A patient searching for a dentist at 9 pm may find several practices with good reviews, accurate hours, and complete profiles. So what makes them choose yours?
Your Google Business Profile posts give you another way to show what your practice offers, answer common patient questions, and share timely updates. An empty Updates section won’t automatically cost you a patient, but useful, recent posts can help people get a better sense of your practice before they call or book an appointment.
The key is knowing what to post and how often to post it. This article covers practical content ideas and a simple routine for keeping your dental practice’s Google Business Profile active.
What are Google Business Profile posts?
Google Business Profile posts are updates that businesses publish directly to their profiles on Google Search and Maps. For dental practices, they offer a way to share practice news, highlight services, answer common patient questions, and promote upcoming events.
You can add text, photos, videos, and action buttons that encourage patients to learn more, call your practice, or book an appointment. These posts help people get useful information about your practice while deciding which dentist to visit.
Google offers three post types. Updates share general news about your practice. Offers promote a deal, and they appear near the top of your profile. Events promote something happening at your practice on a set date.
Why Google Business Profile Posts Matter for Dentists
Patients searching for a dentist on Google often have several practices to choose from. Your Google Business Profile helps them compare their options before deciding who to call or where to book.
Google doesn't say that publishing posts directly improves your search rankings, so be wary of anyone who promises that. Posts serve a different purpose.
They give potential patients more information about your practice while they're deciding where to go. You can highlight your services, share useful dental advice, introduce your team, and announce changes or special events. When someone is comparing your practice with another nearby dentist, those details can help them make a decision.
Think of Google Business Profile posts as another way to show patients what your practice offers, not a shortcut to higher rankings.
What to Post on Google Business Profile Each Week
If you're unsure what to post on your dental practice's Google Business Profile, start with four content types: team introductions, special offers, community updates, and answers to common patient questions. Posting once a week gives you a manageable schedule and helps you share different aspects of your practice throughout the month.
Here's what to post each week, with examples you can adapt for your practice.
Week 1: Introduce Your Team or Services
Help potential patients get to know your practice before they book an appointment. Introduce a dentist, hygienist, or other team member, or explain a service patients may want to learn more about.
You could post about:
- A new dentist joining your practice
- What patients can expect during their first visit
- How professional teeth cleaning works
- A dental service patients frequently ask about
Example post:
“Meet Maria, one of our dental hygienists. She takes time to explain each step of your cleaning and answer your questions. If it's time for your next checkup, book an appointment with our team.”
Add a recent photo of Maria, with her permission, to help patients put a face to your practice.
Week 2: Promote a Special Offer
Use this week's post to highlight a genuine promotion or a service you want patients to know about. Keep the details clear so people understand what's included and how to book.
Ideas include:
- A new patient offer
- A seasonal promotion on an eligible service
- A family appointment initiative
- A limited-time offer with clear terms and dates
Example post:
“New patients are welcome at [Practice Name]. Book your first appointment with our team to discuss your dental health and care needs. Contact us to learn about available appointments.”
If you're advertising a discount, include the price, eligibility requirements, and expiry date where applicable. Check your state dental board's advertising rules before publishing promotional claims or prices.
Week 3: Share an Event or Community Update
Show patients how your practice participates in the local community. If you're hosting an event, sponsoring a local activity, or providing dental education, share the details on your profile.
You could post about:
- A community oral health education session
- A children's toothbrushing workshop
- A practice open day
- Your team's participation in a local event
Example post:
“We're hosting a children's oral health workshop at [Venue] on [Date]. Families can learn practical ways to help children build healthy brushing habits. Contact us for event details.”
Use Google's Event post type when promoting an event with a specific date. If you don't have an upcoming event, share a genuine community update instead.
Week 4: Answer a Common Patient Question
Use your final post of the month to answer a question your team hears regularly. Helpful information gives potential patients a reason to engage with your profile and learn more about your services.
Questions to consider include:
- How often should I visit the dentist?
- What causes tooth sensitivity?
- What happens during a routine dental checkup?
- What should I bring to my first appointment?
Example post:
“Do your teeth feel sensitive when you eat or drink something hot or cold? Tooth sensitivity can have several causes. Our dental team can assess your symptoms and help you understand the next steps. Contact us to arrange an appointment.”
You can add a Learn more button linking to a relevant page on your website, such as an article explaining tooth sensitivity. Make sure the page answers the question raised in your post.
By the end of the month, you'll have introduced your team or services, highlighted an offer, shared a community update, and answered a patient question. Repeat the schedule next month with new topics, so your posts remain useful rather than repeating the same message.
How to Keep Your Google Posts Up to Date
Keeping your Google Business Profile posts current takes a little regular maintenance. Set aside time once a month to review your published posts and make sure patients are seeing accurate information.
Here’s what to do:
- Review your existing posts. Open your Google Business Profile and check the posts you’ve published. Look for outdated details, expired promotions, and announcements that are no longer relevant.
- Check dates and service details. Confirm that any offers, opening hours, event dates, and service information mentioned in your posts are still correct.
- Remove or replace outdated content. Delete posts that could mislead patients, or publish a new post with the updated information. If you need to correct a published post, check whether Google allows you to edit it or whether you need to create a replacement.
- Publish updates when something changes. If your practice changes its opening hours, welcomes a new dentist, adds a service, or announces a holiday closure, share the news promptly rather than waiting for your next scheduled post.
- Check your profile's performance. Review the available performance data to see how patients interact with your posts. Use those insights to decide which topics are worth covering again.
A monthly review helps keep your Google Business Profile accurate and useful. Remember that posts can be archived after six months, depending on Google's rules for their date ranges, so check the current visibility of older posts rather than assuming they'll stay prominent indefinitely.
What Dentists Should Avoid Posting
Dentists need to protect patient privacy and follow Google's content policies. A mistake can lead to complaints, rejected posts, or costly penalties.
1. Patient photos and stories without authorization
The US Department of Health and Human Services requires covered entities to obtain valid, written HIPAA authorization before using protected health information in marketing. A nursing home paid $182,000 after sharing photos and success stories of about 150 residents without authorization.
- Get written authorization before using patient photos or stories in marketing.
- Check team photos for patient names or information visible in the background.
2. Posts Containing Phone Numbers
Google may reject posts that contain phone numbers. Use your profile's call button instead, and keep your claims accurate. Avoid misleading offers, unsupported claims about treatment results, or promises you can't guarantee.
3. Reposting Rejected Content Without Changes
If Google rejects a post, check the reason, correct the issue, and submit the revised version. Reposting the same content without fixing the problem is unlikely to resolve the rejection. Review Google's content policies before trying again.
How to Write Google Business Profile Posts
Lead with the point. Most people scroll fast, so the first line has to earn the second one. Stick to one idea per post and one button. Match the button to the goal: Book for an offer, Learn more for a tip, Call for emergency slots.
Use real photos of your own reception, your own team, and your own equipment. Patients can spot a stock image from across the room, and they want to know what your practice actually looks like before they walk in.
Write the way your best front desk person talks. Warm, clear, no jargon. If a post reads like a leaflet, rewrite it until it sounds like a person.
Your Google posts should give patients a reason to choose your practice. Schedule a free SEO audit with ClickWave Marketing to see how your practice can show up better in local searches.
FAQs
How often should a dentist post on Google Business Profile?
Google doesn't require dentists to publish a set number of posts. Once a week is a practical starting point for sharing service updates, introducing team members, promoting offers, and answering common patient questions. Consistency matters more than posting every day.
Do Google Business Profile posts expire?
Google archives posts older than six months unless a date range is specified. Offers and Events can have specific dates, so check that the information remains accurate while the post is visible. Review older posts regularly to avoid leaving outdated details on your profile.
Do posts help my dental practice rank higher on Google?
Google doesn't confirm that publishing posts directly improves local search rankings. Their main benefit is giving potential patients more information about your practice when they find your profile. Use posts to highlight your services, answer common questions, and encourage appointment bookings.
Can I post before-and-after photos of patients?
Yes, but you must protect patient privacy and follow applicable laws. Covered entities generally need valid, written HIPAA authorization before using identifiable patient information in marketing. Check your state dental board's rules, too. Photos of your team, office, or equipment are alternatives when you don't have the necessary patient authorization.
Can I add my phone number to a Google Business Profile post?
It's best to use Google's call button instead. Posts containing phone numbers may be rejected under Google's content policies. You can still encourage patients to call your practice by adding an appropriate call-to-action button where available.
Is it worth posting on Google Business Profile?
Yes, regular posts give potential patients more information about your dental practice, from the services you offer to your team and upcoming events. Although posts aren't a confirmed ranking factor, they can help patients compare practices and decide whether to contact you.