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

Its that time again and Google My Business has decided to rebrand to Google Business Profile, how many times is this now ?

What has changed, well nothing really, apart from a few tweeks.

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

Google Listing = Google Profile

Google Business Page = Business Profile


View: New Google Business Profile in Search & Maps


Why Google My Business to Google Business Profile

The rational 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.

New Merchant Experience (NMX) - Google My Business or Google Business Profile - Online Ownership

Business can still access and manage their profile from the regular Business Profile Dashboard, sorry Business Profile Manager, and of course multi locations, agencies and organisations management remains the same in the account dashboard.


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 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 and will fully retain current functionality and remain under active development.

In 2022, we’ll retire the Google My Business app so small businesses can take advantage of the upgraded merchant experience on Google Maps and Search.

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Will GBP Catch On?

Business profile makes sense, not quite sure of the acronym GBP, but we will let writers for articles decide on that one.

One thing we do know for certain, this one will change again!

Trying to make sense of your Google Business Profile, give Online Ownership a call for a no obligation chat.