Your Google Business Profile has two types of content that need different update frequencies.
Core information, including your address, phone number, hours, website, and categories, should be updated immediately whenever anything changes. An outdated phone number or incorrect hours can directly cause customers to have a failed interaction with your business. These changes should never wait for a scheduled review cycle.
Posts and fresh content should be added at least weekly. Google’s ranking algorithm considers profile activity as a freshness signal. A profile that has not been updated in two months is considered less active than one updated last week, and this affects ranking. Weekly posts about products, promotions, or updates satisfy this requirement without requiring daily attention.
Photos should be refreshed periodically. Adding new photos every one to two months keeps your visual content current and relevant. Listings with recent, high-quality photos tend to receive more clicks and direction requests than listings with outdated images.
Special hours for public holidays should be set in advance rather than updated on the day. Google allows you to schedule holiday hours ahead of time, which prevents your listing from showing incorrect hours to customers planning visits around holidays.
See how Locus Intelligence manages this across your dealer network in 30 days.