For those who manage a Google Business Profile (GBP), you might have noticed a few changes beginning in the last couple of months. Over the summer, Google started to move several elements from the old Google Business Profile Manager to the search engine results pages (SERPs). Simultaneously, the in-SERP editor expanded to include more functionality. But now, GBP users no longer have the option to edit their profiles within the traditional dashboard they’ve come to know and love, and profiles are now only editable within the SERPs. So, what does this Google update mean for you and your business? Below, the experts at beMarketing highlight the significant changes and what you can expect from your Google Business listing moving forward. 

What Is the New Merchant Experience? 

Before we dive into the changes and modifications regarding how you edit your GBP, it’s essential to understand the New Merchant Experience (NMX). The NMX, in which Google Business Profile managers are encouraged to edit their profiles in the SERPs, has been around for quite some time. So, what is it? The New Merchant Experience is the name given to the way GBP users can access and edit the details of their profiles, along with finding their performance metrics, directly within the Google SERP. To access the NMX, all you have to do is search for your business name in Google, and the editable functionality will appear. 

What Has Google Changed About Managing Your GBP?

While there has yet to be an official announcement from Google, it looks like the opportunity to remain in the traditional dashboard has gone completely, and users are now brought to a “Manage on Search” option. Along with this significant change, several other functionality issues have come to light, including the following:

  • Some elements, like Photo Insights and a few valuable performance features, have been removed.
  • If you manage multiple profiles, there’s now no need to log in to the dashboard to access them, just search the business in Google.
  • Google Business Profile and your SERP will show you all the profiles you manage.
  • Posts are now referred to as updates in the New Merchant Experience (NMX).
  • Users are now called Managers.

Many multi-location managers are frustrated with the changes, citing several performance metrics have changed or disappeared altogether. The update removed the “How customers search for your business” section, and it’s no longer accessible in the NMX. For GBP managers to utilize this information, they’re now directed to download the data from the business dashboard or access it via the API. Another nail in the coffin? “Directions requests,” which highlighted the list of specific places people have been searching for directions, have also disappeared.

How to Ensure Your Google Business Listing Is Up to Date and Accurate With beMarketing

The new Google Business Profile update seems to cater to everyday small business owners, so you might not notice a huge difference unless you manage multiple locations (like a chain restaurant). If you’re an agency or oversee several multi-location GBPs, this change will likely affect you a bit differently, as some advanced features have been changed or removed. If you need help navigating these updates made to your GBP, beMarketing is here to help. With our local SEO services, we can ensure your Google Business Profile is up-to-date and in the best shape it can be. If you need help managing your profile or have questions about the new update, contact us at (484) 261-1149.