Google Business Profile vs. Google My Business

You’re likely familiar with Google My Business (GMB) – the free tool that allowed businesses to manage their online presence on Google Search and Maps. But did you know Google My Business is now called Google Business Profile?

In late 2021, Google streamlined how businesses manage their online presence, rolling out “Google Business Profile” and phasing out the term Google My Business. This shift reflects Google’s commitment to making it even easier for businesses to connect with customers online.

But this isn’t just a name change. There are several key differences between the old GMB and the new Google Business Profile, from how you access and manage your profile to the features available. Let’s dive into the details.

What’s New and Different with Google Business Profile?

The most notable change is the elimination of the Google My Business dashboard. Instead of logging into a separate website, you can now manage your Google Business Profile directly through Google Search or Maps. This direct management approach simplifies things considerably for business owners.

Here’s how to access your Google Business Profile now:

  • Via Google Search: Sign into your Google account, search for your business name, and you’ll see an editing panel on the right side of the search results.
  • Via Google Maps: Sign into your Google account, open Google Maps, and click on your business location pin. An editing panel will pop up.

Besides this major change in access, Google introduced some new features and functionalities within Google Business Profile:

1. Enhanced Profile Management

Google Business Profile allows you to update essential information about your business, like your business name, address, phone number, website, hours of operation, and categories, directly on Search and Maps. You can also respond to reviews, upload photos and videos, and even create posts to share news and updates.

2. More Direct Customer Interactions

The ability to message customers directly through Google Business Profile makes connecting with potential clients much easier. Customers can send messages directly to your business via the Message button on your profile. This real-time communication allows you to address queries, provide support, and build stronger relationships with your audience.

3. Deeper Insights and Analytics

Google Business Profile offers enhanced insights and analytics to help you understand your customers better. You can track how customers find your profile, the actions they take, and which keywords drive the most traffic. This data is invaluable for optimizing your online presence and tailoring your marketing efforts for maximum impact.

4. New Features for Specific Industries

Google Business Profile is continually evolving with features tailored to specific industries. For instance, restaurants can now create menus directly within their profiles, while hotels can showcase their amenities and room types.

5. Simplified Ad Integration

Google Ads is now seamlessly integrated with Google Business Profile, making it easier than ever to create and manage location-based ad campaigns. This integration allows businesses to target customers searching for products or services in their vicinity, driving more foot traffic and boosting online visibility.

What Stayed the Same?

While the name has changed and the interface has been streamlined, the core purpose of Google Business Profile remains the same – to help businesses manage their online presence and connect with customers. All the key features from GMB, such as:

  • Managing business information
  • Responding to reviews
  • Publishing posts
  • Analyzing performance

…are still very much a part of Google Business Profile.

Why the Shift from Google My Business to Google Business Profile?

The transition from GMB to Google Business Profile is a strategic move on Google’s part to simplify the user experience and streamline online business management.

Here are the key reasons behind the shift:

1. Enhanced Accessibility:

Directly managing your business profile through Search and Maps eliminates the need for a separate dashboard, making it more convenient and efficient.

2. Mobile-First Approach:

With the rise of mobile devices, Google wants to ensure that managing your business profile is seamless on smartphones. Google Business Profile is designed with a mobile-first approach, allowing for easy updates and interactions on the go.

3. Consolidation of Tools:

By integrating Google Business Profile with other Google services like Search, Maps, and Ads, Google provides businesses with a centralized hub for managing their online presence.

4. Continuous Innovation:

Google Business Profile is a dynamic platform that Google continues to develop and improve with new features, functionalities, and industry-specific tools.

Why You Should Be Using Google Business Profile

Regardless of your business size or industry, Google Business Profile is a vital tool for establishing and growing your online presence. It’s no longer a nice-to-have but a must-have for businesses seeking to thrive in today’s digital landscape.

Here are compelling reasons why you should be using Google Business Profile:

1. Increased Visibility in Local Search:

Having a complete and accurate Google Business Profile significantly increases your chances of appearing in Google’s Local Pack – the top three business listings that appear for local searches. This prime real estate can drive significant traffic to your website and physical location.

2. Enhanced Customer Engagement:

Google Business Profile facilitates direct communication with customers through messaging, reviews, and Q&A features, fostering trust and building stronger relationships.

3. Improved Customer Insights:

Detailed analytics and insights offered by Google Business Profile provide valuable data on customer behavior and preferences, allowing you to refine your strategies for better results.

4. Cost-Effective Marketing:

Google Business Profile is a free tool that offers immense value for businesses of all sizes. It’s a cost-effective way to manage your online presence, engage with customers, and attract new business.

5. Staying Ahead of the Curve:

By adopting Google Business Profile, you demonstrate your commitment to embracing the latest technology and providing customers with the best possible online experience.

Taking Full Advantage of Google Business Profile

To make the most of your Google Business Profile, follow these best practices:

1. Complete Your Profile:

Ensure all your business information is accurate and up-to-date, including your business name, address, phone number, website URL, hours of operation, and categories. Fill out every relevant section of your profile.

2. Upload High-Quality Photos and Videos:

Showcase your business, products, and services through visually appealing photos and videos. High-quality visuals can significantly enhance your profile’s appeal and attract customers.

3. Encourage and Respond to Reviews:

Positive reviews build credibility and trust. Encourage your customers to leave reviews and promptly respond to both positive and negative feedback professionally and courteously.

4. Leverage Google Posts:

Regularly create and share engaging content using Google Posts to highlight promotions, events, new products, or industry insights. Keep your audience informed and engaged with your business.

5. Track Your Performance:

Pay attention to the insights and analytics provided by Google Business Profile. Monitor your profile’s performance, track customer engagement, and identify areas for improvement.

6. Explore Advanced Features:

Google Business Profile offers a range of features, some tailored to specific industries. Explore the available features and see how they can enhance your online presence and better serve your customers.


The transition from Google My Business to Google Business Profile marks a new chapter in online business management. By embracing the changes, maximizing the new features, and continuously optimizing your profile, you can effectively connect with customers, expand your reach, and ultimately propel your business towards success in the digital age.

Note: Zing Business Systems provides done-for-you solutions for Google Business Profiles or provides ideas and solutions for the DIY business owner.

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