If you run a store or company, you've probably heard at least once that “if you post regularly to your Google business profile, it will be easier to be displayed at the top of Google searches.” But is this really true? Actually, various companies and experts have actually verified this question, and the results were surprising.
1. The actual verification results were “no effect”
In 2021, a company called Sterling Sky conducted an interesting experiment. Using 3 less-active business profiles, they continued to post weekly for 9 weeks and closely tracked changes in search rankings during that time. The targets were 2 marketing companies and 1 physical therapist.
What were the results, surprisingly,There were no noticeable changes in search rankings for any business. There was almost no change in the ranking of physical therapists' profiles even after 9 weeks, and although rankings fluctuated for marketing companies, it was found that this was due to another factor unrelated to posting.
What's even more interesting is that an expert named Joy Hawkins, who conducted this experiment, actually conducted a similar experiment in 2017. At the time, verification was carried out by a garage flooring company in Vancouver and a church in Ontario, and the conclusion was “slightly effective.” However,The 2021 experiment four years later came to the exact opposite conclusion: “no effect”That's it.
2. Why do some people say “it works”
If you search on the internet, you can also find many articles arguing that “posting to a Google business profile has the effect of raising search rankings.” For example, an article by a company called SEO Locale in 2024 asserts that “according to research, the answer is yes.” Also, a company called xSquare SEO has stated that “posts improve search rankings.”
However, if you read these articles carefully,Little actual verification data is shownI understand it. Instead, explanations based on general marketing theory, such as “Google likes fresh content” and “engagement with users improves,” are centered. In other words, it seems to be theoretically effective, but this does not mean that we have actually verified it.
3. Even in the latest survey, it was found that “posting is not a ranking factor”
Local Falcon's latest survey, which was announced in January 2025, provides one answer to this discussion. Through years of actual testing and monitoring, they've identified 9 factors that really influence search rankings on Google Business Profiles. It includes business names, addresses, categories, websites, business hours, reviews, attributes, services, products and menus,The post was not included.
In other words, even with the latest verification results,There is no effect of posts directly increasing search rankingsThat has been confirmed once again.
4. So is posting meaningless?
If you've read this far, “then there's no point in posting?” You might think that, but that's not the case. The post has another important value.
First, customers who see the post are more likely to visit the website or actually visit the store. The 2017 experiment also showed that posts introducing church pastors attracted 74 new visitors. It can also be used as a means to effectively deliver information you want to convey to customers, such as information on sales and new products, and changes in business hours.
Furthermore, by posting regularly, you can show that your store is actively operating, and your sense of trust from customers will also increase. There is a good chance that these effects will circulate and lead to business growth as a result.
5. Summary: Let's correctly understand the expected effects and make use of them
In conclusion, posting to a Google Business Profile cannot be expected to have the effect of directly increasing search rankings. This is a fact shown by multiple reliable verification results. But that doesn't mean the post is useless.
Posting is a very effective way to communicate with customers and as a way to share the latest business information. It can be said that the correct way to use it is not to raise search rankings, but to provide better information to customers and deepen relationships.
If you really want to improve your search rankings, we recommend focusing on factors that have actually been proven effective, such as getting reviews, registering accurate business information, and selecting appropriate categories. As a complementary measure to these, it is a good idea to continue posting as part of improving service to customers.
References/Citation Sources
Research based on verification
- Sterling Sky Inc. (July 2021). “Do Google Posts Impact Ranking?”
- Joy Hawkins, Search Engine Land (2017/11/2). “Do Google Posts Impact Ranking? A case study
- Local Falcon (January 16, 2025). “What Information Says Your Google Business Profile Ranking”
Other reference articles
- Nick Quirk, SEO Locale (2024/8/13). “Does Posting on Google My Business Help SEO?”
- Swati, xSquare SEO. “How Google My Business Post Uses Local SEO”
- Cozy Rank (2024/2/16). “How a Google Business Profile Can Help Small Businesses Outrank National Chains”
- Search Atlas (August 21, 2025). “Beyond Proximity: A Feature-Level Correlation Analysis of Google Business Profile Evaluation”
