Inside your Google Business Profile is a feature called Google Posts — a simple tool that lets you publish updates, offers, events and announcements directly to your Google listing. When someone finds your salon on Google, these posts appear prominently on your profile. They’re free, they take about five minutes to create, and the vast majority of salon owners never use them.
That’s an opportunity.
What Google Posts actually do.
Google Posts serve two purposes simultaneously. For potential clients, they provide fresh, relevant information about your salon — current offers, seasonal availability, new services, recent results. For Google, they signal that your business is active and engaged, which is a positive ranking factor in local search.
A profile that hasn’t been posted to in six months looks dormant to Google’s algorithm. A profile with a new post every week looks like a business that’s actively serving customers — exactly the kind of business Google wants to recommend.
The types of posts that work best for salons.
Offers. A limited-time promotion — a complimentary treatment with a colour service, a discount on a specific day — creates urgency and gives potential clients a reason to book now rather than later. Google’s offer post format includes a title, description, start and end date, and a booking link. Used strategically around quieter periods, these posts can directly drive bookings.
What’s new. A new service, a new team member, a new product line, a new booking system. Anything genuinely new about your salon is worth a post. These updates build the sense of a living, growing business rather than a static listing.
Event posts. Attending a training day? Hosting a charity event? Closed for a bank holiday? Event posts keep your profile accurate and give clients relevant information at the moment they need it.
Regular updates. A weekly transformation result, a seasonal tip, a client spotlight — regular update posts are the bread and butter of an active Google profile. They don’t need to be elaborate. A good photo and two or three sentences is enough.
What to include in every post.
Every Google Post should have a clear, high-quality image — Google’s own data shows posts with images get significantly more engagement than text-only posts. It should have a concise, specific headline rather than a generic one. “Book before December 20th and get a free Olaplex treatment” outperforms “Christmas special offer” every time. And it should have a call to action — a button that links directly to your booking page.
Keep the text short. Google Posts aren’t blog posts — the visible text is limited before a “read more” click, and most people won’t click. Get to the point in the first sentence.
How often should you post?
Once a week is the sweet spot for most salons. Enough to signal consistent activity to Google without becoming a burden to maintain. Google Posts expire after seven days by default (offer posts last until the offer end date), which means a weekly posting schedule keeps your profile continuously fresh.
If weekly feels like too much, even one post every two weeks is vastly better than nothing. The goal is a profile that never looks abandoned.
Connecting Google Posts to your wider marketing.
The most efficient approach is to create content once and deploy it across multiple channels. A promotion you’re running on Instagram can become a Google Post. A new service you’ve added to your website can become a Google Post. A blog post you’ve published can be summarised as a Google Post with a link back to the full article.
This approach means your Google Profile stays active without requiring you to create entirely new content every week — you’re just distributing what you’re already creating through another channel.
If you’d rather have all of this handled for you — Google Posts, profile optimisation, review strategy, the whole picture — our Google Business Profile service covers it. Book a free audit and we’ll show you what your profile is missing.