Explore the shift from Google My Business vs. Google Business Profile in 2025. Understand the changes, their effects on local SEO, and how businesses can adapt to stay visible and competitive
Everything You Need to Know About Google’s Transition from My Business to Business Profile
In the world of local SEO, Google My Business (GMB) has long been the go-to tool for businesses looking to boost their visibility in local search results. Introduced in 2014, GMB allowed businesses to manage how their brand appeared on Google Search and Maps—helping them attract customers through updated profiles, reviews, photos, and more.
However, in late 2021, Google rebranded GMB to Google Business Profile (GBP) as part of a broader effort to simplify the platform and make it more accessible directly within Google’s ecosystem. This wasn’t just a name change—it came with a shift in how businesses manage their profiles, introducing new tools and retiring the separate GMB app.
The purpose of this blog is to break down:
What exactly changed in the move from GMB to GBP
How these updates affect your day-to-day business operations
What actions you need to take to stay visible, competitive, and optimized on Google in 2025
Whether you’re a small business owner or a digital marketing professional, understanding these changes is essential for keeping your local SEO efforts effective and up-to-date.
Google My Business vs. Google Business Profile – What’s the Difference?
In November 2021, Google officially announced the rebranding of Google My Business (GMB) to Google Business Profile (GBP). This change was part of Google’s plan to streamline how businesses manage their online presence—especially for small businesses—by making it easier to access and update their information directly on Google Search and Google Maps, rather than through a separate dashboard.
The rebrand aimed to simplify the user experience. For most small businesses, managing their business profile now happens seamlessly through their Google account right in the search results—no need to navigate to a separate platform or app.
It’s important to note that this is mainly a change in terminology and user interface, not a complete overhaul of functionality. The core purpose remains the same:
Letting businesses manage their online presence
Displaying accurate business information
Helping customers connect through reviews, messages, photos, and more
The shift from GMB to GBP represents a more integrated and user-friendly approach, aligning with Google’s ongoing focus on real-time, in-search business management.
Key Changes from GMB to GBP
With the transition from Google My Business (GMB) to Google Business Profile (GBP), Google has introduced several key updates to make managing your business profile simpler, more efficient, and directly integrated into Google’s ecosystem.
1. Management via Search & Maps Instead of the GMB Dashboard
Previously, managing a GMB profile required using the GMB dashboard (a separate interface) where users could update their business details, interact with customers, and access insights.
With GBP, management is now done directly through Google Search and Google Maps. When users search for their business name or type in related keywords in Google Search or Maps, they can instantly access and update their profile.
This change means no need to visit a separate dashboard—everything you need is available directly where your customers are searching.
2. No Standalone GMB App – Now Managed Directly on Google Search or Google Maps
Google retired the GMB mobile app, making it unavailable for business owners to manage their profiles from a dedicated app.
Instead, business owners can now manage their Google Business Profile through the Google Search or Google Maps apps. Simply log into your Google account, search for your business, and you’ll see options to update details, respond to reviews, and check your profile’s performance.
This integration simplifies the process, reducing the need for multiple apps and making it easier to stay on top of updates in real-time.
3. Simplified Interface for Small Businesses
One of the primary goals of transitioning to GBP was to make the platform more user-friendly—particularly for small business owners who may not be familiar with digital marketing tools.
The new interface is more streamlined, focusing on essential features like business hours, photos, reviews, and location. Business owners can now manage their profile without feeling overwhelmed by excess features or technical jargon.
The simplified layout helps businesses focus on the most important actions to improve their local SEO and engagement, making it easier for owners to stay on top of their listings without needing in-depth expertise.
4. New Features Like Messaging, Call History, and Performance Insights Made More Accessible
Messaging: GBP now allows businesses to communicate directly with customers through messages, making it easier to respond to inquiries and engage in real-time conversations.
Call History: Another new feature is call history, which lets businesses track customer calls made via the profile. This can provide valuable insights into customer interest and lead management.
Performance Insights: Previously only available to businesses with advanced knowledge of GMB, performance insights are now more accessible to all. GBP offers easy-to-read metrics on how your profile is performing—such as search visibility, customer interactions, and website visits—allowing businesses to adjust their strategies accordingly.
These updates simplify the way businesses interact with their customers and manage their profiles, while also enhancing the visibility and performance of their Google listings. With the direct integration of GMB into Google’s core services, businesses now have a more seamless, efficient way to manage their online presence.
What Stayed the Same? Key Features of Google Business Profile That Are Essential for Your Business Success
Despite the changes to GMB, key elements remain crucial for local SEO and business visibility:
Crucial for Local SEO: GBP is still vital for ranking in local searches and appearing on Google Maps and Search.
Core Features: Business name, address, phone number (NAP), business hours, photos, reviews, and categories remain essential for customer engagement and ranking.
Business Verification and Optimization: Verifying your business and regularly updating and optimizing your profile are still necessary for maintaining visibility and trust.
How These Changes Affect Your Business
Easier Access and Real-Time Updates Through Google Search
With the shift to Google Business Profile (GBP), managing your business profile is more convenient. You can now update your information directly from Google Search or Google Maps—no need for a separate dashboard.
This means you can make changes in real-time, ensuring your profile is always up-to-date for potential customers.
Increased Reliance on Google’s Ecosystem (Maps, Search, Mobile)
GBP is now fully integrated into Google’s ecosystem, meaning it’s more important than ever to be active on Search, Maps, and mobile platforms.
Customers will find your business more easily when it’s optimized for these platforms, and it increases your chances of appearing in local search results and on Google Maps.
Need for Regular Management from Logged-In Business Accounts
Managing your GBP requires you to be logged into your Google account. This ensures you’re staying engaged with your profile, responding to reviews, updating information, and tracking performance.
Regular management is necessary to maintain visibility and avoid potential issues like outdated information or missed customer interactions.
New Opportunities to Connect with Customers Using Direct Messaging and Calls
GBP now offers features like direct messaging and call history, providing new ways to engage with customers.
You can respond to inquiries directly within the platform, and track calls made to your business, helping you connect more effectively with leads and improve customer service.
What Businesses Should Do Now
Start Managing Your GBP Directly in Google Search or Maps
Access and manage your Google Business Profile (GBP) directly in Google Search or Google Maps. Simply search for your business and update details as needed.
Update Profile Details Regularly
Ensure your business hours, address, phone number, website, and other essential information are always accurate and up-to-date.
Regularly update your photos, services, and special offers to keep your profile fresh and engaging.
Engage with Reviews, Messages, and Q&As
Respond to customer reviews, engage in direct messaging, and answer questions on your GBP profile to build trust and foster relationships with potential customers.
Utilize Insights to Understand Customer Behavior
Leverage performance insights available in GBP to track how customers are interacting with your profile—like search views, website clicks, and customer actions. Use this data to adjust your strategy.
Ensure Proper Access Is Given to Team or GMB Expert
Make sure the right people (employees or experts) have access to your GBP to manage updates, respond to customer inquiries, and monitor performance.
Future of Google Business Profile
AI-Powered Features Coming in 2025
Artificial Intelligence (AI) will play a more significant role in Google Business Profile (GBP) starting in 2025. Expect smarter automation for updates, reviews, and customer interactions.
AI will help businesses optimize their profiles based on trends, user behavior, and search patterns, making it easier to stay competitive without constant manual updates.
Greater Personalization and Automation
Personalized experiences will be a focus, with GBP offering more customized tools and features tailored to your business type, location, and audience.
Expect automated tasks like automatic responses to messages or reviews, improving efficiency and saving time for businesses.
More Integration with Google Ads and Local Campaigns
Google will continue to integrate GBP with Google Ads and local campaigns, allowing businesses to easily advertise through the same platform where they manage their profiles.
This seamless integration will provide enhanced visibility and greater advertising opportunities, making it easier to convert local search traffic into customers.
As Google continues to evolve, GBP will become an even more powerful tool for businesses to improve visibility, engage with customers, and grow. Stay ahead of these changes by adapting to new features and leveraging AI and automation tools.
Conclusion: Master Google Business Profile to Boost Your Local SEO in 2025
GMB is now GBP – Simpler in Name, But Still Powerful
The shift from Google My Business (GMB) to Google Business Profile (GBP) may have been a name change, but its impact on local SEO remains strong. GBP continues to be a vital tool for increasing visibility and engaging with customers.Stay Proactive and Optimized to Rank Higher and Connect Locally
To succeed, businesses must stay proactive in managing their profiles—regular updates, engaging with customers, and using performance insights are essential for ranking higher in local searches and connecting with your audience.A Well-Managed Google Business Profile is Key to Local Success in 2025
As we move into 2025, proper profile management is more important than ever. A well-optimized and active GBP is central to local business success, driving traffic and improving your brand’s reputation in the digital age.
