GBP Posting Calendar

SOP-03: GBP Monthly Posting Calendar

Last Updated: 2026-03-31 Owner: GBP Specialist Status: Active

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Overview

This SOP covers the execution of monthly Google Business Profile posting through Search Atlas. The GBP Specialist creates and manages a month-by-month posting plan, ensuring consistent, high-quality content that drives engagement, showcases business expertise, and improves local search visibility.

Key Inputs:

• Client onboarding photos/videos (captured in Task Tracker intake form)
• Monthly client submissions (requested via Task Tracker)
• Search Atlas platform for scheduling and publishing
• Content themes aligned with client seasonality and services
• 13-ai-prompt-library.md for post templates and copy examples

Escalation Path: GBP Specialist → SEO Specialist → CSM → Ops Lead → Nick

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SECTION 1: MONTHLY POSTING PLAN FRAMEWORK

Trigger

• 1st of every month (for that month’s posts)
• During P2 onboarding (create first 3-month rolling plan)

Owner

GBP Specialist

Post Frequency & Minimum Standards

Minimum monthly output: 2-4 posts per month per client

• Target: 4 posts per month (1 per week)
• Bare minimum: 2 posts per month (cannot fall below)
• Tracker: Log all posts in Task Tracker by posting date and performance

Post Type Rotation

Create variety across the month to maximize engagement and audience reach:

Post Type	Frequency	Purpose	Example
Business Updates	1x/month	Current offerings, hours changes, new service launches	”Now offering emergency [service] availability 24/7. Call today.”
Seasonal/Promotional	1-2x/month	Tie to holidays, weather, seasons, local events	”Spring is here! Book your [service] before we get busy.”
Project Photos	1-2x/month	Before/after showcase, work samples, customer projects	”Check out this transformation — before & after photos of our latest project.”
Educational Tips	1x/month	Service-related advice, how-to, best practices	”5 signs you need [service]. Here’s what to look for…”
Team Spotlights	1x/month (optional)	Employee features, certifications, achievements	”Meet [Name], our lead [service] expert with [X] years of experience.”

Content Calendar Planning Process

Timeline: By 1st of month for that month

1. Review previous month’s performance

   • Pull engagement metrics from Search Atlas (views, CTA clicks, engagement rate)
   • Identify top-performing post types
   • Note any missed posts or rescheduled content

2. Identify themes for upcoming month

   • Check for local holidays, seasonal events (tax season for accountants, spring for landscaping, back-to-school for tutoring)
   • Align with client’s busy seasons or promotions
   • Plan 4 posts (minimum 2) across different types

3. Source content

   • Onboarding photos: Review photos captured in Task Tracker intake form
   • Monthly submissions: Request from client via Task Tracker task (ask 1st of month, expect delivery by 20th)
   • Existing assets: Search client’s GBP photos, website, Instagram for high-quality images
   • Alternative: See Section 2 (“No Photos Available” protocol)

4. Draft all posts for month

   • Use 13-ai-prompt-library.md post templates as starting point
   • Write 4 post variations (different themes, different CTAs)
   • Save drafts in Search Atlas calendar (dates TBD in step 5)

5. Schedule in Search Atlas

   • Spread posts throughout month (don’t cluster)
   • Optimal timing: Post on Tuesday-Thursday, 11am-2pm in client’s local timezone
   • Dates: 7th, 14th, 21st, 28th (for 4 posts) or 10th, 20th (for 2 posts)
   • Stagger publication times by 15 minutes within the 11am-2pm window

6. QA review before scheduling

   • See Section 3 (QC Checklist)
   • Have SEO Specialist spot-check 1 post per month for tone/accuracy
   • Confirm all imagery attached and high-quality

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SECTION 2: POST STRUCTURE & CONTENT REQUIREMENTS

Trigger

Writing any GBP post

Owner

GBP Specialist

Post Format & Specifications

Character Count: 100-300 characters (optimal for Search Atlas visibility)

• Do NOT exceed 300 characters
• Minimum 100 to ensure CTA is clear
• Shorter posts often outperform longer ones in GBP

Headline (if using): 5-10 words, benefit-focused

• Examples: “Spring Landscape Design Special” / “24/7 Emergency Plumbing Available”
• Should match CTA button selection

Body Copy: Clear, scannable, benefit-focused

• Use short sentences (1-2 sentences max)
• Lead with action or benefit
• Include 1 keyword naturally (no keyword stuffing)
• Avoid jargon unless client specializes in technical field

Call-to-Action (CTA): Required on every post

• Required CTA buttons available in Search Atlas:
  • ✅ Call Now (blue button) — for service businesses
  • ✅ Book Appointment (blue button) — for salons, health, classes
  • ✅ Get Offers (green button) — for promotions
  • ✅ Learn More (blue button) — for general info
  • ✅ Shop Now (green button) — for e-commerce
  • ✅ Get Directions — for event-based content
  • ✅ See Offers — alternative promo button
• Always select 1 CTA button per post
• Avoid multiple CTAs; choose single highest-priority action

Image Attachment: Required on every post

• High-resolution (1200x675px minimum, 3:2 aspect ratio)
• On-brand, professional quality
• Show people, action, or finished work (not generic stock images)
• Action shots (team working, before/after) outperform still images
• One image per post (Search Atlas max is typically 1)
• Image must directly relate to post copy

Keywords: 1 natural keyword per post

• Place naturally in headline or first sentence
• Examples of natural placement:
  • ✅ “Spring landscaping project? We handle design & installation.”
  • ✅ “Your plumbing emergency is our priority. Call 24/7.”
  • ❌ “Landscaping landscaping landscaping design services”
• Avoid repetition or forced phrases

Brand Voice: Match client guidelines

• Professional vs. casual tone (defined in client onboarding)
• Use client’s terminology (not generic industry speak)
• Example: If client is casual family-focused, avoid corporate language

Post Examples (Across Different Types)

Business Update:

“Now offering emergency HVAC service 24/7. Your comfort is our priority. [IMAGE: technician at work] [CTA: Call Now]”

Seasonal Promotion:

“Beat the spring rush! Book your landscape design consultation by April 15 and save $200. [IMAGE: spring garden] [CTA: Book Appointment]”

Project Showcase:

“Before & After: Complete kitchen remodel in just 3 weeks. See what our team can do for your home. [IMAGE: before/after side-by-side] [CTA: Learn More]”

Educational Tip:

“5 signs you need professional HVAC maintenance: uneven cooling, higher bills, strange sounds. We can help. [IMAGE: technician] [CTA: Call Now]”

Team Spotlight:

“Meet Sarah, our lead designer with 10+ years of experience. She brings creativity to every project. [IMAGE: Sarah at work] [CTA: Learn More]“

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SECTION 3: IMAGE SOURCING

Trigger

• P2 onboarding (initial photo collection)
• Monthly (new photos for seasonal posts)
• When client submits photos via Task Tracker

Owner

GBP Specialist

Primary Image Sources (Ranked by Preference)

Tier 1: Client Onboarding Photos

• Photos captured during intake questionnaire
• Already organized in client folder: /client-files/[CLIENT]/GBP-Assets/
• Includes: logo, team, work samples, location, before/after
• Use first for all posts

Tier 2: Monthly Client Submissions

• Request via Task Tracker by 1st of month
• Task description: “Please submit 3-5 high-quality photos for your March GBP posts. Ideas: recent projects, team in action, seasonal work. [Client Portal Link]”
• Acceptable formats: JPG, PNG, high-resolution (1200+ px width)
• Follow-up: If not received by 20th, send reminder and offer to use stock alternatives

Tier 3: Existing Client Website/Social Media

• Review client’s website homepage (high-quality images already approved)
• Review client’s Instagram/Facebook for recent posts
• Screenshot and save to GBP Assets folder
• Permission: Client owns all rights to website/social images, so use is automatic

Tier 4: Google Maps Street View / GBP Existing Photos

• Review client’s GBP photo albums for high-quality shots
• Can recycle best-performing photos from previous months
• Rotate seasonal photos (spring/summer vs. fall/winter)

When No Photos Are Available

If client hasn’t submitted and no existing photos fit the theme:

Option 1: Delay Post (Preferred)

• Move post to next week
• Send reminder to client for submission
• Never publish without image (photos significantly boost engagement)

Option 2: Use Generic Professional Photo (Last Resort)

• Client can provide 1-2 generic professional photos (team headshots, office exterior)
• Unsplash/Pexels free images only with client permission (must align with brand)
• Avoid: Watermarked images, obviously generic stock photos, images unrelated to service

Option 3: Text-Only Post (Not Recommended)

• GBP allows text-only posts
• Performance is 30-40% lower than image-based posts
• Use only if absolutely necessary (but aim to always have images)

Photo Organization System

Client folder structure:

/client-files/[CLIENT]/GBP-Assets/
├── Logo/
│   ├── Logo-Horizontal.png
│   ├── Logo-Square.png
├── Team/
│   ├── Team-Group.jpg
│   ├── [Employee-Name].jpg
├── Work-Samples/
│   ├── Before-After-[Project-1].jpg
│   ├── [Service]-Photo-[Project-2].jpg
├── Location/
│   ├── Storefront.jpg
│   ├── Office-Interior.jpg
├── Seasonal/
│   ├── Spring-Promo-2026.jpg
│   ├── Summer-Work-2026.jpg

Naming convention: Clear, date-aware for seasonal content

• Format: [Type]-[Description]-[Date].jpg
• Example: Before-After-Kitchen-Remodel-March-2026.jpg

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SECTION 4: SEARCH ATLAS SCHEDULING WORKFLOW

Trigger

Posts drafted and QA-approved, ready to schedule

Owner

GBP Specialist

Step-by-Step Scheduling Process

Step 1: Log into Search Atlas

• Navigate to Search Atlas (check Tool & Access section for login)
• Select client profile

Step 2: Navigate to GBP Posting Calendar

• Click “GBP Posting” or “Calendar” section
• Verify you’re viewing current month

Step 3: Create New Post

• Click “Create Post” or ”+” button
• Select post type (update, photo, article, etc.)
• Note: Current Search Atlas posts typically default to “post” type; if options available, select relevant category

Step 4: Enter Post Content

• Headline: (Optional in Search Atlas; use if available)
• Body text: Copy from draft (100-300 characters)
• Image: Upload image file (1200x675px or larger)
• Verification: Check character count displays (stay within limits)

Step 5: Configure CTA (if available in Search Atlas)

• If Search Atlas supports CTA buttons: Select from available options
• If not available in Search Atlas: Note in Task Tracker that CTA selection happens at GBP publish time
• CTA options: Call Now, Book, Learn More, Get Offers, Shop Now, Get Directions
• Select 1 CTA only

Step 6: Set Publish Date & Time

• Date: Select from monthly plan (e.g., 7th, 14th, 21st, 28th)
• Time: 11:00 AM, 11:15 AM, 11:30 AM in client’s local timezone
• Stagger multiple posts: If scheduling 2+ posts same day across different clients, use different minutes (11:00, 11:15, 11:30)
• Confirm timezone displays correctly (Search Atlas auto-detects, but verify)

Step 7: Review & Publish or Schedule

• Review all content on preview (text, image, CTA)
• If publish time is today: Click “Publish” immediately
• If publish time is future date: Click “Schedule” (post will auto-publish at scheduled time)
• Confirm scheduling confirmation message appears

Step 8: Log in Task Tracker

• Document post in Task Tracker under client’s GBP Posting Log
• Record: Date, post type, headline, scheduled publish time, image used
• Format example: “March 7 — Business Update — ‘24/7 Emergency Service Available’ — Scheduled 11:00 AM”

Verification After Publishing

Same day as post goes live:

• Log into GBP profile directly (or view through Search Atlas)
• Verify post appears in GBP feed
• Verify image displays correctly
• Verify CTA button is clickable (if applicable)
• Check that text is complete (no truncation)
• Take screenshot of published post and save to /client-files/[CLIENT]/GBP-Posts/[MONTH-YEAR]/

If post fails to publish:

• Check error message in Search Atlas
• Common issues: Image too large, text exceeds character count, formatting error
• Fix issue and reschedule
• Document failure and solution in Task Tracker
• Escalate to SEO Specialist if Search Atlas error persists

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SECTION 5: PERFORMANCE TRACKING & MONTHLY REVIEW

Trigger

• Weekly (review last post’s early metrics)
• Monthly (comprehensive review for next month planning)

Owner

GBP Specialist

Metrics to Track

For each post, capture these KPIs:

Metric	Source	Frequency	Use Case
Views	Search Atlas analytics	Weekly	Overall reach/visibility
Actions (Clicks)	Search Atlas analytics	Weekly	CTA effectiveness
Call clicks	Search Atlas or GBP if available	Weekly	Phone lead generation
Engagement rate	Views + Actions / Impressions	Monthly	Post quality assessment
Post type performance	Compare across post types	Monthly	Content planning

Search Atlas Analytics Access:

• Log into Search Atlas
• Go to client’s GBP profile
• Navigate to “Insights” or “Analytics” tab
• View post performance: Each post shows views, actions, clicks

Monthly Review Process

By 20th of each month, complete the following:

1. Pull monthly post performance summary

   • Export or screenshot data from Search Atlas for all posts published in past month
   • Record in spreadsheet or Task Tracker:
     • Post date, headline, post type, views, actions, engagement rate

2. Analyze top-performing posts

   • Rank posts by views and engagement rate
   • Identify patterns: Did seasonal posts outperform updates? Did photos of people beat product shots?
   • Note which CTA buttons generated most clicks (Call Now vs. Book vs. Learn More)

3. Analyze low-performing posts

   • Identify underperforming content
   • Possible causes: Weak CTA, image not compelling, poor timing, low relevance to audience
   • Plan adjustments for next month

4. Performance targets (baselines)

   • Minimum per post: 20+ views, 2+ actions
   • Target per post: 50+ views, 5+ actions
   • Engagement rate target: 5-10% (actions/views)
   • If below minimum: Review post type, image quality, and CTA selection

5. Document insights in Task Tracker

   • Create monthly post-mortem note: “February GBP Post Performance Review”
   • Include: Total posts published, average views, top post, bottom post, recommendations for next month
   • Share summary with SEO Specialist for strategy input

6. Plan next month’s posts based on performance

   • Double down on high-performing post types
   • Reduce or modify low-performing types
   • Test new angles on weak post categories
   • Example: If educational tips underperformed, replace with more project showcases

Monthly Reporting to CSM

By 25th of each month, send CSM a summary:

• Total posts published this month
• Average engagement (views, actions)
• Top-performing post and why (hypothesis)
• Low-performing post and planned adjustment
• Upcoming month’s posting plan (themes, dates)
• Any client asset requests needed

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SECTION 6: QC CHECKLIST FOR EVERY POST

Before scheduling any post in Search Atlas, verify:

• ✅ Character count: 100-300 characters (not shorter, not longer)
• ✅ CTA present: One of: Call Now, Book, Learn More, Get Offers, Shop Now, Get Directions
• ✅ CTA is action-oriented: Uses imperative verb (Call, Book, Learn, Get, Shop)
• ✅ Image attached: 1 image, high-quality, 1200x675px minimum, 3:2 aspect ratio
• ✅ Image on-brand: Shows actual work, team, or finished project (not generic stock)
• ✅ Headline benefit-focused: If present, focuses on customer benefit (not feature)
• ✅ Keywords present: 1 relevant keyword naturally placed (no stuffing)
• ✅ No placeholder text: No [BRACKET] text, no “TBD”, no draft language
• ✅ Brand voice matches client: Check tone against onboarding guidelines
• ✅ Spelling & grammar: Zero errors
• ✅ Mobile readable: Short lines, easy to scan on phone
• ✅ Unique post: Not a duplicate of previous post (check last 3 months)
• ✅ Scheduled time correct: 11am-2pm in client’s local timezone
• ✅ Post type appropriate: Selected from approved rotation (update, seasonal, project, tip, spotlight)

If any item fails QC: Do NOT publish. Return to draft, fix, and re-check.

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SECTION 7: TROUBLESHOOTING & ESCALATION

Post Won’t Schedule in Search Atlas

Symptom: Error message when trying to schedule Troubleshooting:

1. Check character count (must be ≤300)
2. Check image file size (Search Atlas has size limits; compress if needed)
3. Check image format (JPG/PNG only, no GIF)
4. Retry scheduling; if error persists, escalate to Ops Lead

Escalation: If Search Atlas error persists, escalate to Ops Lead (possible platform issue)

Post Published But Doesn’t Appear in GBP

Symptom: Post shows as published in Search Atlas but not visible in GBP profile Troubleshooting:

1. Wait 15-30 minutes (GBP sync delay common)
2. Refresh GBP profile page (hard refresh: Cmd+Shift+R)
3. Log out and back into GBP to clear cache
4. Check GBP filter settings (ensure “All posts” selected)
5. If still not visible after 1 hour, escalate to SEO Specialist

Low Engagement on Posts

Symptom: Posts consistently below 20 views or 2 actions Analysis:

1. Review post timing (may need to adjust to different time)
2. Review image quality (consider stronger visuals)
3. Review CTA (may need different action button)
4. Review post type (may need to rotate to different theme)
5. Check if client audience is active in GBP (some businesses have low overall GBP visibility)
6. Plan A/B test: Try 2 different post types same week, compare performance

Escalation: If persistent low engagement despite strong content, escalate to SEO Specialist to assess overall GBP visibility strategy

Client Requests Last-Minute Post Changes

Scenario: Client asks to change post content after scheduled Process:

1. If scheduled for future date: Update draft in Search Atlas, re-verify QC, reschedule
2. If published today: Offer to create replacement post for next week instead
3. If published and client insists on removal: Unpublish in Search Atlas, document reason in Task Tracker, note impact on monthly cadence
4. Communicate timing expectations: “Changes take 24-48 hours to reflect in GBP”

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RELATED DOCUMENTATION

• 01-role-gbp-specialist.md — Full GBP Specialist role overview and daily schedule
• 02-sop-gbp-management.md — GBP setup, verification, and optimization
• 04-sop-offsite-seo.md (referenced for citation building alignment)
• 06-sop-rank-tracking.md (Local Dominator tracking for visibility verification)
• 13-ai-prompt-library.md — Post templates, copy examples, CTA frameworks

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MONTHLY EXECUTION CHECKLIST

By 1st of Month:

• ✅ Review previous month’s post performance
• ✅ Identify monthly themes (4 posts minimum)
• ✅ Request client submissions via Task Tracker
• ✅ Draft 4 posts (or 2 minimum)

By 7th of Month:

• ✅ QA all posts (use QC Checklist)
• ✅ Schedule all posts in Search Atlas
• ✅ Verify posts show scheduled in calendar
• ✅ Document in Task Tracker

By 20th of Month:

• ✅ Follow up if client submissions missing
• ✅ Review early performance of early-month posts
• ✅ Plan adjustments for weak posts

By 25th of Month:

• ✅ Complete monthly performance review
• ✅ Document insights in Task Tracker
• ✅ Send summary to CSM

By 28th of Month:

• ✅ Verify all scheduled posts still on calendar
• ✅ Check for any failed publications
• ✅ Prepare next month’s plan

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Performance KPIs

KPI	Target	Frequency	Owner
Monthly posts published	2-4 per client (target 4)	Monthly	GBP Specialist
Posts live on schedule	100% published by scheduled time	Weekly	GBP Specialist
Minimum views per post	20+ views	Per post	GBP Specialist
Minimum actions per post	2+ CTA clicks	Per post	GBP Specialist
Average engagement rate	5-10% (actions/views)	Monthly	GBP Specialist
QC pass rate	100% (zero publishing errors)	Weekly	GBP Specialist
Performance review completion	By 20th of month	Monthly	GBP Specialist
Zero duplicate posts	No repeated content	Monthly	GBP Specialist

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Document Version: 1.0 Last Updated: 2026-03-31 Owner: GBP Specialist Next Review: 2026-06-30