In managing business online, staying active on Google is key. Google Business Profile, formerly Google My Business, is the free service that allows businesses to manage how they appear both on Google Search and Google Maps. Whether you have a local store or a franchise growing, maintaining and updating your Google Business Profile can have quite a significant positive effect on visibility and traffic.
However, optimizing your profile does not just end here with merely providing the correct basic information, such as an address and phone number. To communicate effectively with your target audience, the features of the platform should also be employed, especially the Update and Event tools. The Difference Between Update and Event at Google Business will allow you to reach out rightly with the right avenue to customers and update them.
What is a Google Business Profile?
It is where business owners manage their presence on Google, which can include search and maps. Setting up a profile allows you to show the following:
- Business hours
- Location
- Contact information
- Photos of your products or services
- Customer reviews
You will also be able to update and post events in a way that can engage your potential customers or can share critical business information, and these features can ensure that your profile remains fresh and can positively push you up higher in the local search.
What Are Google Business Updates?
Google Business Updates allows companies to update regularly anything in regards to promotions, announcements, or any other general information about their business. Imagine this as the status update for your business; it is undoubtedly visible on your page and gives your audience a fast catch-up on what is happening in your business.
Timeliness
The visibility of updates is for 7 days, which makes them ideal to be used in short-term news, offers, or promotions. Through them, businesses can rapidly share timely information with their customers.
Engagement
Updates can be formed with text, images, and links, so it is a very versatile and visually appealing way to engage your audience.
SEO Impact
Posting often will enhance your profile’s SEO since Google gives preference to fresh and relevant content. A BrightLocal survey further indicates that 68% of the consumers will visit a business after seeing their update on Google Business.
BrightLocal conducted research in which 68% of consumers also reported a desire to visit a business after catching an update on the Google Business page. That is how effective regular updates can be in driving foot traffic.
What Are Google Business Events?
Google Business Events are upcoming events that will discuss specific happenings on certain dates, such as sales, workshops, or new product launches. These events are even more focused than updates, and Google highlights them separately to attract more attention.
Time-Sensitive
Events are great for date-anchored offers such as a sale or a workshop. They have beginning and end dates, which creates urgency and calls for immediate action.
Detailed Information
Through events, you can include information like the location, time, a registration link, and descriptions all what a customer might need to attend the event.
Enhanced Visibility
Events appear more prominent in search results with higher engagement and visibility on the day of the event.
This also means that, according to Google, brands using events in Google Business Profile experience 35 percent more engagement activity for the dates as compared to those that aren’t.
Difference Between Update and Event on Google Business
To better clarify, here’s a straightforward comparison to explain it further.
| Aspect | Update | Event |
| Purpose | Regular announcements, news, promotions | Highlighting specific time-bound occasions |
| Duration | Typically visible for 7 days | Set start and end dates, visible until the event ends |
| Content | Short-term updates (offers, new products, etc.) | Focused on events like sales, webinars, or special offers |
| Visibility | Appears in the posts section of your profile | Highlighted with event-specific details in Google searches |
| Engagement | Encourages regular interactions and updates | Drives higher engagement for specific, time-sensitive events |
| SEO Impact | Boosts local SEO through regular content | Increased visibility for date-specific queries |
By using both of these features judiciously, businesses can keep their target audience updated as well as pointed to the right events that influence customer behaviors.
When to Use Updates on Google Business
Updates are excellent for when you are looking to deliver run-of-the-mill business information. Examples include:
- Changes in store hours
- New products or services
- Special promotions, discounts, or seasonal offers
- Important announcements like safety measures or renovations
The purpose of updates is that they keep the customers abreast and engaged. Engagement has been seen to increase by at least 20% in businesses that update at least once a week. Search Engine Journal asserts that consistent updates will keep you atop customers’ minds so that they can utilize your services.
When to Use Events on Google Business
Big event calendars make the best events. Here are some things you can use events for:
- Grand openings
- Special sales or promotions
- Webinars or workshops
- Community events or sponsorships
HubSpot says that events that include date, time, and other additional details garner 30% more engagement than vague or incomplete posts. Customers like knowing all the details before committing to coming.
How Do Updates and Events Impact Your SEO?
Such updates and events have a massive influence on your local SEO. Google favors businesses that update their profiles regularly with meaningful content. Whenever the profile of yours has regular updates and events, then such a profile is more likely to be ranked high by Google, which in turn attracts more visibility and probably foot traffic.
Updating and events also show that your business is not dormant but actively involved with your audience, so in the potential customers’ eyes, it is a more believable company.
Conclusion
The Difference Between Update and Event on Google Business lies in their purpose, timeframe, and engagement level. Updates are perfect for sharing news or promotions that never truly end, while events are perfect for a date that needs to be reflected. Both have been great tools for enhancing online presence, enhancing engagement, and improving your local SEO.
Using both of these features strategically will therefore enable you to communicate regularly with your audience as well as promote key events that matter most to your business.
FAQ’s
Can I post updates and events simultaneously on Google Business?
You can post updates and events together on your account, but it is good to avoid mixing them because they represent different things.
Do updates or events appear in Google search results?
Both updates and events will appear in the search results, but visibility is higher with respect to events as they are time-sensitive.
How long can an event be listed on Google Business?
You can list an event as long as the start and end dates you set. When that is over, then those events will stop showing up under your Google Business profile.
Do I need to pay to post updates or events on Google Business?
No, there is no charge for posting updates and events, which is available as part of your Google Business Profile.