Fresh, Local, Visible: Making the Most of “What’s Happening”
Local marketing just got a little bit spicier. Google is expanding the “What’s Happening” feature in Business Profiles, allowing businesses to share timely updates like events, specials, or announcements directly in local search and Maps.
The feature, once limited to select categories and locations, now enables more businesses to surface real-time information at the exact moment users are searching. For local brands, it’s a powerful new visibility tool: instead of static listings, Business Profiles can now act more like mini content hubs.
This shift reinforces a growing truth about local SEO: freshness matters. People crave relevant, time-sensitive details. Whether it’s a restaurant highlighting this week’s special, a gym promoting a new class, or a boutique announcing a seasonal sale, “What’s Happening” posts keep brands at the top of the local discovery experience. Which is to say, if you’re going to promote Taco Tuesday, do it on a Tuesday! If you have a seasonal special, offer it in real-time. “What’s Happening” makes this possible.
To make the most of this feature, marketers should:
- Keep posts short, visual, and updated weekly.
- Include clear CTAs like “Reserve,” “Call,” or “Visit.”
- Coordinate timing with social and email calendars for consistent messaging.
This is more than a new posting slot; it’s part of Google’s broader shift toward real-time local engagement. Businesses that treat their listings like living content, not digital brochures, will stay top-of-mind and top-of-search. ASTRALCOM can help your brand manage local presence with precision, from Google Business Profile optimization to geo-targeted content strategies.
