Photos, Posts & Updates: The Content Strategy No One Uses on Google My Business

Dec 18, 09:16AM

Most businesses still treat Google My Business (now Google Business Profile) as a “set it and forget it” listing fill in basic info, collect a few reviews, and move on. Reviews and NAP details get attention; photos, posts, and updates rarely do. Yet these underused elements are visible to users every day and feed signals Google can use for relevance, engagement, and local ranking. This article explains how photos, posts, and content activity actually work inside GMB and why consistently updating them is a powerful, often-ignored advantage for local businesses.​

 

Google My Business Is Not Just a Listing Anymore

GMB has evolved from a static directory entry to a discovery layer that behaves like a micro social profile. It now supports posts, product/service showcases, photos, Q&A, and messaging, all of which influence how users perceive and interact with your brand. Google tracks views, clicks, calls, and direction requests from your profile and uses this behavior to refine local visibility, so active, engaging profiles tend to appear more current and relevant.​

 

Why Most Businesses Ignore GMB Content

Many owners assume posts and photos have little or no impact on ranking, so they don’t invest time in them. Visibility of posts is misunderstood, often compared unfairly to social media feeds. There’s confusion about how GMB content differs from Instagram/Facebook content, and Google’s documentation focuses more on completeness than ongoing content strategy. As a result, most brands chase reviews only and leave a critical engagement surface underused.​

 

Photos on Google My Business: More Powerful Than You Think

Types of Photos That Matter

• Exterior and interior shots that help users recognize the location.
• Team and workspace photos that build familiarity and trust.
• Product/service visuals that clarify what you offer.
• Customer‑uploaded images that show authentic experiences.
• Real, minimally edited images generally perform better than generic stock.

How Photos Influence Behaviour

High‑quality GBP photos shape first impressions in local packs and knowledge panels, affecting whether people click, call, or request directions. Google notes that businesses adding photos tend to receive significantly more requests for directions and website clicks than those that don’t. More relevant images encourage users to engage deeper with your listing instead of returning to the search results.​

Observed Patterns

Studies and vendor data show a positive correlation between fresh, high‑quality images and increased profile engagement, which can indirectly support ranking via stronger behavior signals. User‑generated photos often get prominent placement and can outperform brand photos for trust and clicks.​

 

GMB Posts: The Most Underused Feature

What Are Google Posts?

Google Posts are short updates that appear directly on your Business Profile in Search and Maps, highlighting timely information without requiring a site visit. Most post types have a limited display window before they’re de‑prioritized, though some (events, product posts) can persist longer.​

Types of GMB Posts

• What’s New: Announcements, updates, tips.
• Offers: Discounts, promotions with start/end dates.
• Events: Time‑bound happenings (webinars, in‑store events).
• Products/Highlights: Featured services or items with CTAs.

What GMB Posts Are Actually Good For

While tests suggest posts alone aren’t a dominant direct ranking factor, they contribute to freshness, relevance, and click‑through behavior, which tie into prominence signals. Posts surface key keywords and offers, highlight services before users visit your site, and can answer questions that reduce friction in the decision process.​

 

Updates & Activity Signals Google Tracks

Google publicly confirms that relevance, distance, and prominence drive local rankings, and that profile completeness and activity help. Activity‑based signals likely include:​

• Frequency of posts.
• Regular photo uploads.
• Q&A participation.
• Service/product list updates.
• Profile edits to reflect accurate information.
• User interactions (clicks, calls, direction requests).

These are engagement signals rather than “switches,” but active, useful profiles frequently correlate with stronger local performance.​

 

Content vs Reviews: What Really Complements What

Reviews primarily build social proof and trust, while content (photos/posts/updates) builds relevance, context, and freshness. Reviews are user‑driven and reflect external sentiment; content is business‑controlled and can be aligned with strategic keywords and offers. Strong listings usually combine both steady, credible reviews plus an active, informative profile.​

 

What Kind of Content Works Best on GMB

High‑Performing Content

• Service explainers and short process descriptions.
• Before–after visuals (for salons, clinics, home services).
• Real workplace/team photos that reduce uncertainty.
• Local/festival‑linked updates that show activity.
• Answer‑style posts addressing FAQs.

Low‑Impact Content

• Generic stock images that don’t match reality.
• Copy‑pasted social posts with no local/contextual tweak.
• Over‑promotional banner‑style images with little information.
• One‑off uploads with long gaps, signaling neglect.

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Industry‑Wise Observations

• Restaurants: Food photos, menus, and time‑bound offers strongly influence clicks and direction requests.​
• Clinics: Clean facility images, doctor/team photos, and FAQ‑style posts support trust.
• Salons & gyms: Transformation shots and environment visuals drive visit intent.
• Service businesses: Real job‑site or workshop photos and process explanations reduce perceived risk.

 

Common Mistakes Seen in GMB Content

• Uploading a batch of photos once and never again.
• Skipping captions or context, losing keyword and clarity benefits.
• Ignoring posts altogether, leaving the profile static.
• Never updating services/products even when offerings change.
• No local relevance in updates (no mention of locality, events, or regional cues).
• Treating GMB like Instagram with only aesthetic content and no utility.

How Google Likely Interprets Content Activity

Based on Google’s guidance and independent testing, content/activity likely contributes to an internal “local content” or authenticity score: active profiles imply the business is operational; fresh content suggests ongoing relevance; engagement (clicks, calls, directions) implies usefulness; and consistent updates support trust and prominence over time. User interactions then reinforce which businesses deserve more visibility.​

Table Summary: GMB Content Types & Their Role

Content Type	Visibility Area	Primary Impact	Frequency Importance
Photos	Pack, profile, knowledge panel	Trust, engagement	Medium–High
Posts	Profile card, Some SERP views	Relevance, freshness	Medium
Q&A	Profile, sometimes SERP panels	Relevance, trust	Medium
Services/Products	Profile tabs, mobile views	Relevance, clarity	Medium
Profile Edits	Maps/Search info	Accuracy, trust	Ongoing as needed

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GMB content is one of the most ignored levers in local SEO, even as Google moves toward more visual, content‑rich local results. Photos, posts, and updates act as engagement and freshness signals that complement reviews and basic info. Businesses that focus only on ratings miss the opportunity to shape first impressions, answer questions early, and feed Google the activity cues it increasingly values. Google Business Profile is behaving less like a static listing and more like a content‑driven local platform and content is quietly becoming a differentiator.​

If you’re curious how content activity is affecting your own Google Business Profile, a simple audit can often reveal what’s missing.