GBP event posts give local businesses a free visibility advantage most competitors ignore. Here's how to create, optimize, and use event posts to drive attendance and capture event-driven local search traffic.
Most local businesses treat their Google Business Profile like a static listing, set it up once, collect reviews, move on. But GBP has an event post format that most competitors aren't using, and that gap is a direct opportunity to capture event-driven searches your competitors miss entirely.
This guide covers exactly how to create, optimize, and use GBP event posts to drive attendance, build local brand visibility, and pick up search traffic you wouldn't get any other way.
GBP event posts are a specific post type that lets you announce events directly in your Google Maps listing and Google Search panel. Unlike standard updates or offer posts, event posts include:
Required fields:
Optional fields:
Where event posts appear:
Event posts stay visible until the event end date, at which point they archive automatically. This makes them uniquely valuable for time-sensitive promotion.
💡 Pro Tip: Google often surfaces event posts in the "Events near me" section of Google Maps for location-specific event searches. A well-structured event post can generate visibility for search queries you're not ranking for otherwise.
Not every business type gets equal value from event posts. The highest-ROI use cases:
High value:
Moderate value:
Lower value:
If you're in the high-value category and not creating event posts, you're leaving free visibility on the table.
From Google Business Profile dashboard:
Step 1: Sign in to your Google Business Profile at business.google.com
Step 2: Select "Add update" from the home screen or click "Posts" in the left navigation
Step 3: Choose "Event" as the post type (not "Offer" or "What's New")
Step 4: Fill in event details:
Step 5: Write your event description (up to 1,500 characters):
Step 6: Add a call-to-action button:
Step 7: Review and click "Post"
🔥 Quick Win: Copy your event post text to Google Posts immediately after publishing. Then add the same event to your website calendar page and link to it. The consistent event details across your GBP and website create a corroborating signal that boosts both.
The description field is where most businesses leave performance on the table. Here's the structure that drives the most registrations and calls:
Line 1, The hook: State the specific benefit or experience. Not just "Join us for wine tasting" but "Taste 6 small-batch Napa Valley wines alongside light charcuterie, guided by our sommelier with pairing notes."
Line 2, The specifics: Date, time, location, price. Be explicit: "Friday, June 20 | 7:00–9:00 PM | [Address] | $45 per person, includes 6 tastings"
Lines 3–5, What to expect: What will attendees experience, learn, or receive? Specifics drive conversions better than vague descriptions.
Final line, CTA: "Reserve your spot at [URL] or call [phone]. Limited to 20 guests."
Description character count reality: GBP displays approximately 100 characters before a "read more" truncation on mobile. Put your most compelling information in the first 100 characters.
📊 Flento Data: Event posts with images receive 3–4x more views than text-only posts. Posts that include a specific time generate 28% higher click-through rates than date-only posts.
Your event post image is the first thing people see. It needs to immediately communicate what the event is and create desire to attend.
Dimension requirements:
What works:
What doesn't work:
For recurring events (like monthly trivia nights), create a consistent branded template so regular customers recognize your events in their feed at a glance.
Stack posts for the same event: You can post about the same event multiple times. A promotion sequence:
Each post is a fresh signal in your GBP. This keeps your listing visually active and gives you multiple ranking opportunities.
Use event posts for recurring weekly events: Weekly events (trivia night every Thursday, yoga class every Saturday morning) can be posted individually each week or as a recurring event with a wide date range. Both approaches work, individual weekly posts keep your listing perpetually fresh.
Create events for seasonal promotions: Black Friday sale weekend, summer closing sale, Christmas special menu, these are events even if they're promotions. Use the Event post type (not Offer) to capture event-specific search visibility.
Link to landing pages, not your homepage: The call-to-action button destination should be a specific page for that event, an RSVP form, Eventbrite listing, or dedicated event page on your website. Sending traffic to your homepage from an event post wastes the click.
⚠️ Common Mistake: Many businesses create event posts and then never update them when event details change. If your event time shifts or sells out, update the post immediately. An outdated post with wrong information damages credibility and can generate negative reviews from confused visitors.
Event posts work best as part of a broader GBP posting strategy, not as a standalone tactic. Here's how to structure your full posting calendar:
What's New posts (2 per month): Business updates, seasonal menu changes, new services, staff highlights
Offer posts (1–2 per month): Current promotions with start/end dates and promo codes
Event posts (as events occur): Each distinct event gets its own post
Photo/video updates (weekly): Fresh visual content keeps your listing active in Google's recency scoring
Google has indicated that posting activity is a relevance signal for local rankings, per their Google Business Profile guidelines. Consistent posting across all post types builds a compounding activity signal that supports Local Pack rankings.
Using Flento's Local Business Content Automation lets you plan and schedule GBP posts in advance, so your posting calendar stays consistent even during busy event seasons.
GBP Insights shows view and click data for posts. Track:
Views: How many people saw the event post in Maps or Search Clicks: How many clicked through to your website or clicked the CTA button Call clicks: If you used "Call now" as your CTA, how many called directly from the post
Benchmark expectations:
If your event post views are under 100 consistently, it usually indicates: low overall GBP authority, underoptimized profile (missing categories, few reviews), or infrequent posting that signals low activity to Google.
📊 Flento Data: Businesses that post weekly (including event posts) maintain Local Pack rankings 23% more consistently than those that post monthly or less.
If you manage events across multiple locations, each location needs its own GBP event post. Google doesn't allow cross-location event posts.
Workflow for multi-location event posting:
For franchises or agencies managing 5+ locations, manual event posting becomes a significant time sink. A workflow that batches event creation across locations is essential at scale.
Before publishing every GBP event post:
Do Google Business Profile event posts help with local SEO rankings? Yes, indirectly. Posts signal activity to Google, which is a recency factor in local rankings. Event posts specifically can surface your business in Google Maps event search results, providing additional visibility touchpoints beyond your standard local search ranking.
How far in advance should I post a GBP event? 3–4 weeks in advance for ticketed events where RSVPs matter. For walk-in events, 1–2 weeks is sufficient. Posting too far in advance (2+ months) can result in the post becoming stale before the event arrives.
Can I use GBP event posts for online-only events? Yes. GBP event posts don't require a physical location, you can include a virtual meeting link in the description and use your business address as the host location. Many businesses successfully use GBP event posts for webinars, virtual workshops, and online classes.
Do GBP event posts expire? Yes. Event posts automatically archive after the event end date. Past events remain visible in your GBP's post history but no longer display prominently in your active listing.
How many event posts can I create? There's no documented limit on GBP event posts. You can create as many as your actual events warrant. Creating fake events to stay active is against Google's policies and can result in post removal or account suspension.
What's the difference between an event post and an offer post? Event posts are for experiences (a class, a gathering, an in-store event). Offer posts are for promotions (20% off, free shipping, buy-one-get-one). Offer posts require a start and end date and optionally a promo code. Use event posts for events, offer posts for discounts.
GBP event posts are one of the most consistently underused tools in local marketing. Your competitors are creating static listings while you can have a dynamic, event-rich profile that surfaces in multiple search contexts and gives Google fresh content signals every week.
The setup takes 10 minutes per event. The ROI, direct attendee traffic, listing activity signals, and Maps event visibility, is disproportionate to the effort.
Start with your next event. Build the habit. Stack it into your GBP posting rhythm. That consistency compounds over time in ways your competitors' stagnant listings can't match.
