Google renamed Google My Business (GMB) to Google Business Profile as part of a broader strategy to streamline the experience for business owners and make it easier for them to manage their online presence directly within Google Search and Maps. This change reflects Google’s ongoing efforts to integrate and simplify its services, making them more accessible and user-friendly.

Key reasons for the rebranding include:

Simplification

Moving from “Google My Business” to “Google Business Profile” helps clarify the purpose of the service — managing a business’s profile on Google. The new name is more intuitive, especially for new or less tech-savvy business owners.

Direct Management

By encouraging businesses to manage their profiles directly through Google Search and Maps, Google aims to make updates and management tasks more straightforward and accessible. This direct interaction can lead to more frequent updates and accurate information, benefiting both businesses and users.

Enhanced Features

The rebranding coincides with the introduction of new features and tools designed to improve the way businesses engage with customers and track their profile’s performance.

Focus on Individual Profiles

The shift to “Google Business Profile” suggests a focus on individual business profiles, particularly benefiting small and medium-sized businesses by making it easier for them to manage their online information without needing to navigate a separate platform.

Integration and Consistency

Google has been working towards greater integration of its services. This rebranding aligns with Google’s broader strategy of creating a cohesive ecosystem where users can seamlessly access various services within Google’s platform.

Overall, the renaming to Google Business Profile is part of Google’s commitment to improving user experience and making digital tools more accessible to businesses of all sizes, helping them to effectively manage their online presence and connect with customers.