Google Business Profile Updates: What Changed for Local Businesses

If you run a local business in Western Sydney, your Google Business Profile is one of the most important tools in your digital toolbox. Late last year, Google officially rebranded Google My Business to Google Business Profile, and with the new name came a handful of changes that are worth understanding.

Let us walk through what has changed, what it means for your business, and how you can make the most of these updates heading into 2022.

The Rebrand: Google My Business Is Now Google Business Profile

First things first. Google has renamed Google My Business to Google Business Profile. If you have been using the Google My Business app or dashboard, you will notice the change in branding across Google’s products.

This is not just a cosmetic change. Google is gradually moving management of your business listing directly into Google Search and Google Maps, making it easier to update your details without needing a separate app or dashboard.

For businesses with a single location, you can now manage your profile directly from Google Search by simply searching for your business name while logged into your Google account. You will see options to edit your profile, respond to reviews, and update your business information right there in the search results.

Key Changes You Need to Know

1. Direct Editing from Search and Maps

The biggest practical change is that you can now edit your business information directly from Google Search or Google Maps. When you search for your business name, you will see an “Edit profile” option. This lets you update your hours, add photos, respond to reviews, and create posts without navigating to a separate dashboard.

This is a real time-saver for busy business owners. If you are a plumber in Parramatta or a cafe owner in Blacktown, you can make quick updates to your listing on the go without logging into a separate platform.

2. Messaging Improvements

Google has been expanding the messaging feature within Business Profiles. Customers can now message you directly from your Google listing, and Google has improved the interface for managing these conversations.

If you have not turned on messaging for your profile, it is worth considering. Many customers prefer to send a quick message rather than call, especially younger demographics. You can manage messages through the Google Maps app on your phone.

3. Performance Insights Updates

Key Changes You Need to Know Infographic

The performance section (previously called Insights) has been updated with a cleaner interface. You can now see how customers find your business, what actions they take, and how your profile performs over time.

Key metrics to watch include:

  • Search queries: What terms people use to find your business
  • Direction requests: How many people asked for directions to your location
  • Phone calls: How many calls came through your listing
  • Website clicks: How many people visited your website from your profile

For Western Sydney businesses, paying attention to search queries can reveal what your local customers are actually looking for. You might discover that people are searching for services you offer but have not highlighted on your profile.

4. New Attributes and Categories

Google has been adding new attributes that businesses can use to describe themselves. These include things like “Women-owned,” “Veteran-owned,” and various accessibility attributes. There are also COVID-related attributes like “Requires masks” and “Staff wears masks” that remain relevant as we navigate ongoing health considerations.

Check your profile to see if there are new attributes available for your business category. The more complete your profile is, the better your chances of showing up in relevant local searches.

How to Make the Most of Your Google Business Profile in 2022

Complete Every Section

A complete profile is a strong profile. Make sure you have filled in:

  • Your business name (exactly as it appears in the real world)
  • Address and service area
  • Phone number
  • Website URL
  • Business hours (including special hours for holidays)
  • Business category (primary and secondary)
  • Business description
  • Products or services
  • Photos and videos

Post Regularly

Google Business Profile posts are an underused feature. You can share updates, offers, events, and news directly on your profile. These posts show up when people find your business on Google and can help you stand out from competitors.

How to Make the Most of Your Google Business Profile in 2022 Infographic

Aim to post at least once a week. Share seasonal offers, highlight new products or services, or provide useful tips related to your industry. A Western Sydney landscaper might post about autumn garden preparation tips, while a local accountant could share reminders about upcoming tax deadlines.

Respond to Every Review

Reviews are critical for local businesses. Respond to every review, whether positive or negative. Thank customers for positive feedback and address negative reviews professionally and constructively.

Google has indicated that businesses that respond to reviews tend to be seen as more trustworthy by potential customers. Plus, your responses show up publicly, so they are an opportunity to demonstrate your customer service.

Add Fresh Photos Regularly

Businesses with recent photos tend to get more engagement on their profiles. Add new photos at least monthly. Show your team, your workspace, your products, and happy customers (with their permission, of course).

If you run a retail shop in Castle Hill or a restaurant in Penrith, regular photos of your space, menu items, or new stock can keep your profile looking fresh and inviting.

Use the Q&A Section

The Questions and Answers section on your profile lets potential customers ask questions. Monitor this section and answer promptly. You can also add your own frequently asked questions to provide useful information upfront.

Common questions might include parking availability, accessibility information, payment methods accepted, or whether you offer specific services. By proactively adding Q&A content, you can address customer queries before they even need to ask.

Local SEO Tips for Western Sydney Businesses

Your Google Business Profile is a cornerstone of local SEO, but it works best as part of a broader strategy. Here are some complementary steps:

Consistent NAP Information: Make sure your business Name, Address, and Phone number are consistent across your website, social media profiles, and online directories. Inconsistent information can hurt your local search rankings.

Local Directory Listings: Register your business on Australian directories like Yellow Pages, True Local, and Hotfrog. These listings help reinforce your local presence and can drive additional traffic.

Local Content on Your Website: Create content on your website that is relevant to your local area. If you serve Western Sydney, mention the suburbs and regions you cover. This helps Google understand your service area and match you with local searches.

Encourage Reviews: Do not be shy about asking satisfied customers to leave a Google review. A steady stream of recent, positive reviews is one of the strongest signals for local search rankings.

What to Expect Going Forward

Google continues to invest in local business features, and we can expect more changes throughout 2022. The shift toward managing profiles directly from Search and Maps suggests Google wants to make the process simpler and more integrated.

For now, the best thing you can do is make sure your profile is complete, accurate, and active. Regular updates, fresh photos, and prompt responses to reviews and messages will help your business stand out in local search results.

If you are a Western Sydney business owner who has not logged into your Google Business Profile recently, now is a great time to take a fresh look. A well-maintained profile can be the difference between a customer choosing your business or going to a competitor down the road.

Need Help with Your Google Business Profile?

At Cosmo Web Tech, we help Western Sydney businesses optimise their online presence, including Google Business Profile setup and management. If you would like a hand getting your profile in top shape for 2022, get in touch with our team. We are based right here in Western Sydney and understand the local market.

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Cosmos Web Tech is the web development division of Ganda Tech Services, specialising in website design, SEO, and e-commerce for Australian businesses.