Think Twice Before Deleting Old Google Posts

It may seem logical to delete older Google Posts once an event has ended or an update is no longer current. However, deleting published Posts does not necessarily need to be part of your regular Google Business Profile maintenance routine. Instead, consider whether the post is genuinely problematic or simply no longer current. In many cases, there is no need to remove it manually.

Why Keep Your Google Posts?

Google Posts allow businesses to share updates, events and other relevant information directly with customers on Google Search and Maps. Google itself recommends using posts to share up-to-date information and help customers decide whether to visit a business.

For hotels, Google posts can provide additional context around the property and its experiences, such as upcoming events, seasonal activities, dining experiences, wellness offerings, or other relevant updates.

From a user perspective, a consistent stream of relevant Google Posts can help potential guests better understand what a property offers and what is happening there throughout the year. Google Posts can also provide opportunities for users to visit a website, make a booking or explore a specific offering.

From a profile management perspective, maintaining a steady flow of relevant, accurate content helps ensure that the information presented to customers remains useful and up to date.

Naturally, older Google Posts become less prominent over time as newer posts are published. They remain part of the Business Profile’s content history but are no longer presented as current updates. For this reason, an older post does not usually need to be removed simply because the event or activity has ended.

When Should You Edit or Delete a Google Post?

Although we generally recommend avoiding unnecessary deletion, there may be situations where editing or removing a post will be appropriate. 

If a post contains an error or needs to be updated while the information it refers to is still current or upcoming, consider whether the content can be edited. Google allows businesses to edit published posts, which can be useful when details of an upcoming event or offering change before it takes place.

For example, a business may want to update a post if:

● the date or time of an upcoming event changes;
● details of an upcoming experience or offering change;
● an image needs to be replaced to accurately represent an upcoming offering;
● the post contains a factual error that could mislead potential guests.

The key distinction is that an update to a post should not be made simply because the event or activity mentioned in it has already taken place. An older post becoming outdated is not, on its own, a reason to edit the content or remove it.

Deletion may be appropriate where the content is no longer suitable to remain published – for example, if an upcoming event is cancelled and the post can no longer be updated accurately, or if the content is incorrect or could otherwise cause confusion.

The focus should therefore be on the accuracy and appropriateness of the information, rather than on the age of the post. 

A Note for Accommodation Businesses

Hotels should also keep Google’s specific post policies in mind when reviewing older content. According to Google’s current policies, hotel businesses cannot create offer posts or posts that mention or link to deals, promotions, special offers or discounts.

This means that hotel teams should not only consider whether an older post is still relevant, but also whether its content continues to comply with Google’s current policies.

Key Takeaway

Google Posts should not be treated as content that must be deleted as soon as an event ends or an update becomes old.

Instead, consider whether the content is still accurate, relevant and appropriate. Focus your efforts on publishing fresh, useful content, while editing or removing older posts when there is a genuine reason to do so.

The goal is to maintain a Business Profile that provides accurate, relevant and useful information to potential customers.