Google My Business (GMB) is going to be seeing some changes in the coming months.
Namely, Google My Business will now be branded Google Business Profile, and the Google My Business app will be retired in 2022 in favor of direct profile editing in Search or Maps.
Google My Business is Now Called Google Business Profile
First, it was simply called Google Local before a rebrand changed it to Google Places. Then, they doubled back, in a way, and it became Google+Local. They changed their minds again, returning to Google Places until about 2014 when Google My Business became the tool we all know and love (or simply tolerate; it’s not too often you see people with strong opinions on GMB).
Now they’re opting for a more direct branding approach with the informative, if unimaginative, Google Business Profile.
Yes, Google loves their rebrands almost as much as I am indifferent to them.
Will This Rebrand Affect Your Site or Business?
Almost certainly not. This appears to be nothing more than a name change will which likely go unnoticed by the vast majority of users.
However, if your site relies on content with a “GMB” focus for traffic, it may be worth considering an update to reflect this new branding. Just keep in mind that while this change is immediate, it will take years before this rebrand will become the norm. Users will be searching for “google my business” for a long time to come.
Google My Business App to be Discontinued
Perhaps more impactful is the discontinuation of the Google My Business app.
Those used to accessing their GMB profile through the app will need to rethink their workflow once it loses support. For a while, Google has been pushing profile managers to make edits or interact with users directly on search or map results.
In short, these are minor changes which should not have an impact on SEO or how most businesses interact with Google My Business.