are on your business. 

The top results for “bike repair near me” in Minneapolis. The top 3 results are known as the "local pack.”

2. Fresh Content Equals A Fresh Business

When potential customers search for businesses like yours, Google considers both the freshness of content and what’s applicable to your customer’s search. Regular updates, including posts, photos, and promotions, help your business appear in relevant local searches, giving you a competitive edge. Would you trust a business to still be open if its last marketing campaign was a newspaper ad in 1999? Neither would I. 

3. Content Categories For Increased Relevancy 

Google Business Profile updates allow you to share news, offers, and events directly with your audience. Customers can engage with these posts, increasing brand awareness and improving your reputation. These content categories also allow for engaged interaction. For example, if you have a special promotion available, a new post announcing the special with a link to buy can ease your consumer’s path and provide a quick sale. Did I mention these posts are free to make? Talk about a great ROI.

Best Practices for Posting Google Updates

1. Use Keywords Strategically

To optimize your updates for SEO, incorporate relevant keywords naturally. Focus on phrases potential customers might use to find your services. For example, a bakery in Chicago might use keywords like “best cupcakes in Chicago” or “freshly baked pastries near me.” 

2. Post Regularly

Consistency is key. Aim to post at least once a week to keep your profile active. This could include promotions, business news, seasonal updates, or customer testimonials. More is better, but make sure the content is still relevant. No memes that you think are funny but have nothing to do with your business.

Memes like this may get a laugh on your Facebook feed, but they serve no purpose for your Google Business Profile.

3. Include High-Quality Images and Videos

Visual content performs better than text alone. Upload high-resolution images of your products, services, or team to make your posts more engaging. A perfect example of this in practice is if you own a restaurant. People want to see images of your food. I’d trust a real photo of your special of the day over a stock image of a hamburger any day. 

If I were a coffee shop owner that wanted to improve how busy my shop is during the week, I’d post a few updates highlighting our free WiFi with an image to accompany like this (from my own shop of course).

4. Share Promotions and Special Offers

Customers love deals. Posting exclusive discounts or limited-time offers can drive traffic to your business and increase conversions. Just remember to set time limits on posts if the specials are limited-time offers. 

Types of Google Business Profile Updates to Post in 2025

• Announcements: Share important news, such as changes in business hours, new locations, or upcoming events.

• Special Offers & Discounts: Promote exclusive deals to encourage sales.

• New Products or Services: Highlight new offerings to attract potential customers.

• Customer Testimonials & Reviews: Showcase positive feedback to build credibility.

• Behind-the-Scenes Content: Give customers a glimpse of your operations to create a personal connection.

Work with Chase Digital Co. to Maximize Results For Local SEO

Regularly updating your Google Business Profile can significantly improve your local SEO performance, making it easier for customers to find and choose your business. If you’re not already posting Google Updates, the best time to start is today. Please take advantage of this free (I can’t stress this point enough) and powerful tool to strengthen your local marketing efforts and enhance your online presence. 

Are you looking for assistance in creating Google posts that drive results? At Chase Digital Co., we help businesses like yours create compelling, optimized Google updates that drive real results. Contact us today to get started!