Is the “What’s happening” feature more important than Google reviews?

No. Reviews remain essential for trust and rankings, but the “What’s happening” feature complements them by showing current activity and relevance.

Google Business Profiles “What’s Happening” Expands: Guide2026

Q: What is the “What’s happening” feature in Google Business Profiles?

The “What’s happening” feature lets businesses share real-time updates such as offers, events, announcements, and service changes directly on their Google Business Profile, now shown more prominently in Search and Maps.

Q: Does the “What’s happening” feature affect local SEO rankings?

While not an official ranking factor, consistent updates improve engagement, freshness, and visibility—important indirect signals that influence local SEO performance.

Q: How often should businesses update the “What’s happening” section?

Posting at least once per week is recommended to maintain activity signals and stay competitive in local search results.

Q: Which businesses benefit most from this feature?

Local businesses like restaurants, clinics, salons, gyms, retail stores, and service providers that depend on discovery, visits, or bookings benefit the most.

7 January, 2026

Marketing

Google Business Profiles: “What’s Happening” Feature Expands – Why It Matters for Local Visibility

Google Business Profiles (GBP) are no longer static listings. With the expansion of the “What’s happening” feature, Google is quietly transforming GBPs into real-time discovery hubs-blending search, social updates, and local intent into one surface.

This update isn’t just cosmetic. It signals how Google wants businesses to communicate freshness, relevance, and activity-all critical ranking and conversion signals in 2026.

Let’s break down what’s changing, why Google is doing this, and how smart businesses can benefit.

What Is the “What’s Happening” Feature in Google Business Profiles?

The “What’s happening” section is a dynamic content area within Google Business Profiles that highlights:

Events

Limited-time offers

New arrivals or services

Announcements

Seasonal updates

Previously, this content lived mostly inside Posts, which many businesses underused. Now, Google is elevating and surfacing this content more prominently, especially for mobile and discovery-based searches.

Think of it as Google’s answer to:

“Is this business active?”

“What’s new here right now?”

“Is it worth visiting today?”

What’s New: How the Feature Is Expanding?

Google is rolling out several subtle but powerful changes:

More Prominent Placement in Search & Maps

“What’s happening” updates are now:

Shown closer to the top of the Business Profile

More visible on mobile search

Integrated into Maps discovery views

This means updates can influence first impressions before users even scroll.

Stronger Emphasis on Recency

Older posts fade faster, while recent updates get priority visibility.

Google is clearly rewarding:

Frequent updates

Time-sensitive content

Businesses that reflect real-world activity

Inactive profiles feel “closed,” even if hours are correct.

Expansion Beyond Traditional Posts

Google is auto-pulling signals from:

Events

Offers

Product updates

Possibly merchant feeds and integrations

This reduces reliance on manual posting while still rewarding structured, relevant activity.

More Discovery-Based Exposure

“What’s happening” content is increasingly appearing for:

Non-branded searches

“Near me” queries

Category discovery (e.g., cafés, gyms, salons)

This is huge: your updates can now attract new customers-not just existing ones.

Why Google Is Pushing This Update?

This expansion aligns with three major Google priorities:

Real-World Freshness Signals

Google wants listings that reflect what’s happening now, not last year.

Active updates = higher trust.

Zero-Click Local Search

Users can:

See updates

Decide to visit

Call or navigate

Google Business Profiles are becoming mini landing pages.

Competing With Social Discovery

People now discover local businesses on:

Instagram

TikTok

Maps

Google is responding by making GBPs more content-driven and engaging.

Future of local search and visibility

How This Impacts Local SEO Rankings?

While Google hasn’t confirmed a direct ranking boost, the indirect benefits are clear:

Higher engagement → stronger behavioral signals

Fresh content → improved relevance

Better CTR from Maps & Local Pack

Increased calls, direction requests, and visits

In competitive local markets, inactive profiles are already losing visibility.

Modern local SEO strategies for 2026

How Businesses Should Use “What’s Happening” in 2026?

Treat It Like a Micro-Content Channel

Post updates for:

Offers

Events

Seasonal changes

New services

Business milestones

Short, clear, benefit-driven content works best.

Update Weekly

Consistency matters more than volume.

A simple rhythm:

1 update per week

Rotate between offers, updates, and announcements

Optimize for Local Intent

Use:

City or area references

Service keywords naturally

Time-sensitive language (“This week,” “Limited time”)

Match Updates to Real Business Activity

Google is getting better at detecting mismatches.

Don’t post generic content-post what customers will actually experience.

Track local SEO performance effectively

Industries That Benefit the Most

This update is especially powerful for:

Restaurants & cafés

Gyms & fitness studios

Clinics & healthcare

Salons & spas

Retail & showrooms

Service-area businesses

If foot traffic or bookings matter, this feature matters to you.

Bigger Picture: Google Business Profiles Are Becoming Content Assets

The expansion of “What’s happening” confirms one thing:

Local SEO is no longer just about accuracy-it’s about activity.

Businesses that treat their Google Business Profile as a living, updated asset will:

Win more local impressions

Build faster trust

Convert searchers before competitors

Those who ignore it will quietly disappear from discovery.

Complete local SEO guide for 2026

How Creative Digital Helps You Turn Local SEO Data Into Revenue?

At Creative Digital, we turn Google Business Profiles into dynamic local growth engines, not just static listings.

As Google expands features like “What’s happening”, we ensure your profile drives visibility, engagement, and conversions by:

Strategically posting updates, offers, and events to signal activity and relevance

Aligning GBP content with keywords, reviews, and local search intent

Tracking real outcomes-calls, directions, and bookings-to measure impact

Integrating your profile into your Local SEO 2026 roadmap for sustained rankings

With Creative Digital, your profile isn’t just visible-it’s actively working to attract, engage, and convert customers.

Takeaway

Google isn’t asking businesses to post more-it’s asking them to be present.

The “What’s happening” feature is Google’s way of rewarding relevance, freshness, and real-world signals. In 2026, your GBP activity can be as important as your website SEO.

If your profile looks quiet, Google assumes your business is too.

FAQs

1. What is the “What’s happening” feature in Google Business Profiles?

The “What’s happening” feature allows businesses to share real-time updates like offers, events, announcements, and service changes directly on their Google Business Profile. Google is now displaying these updates more prominently in Search and Maps.

2. Does the “What’s happening” feature affect local SEO rankings?

While not a confirmed ranking factor, frequent and relevant updates improve engagement, freshness signals, and click-through rates—key indirect factors that influence local SEO visibility.

3. How often should businesses update the “What’s happening” section?

Ideally, businesses should post at least once per week. Consistent updates signal activity and relevance, helping profiles stay competitive in local search results.

4. Which businesses benefit most from this feature?

Restaurants, clinics, salons, gyms, retail stores, and service-based businesses benefit the most-especially those relying on foot traffic, bookings, or local discovery.

5. Is this feature more important than Google reviews?

No. Reviews still play a critical role in trust and rankings. However, “What’s happening” complements reviews by showing current activity, not just past experiences.

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