Maximizing Visibility with Google's 'What's Happening' Feature

Staying visible in local search is more competitive than ever, but Google’s new ‘What’s Happening’ feature in Business Profiles offers a fresh way to stand out.

Whether you're promoting an event, launching a product, or simply keeping your audience updated, this tool helps you share timely, relevant content right where your customers are searching.

In this blog, we’ll break down how the key benefits and the best practices to strengthen your local presence.

Understanding the 'What's Happening' Feature

The 'What's Happening' feature in Google Business Profiles is a dynamic tool that enables businesses to share real-time updates directly with their audience.

This section is designed to highlight timely and relevant information such as upcoming events, promotional offers, new product or service launches, changes in business hours, special restaurant menus, and other important announcements.

By keeping this section updated regularly, businesses—especially those in the hospitality industry like hotels—can maintain continuous engagement with customers, build trust, and encourage repeat visits & hotel reviews. It acts as a direct communication channel, allowing hotels to showcase their latest offerings, seasonal promotions, and service updates, ensuring their audience stays informed and engaged.

Key Benefits of the 'What's Happening' Feature

The ‘What’s Happening’ feature isn’t just a new addition; it’s a strategic tool designed to elevate your business presence on Google. Here are several key benefits:

Enhanced Customer Engagement

By posting frequent updates, businesses can keep their audience interested and informed. This ongoing interaction fosters stronger customer relationships, enhances brand loyalty, and increases the likelihood of repeat visits or purchases.

Improved Local SEO

Google rewards active profiles in local search results. Updating the 'What's Happening' section regularly shows Google your business is engaged, potentially boosting visibility and helping you rank higher in local searches.

Real-Time Communication

This feature enables businesses to instantly share critical information, such as event details or urgent updates, directly with customers. It helps maintain transparency and ensures your audience stays informed at all times.

Best Practices for Utilizing 'What's Happening'

To make the most of the ‘What’s Happening’ feature, it’s essential to follow some best practices that can maximize its impact. Let’s learn about them:

Consistency is Key

Maintaining a regular posting schedule in the 'What’s Happening' section ensures your business remains top-of-mind. Frequent updates signal reliability and activity, encouraging customers to return and engage while helping improve your profile’s visibility on Google.

Be Concise and Clear

Crafting clear, straightforward updates allows customers to quickly grasp your message. Avoid cluttered or vague language—focus on relevance and simplicity. This approach improves understanding, increases the chances of action, and ensures your message stands out effectively.

Use High-Quality Visuals

Images and videos catch users’ attention faster than text. Using professional-quality visuals not only boosts engagement but also reflects well on your brand’s credibility and professionalism, encouraging users to explore your business profile further.

Include Calls to Action

Drive user interaction by including clear calls to action in your updates. Whether it’s “Learn More,” “Call Now,” or “Join Us,” strong CTAs guide potential customers toward taking valuable next steps with your business.

Integrating 'What's Happening' with Other Google Business Profile Features

To fully leverage the ‘What’s Happening’ feature, it’s essential to integrate it with other tools within your local Google Business Profile. Here is how you can do it:

Posts and Updates: Use the 'Posts' feature to provide more detailed information on updates from 'What’s Happening,' including links to your website or resources.
Customer Reviews: Encourage satisfied customers to leave reviews and respond promptly, enhancing credibility and trust with positive feedback.
Q&A Section: Actively monitor and respond to customer questions, showcasing excellent customer service by addressing inquiries quickly.

Conclusion

The ‘What’s Happening’ feature is more than just a content update tool. It’s a powerful way to connect with your local audience, build trust, and stay ahead of the competition.

By sharing timely updates, showcasing promotions, and maintaining an active presence, you signal to customers and search engines that your business is vibrant and responsive.

For businesses looking to accelerate their reputation-building efforts, some explore services to buy Google reviews as part of a broader strategy. When done transparently and ethically, combining authentic feedback with proactive visibility tools like 'What’s Happening' can help boost credibility and attract more local attention.

Don’t let your profile go stale—start sharing what’s new, and watch your local impact grow.