Google Business Profile vs Google My Business: What Changed?
In November 2021, Google rebranded "Google My Business" (GMB) to "Google Business Profile" (GBP). But the change was more than cosmetic. Here's what changed, what stayed the same, and what it means for your local SEO.
Updated: February 2026•10 min read
The Timeline of Changes
- 2014: Google launches "Google My Business" as a unified platform
- Nov 2021: Google rebrands GMB to "Google Business Profile"
- Jul 2022: Standalone GMB app discontinued
- Jul 2022: GMB web dashboard (business.google.com) retired for single-location businesses
- 2023-2024: Most management functions moved directly into Google Search and Maps
- 2025-2026: business.google.com remains for multi-location businesses; NMX (New Merchant Experience) is the standard interface
What Actually Changed
| Aspect | Google My Business (Old) | Google Business Profile (New) |
|---|---|---|
| Name | Google My Business / GMB | Google Business Profile / GBP |
| Management | Separate GMB app & web dashboard | Directly in Google Search & Maps |
| Mobile app | Dedicated GMB app | No dedicated app; use Google Maps |
| Dashboard URL | business.google.com (full access) | business.google.com (multi-location only) |
| Editing access | Dashboard only | Search for business name → edit in SERP |
| API | Google My Business API | Google Business Profile API (v1) |
| Call history | Available in GMB app | Available in Google Search |
| Features | Core listing management | Same + expanded messaging, performance metrics |
What Did NOT Change
The important stuff for SEO is unchanged:
- Ranking factors: Same algorithm — categories, reviews, proximity, prominence
- Profile features: Same fields — name, address, phone, hours, categories, photos, posts, Q&A, products, services
- Review system: Reviews carry over, same impact on ranking
- Verification: Same verification methods and requirements
- Local Pack: Same map results format, still shows top 3
- Optimization strategies: Everything in our GBP optimization guide applies
How to Manage Your Profile Now
Single-Location Businesses
- Search for your business name on Google while logged into your Google account
- You'll see management options directly in the search results
- Click "Edit profile" to modify any field
- Use the same interface to post updates, respond to reviews, view insights
Multi-Location Businesses
- Use business.google.com for bulk management
- The dashboard supports bulk editing, multi-location insights, and user management
- See our multi-location GBP guide for details
Should You Update Old "GMB" Content?
If you have website content, blog posts, or internal documentation referring to "Google My Business":
- Yes, update where practical — Google's official name is now "Google Business Profile"
- But don't stress about SEO impact — people still search for "GMB" and "Google My Business" extensively. Both terms are valid search phrases.
- Best practice: Use "Google Business Profile" as the primary term, and include "(formerly Google My Business)" once for search coverage
Bottom Line
The rebrand from GMB to GBP was primarily an interface and branding change. The core optimization strategies remain the same. Focus on:
- Right categories
- Complete profile information
- Consistent reviews
- Regular activity (posts, photos)
- NAP consistency
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