In the ever-evolving digital marketing landscape, keeping pace with Google’s latest features can give your business a competitive advantage. A recent enhancement is the “Nearby Events and Deals” section in Google search results, underscoring the importance of maintaining an active Google Business Profile (GBP).

The need for regular Google Business Profile updates

  • Increased visibility:  Posting regularly on your Google Business Profile can boost your chances of being featured in the “Nearby Events and Deals” section, enhancing your online presence.
  • Competitive edge:  Early adoption of this feature can put you ahead of competitors who may be slower to utilise it.
  • Enhanced engagement:  Regular updates keep your audience informed and engaged, demonstrating your business’s active and responsive nature.
  • SEO advantages:  Google’s algorithm favours active GBP profiles, which can positively impact your overall search rankings.

Maximising your GBP Posts

To effectively use this feature:

  • Post frequently:  Aim to update your GBP weekly or more often if you have ongoing promotions or events.
  • Share relevant content:  Post content that is valuable to your audience, such as special offers, new services, or community events.
  • Use attractive visuals:  Include high-quality images or graphics to capture the attention of potential customers.

Benefits of Regular GBP Updates

Understanding the importance of updating your Google My Business information can bring several benefits:

Improved visibility

Keeping your GBP information up-to-date helps improve your ranking in Google search results and on Google Maps.  Active and current profiles are favoured by Google, making it easier for potential customers to find your business when searching for related products or services.  This is particularly important for attracting local traffic and capturing the interest of nearby customers.

Building trust

Accurate and up-to-date information builds customer trust.  Ensuring your business hours, address, phone number, and service details are correct prevents customer frustration and negative experiences.  A well-maintained GBP profile conveys professionalism and reliability, influencing customers to choose your business over competitors.

Increased traffic

Regular updates, such as new photos, events, and promotions, can drive more visits to your profile and website or physical store.  This not only enhances your business's visibility but also boosts conversion opportunities by giving potential customers more reasons to engage with your offerings.

Better communication

Updating your GBP allows for more effective communication with customers. Responding to reviews and questions, and posting regular updates, shows that you value customer feedback and are available to address their concerns.  This open communication improves customer satisfaction and fosters loyalty.

Promotion of offers and events

Using your GBP to inform customers about new promotions, special events, or business changes keeps your audience engaged and attracts new visitors.  Regular posts about offers and events not only keep your audience informed but also generate increased interest and traffic to your business, leading to more sales opportunities.

Valuable insights

Google Business Profiles provide detailed statistics on customer interactions with your profile. By keeping your information updated, you can access valuable data about how customers find and engage with your profile, such as the number of visits, search queries, and actions taken (like calling or visiting your website).


Regularly updating your Google Business Profile is essential in today’s digital marketing landscape.  With features like "Nearby Events and Deals," maintaining an active and current profile can significantly enhance your business's visibility, trustworthiness, and engagement.

By leveraging these updates, you can attract more local traffic, improve customer communication, and gain valuable insights into customer behaviour, ultimately giving your business a competitive edge.

your guide to google business profile attributes
Your Guide to Google Business Profile Attributes
understanding how to leverage google business profile analytics
Understanding how to leverage Google Business Profile Analytics
why regular updates to your google business profile are important
Why regular updates to your Google Business Profile are important