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Google Business Profiles Adds “What’s Happening” to Spotlight Real-Time Updates

May 30, 2025 | By: Zibster SEO Team

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If you're a small business owner using Google Business Profiles, there's a powerful new feature you should know about. Google has launched “What’s Happening”—a tool designed to highlight timely updates directly at the top of your profile on Google Search (and possibly Maps).

Think of it as your business’s virtual bulletin board—where key announcements like sales, promotions, or special events get a premium spot.

What Is “What’s Happening”?

This new section lets you spotlight short-term or date-specific content that drives quick action. Originally rolling out to food and drink businesses like restaurants and bars, Google says:

“‘What’s Happening’ puts your timely updates, like ‘Today’s Special’ or ‘Live Music on Saturday,’ front and center!”

But the concept has big potential for all types of local businesses.


Why This Matters for Small Business

Even if you're not in food service, this signals a broader trend: Google wants your Business Profile to reflect real-time value. That means:

  • Promoting flash sales or limited-time offers

  • Highlighting seasonal services (like tax prep or landscaping)

  • Announcing last-minute openings or events

  • Sharing behind-the-scenes updates or achievements

It’s about being relevant and current—and getting more attention in local search.


How It Works

To take advantage of “What’s Happening,” you’ll need to:

✅ Post regular updates using Google Posts
✅ Or sync your Facebook, Instagram, or X (Twitter) accounts to Google Business Profile for automatic updates

This feature is currently available to single-location food and drink businesses in the U.S., UK, Canada, Australia, and New Zealand—but it could expand soon. So even if you're not eligible today, now’s the time to build the habit of keeping your profile updated.


Zibster Tip: Use Google Posts Weekly

Google Posts are a free, often underused way to share:

  • Promotions

  • New products or services

  • Customer reviews

  • Blog snippets

  • Business hours or closures

Think of them like mini social media posts that show up right where people are searching for you.

If Google expands “What’s Happening” to other industries, businesses that already use Google Posts consistently will be ahead of the game.


Final Thought: Real-Time = Real Results

Your Google Business Profile is often the first impression someone gets of your business. Make it count by keeping it active and fresh.

Zibster can help you not only build a professional website—but also integrate tools and strategies that boost your visibility where it matters most: Google Search.

Launch Your Google Business Profile

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