Bookmark this article for the next time a local business owner asks if Updates on their GPB will "help SEO".

Google Updates:

• Build connections & trust with potential customers - similar to how social media posts work with existing customers
• Attract more eyeballs by taking up more space & adding more imagery to your listing when it appears in local search results
• Work best when they showcase useful info & the humans behind the business - think case studies & projects (with REAL photos, not stock), behind-the-scenes stuff, examples of your business engaging with the community, offers that offer real value, and relevant news about your products/services/team that people would actually want to read

If you're still having a hard time coming up with ideas for Google Updates, toss this summary or the article into an LLM and ask it to help you brainstorm, or to create questions you can use to get ideas from the business owner.