For most local businesses, an optimized Google Business Profile (GBP) can mean the difference between being visible in search results or being overlooked. Yet, one of the most underutilized features within GBP is the What’s Happening section.
This tool acts as a real-time notice board, allowing businesses to post updates, offers, or events that appear directly on their profile in Google Search and Maps. It creates a timely and localized touchpoint with potential customers at the exact moment they are actively searching.
This article outlines what the ‘What’s Happening’ feature offers, its significance for local SEO, and how to incorporate it effectively into your visibility strategy.
The What’s Happening section is part of Google Posts, which are content snippets within your Google Business Profile formerly known as Google My Business that allow businesses to communicate directly with prospective customers. These updates appear on your public profile in search results and on Google Maps.
Each post remains live for seven days or until an associated event concludes, offering a consistent opportunity to maintain an up-to-date online presence.
Local SEO performance depends on three key factors: relevance, proximity, and activity. Frequent use of the What’s Happening feature strengthens all three.
“Google prioritizes business listings that are consistently updated. An outdated profile may lead to lower rankings and reduced customer trust.”
As a result, this feature directly contributes to stronger local visibility and engagement.
To maximize the value of this feature, adopt a structured approach that aligns with your wider content strategy.
Since Google Posts expire after seven days (unless event-based), maintain a consistent update cycle. Consider:
High-quality images increase engagement but must be relevant. Use:
Keep your message to two or three sentences. Begin with value, end with a call to action:
If your business operates across multiple locations, avoid using generic content. Adapt messaging to each location’s audience and context to maintain relevance and improve local ranking.
The ‘What’s Happening’ tab should function as one element within a cohesive GBP content plan that also includes:
Together, these touchpoints create a more robust and engaging profile. For multi-location businesses, tools like SingleInterface help automate location-specific updates at scale.
Google offers engagement insights for each post. Review these weekly:
For larger brands, these metrics should be reviewed at the individual location level and included in routine performance analysis.
Certain posting practices can dilute the effectiveness of this feature:
Lack of localization – Tailor content for each store or region for better performance
To maximize visibility, use the ‘What’s Happening’ feature alongside other local tools within Google:
These features are most effective when used in combination to create a well-rounded and dynamic local profile.
The ‘What’s Happening’feature is a practical way to maintain a fresh, customer-facing presence on your Google Business Profile. It does not require paid campaigns or technical implementation—just relevant, timely updates.
In local search, consistent activity correlates with visibility. That visibility often translates into customer actions such as calls, visits, and conversions.
Looking to manage local content across many listings efficiently? Learn how SingleInterface supports local content automation at scale.
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