Google is surfacing recent social media posts inside some Google Business Profiles, adding another way for businesses’ off-platform content to appear in local search results.
Darren Shaw, founder of SEO firm Whitespark, flagged the feature on LinkedIn, where he said Google is calling it the “Social Media Updates” carousel. The carousel can display recent posts from connected social channels as visual cards within a business profile, below core information such as address, phone number, and reviews.
Image source: Darren Shaw
Google’s own Business Profile documentation says businesses can add one social media link from each supported platform to their profile, including Facebook, Instagram, LinkedIn, Pinterest, TikTok, X, and YouTube. The company also says posts about events, deals, or special offers from linked social profiles or a Business Profile “may also show,” though the feature is available only in select regions and languages.
How the Feature Works
Business owners can connect one account per supported platform through the Google Business dashboard. Supported platforms include Facebook, Instagram, YouTube, LinkedIn, Pinterest, TikTok, and X, with some region-specific options available.
Once connected, Google can populate the carousel automatically. Owners currently have no control over which individual posts appear, only which networks are connected.
Availability varies by country, query type, and device. The feature appears most reliably on branded searches and mobile, and rollout is ongoing.
Implications for Local SEO
Shaw said the feature points to a growing connection between social media activity and local search visibility.
“Google is making it clear that social media is becoming a very important part of every business’s local SEO strategy,” he wrote.
The update also comes as consumers increasingly use social platforms for search and discovery. A 2025 Sprout Social survey found that 41% of Gen Z turn to social platforms first when looking for information, ahead of traditional search engines at 32%. Sprout has also reported that 35% of consumers use social first to find local restaurants and activities, tying the trend more directly to local business discovery.
Shaw also argued that the feature may matter for AI search visibility. “The more clearly you describe what your business does, the easier it is for AI systems to understand your business and recommend you,” he said. He recommended that businesses post content about services, offers, products, locations, and expertise rather than limiting social content to educational or entertainment posts.
Shaw outlined three steps for businesses looking to appear in the carousel: connect social profiles to the Google Business Profile, maintain active posting across those channels, and prioritize descriptive content about products and services.
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