If there’s one thing that’s constant for content marketers, it’s change. Updates to the existing Google My Business feature may seem complex, but we’re here to break down what to expect—and how to maximize your Google Business Profile in 2022.
A Brief History of the Google Business Profile
You’re not crazy—while Google Business Profile will be the new name of your online business hub, these tools have been filed under other names like Google My Business, Google+ Local, Google Places and Google Local.
Why make the change now? Google shared that its new vision is to allow small businesses to manage their online presence directly from the Google products themselves (i.e., Google Maps or Google Search). As a result, the existing Google My Business will be retired, and the new interface will “transition to primarily support larger businesses with multiple locations, and will be renamed to Business Profile Manager.”
What to Expect in 2022
This transition is all about providing you with the tools you need to be seen by the right audience. Depending on the size of your business, you’ll want to adjust accordingly:
- Small Business (one location): In preparation for Google My Business’ retirement, get familiar with and ensure you’re set up in Google Maps and Google Search. Claim and verify your business and location through these platforms, and plan to use the rest of the Google suite as usual to boost your business. This adjustment will give you direct and quick access to your online information.
- Large Business (multiple locations): The Business Profile Manager will provide flexibility to manage multiple profiles in one place. Start by connecting all your locations to your dashboard before mapping out your next big campaign. Keep in mind, Google does encourage User Generated Content (UGC) from your consumers, so you’ll need to stay on top of making sure all your company’s information is correct.
No matter the size of your business, remember to continually optimize your online presence. More often than not, a simple Google search is the first thing that connects a consumer to your product or service. When you use all the tools provided, your business will leave an impression—and inch closer to conversion.
Additional Features to Watch
This change isn’t all about a name change and dashboard shift; Google is also introducing a couple new features to help you reach new audiences:
- Call History: this feature will be launched in both the United States and Canada, and the data will be collected in the business profile.
- Messaging: Google Search will now offer messaging, and you can control read receipts directly from Google Search and Maps.
- Performance Planner: Google Ads is introducing a new tool to help you create, plan, monitor, budget and forecast your campaigns. With a more robust platform, you’ll be able to develop dynamic campaigns.
The Bottom Line
No matter your business size, connect with your marketing team and make sure everyone is ready for the upcoming changes. If you’re looking to maximize your use of the Google Suite in 2022, reach out to the team at 10x digital, and our experts can help you build a roadmap to digital success.