Google’s latest update to business profile management comes in the shape of its New Merchant Experience (NMX). This removes the Business Profile dashboard and replaces it with the in-SERP editing experience Google first rolled out in early 2022.
As a result! you can no longer edit your business listing in the Business Profile dashboard. Instead! you’re redirected to a results page showing your business profile! where you can make changes to your listing.
Google rolls out ‘New’ Merchant Experience
The key change with Google’s New dataset Merchant Experience is that you can no longer edit your business listing through the Business Profile Manager dashboard. You can still access the Business Profile Manager dashboard! but clicking on your business listing to make changes will redirect you to a results page.
So! even if you click on your listing from the Business Profile Manager dashboard! you’ll see something like this:
Google first introduced this in
SERP editing system in early 2022 in bonus casino using and improve rewards when it replaced Google My Business with Google Business Profile (GBP). So! the in-SERP experience itself isn’t new but the inability to edit your profile via the Business Profile Manager interface is.
The in-SERP system was first introduced to make it easier for business owners to claim their business profile. Instead of logging in to Business Profile Manager! business owners can simply search for their company name in Google Search or Google Maps and claim their business.
The system also allows business owners to access and edit their profile from Search and Maps.
Summary of the changes we’ve seen so far
Business Profile users are still taiwan lists reporting changes in the New Merchant Experience. We’re also seeing some inconsistency in terms of what some users can still access via GBP and NMX. This suggests Google may be refining the system live and we could see smaller changes in the coming months.
For now! here’s a summary of the other changes we’ve noticed so far:
- Multiple locations: You can manage multiple business locations using the in-SERP NMX editing system.
- Reduced insights: Google has removed photo insights and metrics for “how customers search for your business” from the new NMX system.
- Google Posts: These are now labelled as “Updates” in the NMX dashboard.
- Managers: Google Business Profile users are now labelled as “managers” in the New Merchant Experience.
As we say! some users (or “managers!” as they’re now called) are reporting some other minor changes but it seems Google is still making minor tweaks.