to get the most out of the new Google Business Profile dashboard

Google has launched a new editing experience for Business Profiles. Although the initial sentiment isn’t positive but everyone can agree it’s a great experience.

What has changed? Although the Google Business Profile Manager is still available, the ability to edit an existing listing is no longer available.

Users are no longer able to access their old dashboards. Instead, they are forced into the NMX (or New Merchant Experience), where GBP edits can be made directly from the SERPs.

This is a major change that SEOs and business owners are not happy about.

What is the Google NMX and what does it do?

The NMX (or New Merchant Experience) removes the Google Business Profile dashboard. It allows profile managers access to and modify profile information within the SERPs.

in-SERP editing isn’t new. However, removing an old business.google.com dashboard from your website is.

Profile managers will need to manage Google Business Profile information within the SERP.

What have you noticed about the transition to Google NMX

Users notice big changes in their Google Business Profile dashboards, and the New Merchant Experience.

Most dramatic is the loss in the ability to use the dashboard.

The GBP dashboard was the most accessible way to access your Google Business Profile, while some items were accessible via the in-SERP NX. However, this is no longer true.

Here is a list of changes:

• Google Business Profiles can now only be edited within the SERPs. The dashboard is not available anymore.
• Some items still redirect users to the old dashboard. However, it is inconsistent across users and unlikely to continue.
• Photo insights are no more available. These data were often criticised for being unreliable and inaccurate. Users are hopeful that the future will bring better photo data.

• The metrics “How customers search for your company” are no longer available.
• The NMX also no longer contains location information, which customers use to ask for directions. Instead, the NMX displays directions requests over time.
• Even if you have multiple profiles, you don’t need to use a dashboard. All profiles can be accessed via the SERP. This SERP will display all of your profiles.

• Google “posts”, as they appear in the dashboard, are now called “updates” by the NMX.
• Google has re-labeled users “users” and now refers to them as “managers”.
• Due to the need to perform branded searches in order to open the dashboard, analytics show a spike in brand-related search for both the brand and for competitors.

Benefits of the NMX

Another sign that the initial sentiment isn’t optimistic: A BrightLocal Twitter poll found that more than 83% find the NMX difficult-to-use.

There are positive aspects to the New Merchant Experience.

Users will find that they have most of the same features as the old dashboard after exploring the layout.

Working within the SERP is a great way to save time for small businesses or non-agency managers.

Although the SEO community may be furious, most users will not be affected by the changes.

Some features are easier to find than the old dashboard.

Google is likely to be encouraging business owners to spend more time in the NMX by changing from a menu structure, to a more visible icon layout.

Tips to get the most from your Google Business Profile via NMX

The old interface won’t return so we need to get used to the NMX as soon as possible.

These are some tips to get the best out of the New Merchant Experience.

Get in

Understanding how a tool works and getting comfortable with it is the best way to get to grips with it. You can quickly get used to NMX by jumping in.

Many people have tried to return to the old dashboard, including myself. However, this doesn’t work in the long-term.

You can test the NMX and make suggestions for improvements. Participation is key if we want to see how it works.

Attention

Google’s most important features are highlighted front and center by users.

While ads are the most prominent on that list, the presence of Q&A, review request options, products and services could indicate what Google will prioritize in the future. Remember that products do not have to be limited to physical products.

Follow local SEO best practices

Although the dashboard might have disappeared, The fundamentals of the dashboard may have changed, but they remain the same.

Understanding local SEO and optimizing Google Business Profile accordingly will continue be a key way to increase and maintain rankings, and profit.

Your reporting capabilities can be expanded

Some of the insights we have grown accustomed to seeing may not be there anymore, but there are still great opportunities to create customized reporting if your comfortable working with data.

Prioritize reviews

Google and users both pay attention to reviews. Almost 96% of users use reviews to help them make buying decisions. 70% of those users use Google reviews the most.

Ask customers to leave reviews. All reviews, good or bad, are welcome.

Ask the reviewer for an update if you have resolved a problem from a negative review.

Take it easy

Google isn’t making this the first major change, and it won’t be their last.

Don’t get upset, just let it go and find a way to make your brand better.

Feedback

Joy Hawkins is open to suggestions for improving the dashboard at Google.

Although the NMX will be around for a while, it is not impossible to improve upon it.

Identify what improvements would be made and share them with Google and the local SEO community.

Geotagging images

Rankings aren’t helped by it, so let’s not talk about it.

Search Engine land first published the post Making the Most of the New Google Business Profile Dashboard.