What Google’s New “What’s Happening” Feature Means for Your Local Business

Google just rolled out a new update to Business Profiles that could be a game-changer for local visibility — and it’s called “What’s happening.” At Local View, we’re breaking down what it is, how it works, and how your business can leverage it starting today.

What Is the “What’s Happening” Feature?

As of May 2025, Google has launched a new section within Business Profiles called “What’s happening.” It allows businesses to publish timely updates that can be shown directly on Google Search and Maps. Think of it as a spotlight for current promotions, events, or announcements — all presented right within your profile.

This section surfaces:

Offers & promotions
Seasonal events
Limited-time services
Newsworthy updates or milestones

It’s prominently displayed to potential customers before they even click through to your website.

Source: Lisa Landsman on LinkedIn

Why It Matters for Local Businesses

In the attention economy, visibility = value.

This new feature gives your business a dedicated space to highlight what’s new — without relying on users scrolling to find posts or navigating elsewhere. It enhances your business listing with a sense of freshness and urgency.

For example:

A restaurant can highlight a new summer menu
A contractor can promote seasonal service packages
A retail shop can share limited-time sales or new arrivals

It’s local SEO for your GBP with a marketing twist — and it can make the difference between a glance and a click.

How to Use It Effectively

Here’s how we recommend clients use “What’s happening” to stand out:

Stay current – Rotate content weekly or biweekly to keep it timely and relevant
Use calls-to-action – “Book now,” “Call today,” “Visit us,” etc.
Highlight urgency – Promote offers with expiration dates or limited spots
Keep it visual – Add strong images or graphics to support your message
Align with Google Posts – Use the same strategy as you would for traditional Google Posts but with added timeliness and bold messaging

How Local View Can Help

Managing Google Business Profiles just got more powerful — and slightly more demanding.

At Local View, we help you:

Create and schedule compelling “What’s happening” content
Align your GBP with your seasonal campaigns
Monitor analytics to see what drives engagement
Stay ahead of changes in local search trends

Whether you’re a single-location business or multi-location brand, our team ensures you’re using every tool Google offers to attract attention and drive results.

Final Thought

The “What’s happening” feature isn’t just a new tab — it’s a new opportunity.

If you’re not actively updating your Google Business Profile, your competitors will. And now, with more space to tell your story, there’s no excuse not to.