If you use Google Business Profile (GBP) to promote your local business, you need to understand one important detail. Google Business Profile updates do not stay visible forever. They remain active for a limited time before they move to the archive section.
In this guide, you will learn how long updates last, what happens after they expire, which post types stay visible longer, and how updates support your local search visibility.
What Are Google Business Profile Updates?
Google Business Profile updates, also called Google Posts, are short content pieces you publish directly on your business listing. They appear in Google Search and Google Maps inside your business panel.
You can use them to announce offers, promote events, introduce new products, or share company news. If you are new to this platform, you can start with this step-by-step guide on how to create a Google Business Profile.
Updates are a core part of local SEO. If you need a foundation, read this detailed explanation of what local SEO is and how it works. For beginners who want structured guidance, this local SEO guide for beginners breaks down the basics in simple steps.
How Long Do Updates Last on a Google Business Profile?
Standard updates currently stay visible for up to six months. In the past, Google removed posts after seven days, but that rule changed.
Today, a regular “What’s New” update remains active on your profile for six months. After that period, Google moves it to the archive section. Users can still view it, but it no longer appears in the main visible area of your profile.
If you want a detailed breakdown, you can read this complete guide on how long Google Business Profile updates last.
How Long Do Event Posts Last?
Event posts follow a different rule. They stay visible until the event’s end date.
If your event lasts one week, the post remains active for one week. If your event runs for three months, the post remains active for three months. Once the event ends, Google automatically expires the post.
This feature helps businesses promote time-sensitive campaigns without manually removing content.
How Long Do Offer Posts Last?
Offer posts expire based on the date you select. When you create an offer, you can choose a start and end date.
If you set an expiration date, the post disappears from primary view on that date. If you do not select a date, Google may default to a six-month lifespan.
Always set a clear end date. It creates urgency and encourages users to take action.
What Happens After an Update Expires?
When a post expires, Google moves it to the Updates section archive. It does not delete the post. It simply removes it from prominent display.
Expired posts lose visibility. Most users do not scroll through archived updates. That is why consistent posting matters.
An active profile builds trust. A profile with outdated posts sends the wrong message.
Why Google Business Profile Updates Matter for Local SEO
Google Business Profile updates support your local SEO performance in three main ways.
First, they increase engagement. When users click “Call Now,” “Get Directions,” or “Visit Website,” Google records that interaction. Engagement signals show that users find your business relevant.
Second, updates improve freshness. Google prefers active listings. A business that posts regularly looks more reliable than one that has no updates.
Third, updates can improve click-through rate. Fresh content attracts attention and drives more interaction. You should avoid risky tactics like CTR manipulation SEO methods and focus on genuine engagement.
Research supports the impact of local optimization on small business visibility. Studies such as the Adoption of Local Search Engine Optimization among Small-Scale Entrepreneurs in Chennai, the SSRN research on local digital visibility, findings published on Taylor & Francis Online, and the comprehensive guide to local SEO strategies for eCommerce businesses all show that structured local optimization increases online exposure and customer trust.
How Often Should You Post Updates?
Even though posts last six months, you should not post only twice a year. A strong strategy includes posting at least once per week. At minimum, post twice per month.
Frequent updates keep your profile active. They signal to Google that your business operates consistently.
If you want a structured process, use a practical local SEO checklist template to stay organized.
Do Updates Directly Affect Rankings?
Google has not confirmed that posts directly increase rankings. However, updates support several ranking signals.
They improve engagement. They enhance profile completeness. They encourage clicks and calls. All these signals strengthen your local presence.
If you want to understand the difference between local search optimization and traditional website SEO, this guide comparing local SEO vs traditional SEO explains it clearly.
Types of Google Business Profile Updates
Google allows different post types.
“What’s New” posts share general updates. Offer posts promote discounts. Event posts advertise time-based activities. Product posts highlight specific items.
Each type serves a different marketing goal. If you want to understand broader strategies, review the main types of local SEO strategies businesses use today.
How to Create High-Performing Updates
A strong update follows a simple structure.
Start with a clear headline. Use direct language and mention the benefit. For example, “20% Discount on Car Repairs This Week in Abuja.”
Write a short description using simple sentences. Focus on one message. Avoid vague wording.
Add location-specific keywords naturally. You can improve targeting with proper local SEO keyword research.
Include a strong call-to-action button. Use options such as “Call Now,” “Book Online,” or “Learn More.”
Keep each post focused and action-driven.
Verification Before Posting Updates
You must verify your business before publishing updates.
If you need help, read this guide on how to verify your business on Google Business Profile. Many businesses now complete video verification. You can learn how to verify Google Business with video, review the Google video verification requirements, and understand how long Google Business video verification takes.
If you experience issues, solutions for Google Business video verification not working and practical advice on how to pass Google Business verification video can help. Some businesses may qualify for phone verification, which you can explore in this guide on how to verify Google Business by phone. If you want to understand options regarding how to avoid Google video verification, that resource explains the available paths.
Verification ensures that only legitimate businesses manage listings.
Can Updates Remove Bad Reviews?
Updates cannot delete reviews. Google controls review moderation.
If you need help with negative feedback, read this detailed guide on how to remove bad Google reviews.
However, consistent updates can strengthen your brand image. Positive offers and helpful content can shift attention away from negative comments.
The Role of Updates in a Complete Local SEO Strategy
Updates are only one part of local SEO. A complete strategy includes profile optimization, keyword targeting, review management, and citation building.
To understand the full picture, explore this comprehensive local SEO resource hub. If you want to see real-life applications, these local SEO examples show how businesses improve visibility.
You should also understand the benefits of local SEO and how much local SEO costs before investing in professional services.
Tools That Help Manage Updates
You can publish posts directly inside the Google Business Profile dashboard. Many businesses also use scheduling and analytics platforms to track performance.
To streamline your workflow, review useful local SEO tools that help manage listings and track results.
Monitoring performance allows you to adjust your content strategy based on engagement.
Staying Updated With Google Business Profile Changes
Google frequently updates features and policies. To stay informed, follow reliable Google Business Profile updates news and learn practical steps on how to get the latest Google news.
Feature changes may affect post duration, visibility, or formatting rules. Staying informed helps you adapt quickly.
FAQs
Maintaining an active presence online is crucial for modern businesses. If you are exploring local SEO for beginners, understanding the lifespan of your posts and information is key. Here are 20 FAQs regarding how long updates last on a Google Business Profile.
1. How long do standard Google Business Profile posts stay visible?
Standard “What’s New” posts no longer “expire” or disappear from your profile after seven days as they once did. They remain visible in the “Updates” tab indefinitely, though newer posts will eventually push older ones down the feed.
2. Do “Offer” posts have an expiration date?
Yes. When you create an “Offer” post, you set a specific start and end date. The update will remain prominently displayed until the offer period concludes. This is a core part of various local SEO strategies for eCommerce.
3. How long do “Event” posts last?
Similar to offers, event updates last for the duration of the scheduled event. Once the end date passes, the post moves from the main view into the historical updates archive.
4. How long does it take for a profile update to go live?
Most updates, such as changing your phone number or description, appear within minutes. However, some edits may undergo a review process that can take up to 24–48 hours. If you are just starting, learn how to create a profile to see the process firsthand.
5. How long do photos last on my profile?
Photos and videos remain on your Google Business Profile indefinitely unless you manually delete them or they are flagged for violating Google’s terms of service.
6. Will my business description update expire?
No. Your business description is a permanent part of your profile. It will only change if you edit it or if Google accepts a “suggested edit” from a user.
7. How long does it take for Google to verify a new update?
Verification timeframes vary. While basic info is quick, how long Google Business video verification takes can range from 3 to 5 business days.
8. Do reviews stay on my profile forever?
Yes, customer reviews stay on your profile permanently. The only way to change this is to remove bad Google reviews that violate Google’s policies through a formal dispute process.
9. How often should I update my profile for the best Local SEO results?
To maximize the benefits of local SEO, you should aim to post at least once a week. Frequent updates signal to Google that your business is active.
10. Does Google ever delete old updates automatically?
Google rarely deletes content automatically, but it may archive very old posts so they are less visible to users browsing on mobile devices.
11. How long do “Product” updates last?
Product listings stay on your profile as long as they are published in your Product Editor. They do not expire based on time, making them a steady source of local SEO examples for showcasing inventory.
12. Can I see how long my update has been live?
Yes, each post in the “Updates” tab features a timestamp showing when it was originally published.
13. How long do temporary closures stay visible?
If you mark your business as “Temporarily Closed,” it will remain in that status until you manually mark it as “Open” again.
14. Do updates affect my local ranking immediately?
Ranking changes aren’t instantaneous. While the update is live immediately, the impact on local SEO vs. SEO performance usually takes a few weeks to manifest as Google recrawls your data.
15. What happens to updates if I re-verify my business?
If you have to pass Google Business video verification again due to a major change, your previous updates and posts generally remain intact once the verification is complete.
16. How long do “COVID-19” updates last?
While Google has phased out the specific COVID-19 post type, any historical posts made under that category remain in your post history unless deleted.
17. Is there a limit to how many updates I can have?
There is no specific limit on the total number of updates, but only the most recent ones are shown prominently to users. Using local SEO tools can help you manage and schedule these updates efficiently.
18. Do updates on Google Business Profile affect my website SEO?
Yes, indirectly. Regular updates improve engagement metrics like Click-Through Rate. For those studying CTR manipulation in SEO, organic engagement through updates is the safest way to improve signals.
19. How long does a “suggested edit” from the public last?
If a user suggests an edit and Google accepts it, the change is permanent until you or another user changes it back. This highlights the importance of checking your local SEO checklist regularly.
20. Where can I find more information on how long updates last on a Google Business Profile?
You can follow the Google Business Profile updates news for the latest changes to the platform’s features and duration policies. For a deeper academic look at how these updates impact entrepreneurs, see this Thematic Qualitative Analysis.
Final Thoughts
Standard Google Business Profile updates last up to six months. Event posts remain active until the event ends. Offer posts expire based on the date you choose.
After expiration, posts move to the archive section. They lose prominent visibility but remain accessible.
To maintain strong local visibility, post consistently. Use clear headlines, short descriptions, and strong calls to action. Focus on real engagement instead of shortcuts.
An active Google Business Profile builds trust, increases clicks, and strengthens your local search presence.