{"id":12522,"date":"2022-04-21T11:36:37","date_gmt":"2022-04-21T11:36:37","guid":{"rendered":"https:\/\/www.business-ereputation.com\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/"},"modified":"2026-01-12T17:35:05","modified_gmt":"2026-01-12T17:35:05","slug":"google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios","status":"publish","type":"post","link":"https:\/\/www.business-ereputation.com\/es\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/","title":{"rendered":"Google My Business se convierte en Google Business Profile: \u00bfqu\u00e9 ventajas tiene para las empresas y los comercios?"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1216.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-blend:overlay;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\" style=\"--awb-text-transform:none;\"><p><strong>Las herramientas de optimizaci\u00f3n de motores de b\u00fasqueda (SEO) de Google se han convertido r\u00e1pidamente en indispensables para los profesionales que desean posicionarse eficazmente en los resultados de los motores de b\u00fasqueda (o SERPs). Sin embargo, estas herramientas est\u00e1n destinadas a evolucionar a medida que cambian las necesidades y las tendencias del mercado. Por ejemplo, la famosa herramienta de listado Google My Business est\u00e1 cambiando su nombre por el de Google Business Profile. \u00bfQu\u00e9 cambios supone esto para los empresarios y qu\u00e9 nuevas funciones se esperan? Averigua m\u00e1s a continuaci\u00f3n.    <\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Resumen y contenido de la p\u00e1gina<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.business-ereputation.com\/es\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/#Un_rapido_vistazo_a_la_historia_de_Google_My_Business\" >Un r\u00e1pido vistazo a la historia de Google My Business<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.business-ereputation.com\/es\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/#%C2%BFQue_ofrece_originalmente_Google_My_Business\" >\u00bfQu\u00e9 ofrece originalmente Google My Business?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.business-ereputation.com\/es\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/#La_disposicion_de_un_espacio_personalizado\" >La disposici\u00f3n de un espacio personalizado<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.business-ereputation.com\/es\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/#Saber_trabajar_con_criterios_de_pertinencia\" >Saber trabajar con criterios de pertinencia<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.business-ereputation.com\/es\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/#%C2%BFCuales_son_las_principales_ventajas_de_una_ficha_de_empresa_en_Google_My_Business\" >\u00bfCu\u00e1les son las principales ventajas de una ficha de empresa en Google My Business?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.business-ereputation.com\/es\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/#Mayor_visibilidad_local\" >Mayor visibilidad local<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.business-ereputation.com\/es\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/#Geolocalizacion_en_Google_Maps\" >Geolocalizaci\u00f3n en Google Maps<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.business-ereputation.com\/es\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/#Mejorar_tu_reputacion_digital\" >Mejorar tu reputaci\u00f3n digital<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.business-ereputation.com\/es\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/#De_Google_My_Business_a_Google_Business_Profile_%C2%BFque_cambia\" >De Google My Business a Google Business Profile: \u00bfqu\u00e9 cambia?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.business-ereputation.com\/es\/google-my-business-se-convierte-en-google-business-profile-que-ventajas-tiene-para-las-empresas-y-los-comercios\/#Conclusion\" >Conclusi\u00f3n:<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Un_rapido_vistazo_a_la_historia_de_Google_My_Business\"><\/span>Un r\u00e1pido vistazo a la historia de Google My Business<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>La historia de Google est\u00e1 estrechamente ligada a la historia de la propia Internet comercial. Fue a finales de los a\u00f1os 90 cuando el motor de b\u00fasqueda apareci\u00f3 con su nombre actual, navegando sobre la popularidad de las \u00abb\u00fasquedas diarias\u00bb en Internet. Sin embargo, la ambici\u00f3n de los equipos de Google no se detuvo ah\u00ed. La clave del \u00e9xito podr\u00eda resumirse en dos palabras: innovaci\u00f3n y diversificaci\u00f3n.   <\/p>\n<p>Adem\u00e1s de la creaci\u00f3n de Google Noticias en 2003 y de la b\u00fasqueda basada en la ubicaci\u00f3n en 2005 (con la aplicaci\u00f3n Google Map), Google lanzar\u00e1 Google Places en Francia a partir de 2009. El objetivo, en aquel momento, era dar a los propietarios de empresas un mayor control sobre los resultados de las b\u00fasquedas. <\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_ofrece_originalmente_Google_My_Business\"><\/span>\u00bfQu\u00e9 ofrece originalmente Google My Business?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"La_disposicion_de_un_espacio_personalizado\"><\/span>La disposici\u00f3n de un espacio personalizado<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Como hemos visto, Google My Business ofrece a los empresarios la oportunidad de mejorar su visibilidad en Internet, y de recuperar el control de la informaci\u00f3n de su empresa para orientar mejor a los clientes potenciales o a los empleados. Por tanto, la dimensi\u00f3n \u00ablocal\u00bb de Google My Business desempe\u00f1a un papel fundamental, ya que permite encontrar r\u00e1pida y f\u00e1cilmente cualquier empresa cercana a una ubicaci\u00f3n determinada. <\/p>\n<p>El servicio Google My Business aparece en la pantalla como un \u00abpaquete local\u00bb, es decir, una zona del motor de b\u00fasqueda de Google dedicada exclusivamente a mostrar \u00abresultados locales\u00bb (en otras palabras, la informaci\u00f3n m\u00e1s relevante, como la direcci\u00f3n, el horario de apertura o la posici\u00f3n del establecimiento en un mapa de Google Maps). Esta herramienta, totalmente gratuita, requiere no obstante un trabajo en profundidad para que la p\u00e1gina alcance un cierto grado de \u00abrelevancia\u00bb. En cierto modo, lo que est\u00e1 en juego aqu\u00ed es la reputaci\u00f3n digital de la empresa. Para que la actividad de una empresa sea visible en la red para el mayor n\u00famero posible de internautas, tiene que poder coincidir con las intenciones de b\u00fasqueda previas. De ah\u00ed la importancia de introducir la mayor cantidad de informaci\u00f3n posible.    <\/p>\n<h3><span class=\"ez-toc-section\" id=\"Saber_trabajar_con_criterios_de_pertinencia\"><\/span>Saber trabajar con criterios de pertinencia<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Para ser \u00abrelevante\u00bb en t\u00e9rminos de optimizaci\u00f3n de motores de b\u00fasqueda y cumplir las expectativas del algoritmo de Google, un establecimiento debe, por tanto, trabajar en los siguientes puntos:<\/p>\n<ol>\n<li>Ubicaci\u00f3n: este criterio corresponde a la distancia entre el punto de venta y el consumidor. Si no se especifica este criterio, Google puede optar por dar prioridad a los establecimientos que est\u00e1n m\u00e1s lejos, pero que coinciden m\u00e1s con la consulta. <\/li>\n<li>Relevancia: este criterio permite a los internautas contactar con los lugares o puntos de venta que mejor se ajustan a su b\u00fasqueda. \u00c9stos tendr\u00e1n prioridad en el pack local. <\/li>\n<li>Prominencia: este criterio permite que los lugares m\u00e1s populares del mundo aparezcan m\u00e1s f\u00e1cilmente.<\/li>\n<li>El n\u00famero de rese\u00f1as del expediente: ten en cuenta que este criterio no tiene en cuenta la relevancia de las rese\u00f1as.<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFCuales_son_las_principales_ventajas_de_una_ficha_de_empresa_en_Google_My_Business\"><\/span>\u00bfCu\u00e1les son las principales ventajas de una ficha de empresa en Google My Business?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Para apreciar plenamente las ventajas de tener una ficha de Google My Business para tu empresa, tenemos que fijarnos en algunas cifras: hoy en d\u00eda, la mayor\u00eda de los usuarios de Internet seleccionan una empresa s\u00f3lo en la primera p\u00e1gina de resultados del motor de b\u00fasqueda (1). Al mismo tiempo, el paquete local aparece en casi el 93% de las b\u00fasquedas cuando Google detecta una \u00abintenci\u00f3n local\u00bb (es decir, una b\u00fasqueda orientada geogr\u00e1ficamente). As\u00ed que es f\u00e1cil ver por qu\u00e9 las empresas necesitan una ficha de empresa de Google my Business si quieren ser visibles y competitivas. Veamos las ventajas de utilizar esta aplicaci\u00f3n:   <\/p>\n<h3><span class=\"ez-toc-section\" id=\"Mayor_visibilidad_local\"><\/span>Mayor visibilidad local<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Hoy en d\u00eda, casi 4 de cada 5 internautas utilizan los motores de b\u00fasqueda para encontrar informaci\u00f3n \u00ablocal\u00bb (2). En otras palabras, la aplicaci\u00f3n My Business de Google es esencial, porque permite utilizar el paquete local para introducir una serie de datos fundamentales para potenciar el SEO local de un establecimiento (direcci\u00f3n, n\u00famero de tel\u00e9fono, horario de apertura, opiniones, sitio web). <\/p>\n<h3><span class=\"ez-toc-section\" id=\"Geolocalizacion_en_Google_Maps\"><\/span>Geolocalizaci\u00f3n en Google Maps<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Las herramientas de Google est\u00e1n muy a menudo interconectadas. Por eso es una buena idea abrir una cuenta de Google My Business, ya que te permite activar las herramientas de geolocalizaci\u00f3n que son esenciales para construir tu reputaci\u00f3n digital. Recuerda que la referenciaci\u00f3n autom\u00e1tica en Google Maps es totalmente gratuita, y proporciona acceso a un servicio de cartograf\u00eda en l\u00ednea tambi\u00e9n gratuito.  <\/p>\n<h3><span class=\"ez-toc-section\" id=\"Mejorar_tu_reputacion_digital\"><\/span>Mejorar tu reputaci\u00f3n digital<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>La reputaci\u00f3n digital o e-reputaci\u00f3n es vital, ya que permite a los consumidores virtuales formarse una opini\u00f3n antes de elegir el mejor producto o servicio, o antes de visitar el punto de venta m\u00e1s adecuado a sus necesidades. Seg\u00fan un estudio reciente, casi el 86% de los internautas buscan opiniones en Internet antes de visitar el establecimiento de su elecci\u00f3n (2a). <\/p>\n<h2><span class=\"ez-toc-section\" id=\"De_Google_My_Business_a_Google_Business_Profile_%C2%BFque_cambia\"><\/span>De Google My Business a Google Business Profile: \u00bfqu\u00e9 cambia?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En 2022 habr\u00e1 algunos cambios significativos en la forma de gestionar Google My Business (3): para empezar, la propia aplicaci\u00f3n desaparecer\u00e1 y pasar\u00e1 a llamarse Google Business Profile. La idea subyacente es \u00abfacilitar la experiencia de empresas y comerciantes y la gesti\u00f3n de su imagen en Internet\u00bb. Para conseguirlo, la herramienta se fusionar\u00e1 literalmente con los servicios auxiliares de B\u00fasqueda y Mapas de Google:  <\/p>\n<ul>\n<li>A trav\u00e9s de la B\u00fasqueda de Google: todo lo que tienes que hacer a partir de ahora es introducir el nombre de la empresa directamente desde el buscador para gestionar una serie de par\u00e1metros e informaci\u00f3n: direcci\u00f3n, horarios de apertura, fotos, etc. Puedes obtener el mismo resultado escribiendo \u00abMi Negocio\u00bb directamente en la B\u00fasqueda de Google. En otras palabras, podr\u00e1s consultar y reclamar el perfil de tu empresa directamente desde el motor de b\u00fasqueda de Google, y directamente a trav\u00e9s de la aplicaci\u00f3n Google Maps (4).<\/li>\n<li>A trav\u00e9s de Google Maps: ser\u00e1 posible acceder al perfil de la escuela directamente desde esta aplicaci\u00f3n, lo que resolver\u00e1 una serie de problemas como la suspensi\u00f3n del perfil (5).<\/li>\n<\/ul>\n<p>Por supuesto, todas estas operaciones s\u00f3lo se pueden llevar a cabo si has iniciado sesi\u00f3n con una cuenta de administrador de Google.<\/p>\n<p>Para las empresas que necesiten gestionar varios perfiles a la vez, se introducir\u00e1 un Gestor de Empresas o Gestor de Perfiles de Empresas, tambi\u00e9n accesible desde B\u00fasqueda o Mapas. Por lo dem\u00e1s, he aqu\u00ed las posibles ventajas de esta evoluci\u00f3n para las empresas: <\/p>\n<ul>\n<li>La posibilidad de acceder al historial de llamadas: aunque esta funci\u00f3n s\u00f3lo est\u00e1 disponible actualmente en EE.UU. y Canad\u00e1, es muy probable que su uso se ampl\u00ede en los pr\u00f3ximos meses. Hasta ahora, las empresas pod\u00edan ver el n\u00famero de llamadas realizadas desde la consola de Google My Business. A partir de ahora, podr\u00e1n acceder a su historial de llamadas, mostrando los perfiles y n\u00fameros de las personas que llaman.  <\/li>\n<li>La posibilidad de enviar mensajes directamente a los clientes: la funcionalidad de chat, ya disponible en Google Maps, estar\u00e1 ahora disponible en la B\u00fasqueda de Google. Para mejorar la calidad de los intercambios, se ha implementado la recepci\u00f3n de lectura. <\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusi\u00f3n:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Puede que la aplicaci\u00f3n GMB haya desaparecido f\u00edsicamente, pero sus servicios siguen intactos y son m\u00e1s accesibles que nunca para las empresas. Para los comerciantes, se abren nuevas oportunidades en t\u00e9rminos de mayor visibilidad. <\/p>\n<p>(1) https:\/\/www.evermaps.com\/faq\/referencement-pack-local-google\/#_ftn1<\/p>\n<p>(2) https:\/\/www.evermaps.com\/faq\/6-avantages-google-my-business\/<\/p>\n<p>(3) https:\/\/support.google.com\/business\/thread\/133876833\/introducing-new-updates-to-business-profile?hl=en<\/p>\n<p>(4) https:\/\/www.nerepix.fr\/Quels-changements-pour-google-my-business-en-2022<\/p>\n<p>(5) https:\/\/blogdunredacteurweb.com\/2021\/11\/07\/en-2022-google-my-business-disparait-au-profit-de-google-business-profile\/<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La famosa herramienta de listados Google My Business va a cambiar su nombre por el de Google Business Profile. \u00bfQu\u00e9 cambios significa esto para los empresarios y qu\u00e9 nuevas funciones se esperan? Desc\u00fabrelo en este art\u00edculo.  <\/p>\n","protected":false},"author":1,"featured_media":12523,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_ayudawp_aiss_exclude":false,"footnotes":""},"categories":[167,139],"tags":[],"class_list":["post-12522","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-my-business-es","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Google My Business se convierte en Google Business Profile: \u00bfqu\u00e9 ventajas tiene para las empresas y los comercios? - Business Ereputation<\/title>\n<meta name=\"description\" content=\"La herramienta de anuncios Google My Business cambia de nombre y pasa a llamarse Google Business Profile. \u00bfCu\u00e1les son los cambios para los empresarios y qu\u00e9 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