Google My Business (GMB) Is Changing Its Name (Again)

Google My Business logo

GMB Is Becoming Google Business Profile (GBP)

In 2005, it was called the Local Business Center.  In 2010 – Google Places.  Then Google+ Local in 2012, and finally (we thought) to Google My Business in 2014.  But after seven years, Google has decided to rebrand again to Google Business Profile (GBP).

While the essential service will remain the same, businesses will now be expected to add business management features to Search and Maps. The change is expected to happen sometime in 2022, and businesses will have time to adjust accordingly. One thing to keep in mind is that the new Business Profile, like the current GMB, will continue to be a more and more important component of any SEO strategy.

Some highlights with the change:

  • Google will remake the Google My Business desktop platform into a new kind of dashboard dedicated to “larger businesses with multiple profiles”; which will be called the Business Profile Manager. The Google My Business API is expected to continue to function as before but will be called the Business Profile API.
  • New tools will be added to Search and Maps “to help you understand how your business is performing and how you can enhance your online presence.”
  • The GMB mobile app will be retired.
  • The way businesses are verified and claimed, along with messaging with customers, will be available with the search app.
  • Small businesses will be encouraged to use the Search and Maps interfaces to manage their business information.

Like all changes, this is part of the ever-evolving landscape of your online presence. Some changes are good (an easier verification system would be great), and some are not so good (why did Google eliminate “short links” for easier reviews from customers earlier this year?).

We’ll be watching over these changes as they begin rolling out from Google and guiding our SEO clients accordingly.