#9 - Google Business Hacks: Automating Blog Posts for Better SEO
Don't have time to manually update your Google Business profile? Here's how I automated mine with zero ongoing effort.
That Google Business profile you set up years ago and barely touch? It might be the sleeping giant in your marketing strategy.
I'll admit it - I've had my Google Business profile since 2010, and for the longest time, it was just... there. I'd occasionally collect a review, update my hours when they changed, and that was about it. But a recent discovery has completely changed how I view this often-neglected platform, and the best part? I've found a way to keep it active without adding a single task to my weekly to-do list.
The Untapped Potential of Your Google Business Profile
Let me take you back a few months. I enrolled in a Google Ads course with Lindsay Herkert from Systems for Success. I was primarily focused on learning about paid advertising, but what really caught my attention was an unexpected nugget of information about Google Business profiles.
The instructor emphasised something I'd overlooked: regularly updating your Google Business profile significantly impacts your local SEO.
This was a lightbulb moment for me. As photographers, most of us rely heavily on local clients finding us through search. And here was this free tool I already had that could improve my visibility - if only I used it consistently.
But consistency is the challenge, isn't it? Between client shoots, editing, admin work, and trying to maintain a presence on social media, who has time to regularly create fresh content for yet another platform?
That's when I wondered: could I automate posting to my Google Business profile the same way I automate other content?
The Set-and-Forget Solution
The answer was yes - and it was ridiculously simple.
Using Zapier (an automation platform that connects different apps), I created a workflow that automatically takes my blog posts and shares them to my Google Business profile. No manual effort required.
Here's how the automation works:
Zapier monitors my blog's RSS feed
When a new post is published, it detects the update
It automatically creates a post on my Google Business profile
The post includes my blog excerpt and featured image
All of this happens without me lifting a finger
Setting this up took me less than 15 minutes, and now every blog post I write pulls double duty - it serves my website visitors AND keeps my Google Business profile fresh with zero extra effort.
Why This Matters for Photographers
As a photographer who recently moved from Melbourne (where I'd established strong SEO rankings) to a regional city, I'm essentially starting from scratch in terms of local visibility. This automation is part of my strategy to build presence in my new location.
When potential clients search for "portrait photographer near me" or "wedding photographer [your city]," Google looks at multiple factors to determine which businesses to show. One important factor is how active and up-to-date your Google Business profile appears.
By automatically feeding your blog content to your profile, you're regularly signalling to Google that your business is active and relevant. Over time, this consistent activity helps improve your local search rankings.
Think of it as a steady drip of visibility rather than a flood. Each post might not make a massive difference on its own, but the cumulative effect of consistent updates can be significant for your local SEO.
But Don't You Lose the Personal Touch?
I've heard this concern before, and it's a valid question. Doesn't automation remove the personal element from your marketing?
Here's my perspective: for some platforms, like Instagram or client emails, a more personal touch makes perfect sense. But for my Google Business profile, my primary goal is SEO benefits. I'm using it strategically as a tool to improve online visibility, not as my main platform for client engagement.
That said, I still personally respond to all reviews and questions on my Google Business profile. I'm not completely hands-off - I've just automated the content posting aspect to ensure consistent updates.
Automation isn't about removing the human element from your business. It's about being strategic with your time and focusing your personal energy where it matters most: creating amazing experiences for your clients and capturing stunning images.
How to Set Up This Automation for Your Photography Business
Ready to implement this for yourself? Here's a step-by-step guide:
What You'll Need:
A Zapier account (they have a free tier that works perfectly for this)
A Google Business profile
A blog with an RSS feed (most blogs automatically generate one)
The Setup Process:
Step 1: Create a new Zap in Zapier
Log into your Zapier account (or create one if you don't have one yet) and click "Create Zap."
Step 2: Set up your trigger
Select "RSS by Zapier" as your trigger app
Choose "New Item in Feed" as the trigger event
Enter your blog's RSS feed URL (typically your blog URL followed by "/feed" or "/rss")
Test the trigger to make sure Zapier can successfully detect posts
Step 3: Set up your action
Select "Google My Business" as your action app
Choose "Create Post" as the action event
Connect your Google account when prompted
Select the correct Google Business profile if you have multiple
Configure how your post will look:
For the summary, use the RSS item description/excerpt
For the image, use the featured image from your RSS feed
You can include a button that links back to your full blog post
Step 4: Test and activate
Run a test to make sure everything works correctly
If the test is successful, turn on your Zap
That's it! Now, whenever you publish a new blog post, it will automatically be shared to your Google Business profile.
Pro Tips from My Experience
After running this automation for a while, I've picked up a few insights that might help you get the most out of it:
Make your blog excerpts count: Since these will automatically become your Google Business posts, make sure your blog excerpts are compelling and include a call to action.
Consider timing: If you publish multiple blog posts close together, you might want to add a delay to your Zap so your Google Business profile isn't flooded with posts all at once. Spreading them out can give you more consistent visibility.
Mix up your content: While this automation handles blog posts, remember you can still manually post other types of content to your Google Business profile when you have time - behind-the-scenes photos, special offers, or quick tips related to your photography services.
Track your results: Keep an eye on:
Where your photography business appears in local search results
How often your Google Business profile gets viewed
Whether there's an increase in website clicks from your profile
Any changes in the number of enquiries mentioning they found you through Google
Measuring the Impact
I'll be completely honest with you - I haven't seen dramatic changes yet. SEO is definitely a long game, and this automation is just one piece of a larger strategy. It's not going to transform your business overnight.
But here's what I know for sure: keeping my Google Business profile consistently active requires exactly zero effort now that I've set up this automation. Even if the SEO benefits take time to materialise (as they typically do), the time investment was minimal.
To me, that's the perfect kind of business improvement - low effort, potentially high return.
Beyond Blog Posts
While I've focused on automating blog posts to Google Business, the same principle can apply to other types of content. If you're particularly active on YouTube, for example, you could set up a similar automation to share your new videos to your Google Business profile.
The key is finding ways to maintain activity on your profile without creating additional work for yourself.
And remember - Google Business posts don't stay visible forever. They typically display prominently for seven days before moving to the "Posts" tab of your profile. This natural archiving creates another reason to keep a steady stream of fresh content flowing to your profile.
Your Photography Business Deserves This Easy Win
As photographers, we're constantly juggling multiple priorities. Client work, editing, admin, marketing, social media - the list never ends. Finding ways to maintain your marketing presence without adding more to your plate isn't just smart - it's essential for sustaining a healthy business and personal life.
This simple automation represents exactly the kind of efficiency I love: maximum impact with minimum ongoing effort. Once set up, it quietly works in the background while you focus on what truly matters - creating beautiful images and delivering exceptional experiences to your clients.
Focus Assignment of the Week:
Ready to give your local SEO a boost without adding to your workload? Here's your assignment:
Check your Google Business profile (15 minutes)Make sure all your information is complete and accurate
Update your hours, services, and add recent photos if needed
Respond to any outstanding reviews or questions
2. Set up your blog-to-Google-Business automation (30 minutes)
Create or log into your Zapier account
Follow the step-by-step guide above
Test the automation to make sure it works properly
3. Optimise for success (15 minutes)Review your blog's excerpt settings to ensure they'll make compelling Google Business posts
Plan your next blog post with this dual-purpose in mind
That's it! Under an hour of setup time, and you'll have created a hands-free system that keeps your Google Business profile active and helps boost your local SEO.
Once it's running, you can focus on creating great blog content knowing that each post will automatically work double-duty for your business.
Have you tried automating any aspects of your marketing? What results have you seen? Let me know in the comments below!
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