Google’s Search Engine Optimization (SEO) tools have rapidly become indispensable for professionals wishing to position themselves effectively in search engine results (or SERPs). However, these tools are constantly evolving in line with market needs and developments. For example, the famous Google My Business listing tool is changing its name to Google Business Profile. What changes does this mean for entrepreneurs, and what new functionalities are expected? Find out below.

A quick look back at the history of Google My Business

The history of Google is closely linked to the history of the commercial Internet. It was towards the end of the 1990s that the search engine appeared with its current name, riding on the wave of Internet users’ craze for “daily searches”. However, the ambition of Google’s teams did not stop there. The key to success lay in two words: innovation and diversification.

In addition to the creation of Google News in 2003 and location-based search in 2005 (with the Google Map application), Google will launch Google Places in France in 2009. The aim, at the time, was to give business owners greater control over search results.

What does Google My Business originally offer?

A personalized space

As we’ve seen, My Google Business offers entrepreneurs the opportunity to improve their visibility on the Internet, and to regain control of their business information in order to better guide potential customers or collaborators. The “local” dimension of My Google Business therefore plays a key role, making it quick and easy to find any business in the vicinity of a given point.

The Google My Business service appears on the screen as a “local pack”, i.e. an area of the Google search engine devoted exclusively to displaying “local results” (in other words, the most relevant information, such as the address, opening hours or positioning of the establishment on a Google Maps map). This tool, which is totally free of charge, nevertheless requires a great deal of work to enable the page to achieve a certain degree of “relevance”. In a way, the company’s digital reputation is at stake. So, for your business to be visible online to a maximum number of Internet users, it has to be able to correspond to prior search intentions. Hence the importance of entering as much information as possible.

Working with relevance criteria

To be “relevant” in terms of SEO and to meet the expectations of Google’s algorithm, a company needs to focus on the following points:

  1. Location: this criterion corresponds to the distance between the point of sale and the consumer. If this criterion is not specified, then Google may choose to prioritize more distant outlets that are more relevant to the query.
  2. Relevance: this criterion enables each web user to enter into contact with places or sales outlets that best correspond to their search. These will be given priority in the local pack.
  3. Prominence: this criterion makes it easier for the world’s most popular locations to appear.
  4. The number of reviews on the file: please note that this criterion does not take into account the relevance of the reviews.

What are the main advantages of a Google my Business listing?

To fully appreciate the benefits of a Google my Business listing for a company, we need to look at a few figures: today, the majority of Internet users select a company only on the first page of search engine results (1). At the same time, the local pack appears in almost 93% of searches, when Google detects a “local intent” (i.e. a geographically targeted search). It’s easy to see why companies need a Google my Business listing to be visible and competitive. Let’s find out how you can benefit from the application:

Increased local visibility

Today, almost 4 out of 5 Internet users use search engines to find “local” information (2). In other words, Google’s My Business application is essential, as it enables users to use the local pack to enter a certain amount of information that is fundamental to boosting an establishment’s local SEO (address, telephone number, opening hours, reviews, website).

Geolocation on Google Maps

Google tools are often interconnected. That’s why it’s a good idea to open a Google my Business my account, as it enables you to activate the geolocation tools that are essential for building your digital reputation. Remember that automatic referencing on Google Maps is entirely free, and provides access to an online mapping service which is also free.

Enhancing your digital reputation

Digital reputation or e-reputation is vital, as it enables every virtual consumer to form an opinion before choosing the best product or service, or before visiting the sales outlet best suited to their needs. According to a recent study, nearly 86% of Internet users look for opinions on the Internet before visiting the establishment of their choice (2 bis).

From Google my Business to Business Profile: what changes?

Notable changes are set to take place in the management of Google my Business in 2022 (3): for a start, the application itself will disappear, and be renamed My Business Profile. The underlying idea is to “facilitate the experience of businesses and merchants and the management of their image on the Internet”. To achieve this, the tool will literally merge with Google Search and Maps:

  • Via Google Search: from now on, simply enter the company’s name directly into the search engine to manage a number of parameters and information: address, opening hours, photos, etc… The same result can be achieved by typing “My Business” directly into Google Search. In other words, you’ll be able to verify and claim your business profile directly from the Google search engine, and directly via the Google Maps application (4).
  • Via Google Maps: it will be possible to access the facility’s profile directly from this application, thus resolving a number of problems such as profile suspension (5).

Of course, all these operations can only be carried out if you are logged in with a Google administrator account.

For companies that need to manage several profiles at once, a Business Manager or Business Profile Manager will be introduced, also accessible from Search or Maps. For the rest, here are the potential benefits of this development for companies:

  • The ability to access call history: although this feature is currently only available in the USA and Canada, it is likely to become more widespread over the coming months. Until now, businesses have been able to view the number of calls made from the Google My Business console. From now on, they will be able to access call history, displaying callers’ profiles and numbers.
  • The ability to send messages directly to customers: the chat functionality, already available on Google Maps, will now be available on Google Search. To improve the quality of exchanges, a read receipt has been implemented.

Conclusion:

While the GMB application physically disappears, its services remain intact and more accessible than ever to businesses. For merchants, new possibilities are opening up in terms of increased visibility.

(1) https://www.evermaps.com/faq/referencement-pack-local-google/#_ftn1

(2) https://www.evermaps.com/faq/6-avantages-google-my-business/

(3) https://support.google.com/business/thread/133876833/introducing-new-updates-to-business-profile?hl=en

(4) https://www.nerepix.fr/Quels-changements-pour-google-my-business-en-2022

(5) https://blogdunredacteurweb.com/2021/11/07/en-2022-google-my-business-disparait-au-profit-de-google-business-profile/