Google has announced that its local listing platform, Google My Business (GMB), is changing its name to Google Business Profile.
“Going forward, we encourage small businesses to manage their profiles directly in Search or Maps. To keep things simple, “Google My Business” is being renamed “Google Business Profile,” Matt Madrigal, VP/GM Merchant Shopping, wrote in the official announcement. “And in 2022, we will be removing the GMB optimization so more merchants can take advantage of the updated Search and Maps experience,” he added.
The rebrand announcement was also accompanied by several new features. What does this mean for the millions of business owners, brands and what advantages will SEO and marketing generally have for those who use GMB (now GBP) as part of their local online presence?
What’s new in your Google Business Profile?
The ability to edit your business profile information from search has been around for months, but now you can complete verification or resolve other issues with your business profile right from search.
To do this, simply search for your business name on Google or the Google Maps app and you will see the option to verify your Business Profile or resolve other issues you may have with your profile, such as being blocked.
You can also use Search or Maps to edit the information people see when they search for your business, such as your address, hours of operation, post messages, responses to reviews, and more. Over the next few months, all businesses that create a Business Profile on Google will be allowed to complete the setup directly on Google Search and Maps. You will also be able to see if your profile is public.
Let’s talk about some of the benefits of local SEO when using Google Business Profiles and some of the ways you can edit information in Google Search and Maps.
Why Use Google Business Profiles for Local SEO?
One of the best local SEO strategies that any eligible local business can use to rank higher on Google and attract local customers is to make themselves known and optimize their Business Profile on Google. However, applying for your Business Profile on Google is only the first step: you should optimize, check and update your Business Profile frequently with new information.
Keeping your Google Business Profile up to date is essential to your success. Current Google Business Profile:
- 2.7 times more likely to become more authoritative.
- Gets 7 times more clicks.
- 70% more likely to visit locations.
- 50% more likely to lead to a purchase.
- Many companies also don’t realize that Google and any user can make changes to their Business Profile, such as your address, hours of operation, upload photos, reviews, and so on.
- Therefore, it is important to check your Google Business Profile regularly to make sure that no incorrect changes have been made to your profile.
Always follow Google’s recommendations.
When you have a Google Business Profile, you play on the Google Playground. This means that you must follow the Google Business Profile rules – otherwise, your Business Profile may be blocked. Ultimately, your Google Business Profile is a community profile, not just yours.
Almost anyone on the internet can contribute to your Google Business Profile. And Google encourages user-generated content such as reviews, questions and answers, updates, photos, videos, and more. It is important to make sure that the content that can be added to your profile is valid.
How to manage your business profile on Google.
Companies with multiple locations: Manage your profiles with Google Business Profile Manager. If your company has multiple offices or you are an agency that manages multiple client offices. The best way to manage your profiles is to log into the Business Profile Manager dashboard. The Business Profile Manager provides maximum flexibility to manage multiple profiles from a single control panel. If you have a local business with a single location, the easiest way to manage your Google Business Profile is the one you’ll probably have open on your computer all day long – Google search!
Stay tuned for improvements in Google Business Profile.
Thanks to the investment Google has made in Google Business Profile. We can expect more thoughtful features and improvements in the coming months.
Now is a great time to run a local business—and now is the time to verify and optimize your Google Business Profile.