Since 2020, Google Business Profile (GBP) has undergone such a drastic transformation that many small business owners in Malaysia have not realised that strategies which once worked are now outdated — and this gap is being exploited by their competitors every single day. Google's local search algorithm has changed, new features have been added, and user expectations for online business information have grown significantly higher. If you have not revisited your GBP profile in the past few years, you may already be falling behind without even knowing it.
From Google My Business to Google Business Profile: More Than Just a New Name
In November 2021, Google officially rebranded 'Google My Business' to 'Google Business Profile' — a move that reflected a fundamental shift in the platform's philosophy. This was not merely a cosmetic rebrand. Google moved profile management directly into Google Search and Google Maps, removing the need to use a separate app or portal. For Malaysian business owners, this change means their GBP profile is now more visible to the public — and it is easier for Google to automatically assess how complete it is.
More importantly, this transition marked the era where GBP is no longer just an 'online directory' but rather the central pillar of your business's digital identity within the Google ecosystem. Business owners who understood this distinction early on have already begun dominating local search results in their respective areas.
Five Key GBP Changes from 2020 to 2025
Understanding how GBP has evolved is the first step to ensuring your profile stays relevant and competitive. Here are the most significant changes that have taken place over this five-year period:
- Consolidation of profile management into Search & Maps (2021): Business owners can now edit their profile directly from the Google search page without logging into a separate portal.
- Introduction of more advanced 'Update' and 'Offers' features (2022): Posts can now include call-to-action (CTA) buttons that direct customers straight to a website, phone number, or booking page.
- AI integration and Search Generative Experience / AI Overviews (2023–2024): Google began using GBP information to generate AI responses in search, meaning profile completeness now influences visibility in AI-driven results.
- Increased importance of reviews and owner responses (2023–2025): Google's algorithm now places greater weight on the frequency of owner responses to reviews as a trust signal.
- Strengthening of 'justification' signals in the Local Pack (2024–2025): Google displays text excerpts from business descriptions, posts, and reviews directly in search results — making a thorough description more critical than ever before.
“A GBP profile that has not been updated since 2020 is like a faded business signboard — customers see it, but they do not trust it.
— Editorial Perspective, GBPAuditLab
Local Ranking Signals: What Google Values Most in 2025
Understanding the factors that influence Local Pack rankings is the foundation of any effective GBP strategy. The Moz study (2023) found that GBP signals account for 36% of Local Pack ranking factors — making it the single largest component in Google's local search algorithm. This means every piece of information you fill in (or neglect) in your GBP profile has a direct impact on your business's visibility.
In 2020, the primary signals Google monitored were business name, category, and website link. By 2025, this scope has expanded to include the completeness of the business description, posting activity, frequency of review responses, accuracy of operating hours, and the quality and quantity of photos. Business owners who are still operating with a 2020 mindset are competing with one hand tied behind their back.
Your GBP business description is among the most frequently overlooked signals by Malaysian business owners. Make sure your description includes your key service keywords, the names of the areas you serve, and your business's unique value proposition — all within the 750-character limit that Google allows.
User Trust: Why Accurate GBP Data Matters More Than Ever
Beyond the technical factors of the algorithm, there is a user behaviour reality that cannot be ignored. The BrightLocal study (2024) found that 87% of consumers use Google to evaluate local businesses in 2023 — a figure that illustrates just how significant a role GBP plays in shaping a customer's first impression of your business.
Imagine a potential customer in Petaling Jaya searching for 'pharmacy near me' at 8pm. If your business's GBP profile does not show accurate operating hours, has no relevant photos, and has an empty description — chances are they will turn to a competitor whose profile is more complete and more convincing. That purchasing decision happens within seconds, and GBP is the very first touchpoint that determines whether that customer chooses you or not.
To understand more deeply how your GBP interacts with organic paid search results, our article on Local Pack vs Organic Results — Which Gets More Clicks? at /blog/local-pack-vs-organic-results-mana-dapat-lebih-click discusses this comparison in detail based on Malaysian user behaviour data.
What Has Not Changed — But Is Still Often Overlooked
Despite all these changes, Google itself confirms that the fundamental principle remains the same: complete and accurate GBP information improves local search rankings. According to official Google documentation (2024), businesses with complete profiles are 70% more likely to attract visits to their physical location compared to incomplete profiles. This principle has not changed since 2020 — what has changed is how complex and multi-layered the definition of 'complete' has become in 2025.
Simply 'claiming' your GBP profile is not enough. Google views a claimed but unoptimised profile as a negative signal of the business owner's commitment. Regular audits — at least once every quarter — are the best practice followed by local businesses that dominate search results.
If you want to understand the real value that GBP optimisation can generate for your business, our article on Local SEO ROI — How to Calculate the Real Value for Malaysian Businesses at /blog/local-seo-roi-cara-kira-nilai-sebenar-untuk-bisnes-malaysia provides a practical calculation framework that can be applied right away.
GBP vs Other Platforms: Are You Investing Your Time in the Right Place?
Many small business owners in Malaysia still wonder whether they should focus on GBP, Bing Places, or Apple Maps. The answer depends on the demographics of your target customers — but Malaysian user behaviour data consistently shows Google's dominance in local search. For a comprehensive guide comparing these platforms in the context of the Malaysian market, the article GBP vs Bing Places vs Apple Maps — Which Matters for Malaysia? at /blog/gbp-vs-bing-places-vs-apple-maps-mana-penting-untuk-malaysia provides an in-depth analysis.
Likewise, business owners who are active on social media often assume that a strong Facebook or Instagram presence can replace GBP optimisation. This is a potentially costly misconception — both channels serve different functions in the customer journey. Our article on The Influence of Social Media on Local SEO Rankings at /blog/pengaruh-social-media-terhadap-local-seo-ranking explains the relationship and differences between both ecosystems.
First Step: Know Your Gaps Before Your Competitors Exploit Them
Knowing that changes have taken place is one thing; knowing exactly where your GBP profile falls short is another. This is why a systematic, data-driven GBP audit is the most logical starting point for any business owner who is serious about their local search visibility in 2025. Without an audit, you are simply guessing — and in a fast-moving digital competitive landscape, guessing is not enough.
To understand more about the differences between organic and local SEO approaches, and when you should focus on which, our article on Organic SEO vs Local SEO — The Difference and When to Focus on Which at /blog/organic-seo-vs-local-seo-beza-dan-bila-nak-fokus-mana provides practical guidance for the Malaysian business context.
“In 2025, businesses that dominate local search are not necessarily the biggest — but the ones with the most complete, most accurate, and most actively updated profiles.
— Editorial Perspective, GBPAuditLab
Audit Your GBP for Free Today — Before Your Competitors Act First
GBPAuditLab is built specifically for small and medium-sized business owners in Malaysia who want to know exactly where their Google Business Profile needs improvement. Get your free audit report in just a few minutes and identify the gaps that may be affecting your search rankings in 2025.
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