The Evolution and Latest Updates of Google Business Profile in 2024

The Evolution and Latest Updates of Google Business Profile in 2024

In July 2022, Google My Business rebranded as Google Business Profile (GBP), marking a significant step in the evolution of how businesses engage with customers online. This platform is critical for businesses of all sizes, as it allows them to manage their presence on Google Search and Maps, making it easier for users to find essential information about businesses, such as operating hours, contact details, reviews, and even direct communication. Over the past few years, Google has continued to refine the features of Google Business Profile to enhance usability, customer interaction, and business management. This blog will delve into the latest updates, which reflect Google’s focus on simplifying business communication, improving profile management, and enhancing the customer experience.

1. The End of Google Business Messages

One of the major changes for 2024 is the end of Google Business Messages. As of July 15, 2024, Google will no longer create new conversations for Google Business Messages, and the chat feature will cease to exist by July 31, 2024. This change has surprised many businesses that used Google’s chat feature to directly communicate with their customers, providing an efficient customer service platform.

Google Business Messages allowed users to reach out to businesses via Google Search and Maps, turning Google into a two-way communication channel between businesses and their customers. This feature was particularly valuable for small businesses that could not afford dedicated chat solutions. However, businesses that have relied on this feature must now seek alternative communication methods, whether through their website, social media platforms, or dedicated customer service chat tools.

While Google hasn’t specified why they are discontinuing Business Messages, the move suggests that Google is refocusing on core services, potentially integrating or redirecting resources to enhance other aspects of the Google Business Profile experience.

2. Adding Owners and Managers: Streamlined Team Management

Adding owners and managers to your Google Business Profile is one of the most practical features to delegate responsibilities. Businesses can now assign roles such as owners, managers, and site managers, ensuring that multiple individuals can help maintain the business profile without compromising overall control or security.

• Primary owner: This individual holds the highest level of control and can add or remove other owners and managers.
• Owner: Can perform all the same functions as the primary owner but cannot remove the primary owner.
• Manager: Has access to most of the features but cannot add or remove owners or managers.
• Site Manager: This role has more limited access and is ideal for those responsible only for specific sections of the profile, such as responding to reviews or updating certain information.

This level of flexibility in permissions allows businesses to effectively manage their profiles and share responsibilities among different team members. For example, marketing teams can handle posts and updates, while customer service teams can manage reviews and customer interactions.

3. Enabling Chat for Customer Engagement

While Google Business Messages is being discontinued, businesses can still enable the chat feature within their Google Business Profile. This chat option allows businesses to engage directly with potential customers from the business profile. With the click of a button, users can initiate a conversation to inquire about products, services, or any general information they need.

Enabling chat provides businesses with real-time interaction opportunities, helping to answer customer questions, resolve concerns, and build relationships. Businesses can also activate notifications, ensuring they never miss a message. In a world where immediate customer engagement is crucial, this chat feature can play an essential role in securing leads and enhancing customer satisfaction.

4. Utilizing Post Types for Effective Engagement

One of the most dynamic features of Google Business Profile is the ability to create different types of posts. These posts allow businesses to share important updates, promote offers, or even highlight specific events. Google Business Profile posts appear directly in the business’s profile on both Google Search and Maps, allowing businesses to engage directly with their audience at the moment of search intent.

Here are the main types of posts that businesses can create:

• Offers: Perfect for promotions and discounts, these posts can include a time frame for offers, and Google even sends alerts to customers when deals are expiring.
• What’s new: Businesses can use these posts to share recent developments, announcements, or general news. These posts can include links, photos, and descriptions.
• Events: For businesses that host events, these posts allow for event promotion, including event details such as date, time, and location.
• Products: Highlight specific products or services to attract attention from potential customers.

Regular posting ensures your business profile stays active and up-to-date, which can improve your ranking in local search results and encourage more customer engagement. Each post remains visible for a week, offering a continuous opportunity to showcase your business.

5. Automatically Suggested Posts Based on Customer Reviews

A newer feature to Google Business Profile is automatically suggested posts based on customer reviews. In some regions, Google will suggest posts for businesses based on what customers are saying in their reviews. For example, if a customer raves about a specific dish in a restaurant review, Google may suggest creating a post highlighting that dish.

This feature allows businesses to capitalize on the positive sentiments shared by customers, effectively turning customer reviews into marketing opportunities. Automatically suggested posts save time for businesses by reducing the effort needed to create original content while ensuring the posts resonate with potential customers by aligning with existing reviews.

Conclusion

The 2024 updates to Google Business Profile reflect Google’s ongoing commitment to helping businesses manage their online presence more effectively while focusing on improving user engagement and enhancing the customer experience. While the discontinuation of Google Business Messages may inconvenience some businesses, the platform’s continued improvements in areas such as team management, post creation, and customer interaction promise new ways to connect with audiences. By leveraging these updates, businesses can ensure they maximize their visibility and engagement on Google, driving both customer satisfaction and business growth.

As we move forward, businesses should stay alert to future changes and innovations within Google Business Profile to remain competitive in their digital marketing efforts.