The accountant told Google Posts were a waste of time

The accountant told Google Posts were a waste of time

Meet an accountant in Leeds. Two consultants in a row had told him Google Business Posts don't affect rankings, so don't bother. He believed them and left that section blank for a year.

His map pack position for 'accountant near me' sat stubbornly at the bottom of the local pack — visible, but barely.

They weren't entirely wrong, which is what made the advice dangerous. Posts don't directly move rankings. But we noticed his profile had almost no behavioral signal — low clicks, low calls, low 'website visits.' A dead profile reads as a dead business.

We started weekly posts: a tax-deadline reminder, a short tip, a case snapshot. Each gave searchers a reason to tap. Clicks to his site rose. Calls rose. And those engagement signals — the ones Google genuinely watches — climbed with them.

Three weeks in, nothing moved. By week seven he'd risen two positions in the pack and his weekly inbound calls had doubled from 9 to 19.

The lesson: Posts don't rank you directly — they generate the engagement that does, so the 'waste of time' advice quietly costs you the indirect win.