How do you change Google Business Profile ownership and still keep your existing reviews?
Changing ownership of a Google Business Profile keeps all reviews in place because they are tied to the listing rather than the person managing it. When the new owner accepts the transfer, the full review history, star ratings, replies and insights remain unchanged. This protects local SEO performance, Google Maps visibility and the business’s rating history.
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Understanding how ownership works
A Google Business Profile is built around one listing that stores business data such as categories, NAP consistency information, service areas, structured business details and public reviews. The primary owner controls edits, verification, review responses and optimisation settings. When ownership changes, administrative rights move to another account while the listing remains stable, ensuring map visibility and search continuity.
Why reviews stay in place
Reviews sit within Google’s structured business information, alongside the business’s name, address, phone number, service areas and categories. They represent customer interaction rather than owner activity. Because reviews are part of the listing’s identity, they stay visible after an ownership transfer. The new owner can respond to customer ratings, review snippets, feedback and questions as soon as the transfer is complete.
Preparing for an ownership transfer
A smooth ownership transfer depends on access to the current primary owner’s Google account or a successful verification request. Google may ask for confirmation through phone verification, email verification, postcard verification or uploads of supporting documents. Preparing verification details prevents delays, protects review visibility and avoids issues such as duplicate listings or suspended profiles.
Key details to verify before you begin
- Confirm that you are working on the correct Google Business Profile listing.
- Make sure business data is accurate, including service areas, business categories and NAP details.
- Check access to the account that currently holds primary ownership.
- Ensure the incoming owner can accept the transfer without delay to avoid interruptions in local search visibility.
Pro Tip: Make sure your business information stays consistent across the web because this helps Google trust your profile and preserve your review history.
Step by step: How to transfer ownership
Step 1: Sign in to Google Business Profile Manager
Sign in using the Google account with owner permissions and select the correct listing from your dashboard.
Step 2: Open Users and permissions
Open the three dot menu and select Users to view all accounts with access and their assigned roles.
Step 3: Add the new owner
Add the new owner’s email address and assign the role of Owner. This grants full management rights including editing business information and responding to reviews.
Step 4: Transfer primary ownership
Change the new owner’s role to Primary owner. Google may apply a short security period before updating the listing’s administrative structure.
Step 5: Adjust or remove the old owner
Once the transfer is complete, the previous owner can remain as Manager or be removed, depending on business needs.
Pro Tip: Check for duplicate listings before transferring ownership because this prevents review loss and supports stronger local SEO performance.
Keeping reviews safe during the transfer
Google stores reviews as part of the listing’s permanent structured data. This keeps customer feedback, review snippets and rating history safe. Reviews will only be lost if the listing is deleted or replaced. Creating a duplicate listing isolates reviews on the unused profile and harms local ranking signals and Map Pack performance.
What to avoid when changing ownership
Avoid deleting the listing
Deleting the listing permanently removes all reviews, photos, insights, ranking signals, customer feedback and Google Maps visibility.
Avoid creating a new profile
Creating a second listing separates reviews and can cause ranking loss, duplicate listing problems and potential suspension.
Avoid major incorrect address changes
Large moves or service area changes can trigger Google’s business identity checks. If the system decides the business has changed identity, review protection may no longer apply. Following Google’s location and service area guidelines reduces these risks.
Situations where reviews might be affected
Reviews usually remain intact unless the business undergoes substantial operational changes such as a complete rebrand, a long distance relocation or a full change in business model. In these scenarios Google may reassess whether the listing still represents the same business. During standard ownership transfers, the review history stays in place.
Ensuring a smooth transition
Accurate business information, consistent NAP details and timely responses to Google notifications help ensure a successful transfer. Clear communication between outgoing and incoming owners helps prevent delays. After the transfer, the new owner should review listing information, confirm that reviews are visible and check that no duplicate profiles exist.
Frequently asked questions
Can you transfer ownership without the current owner knowing?
A transfer without the current owner’s awareness can only occur when a listing has been abandoned and Google approves a verified access recovery request.
How long does a primary ownership transfer take?
Most transfers complete within minutes although some may take a few days if Google carries out additional checks.
Can the new owner respond to previous reviews?
Yes. Once the transfer is complete, the new primary owner can reply to all past and future reviews and manage customer feedback.
Final thoughts
Ownership transfers in Google Business Profile are straightforward when handled correctly. Reviews stay connected to the original listing because they are part of its structured business data. Keeping the profile active and consistent helps protect the business’s search rankings, Google Maps visibility and long term reputation during any change of management.
