Google My Business (GMB) rebrands to Google Business Profile (GBP)

Introduced as ‘Google Local Business Center’ in 2005, the local listings management tool has been through five iterations, landing on ‘Google Business Profile.’

The rationale for the rebrand is centred around the new interface where businesses interact with the product. The New Merchant Experience (NMX) is intended for businesses to be able to manage their business profile direct in search and maps.

Here is what has changed:

Google My Business (GMB) = Google Business Profile (GBP)

Google Listing = Google Profile

Google Business Page = Business Profile

Google has also announced that additional tools will soon become available to help businesses understand and boost their local search performance:

  • The easiest way to manage your profile is now via Google Maps and Search. Moving forward, additional tools to help you understand how your business is performing and how you can enhance your online presence will be available exclusively on Search and Maps.
  • You’ll no longer need to use the separate Google My Business website or mobile app. So to keep things simple, “Google My Business” is now just “Google Business Profile”. Our Help Center, Community and Support channels will be updated accordingly over the coming weeks. Over time you will also be linked to your Business Profile directly from the email and push notifications you are getting from us.
  • The GMB mobile app will be retired.
  • The Google My Business website will transition to support primarily larger businesses with multiple profiles and will be renamed “Business Profile Manager”. Larger businesses will still be able to manage individual profiles on Search and Maps if they choose to do so. Over time we expect smaller businesses to shift to managing individual profiles directly on Search and Maps.
  • Google My Business API will be renamed Business Profile API which will fully retain current functionality and remain under active development.

For those keeping count, this is the fifth time Google has rechristened the local business listings tool since its debut in 2005. Five name changes in 16 years might seem like a sign of indecision. But the periodic tweaking is a reflection of Google’s test-and-learn culture. For 23 years, Google has succeeded by launching products and then tweaking them – an agile way of doing business whose results speak for themselves. Today Google is one of the most valuable companies in the world.

During the months to come, the current GMB management interface will also be updating and making the move to primarily support businesses managing multiple locations. It’s all meant to streamline the ordeal of using Google’s tools to manage your business listings. The only caveat is that there will be many business managers left frustrated as they lose their handy mobile app, which is required to handle things through the web browser.

Most of the big changes are expected to take place after the new year at some point in 2022 but it’s not yet clear when businesses will have to adapt to their new Google Business Profile home.

All business owners know that rebranding is a huge risk – and Google Business Profile is putting a lot on the line for companies that use their service with these changes. The benefits as well as the downsides of Google’s rebrand:

– Lots of beneficial features for businesses that make Google Business Profile easier to use
– More customer data from Google users
– Verification improvements increase customer trust and diminish previous issues
– Makes it easier to manage pages for businesses with multiple locations

– If you’re signed into the Google account that manages your profile and someone else gets a hold of your computer or phone, it would be so easy now for other people to make updates on your business profile without your knowledge which can result in inaccurate information.
– There are a lot of questions unanswered with this update: How easy will it be for a single location business to transition to managing multiple locations within Business Profile Manager? How will Google Posts work? How will access to their listings’ analytics be affected? How will owners manage listing suspensions? Will this make spam more common in Google Maps?

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