Google intends to rename its Google My Business app and relaunch it as Google Business Profile to help business owners "foster meaningful conversations with customers on Google."
It's not the first time Google has changed the name of its local business management tool. It was Google Local Business Center in 2007 (the most relevant in my view), then Google Places in 2010, Google Local in 2012, and Google My Business in 2014. Google Business Profile will change in the future when Google adds other relevant features for entrepreneurs and their business listings.
With Google Business Profile, you can now manage your business listing straight from Search and Maps if you are logged in to your Google personal profile in Chrome (or other browsers). For example, you can change your operating hours good for local SEO, add photos, upload posts, and phone numbers, answer customer reviews, connect via direct messaging, add offers, post answers to frequently asked questions, etc.
In addition, to manage your business listing, you will no longer need to log in to https://www.google.com/business/: you will be able to claim and verify your business directly in the search results. If you used Google Search and Google Business Listing regularly, you already noticed that you could do all these things from November 2021. The only thing that is now "official" is that Google wants you to use Search and Map instead of the app or the google.com/business site.
Of course, you could log in to google.com/business or download the Google Business Profile app, but it's not required since you can manage every large or small business detail and contact your customers straight from Google Search and Maps. Another detail for developers, the Google My Business API will be renamed Business Profile API.
In other news from Google, the company just added a recycle attribute for Google Business Profiles, because "supporting eco-conscious brands is top of mind for the 82% of consumers who have deemed sustainability a top priority."
Adding the new recycling attribute to Business Profiles will help businesses stand out for their environmental efforts. When customers log on to the Google search engines and search for something like “battery recycling near me” they can pinpoint such centers with ease in Search or Maps.
These are just some other updates Google plans to implement in 2022. We'll keep you posted.