GBP Posts Skill — Local Content Strategy and Post Writing with Claude

A Google Business Profile without recent posts is a profile that looks abandoned. When a potential customer views your knowledge panel and sees posts from six months ago, they wonder if you’re still in business. When they see a fresh offer from this week, they’re more likely to engage. GBP posts are both a profile activity signal and a zero-click conversion surface — and most businesses either ignore them completely or post randomly without strategy.

The gbp-posts skill transforms posting from an afterthought into a structured content strategy: generating a full month of post content, writing keyword-aware copy that reinforces GBP relevance signals, and building a calendar that keeps the profile active with purpose.

What This Skill Does

The gbp-posts skill equips Claude to generate complete GBP post calendars, write post copy optimized for local relevance, create offer posts with conversion-focused CTAs, draft event posts for local happenings, and build posting strategies matched to business type and competitive context.

Prompt: "Create a 4-week GBP post calendar for Summit Roofing, a Nashville
roofing company. Include 2 service highlights, 1 offer, 1 seasonal post
(spring storm season), and 1 review spotlight. Write the full copy for
each post with CTA."

Skills fired: dispatch → gbp-posts

Output:
Week 1 — Service Highlight
Type: What's New
Headline: "Storm Damage? We're Here 24/7"
Copy: "Nashville's spring storms can mean roof damage. Summit Roofing offers
free storm damage inspections with same-week repair scheduling. Our certified
team has repaired over 2,000 Nashville roofs. Don't wait for leaks to start."
CTA: Call Now
Photo direction: Team member inspecting storm-damaged shingle, professional gear
Post date: Monday, Week 1

Week 2 — Seasonal Offer
Type: Offer
Headline: "Spring Roof Inspection — Free for Homeowners"
Copy: "Schedule your free spring roof inspection before storm season peaks.
We'll check for winter damage, loose shingles, and gutter issues. Limited
availability through April 30."
CTA: Book Online
Coupon code: SPRING24
Expiration: April 30
Photo direction: Before/after of roof repair, or team on ladder inspecting
Post date: Monday, Week 2

[continues for all 5 posts...]

Why GBP Posts Matter for Rankings and Conversions

GBP posts contribute to your profile in two ways that directly affect business outcomes.

Profile activity signals: Google notices when profiles are regularly updated. An active profile with recent posts signals that the business is current, engaged, and operational. While posts aren’t a dramatic ranking factor, the aggregate signal of an actively managed profile contributes to how Google evaluates profile quality.

Zero-click conversion surface: GBP posts appear in the knowledge panel — the same panel where users decide whether to call, visit, or keep scrolling. An offer post with a compelling deal can convert a browser into a lead before they ever touch your website. A service highlight can answer “do they do this specific thing?” directly in the panel.

Post content is also indexed. When your posts mention specific services and locations naturally, they contribute to the overall entity signal of your GBP profile. This isn’t about keyword stuffing — it’s about reinforcing what you do and where you do it through regular, relevant content.

The Five GBP Post Types

GBP offers five post formats, each with specific use cases and shelf lives.

What’s New is the standard post type for updates, announcements, and general content. These posts expire after 7 days — they fall off the visible panel and stop appearing in search results. Use What’s New for regular cadence posting: weekly updates, service highlights, team news.

Offer posts are the highest-conversion format. They display with a special offer badge in the knowledge panel, making them visually distinct. Offer posts include optional fields for coupon codes (which enables tracking redemption), start and end dates, and terms. Offers remain visible until their expiration date. Use Offer posts for promotions, limited-time deals, and seasonal specials.

Event posts are tied to specific dates and times. They appear until the event date passes. Use Event posts for in-store events, community involvement, webinars, open houses, or any date-specific happening.

Product posts showcase specific products or services with pricing information. These are underused by service businesses but powerful for highlighting specific service offerings with price ranges. A plumber could post “Water Heater Installation — Starting at $899” as a product post.

COVID update posts remain available though their relevance has declined. They were heavily featured during 2020-2021 but now appear less prominently.

Post Copy Strategy: Writing for Local SEO

GBP post copy walks a line: it needs to be engaging enough to convert viewers and relevant enough to contribute to local signals without being stuffed with keywords that sound robotic.

Service term integration: Mention your services naturally in post copy. “Our emergency plumbing team responds within 2 hours” is better than “emergency plumber Denver 24/7 plumbing services.” The first sounds like a real business; the second sounds like SEO spam.

Location reference: Include neighborhood, city, or regional references where natural. “Serving Nashville homeowners since 2008” or “Free inspections throughout Davidson County” add geographic relevance without forcing it.

CTA optimization: Each post type supports different CTA buttons — Call, Book, Order Online, Learn More, Buy, Get Offer. Match the CTA to the post intent. Service highlights: Call. Offers: Get Offer or Book. Events: Learn More.

Photo pairing: Posts with photos significantly outperform text-only posts. Every post should include a relevant image. The skill generates photo direction alongside copy: “Team member inspecting roof, professional gear visible, Nashville skyline in background.”

Building a Monthly Post Calendar with Claude

Consistent posting requires a calendar, not ad hoc decisions. The gbp-posts skill generates complete monthly calendars with posting dates, post types, and full copy.

Prompt: "Build a 30-day GBP post calendar for a dental practice in Phoenix.
Include: 2 service posts (general dentistry, cosmetic), 2 offers
(new patient special, teeth whitening), 2 educational posts, and 2
community/seasonal posts. Generate full copy for each."

The output provides 8 posts distributed across the month, with specific posting dates, all copy written, photo direction included, and CTA buttons specified. The practice can execute the calendar directly or customize as needed.

For competitive markets where more frequent posting matters, the skill can generate 12-16 posts per month — three to four per week maintaining consistent visibility.

Offer Posts: The Highest-Converting Post Type

Offer posts deserve special attention because they drive measurable conversions. The offer badge makes them visually prominent. The coupon code field enables tracking redemption. The expiration date creates urgency.

Effective offer strategy:

Always-on offer: Maintain at least one active offer post at all times. New patient specials, first-time customer discounts, or seasonal promotions keep an offer visible in your panel.

Urgency without deception: Real expiration dates that you honor. “Limited availability through [date]” works. Fake urgency damages trust.

Trackable redemption: Use unique coupon codes for each offer to measure which posts convert. “SPRING24” for your spring promotion lets you count redemptions.

Clear value proposition: The offer must be genuinely compelling. “10% off” is weak. “Free inspection — $150 value” is specific and valuable.

Multi-Location Post Management

For businesses with multiple GBP profiles, post management multiplies complexity. Publishing unique content to 25 locations manually means 25 separate logins and 25 separate uploads.

The gbp-posts skill generates location-aware post templates: consistent messaging with location-specific variables.

Prompt: "Create a weekly post template for our 12 coffee shop locations.
The post should promote our seasonal drink but include location-specific
details (neighborhood name, local hours)."

Output:
Template:
"Fall favorite alert! Our [Neighborhood] location is now serving Maple Oat
Milk Lattes. Stop by [Address] — we're open until [Closing Time] tonight.
First 50 customers get a free pastry with any seasonal drink purchase."

Variables by location:
- Downtown Seattle: Capitol Hill, 123 Pike St, 8pm
- Ballard: Ballard, 456 Market St, 7pm
[etc.]

The multi-location-seo skill connects here for portfolio-wide post deployment. For businesses using the GBP API for automation, the gbp-api-automation skill handles bulk post publishing.

Get Started

Install LocalSEOSkills and generate your first post calendar:

Create a 4-week GBP post calendar for [Business Name], a [business type] in
[City]. Include a mix of service highlights, at least one offer, and
seasonal content. Write full copy with CTAs and photo direction.

Claude returns a complete calendar ready for execution. For ongoing posting, generate new calendars monthly. Adjust post frequency based on competitive context — more posts for competitive markets, baseline cadence for less competitive areas.

Learn More

To learn what this skill can do for your local SEO workflow, see the skill overview.