Google Is Expanding the “What’s Happening” Section in Business Profiles

Google Is Expanding the “What’s Happening” Section in Business Profiles

Google is rolling out a small but meaningful update for local businesses — the “What’s Happening” feature inside Google Business Profiles. The feature, which lets owners share quick updates like events, specials, or announcements directly in search results, is now expanding beyond single-location listings. It’s now available for multi-location restaurants in the US and other countries, giving larger brands a new way to keep customers informed without them ever having to leave Google Search.

The feature was first introduced in May but just for single-location restaurants, and it’s starting to appear more widely across Business Profiles. Google's Lisa Landsman, shared on LinkedIn that Google is broadening access so more profiles can show time-sensitive updates. 

A Quick Way to Show What’s New

The “What’s Happening” section basically acts like a mini update feed inside your profile. When someone looks up your business, they’ll now see your latest posts — things like seasonal offers, new hours, or community events — grouped together under that label.

As Landsman explained:

“This is a great option for driving real-time foot traffic. It automatically surfaces the unique specials, live music, or events you're already promoting at a specific location, catching customers at the exact moment they're deciding where to eat or grab a cocktail.

It's incredibly simple to get started. The feature pulls content directly from Google Posts and linked social media accounts.

We've already seen excellent results from testing and look forward to hearing how this works for you! Note: this feature is only available for restaurants & bars, but we hope to expand to more categories soon.”

Why It Matters for Local SEO

Google’s been pushing Business Profiles to feel more like real-time storefronts instead of static listings. Posting regularly — even something short — tells Google your business is active, and that can help you show up more often in local searches.

Here’s how to make the most of the new update:

• Use the “What’s Happening” area to promote events, limited-time offers, or holiday changes.

• Include a quick call to action — like “Book now” or “Stop by today.”

• Update photos and visuals often since they now appear front and center.
  
  

And if your Business Profile isn’t fully optimized yet, Local Howl can help you make the most of features like this through Google Business Profile Optimization.

The Bottom Line

Google keeps finding new ways to help small businesses stand out — and this is one of the easiest yet. Posting short, timely updates keeps your profile fresh and helps people see what’s happening before they even click your website.

It’s quick, it’s simple, and it keeps your business top of mind.