By Jamie Banks
Google’s at it again—this time with a full rollout of the in-SERP editing experience for Google Business Profiles (GBP). If you’ve been happily managing your business profile through the trusty old dashboard, brace yourself. The new SERP-based interface is here, and the old ways are officially gone. And let’s just say, the local SEO community isn’t thrilled.
What’s Happened to Google Business Profiles?
Google’s New Merchant Experience (NMX) has been lurking in the shadows for a while now, but as of November, it’s front and center. Now, when you search for your business on Google, you’ll see an in-SERP editor that’s supposed to make managing your GBP easier and more intuitive. The catch? The traditional dashboard is no longer an option. That’s right—Google’s pushing you to manage everything directly in the search results.
"Nooooo!"—that’s the collective groan of local SEOs everywhere.
The NMX might sound convenient, but it’s sparked a wave of frustration. Here’s why:
Say Goodbye to Photos Insights
One of the biggest blows with this update is the removal of Photos Insights. Remember that nifty data on how your photos were performing? Well, it’s gone. Google’s yanked it from the NMX, and it’s not coming back. This change has left many users scratching their heads, wondering why such valuable metrics have been axed.
Hidden Options Galore
Google has also stashed some key options behind a seemingly innocuous three-dot menu. Simple things like managing notifications or tweaking profile settings are now harder to find. It’s like Google’s playing a game of hide-and-seek with your business tools, and you’re it.
Performance Metrics Take a Hit
The NMX also retires some of the old performance metrics, like the handy pie chart that showed how customers found your business—whether through direct, discovery, or branded searches. This was a go-to for measuring brand awareness versus the effectiveness of SEO efforts. Now, if you want that data, you’ll have to dig through the API or download it from the business dashboard before it disappears.
And let’s not forget the removal of specific location data in ‘Directions requests.’ Where you used to see exactly where people were searching for directions from, now you only get a basic count. It’s a significant downgrade for anyone using this info to shape their local marketing strategies.
How Are Local SEOs Reacting?
In a word: frustration. We ran a quick poll, and a whopping 83% of respondents find the new interface challenging to use. The sentiment is echoed across the local SEO community. Karen Fovargue Moore, Head of SEO at Bourne Leisure, summed it up: “It is super frustrating. Such hard work to manage them now—why can’t Google keep things simple for the user?”
Miriam Ellis of Moz Local didn’t hold back either, calling out how disorderly the new edit experience feels and criticizing Google for treating all businesses the same, regardless of size or complexity.
Is There Any Silver Lining?
Not everyone is ready to storm the Google gates. Some, like BrightLocal’s own Claire Carlile, are taking it in stride. “Since I got my head around where everything lives (and the new naming conventions) in the new in-SERP dashboard, it’s been fine,” Claire says. But even she notes the loss of features like the image cropping tool in the new ‘updates’ (formerly ‘posts’) interface.
Steady Demand’s Ben Fisher offers a bit of perspective, noting that Google’s shift likely comes from seeing how business owners prefer to manage their profiles. “If a significant percentage was found to be going to Google search and looking for themselves... it would make sense to steer resources toward where users want to be.”
What’s Next?
While some bulk actions are still available in the old dashboard, like downloading insights and managing updates, it’s clear that Google is pushing us all towards the NMX. And as much as we might hate it, the best move might be to adapt and figure out how to make the most of the new system.
So, is there a way back to the old dashboard? Not really. Some users have found workarounds, like accessing the old interface through the Products section, but these are temporary fixes. Eventually, we’ll all have to face the new normal.
Conclusion
Change is hard—especially when it feels like it’s for the worse. But Google isn’t slowing down, and neither can we. The best thing you can do is get your GBP in order and start figuring out how to navigate the new interface. And remember, relying too heavily on one platform is always risky, so diversify your digital strategy wherever possible.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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