The 60/30/10 Rule: Why Most GBP Content Fails and What to Post Instead

From "About Us" to "Answers for You": The GBP Content Shift That Actually Drives Calls

It's 2 AM. A pipe just burst in someone's kitchen. Water is spreading across the floor, seeping under the cabinets, and they have no idea what to do.

They grab their phone. They search: "what to do when pipe bursts."

Google serves up results. ChatGPT offers an answer. And somewhere in those results, a local business gets cited because their Google Business Profile post answered that exact question with clear, specific steps.

Your post about "proudly serving the community for 20 years with quality service and integrity" is nowhere to be found.

This is the gap that's killing your GBP visibility. And it has nothing to do with how often you post.

The Brand Content Trap

Open your Google Business Profile right now. Look at your last ten posts. I'm willing to bet most of them follow a familiar pattern:

"At [Business Name], we take pride in delivering exceptional service to our community. Our experienced team is dedicated to your satisfaction. Call us today for all your [service] needs!"

Sound familiar?

Here's the uncomfortable truth: nobody searches for "local business that cares about customers." Nobody Googles "company with experienced team near me." These phrases feel professional. They feel safe. They're also completely invisible to the people who actually need your services.

Think about the moment someone needs you. Really needs you.

Their basement is flooding. Their AC died during a heat wave. They just found mold behind their bathroom wall. They're not searching for your brand story. They're searching for answers:

"How do I stop water damage from spreading?"
"Why is my AC running but not cooling?"
"Is black mold dangerous?"

Your competitors are still posting about how much they care. The businesses winning are posting answers to these questions.

How Google and AI Actually Use Your Content

Here's something most business owners don't realize: your GBP posts get indexed by Google. They're searchable. They can appear in results. They can get pulled into Google's "People Also Ask" boxes and AI Overviews.

But only if they're structured to answer actual questions.

The game has changed. It's no longer enough to rank. You need to be the answer.

When someone asks ChatGPT, "What should I do if I find water damage in my home?" the system scans indexed content looking for three things:

A direct answer to that exact question
Authoritative, specific guidance
Well-structured content that's easy to extract and cite

Brand statements fail all three tests. "We're local and we care" isn't extractable. "Quality service since 1998" doesn't answer anything. "Call us for all your needs" provides zero guidance.

AI systems skip this content entirely. So does Google's helpful content algorithm. Your posts exist, but they're functionally invisible to the systems deciding who gets found.

The businesses getting cited, getting clicked, getting calls, have figured out something simple: stop talking about yourself and start answering the questions people are actually asking.

The 60/30/10 Rule Explained

Every batch of GBP content you create should follow this distribution:

60% Question-Answer PostsThese capture search queries and earn AI citations. They start with a question people actually Google, answer it directly, then expand with your local expertise.

30% Scenario-Solution PostsThese address specific situations your customers face. They paint a vivid picture of a problem, explain what's at stake, and provide the expert path forward.

10% Brand/Community PostsThese humanize your business. Team spotlights, community involvement, milestones. Keep them genuine. Don't force selling into community content.

That's it. 60/30/10. Simple to remember, transformative when applied consistently.

Let me break down each type.

Question-Answer Posts: The 60%

These are your workhorses. They capture search traffic, earn AI citations, and position you as the authority.

The Formula:

Start with a question people actually search. Answer it directly in the first sentence. Expand with local expertise. Provide actionable steps. Close with a soft call to action.

Example Transformation:

Before (Brand-Focused):

"Our company has been serving the Triangle area for over 20 years. We pride ourselves on fast response times and quality workmanship. When you need water damage restoration, trust the experts who care about your home as much as you do. Call us today!"

After (Search-Intent Focused):

"What should you do in the first hour after finding water damage in your home? Your actions in that first hour often determine whether you're looking at a $2,000 cleanup or a $20,000 reconstruction.

First, stop the water if you safely can. Shut off the supply valve or main water line. Then document everything with photos and video before moving anything. Your insurance adjuster needs to see original conditions.

Next, call your insurance to report the loss. Get a claim number. Then call for professional water extraction immediately. Do not wait for an adjuster visit. Insurance policies require you to mitigate further damage.

One mistake we see constantly: running your HVAC to 'dry things out.' This spreads contamination into your ductwork and can turn a single-room problem into a whole-house problem.

Found water damage? Call for emergency extraction before it spreads."

See the difference? The first post talks about the company. The second post answers a question someone is desperately Googling at 2 AM while standing in a puddle.

Finding Questions to Answer:

You don't have to guess what people are searching. The data is everywhere:

Google a question in your industry. Look at the "People Also Ask" boxes.
Type the beginning of a question into Google and see what autocomplete suggests.
Visit AnswerThePublic.com and enter your service keyword.
Browse Reddit threads about your industry. Real people asking real questions.
Ask your front desk what questions they answer most often on the phone.

Every question is a potential post. Every post is a potential citation.

Scenario-Solution Posts: The 30%

These posts capture people who haven't formed their search into a question yet. They know something is wrong. They're worried. They need someone to describe their exact situation and tell them what to do.

The Formula:

Open with a vivid, relatable scenario. Use sensory details that help them see themselves in the situation. Explain what's at stake. Provide the expert path forward. Close with a clear next step.

Example:

"You come home from a weekend trip to find an inch of water covering your kitchen floor. The dishwasher supply line failed sometime Friday night. Two days of standing water means the damage has spread under cabinets, into adjacent rooms, and possibly into your subfloor.

Here's what most people don't realize: the water you can see is only part of the problem. Moisture has been wicking up your drywall, saturating your insulation, and creating the conditions for mold growth that won't become visible for weeks.

What happens in the next few hours determines everything. Professional extraction equipment removes water from deep in the structure, not just the surface. Industrial dehumidifiers and air movers create drying conditions your household fans simply cannot match. Moisture meters verify that hidden spaces are actually dry, not just dry to the touch.

The damage has already happened. The question now is whether you're dealing with a cleanup or a reconstruction.

Standing water in your home right now? Call for emergency extraction."

This post doesn't ask a question. It describes a nightmare scenario that thousands of homeowners experience every week. It helps them understand the stakes. It positions professional help as the obvious choice.

High-Value Scenario Themes:

Coming home to flooding
Waking up to a burst pipe
Discovering a slow leak that's been going for days
Finding mold during a renovation project
Post-storm damage assessment
The insurance company calling with a quick settlement offer
DIY fix that made things worse

Think about the moments when people realize they need help. Write posts that meet them there.

Brand/Community Posts: The 10%

Yes, you still get to talk about yourself. But only 10% of the time, and it needs to be genuine.

These posts humanize your business:

Team member spotlight (who they are, why they love the work)
Community involvement (sponsorships, local events, charity work)
Milestone celebrations (years in business, number of customers served)
Behind-the-scenes content (how things work, what a typical day looks like)
Thank you messages to customers and community

The rule here is simple: don't force selling into community content. A post about your team volunteering at a local food bank doesn't need a call to action about your services. Let it be what it is. Let people see that you're real.

These posts won't capture search traffic. That's fine. They build trust with people who are already following you. They make your business feel human in a sea of corporate messaging.

Just keep them to 10% of your content. The other 90% does the heavy lifting for discovery.

The Information Gain Test

Before you publish any post, ask yourself one question:

"Would someone learn something specific and useful they didn't know before?"

If the answer is no, you need to add educational value or rewrite the post.

Google's helpful content system explicitly rewards "information gain." This means providing value that readers can't easily find elsewhere. Generic awareness doesn't count. Specific, useful knowledge does.

Low Information Gain (Avoid):

"Water damage can be serious."
"Fast response is important."
"Our team is available 24/7."
"We serve the [City] area."
"Customer satisfaction is our priority."

High Information Gain (Use):

"Water damage has three categories. Category 1 is clean water from supply lines. Category 2 is gray water from appliances. Category 3 is black water from sewage or flooding. The category determines safety protocols, drying methods, and insurance coverage."
"The 24-48 hour mold window that most people cite is for visible growth. Microscopic colonization begins within 12 hours in humid climates. By the time you see mold, the colony has been established for days."
"Insurance adjusters are trained to call within 72 hours of a claim. Research shows that claims settled in the first week average 40% less than claims where the policyholder took time to document everything and understand their coverage."

See the difference? The first list tells people things they already assume. The second list teaches them things they didn't know. Things that might change what they do.

Every post should pass the information gain test. If you're not teaching, you're not earning visibility.

Structure That Gets Extracted

When an AI system decides to cite your content, it's looking for structure it can easily extract. Make it easy.

Numbered Steps (for process questions):

"What should you do in the first hour after discovering water damage?

Stop the water source if possible and safe
Document everything with photos and video before touching anything
Call your insurance company to report the loss and get a claim number
Contact a restoration professional for emergency response
Move undamaged items away from affected areas
Do NOT use household fans or your HVAC, as this can spread contamination"

Definition Format (for "what is" questions):

"What's the difference between water mitigation and water restoration?

Water mitigation is emergency response: stopping damage, extracting water, and beginning drying. This happens in the first hours and days. Water restoration is the rebuild: replacing damaged materials, repainting, and returning your home to pre-loss condition. This can take weeks. Most homeowners need both services in sequence."

Comparison Format (for "should I" questions):

"Should I call my insurance company or a restoration company first?

Call your insurance company first to report the loss and get a claim number. Then immediately call a restoration company for emergency mitigation. Don't wait for an adjuster before starting mitigation. Insurance companies expect you to prevent further damage. Just document everything before work begins."

Notice how each format leads with the question and answers it directly in the first sentence or two. That's the extractable snippet. That's what AI systems will cite. Everything after supports and expands the answer.

Local SEO Still Matters (But Differently)

Keywords haven't become irrelevant. They've just moved from the goal to the vehicle.

The old approach: Stuff your post with "[City] [service] company" as many times as possible and hope Google notices.

The new approach: Answer a real question in a way that naturally incorporates your location.

Your primary keyword placement should follow this priority:

First 100 characters. This is the most important real estate for GBP ranking. Work your location and service into the opening.
Naturally throughout. Two or three mentions in the body, woven into useful information.
In the CTA context. Connect the action to the location.

Clunky Keyword Insertion:

"If you need Durham water damage restoration, our Durham water damage restoration team provides the best Durham water damage restoration services in Durham."

Natural Integration:

"What should Durham homeowners do when they find water damage? The first 24 hours are critical, especially during our humid summer months when mold growth accelerates. Here's what our crews see across the Triangle and how to protect your home."

Both include the target keywords. Only one sounds like it was written by a human for a human.

Don't just say your city name, either. Get specific. Mention neighborhoods. Reference landmarks. Name the corridors and communities you actually serve. "Homes near Falls Lake" means more than "Durham area." "The Duke corridor" means more than "our service area."

Specificity builds trust and captures the long-tail searches that often have the highest intent.

Matching Your CTA to Your Content

Stop ending every post with "Call us today for all your [service] needs."

Your call to action should match the urgency and context of the content. One size does not fit all.

Emergency Content Needs Emergency CTAs:

"Water in your home right now? Call for emergency extraction."
"Pipe burst? Call now. We'll walk you through the shutoff while we dispatch."
"Active leak spreading? Don't wait. Call before it reaches the next room."

Educational Content Needs Consultation CTAs:

"Not sure if you need professional help? Call for a free phone assessment."
"Questions about your situation? Our team explains your options without pressure."
"Want to know if your system is at risk? Request a diagnostic inspection."

Scenario Content Needs Situation-Specific CTAs:

"Dealing with an insurance claim? We document everything adjusters need."
"Found mold during renovation? Stop work and call for a containment assessment."
"Discovered a leak that's been going for days? Call for a moisture inspection."

Community Content Needs Soft CTAs (or None):

"We're proud to be part of this community."
"Thank you for trusting us with your home."
Or simply: no CTA at all. Let the post be what it is.

Match the ask to the moment. Someone reading a post about emergency water damage is in a different mental state than someone reading a post about your team's community service. Speak to where they are.

Putting It Into Practice

Here's how to plan your next batch of five posts using the 60/30/10 rule:

PostTypeFocus1Question-AnswerPrimary service question (most common search)2Question-AnswerSecondary service question (related topic)3Scenario-SolutionSeasonal or weather-relevant situation4Question-AnswerProcess question (insurance, timing, how-it-works)5Scenario OR BrandRotate based on what you haven't posted recently

Before publishing each post, run through this checklist:

Does the opening line match a real search query? (for Q&A posts)
Is there a direct answer in the first two sentences?
Does this post teach something specific?
Could an AI extract a useful snippet from this content?
Is there at least one piece of insider knowledge?
Does the CTA match the content's urgency level?
Is there at least one specific geographic reference?
Is the character count under 1,400? (Google's limit)

If a post doesn't pass these checks, revise it before publishing. An optimized post is worth more than three mediocre ones.

Measuring the Shift

Let me set expectations: this isn't overnight magic.

Google needs to index your new content. AI systems need to discover it. Search patterns need to connect queries to your answers. This takes time.

Expect to see measurable improvement in 60-90 days of consistent posting with the new approach. The compound effect builds from there. Posts you publish in month one will still be earning citations in month twelve.

Track these metrics in GBP Insights:

Post views: Are more people seeing your content?
Website clicks: Are they taking action from GBP?
Phone calls: The ultimate measure. Are calls increasing?
Direction requests: Are people coming to your location?
Search queries: What searches are showing your posts?

The search queries report is particularly valuable. It shows you exactly which questions are finding your content. Double down on what's working. Fill gaps where you see opportunity.

If you're not seeing improvement after 90 days of consistent 60/30/10 posting, something else is wrong. Your dossier might be thin on local keywords. Your questions might not match what people actually search. Your competition might be outposting you. Diagnose and adjust.

But in my experience, most businesses see the needle move. The shift from brand-focused to search-intent-focused content works because it aligns with how people actually find and choose service providers.

The Question Your Next Post Should Answer

Here's the shift in one sentence:

Stop telling people about your business. Start answering the questions they're Googling at 2 AM.

The 60/30/10 rule is a simple filter for every content decision. Before you write anything, ask: Is this answering a question (60%)? Is this addressing a scenario (30%)? Is this building community connection (10%)?

If it's none of those, if it's just talking about how great you are, scrap it and start over.

Your competitors are still posting about their commitment to quality. They're still announcing that they're family-owned and community-focused. They're still inviting people to call for "all their needs."

You're going to post the answer to "What should I do if my basement floods?" You're going to describe the exact scenario someone faces at 2 AM when they discover a leak. You're going to teach them something they didn't know.

One of you is going to get the call.

The 2 AM Test: Before publishing any GBP post, ask yourself: if someone found this at 2 AM during an emergency, would it help them? Would it answer their question? Would it make them pick up the phone?

If yes, publish. If no, rewrite.

SML

Sean Michael Lewis is a content strategist specializing in local business marketing and search optimization. He develops content systems that help service businesses get found, get chosen, and get calls.

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