Google My Business is now Google Business Profile: What that means for you

Sergio Garcia

8 min read Last Updated Aug 19, 2022

Google Business Profile

One of the most influential factors in your business’s local search ranking has just received a name change. Google My Business (GMB) is now Google Business Profile. Along with the name change, Google plans to retire the Google My Business app in 2022. This change begs a few important questions; what does this mean for your business, your local search ranking, and your Google listing? Don’t worry, we’ve got you covered. In this post, we’ll break down exactly what has changed, how it impacts your business, and how you can simplify listings management. Let’s dive right in.

What has changed in your Google Business Profile?

Google is now encouraging single location businesses to manage their Business Profile information directly from search results. Businesses have been able to edit business information directly in search results for some months now. What’s new is that you can now complete verification or resolve other issues directly from search (more on this shortly). Over the next few months, all businesses that create a Google Business Profile will be allowed to complete setup directly on Google Search and Maps. 

What does the change to Google Business Profile mean for single location businesses?

This essentially simplifies listings management for single-location businesses. When you’re logged in with the Gmail email address you use to manage your Google Business Profile, you can simply type in your business name in Google. The Knowledge Panel along with a Google Business Profile edit panel will appear in your search results.

Google Business Profile

You can edit public information people see when they search for your business, such as your address, business hours, phone number, etc. You can also publish posts, integrate your GBP with tools like Google Merchant Center, and respond to reviews, and messages directly from Search and Maps – without the use of the GMB dashboard or app. 

This won’t disrupt your current search rankings, but it does change how you manage your business listing. While you’ll no longer have to use the app to manage your listing, it’s still important to proactively update business information when necessary, regularly generate new reviews, and respond to incoming Google messages. 

What does the change to Google Business Profile mean for multi-location businesses?

Multi-location businesses will continue to manage their listings through the Google My Business web experience/dashboard, renamed “Business Profile Manager”. The dashboard provides the most flexibility for managing multiple locations. 

As Google goes forward with this transition, expect some updates to the experience in the near future. The same principles apply to multi-location businesses. This change won’t disrupt your search rankings. However, it’s important to stay on top of managing your Google Business Profile. 

We spoke with SEO expert and Co-Founder of WIIDEMAN, Steve Wiideman, to get his take on how to improve search ranking by actively managing and regularly updating your Google Business Profile.

An effective way to let Google know that you are keeping your information up-to-date for their searchers, would be to schedule a few minutes each week to review business information, such as hours, address, phone number, and other fields available directly in Google now.

Stay ahead of the competition by using the Add an Update button in the Knowledge Panel under your business listing to let customers know what’s new this week. Scheduling this activity weekly helps customers get correct information and let’s Google know that you’ve recently reviewed and approved what searchers see in the results. 

Steve Wiideman, Co-Founder of WIIDEMAN

What are the benefits of using Google Business Profile for local SEO?

Google Business Profile (formerly known as Google My Business) enables businesses to appear in Google search results by claiming their online listing and sharing important business information such as name, address, phone number, hours, and much more. Claiming your Google Business Profile provides an array of benefits.

1. Show up in Google Maps searches to boost sales

While a quick Google search is effective for narrowing down and identifying relevant options, according to an SEO study by Backlinko, 86% of people use Google Maps to locate businesses nearby. When it’s more convenient for customers to come to your business if they find you close by, you’re more likely to make that sale.

By simply claiming and updating your Google Business Profile, your business locations will start to pop up for local searches in Maps.

2. Rank in Google’s 3-pack 

If you’ve used Google to find businesses “near me” over the past few years, you’ve probably noticed that the only local businesses that show up above organic search results are in a limited 3-pack format. What most businesses don’t know is that just by creating a free Google Business Profile, you boost local rankings for your locations and the chance of being included in Google’s local 3-pack.

The best part about being in the local 3-pack? Businesses in the 3-pack receive the majority of actual clicks on a results page, at a 44% rate, according to SEO research by Moz. More clicks mean more traffic and potential new customers. 

3. Google Business Profile reviews boost your appeal

It’s no secret that most consumers turn to Google to write reviews and read reviews about local businesses. With Google Business Profile listings, customers will be able to review your business locations and leave feedback for others to see.

Google reviews are crucial for strategic business growth because you get honest evaluations about what you’re doing right (or what you could be doing better). Furthermore, you’ll also get an overall star rating that can be a powerful resource for attracting customers.

Over time, you’ll collect more reviews and a higher overall rating (responding to reviews helps with this as well). This is especially helpful for getting your business to stand out from the competition.

Simplified online listings management

In all likelihood, your Google listing isn’t your only online listing. Many businesses have listings across a range of other sites as well, such as general sites like Facebook, Better Business Bureau, and industry-specific sites such as TripAdvisor, Zocdoc, OpenTable, etc. 

It’s absolutely crucial to ensure your business listings across all of these sites list accurate information if you want to increase your search ranking. What makes listings so influential on SEO is that many online directories share data with each other. That means the more places you’re listed, the more these directories trust the accuracy of your company data—increasing your chances of ranking well in local searches.

Additionally, business listings offer citations that search engines like Google, Yahoo, and Bing incorporate into their algorithms to determine search ranking. 

Managing each of your listings across multiple sites for multiple locations takes time. Lots and lots of time. Leveraging listings management software can centralize all of your listings into one dashboard, simplifying the entire process. 

What to look for in listings management software

The right business listing management software should have the following qualities:

  • An automatic listings finder. You should not have to hunt for your listings, the right software will collect them all for you.
  • The ability to identify inconsistencies in your listed business information.
  • Update all listings with the click of a button.
  • Scan your listings and identify inconsistencies on an ongoing basis.

While these are the basic qualities your software should have, many business listing management platforms offer more features to provide you with local SEO solutions including:

  • Review management – Be notified with each new review, respond within the dashboard, and even automate the review request process.
  • Analytics – These insights help you understand your own customer feedback and keep an eye on the competition so that your business can get ahead.

SEO and online reputation management are two tools that work together to help your business be found and be chosen by customers.

What is listing management?

Local listing management is the process of continuously updating, managing, and maintaining a business’s contact information across online directories, websites, and other customer-facing platforms. A local listing typically comprises a business’ name, address, and phone number (NAP).

How Birdeye can help you simplify listings management

With Birdeye, you can scan your business listings with the click of a button. If your business information changes at any point (for example your office moved to a new location or your business description has changed), all you need to do is update it in your Birdeye dashboard, and those changes will be reflected across the web. Increase your local search ranking by fixing and managing your business listings today.

How to improve your local SEO with business listings

Originally published Dec 01, 2021 7:19 AM, updated Aug 19, 2022

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