GMB Google vs. Google Business Profile: What’s Changed and How to Optimise in 2025

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Understanding Google’s tools can give your business a major edge in the fast-changing world of local SEO. One tool that has seen significant changes in recent years is GMB Google, which many now know as Google Business Profile. If you’re confused about the two or wondering how google business profile optimization works in 2025, you’re not alone. This article will walk you through what’s changed, why it matters, and how to get the most out of your Google Business Profile today.

What Was GMB Google?

Let’s start at the beginning. GMB Google, short for Google My Business, was launched to help local businesses manage their appearance across Google Search and Maps. It allowed business owners to update their business information, respond to reviews, post updates, and much more—all from one central dashboard.

The name “Google My Business” stuck for years, and many still refer to it that way. However, in 2021, Google began transitioning the tool to its new identity: Google Business Profile.

GMB Google vs. Google Business Profile – What’s Changed?

Although the core function of the tool remains the same, a few key updates have been introduced:

1. Name and Branding

  • Then: GMB Google (Google My Business)
  • Now: Google Business Profile

The change in branding reflects Google’s move to simplify the platform and make it more accessible, especially for small businesses. It’s now more directly integrated with Search and Maps.

2. Where You Manage Your Profile

  • Then: A separate GMB dashboard (google.com/business)
  • Now: You manage your listing directly from Google Search or the Google Maps app.

This update is all about ease. Simply search for your business name on Google, and you’ll see options to edit your profile, add updates, view insights, and respond to reviews — all without needing a separate login.

3. New Features in 2025

Google continues to roll out new features to enhance the platform. Some of the recent ones include:

  • AI-powered FAQS: Google can now automatically suggest answers to common customer questions.
  • Advanced Performance Insights: You can now track profile views, direction requests, website clicks, and more in a clearer format.
  • Messaging Improvements: Businesses can now reply to messages directly from Search, with enhanced spam filtering and auto-reply options.
  • Video Posts: In 2025, short-form videos will be favoured for local visibility. Add 30 to 90-second clips to introduce your team, show your space, or highlight a product.
    Why Does Google Business Profile Matter in 2025?

Whether you run a coffee shop in London or a home repair service in Manchester, your Google Business Profile is your local SEO storefront. Here’s why it matters more than ever:

  • It appears above your website in many local search results.
  • Customers trust it – profiles with reviews, photos, and active updates build confidence.
  • Google favours active listings, meaning frequent updates can improve your visibility.
  • Voice search compatibility – profiles are often pulled into voice search results.
  • Mobile-first searchers rely on these listings for fast decisions.

How to Optimise Your Google Business Profile in 2025

Now that you understand the shift from GMB Google to Google Business Profile, here’s how to fully optimise your listing this year:

✅ 1. Claim and Verify Your Profile

Before anything else, make sure your business is claimed and verified. Search your business name on Google, and if you see a “Claim this business” option, do it. Verification can be done via phone, email, or video recording.

✅ 2. Complete Every Section

A fully completed profile performs better in search results. Make sure you’ve filled in:

  • Business name
  • Address and service area
  • Phone number
  • Website
  • Opening hours (including holiday hours)
  • Business category and subcategories
  • Business description (include keywords naturally)

Tip: Keep your NAP (Name, Address, Phone Number) consistent across all platforms.

✅ 3. Add High-Quality Photos and Videos

Google gives profiles with engaging visuals better placement. Upload:

  • Logo and cover photo
  • Interior and exterior shots
  • Team photos
  • Product or service images
  • Short-form videos (30-90 seconds)

Regular updates show customers (and Google) that your business is active.

✅ 4. Encourage and Manage Reviews

Reviews are essential for local SEO. Ask happy customers to leave reviews and always respond—even to negative ones.

In 2025, Google will give priority to businesses that:

  • Frequently receive new reviews
  • Respond quickly and professionally.
  • Report a fake or misleading review.

You can also share a direct review link with customers to make it easier.

✅ 5. Use Google Posts Weekly

Like social media, Google lets you post updates directly to your profile. These posts can include:

  • Special offers
  • Product launches
  • Events
  • News or blog content

Tip: Include a call-to-action like “Learn More” or “Call Now.”

✅ 6. Enable Messaging

Turn on messaging so potential customers can contact you directly through your profile. Use quick replies or auto-replies to respond when you’re unavailable.

This feature is especially helpful for service-based businesses or those in high-competition areas.

✅ 7. Track Insights Regularly

Use the built-in performance insights to check:

  • How people find you (search terms used)
  • Where they view your listing (Search vs Maps)
  • What actions they take (calls, clicks, directions)

Based on these insights, adjust your strategy. If people search “vegan lunch spot near me” and click your listing, use similar phrases in your posts and updates.

What to Avoid in 2025

Here are some mistakes that could hurt your ranking or even get your profile suspended:

  • Keyword stuffing your business name (e.g., “Joe’s Plumbing | Emergency Plumber London”)
  • Having inconsistent NAP details across the web
  • Using fake reviews or incentivising reviews against Google’s guidelines
  • Neglecting your profile – no updates, old opening hours, or unanswered messages

Final Thoughts

While GMB, Google, and Google Business Profile are technically the same tool, the branding and management shift has changed the game. In 2025, it’s no longer enough to create a profile and forget it simply. You need to engage, update, and optimise regularly to stay visible.

Think of your Google Business Profile as your digital shopfront — it’s the first thing many people see, and it can be the difference between a new customer and a missed opportunity.

Now’s the perfect time if you haven’t reviewed your profile in a while. Take advantage of the latest features, keep your info fresh, and give your business the local boost it deserves.