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The New Google Business Profile

Google My Business (GMB), Google’s local listing platform, was recently replaced by Google Business Profile. The official announcement recommended that small businesses manage their profiles on Search or Maps, with GMB officially retiring in 2022.

In addition to the new name, businesses and brands that use GMB will also notice some new features. Google Business Profile seems to be more streamlined, flexible, and primarily supports larger enterprises with multiple locations. Below, we take a look at specific updates, features, and benefits.

Google Business Profile: What’s New?

Google Business Profile makes it simple to claim and verify your profile. It’s as easy as one, two, three: Search for your business by name, claim and verify the associated profile, then edit to ensure the information is accurate. 

Other noteworthy changes include: 

  • Search now has customer messaging with “read” receipts for both parties
  • Desktop capability to reply to customer messages (previously only available in the mobile app)
  • A Call History feature with the total answer and missed call count, performance, and history
  • Do more things directly from Google Maps and Search, like manage reviews and Q&As, send and receive messages to customers, and track data from inbound calls

With Google Business Profile, it’s easier than ever to upload photos and get into your next promotion. In the Promote tab, you’ll be given several options for getting the word out. And you can get plenty of valuable insight into your success by viewing your Performance, which includes the number of calls, bookings, requests for directions, website clicks, and more.

SEO Benefits of Google Business Profile

Claiming your Google Business Profile is a step in the right direction. But to maximize your profile, you’ll want to stay on top of things by regularly updating with relevant information. Keep your hours current, especially during holidays. Add plenty of photos–profiles with images get 35% more clicks to their website and 42% more requests for directions.

An up-to-date Google Business Profile has the following benefits:

  • 50% more likely to lead to a purchase
  • 70% more likely to attract location visits
  • 7X more clicks
  • 2.7X more likely to be considered reputable

One of the most important reasons to keep checking your profile is that a Google Business Profile is a community profile. That means any user can make changes to your profile, including changing your hours and general info or uploading photos and reviews.

To get the most out of your profile, you’ll want to ensure all details are accurate and up-to-date and all reviews and questions are addressed promptly. GBP offers multiple SEO benefits because it’s highly visible, lets users see the info they need at a glance, and allows reviews, which improve local SEO.

Google Business Profile: Following Google’s Guidelines

You won’t be able to enjoy any of GBPs benefits if your profile gets suspended. It’s important to follow Google Business Profile’s guidelines to remain in good standing. One of the guidelines is: Reflect your business accurately. Keeping in mind that users can add to your community profile, it’s vital to check the details frequently. 

Google also offers guidance on how to achieve optimal results, including:

  • Make sure your address is accurate and precise
  • Create only one profile per business
  • Choose the fewest number of categories to describe your business
  • Represent your business as it is consistently represented in the real world (signage, stationery, and other branding.)

Google Business Profile is a straightforward tool for managing your online presence. This includes your presence across Google and within Search and Maps. By claiming, verifying, and updating your profile, you can help curious customers hear your story, view your unique offer, and understand what sets you apart.

In addition to helping customers find you, your profile lets them get a critical glimpse into your brand through photos, reviews, responses, and more. You can interact directly with customers and build your online reputation while tracking your performance and gaining valuable insight. All in all, the new GBP is relatively familiar, with some new features and benefits to enhance your in-profile experience.

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