Determining the ‘best’ time to post on Google Business Profile (GBP) relies on understanding how Google’s algorithms prioritise content freshness and user engagement, rather than a fixed schedule. As of December 2025, GBP posts are ranked based on relevance, distance, and prominence, with recent activity contributing to prominence signals.
Google’s systems currently analyse post performance data – views, interactions (likes, shares, comments), and clicks to website links – to understand when your audience is most active. This data is aggregated and anonymised, and doesn’t provide businesses with specific individual user activity. In December 2025, GBP now includes a ‘Posts Insights’ section within Google Business Profile Manager, displaying aggregate metrics for each post over a 7-day period. While not real-time, this allows businesses to observe trends in engagement for different posting times. Google has announced that in 2027, a more granular ‘Audience Insights’ feature will be rolled out to Australian businesses, providing broader demographic data, but not precise timing recommendations. Australian businesses should note that data privacy regulations (aligned with GDPR) govern how Google collects and presents this information.
The Google Business Profile system functions by continually evaluating post performance and adjusting visibility based on engagement signals, rather than adhering to a pre-defined optimal posting time.
