A verified profile needs light, regular care. Whoever's looking at it is deciding whether to call you. A spring offer still showing in November, missing holiday hours, a review nobody answered for months: each one gives them a reason to try the next listing. This lesson covers what to update and how often, and flags two features Google has taken away.
First, set expectations
Google's ranking help page says "complete and accurate" information helps you appear more often, that replying to reviews shows customers you value them, and that photos help "tell the story of your business." It says nothing about how often you should post or upload.
So the weekly routine below is mostly about conversion: getting the person already looking at your profile to pick up the phone. That pays off even if your ranking never moves.
Myth: "Posting every day boosts your map ranking." Google publishes no such factor, and nothing in its help pages suggests posting frequency affects ranking. One good post a week is enough to keep the profile looking current.
Posts: three types
Google gives you three kinds of posts:
| Type | Google's description | Use it for |
|---|---|---|
| Update | "Share info about your business." | A recent job, a seasonal tip, new staff, a new service |
| Offer | "Provide promotional sales or deals from your business." | A discount with clear dates and terms. Includes a "View offer" button. |
| Event | "Promote an event at your business." | Open house, free screening day, workshop |
Two rules apply:
- Posts older than six months are archived unless they have a date range. A profile whose newest post is a year old shows nothing current.
- Add a button (Book, Call, Learn more) that goes to a page where the customer can actually do that thing.
In Google's words, posts help customers "decide to visit your business." Put the useful point in the first sentence, and use real photos, not stock.
Photos and videos
Google's requirements:
| Requirement | |
|---|---|
| Photo format | JPG or PNG |
| Photo file size | Between 10 KB and 5 MB |
| Photo resolution | Recommended 720 × 720 px; minimum 250 × 250 px |
| Photo quality | In focus, well lit, no heavy filters or significant alterations |
| Video | Up to 30 seconds, up to 75 MB, 720p or higher |
Set a logo and a cover photo first. Then add real photos: the outside of your building (so people can find the door), the waiting room, the team, your equipment and finished work. Customers can add photos too, and theirs aren't always flattering. Adding good ones of your own every week keeps the balance.
Services and products
Fill in the Services section. Google suggests services based on your category and also lets you add custom ones, grouped into categories with descriptions and prices. Google automatically rejects custom service names that break its policies, and says to avoid "prices, or phone numbers in custom service names". Put the price in the price field instead.
The product editor is meant for stores selling physical goods. Products must follow Google's shopping ads policy; Google says violating it can remove all your uploaded products. Most service businesses only need Services.
Q&A: replaced by an AI "Ask" feature
Business Profiles used to have a public Questions & Answers section where anyone could ask and answer questions. Google's Business Profile community forum carries an official notice titled "A heads up about the upcoming changes to the Q&A feature". Industry coverage of that notice (Search Engine Roundtable, December 15, 2025) reported that the public Q&A section is being removed from Maps and replaced by an AI-powered "Ask" button that answers from information on your profile and from reviews. Businesses can reportedly still answer existing questions from their profile dashboard.
We couldn't find a full help-center article from Google on the new behavior (as of Oct 2026), so details may change. In practice, the AI answers from what's on your profile. Complete services, attributes, hours and a clear description now do the job that seeding Q&A used to.
Chat: switched off in 2024
Google switched off Business Profile chat. Its help page says: "As of July 31, 2024, the chat and call history features are no longer available in your Business Profile." Calls from your profile still come through. If you want customers to message you, put texting or a contact form on your website, and double-check the phone number on your profile.
Reviews: reply to all of them
Google says "helpful and positive replies to reviews can show that you're responsive to your customers." You must be verified before you can reply. Replies are checked against Google's content policies, usually within 10 minutes but sometimes up to 30 days. The customer is notified when you reply, and you can edit or delete a reply later.
A simple pattern for replies:
- Positive review: thank them by name, mention the specific thing they praised, and keep it short.
- Negative review: thank them, take responsibility for what's fair, and invite them to call or email a named person. Don't argue in public.
- Health businesses (dentists, med spas, clinics): never confirm someone is a patient or mention treatment details in a reply, even if they did in their review. The US health privacy law, HIPAA, applies: in 2019 a dental practice paid $10,000 to settle with the US Department of Health and Human Services over patient information disclosed on social media. The Reviews track covers this in depth.
A local example: a 20-minute weekly routine
An illustrative example, not a real practice. Lakeview Family Dental in Madison, Wisconsin, gives a front-desk coordinator 20 minutes every Monday:
| Minutes | Task |
|---|---|
| 5 | Reply to every new review from the past week |
| 5 | Publish one post: alternating a team spotlight, a short tip ("What to do if a filling falls out on a weekend"), and an offer with real dates |
| 5 | Upload 2-3 new photos (new hygienist, refreshed waiting room, the parking entrance) |
| 5 | Check hours, special hours for the next holiday, and that services and insurance info are still correct |
Once a quarter, the practice manager reviews categories and attributes and checks the profile's performance numbers to see whether calls and website clicks are moving.
Do this now
How often should I post on my Google Business Profile?
Google doesn't say. Once a week is a sustainable rhythm. Posts without a date range are archived after six months, so regular posting keeps something current on your profile.
Does Google Business Profile still have chat?
No. Google says chat and call history were removed from Business Profiles as of July 31, 2024. Customers can still call you from your profile.
What happened to Questions & Answers on Google Maps?
Google announced changes to Q&A in December 2025, and the public Q&A section is being replaced by an AI "Ask" feature that answers from your profile and reviews. Keep your profile information complete so those answers are accurate.
Do I need to reply to every Google review?
Google doesn't require it, but it says helpful replies show you're responsive, and its local ranking tips list replying to reviews.
Sources
- Tips to improve your local ranking on Google, Google Business Profile Help (checked Oct 2026)
- Create & manage posts on your Business Profile, Google Business Profile Help (checked Oct 2026)
- Manage your Business Profile photos & videos, Google Business Profile Help (checked Oct 2026)
- Manage your services on your Business Profile, Google Business Profile Help (checked Oct 2026)
- About product editor, Google Business Profile Help (checked Oct 2026)
- A heads up about the upcoming changes to the Q&A feature, Google Business Profile Community (checked Oct 2026)
- Google Removing Q&A Feature In Google Maps For AI-Powered Ask Button (industry news), Search Engine Roundtable (checked Oct 2026)
- Changes to Google Business Profile chat and call history, Google Business Profile Help (checked Oct 2026)
- Manage customer reviews, Google Business Profile Help (checked Oct 2026)
- Dental Practice Pays $10,000 to Settle Social Media Disclosures of Patients' Protected Health Information, US Department of Health and Human Services (checked Oct 2026)
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