Moving or Rebranding Your Business Without Losing Your Reviews

By the Expert Reputation team · Updated October 26, 2026

You can move or rename your business without losing your reviews, but each platform handles it differently. Google says to update your existing profile with the new address rather than create a new one. Bing says the opposite: create a new listing and close the old one. Yelp decides case by case. This guide covers what each platform says, what happens to your reviews, and the order to make the changes in.

Before you change anything

Start with a written record of your current listings. For each platform, note the URL, the current name, address and phone, who has owner access, and your review count. Our listings audit checklist walks through it. You need this list to find every old record later, and to show a platform's support team what changed if something goes wrong.

Decide two things now:

• Will you keep your phone number? If you can, keep it. If you can't, forward the old number for as long as old listings might still show it. Directories copy data from each other, so an outdated record can come back after you fix it (see NAP consistency).
• Is it a move, a name change, or a new business? A change of ownership, a new name and a new location all at once is treated very differently from a simple address change.

Moving: Google Business Profile

Google's help page on duplicate profiles is direct: "If your business relocates, do not create a new Business Profile for the new location. Instead, update the existing profile with the new address." A second profile for the same business is a duplicate. Google says duplicates won't show on Search or Maps.

How the update works:

1. Go to your Business Profile and select Edit profile, then Location.
2. Next to "Business location," select Edit and enter the new address. If the pin lands on the wrong spot, use Adjust to place it.
3. Select Save.

Expect to verify again. Google's edit help says: "If you move your business to a new address after it's verified, you must verify your business again." Google also says profile changes usually take about 10 minutes to show up, but in some cases can take up to 30 days.

If you moved before fixing Google and someone created a second profile at the new address, see our duplicate listings guide. Google says that when two profiles are merged, "their reviews are combined, but replies to reviews may be lost."

Renaming: Google's rebranding rule

Google's guidelines define rebranding as "an eligible name change without creating a new Business Profile." You may qualify if:

• You make "a minor name change, in which the proper nouns and services described in the business name remain unchanged and the business category remains unchanged," or
• You "have multiple locations and the business name changes."

If you qualify, you update the name with your other business information. Google's edit help warns: "If you change your business name after it's verified, you might need to verify your business again."

If you don't qualify, Google says the change is "considered a new business. You must mark the existing Business Profile as closed and then create a new Business Profile with your new business name." Google doesn't say the old profile's reviews carry over to the new one, so plan as if the new profile starts at zero. To close a profile, go to Edit profile, then Hours, and choose Permanently closed.

New owner, same business? Google's ownership help says the previous owner should transfer primary ownership of the profile to the new owner, which "ensures all of your business info, like reviews, are maintained." A new owner or manager must wait 7 days before managing every feature.

Yelp: update or new page

Yelp's guidelines for substantial business changes say the answer depends on whether the customer experience changes:

When Yelp creates a new page for a move, it shows a banner on each page linking to the other for a short period.

How to report it. Yelp says business owners can't suggest substantial changes from biz.yelp.com. Use the Yelp for Business app, or go to your page on www.yelp.com, click Suggest an edit, check Business Closed or Moved if it applies, and explain in the Additional Context field. Yelp's moderators look for outside confirmation, such as a notice on your website or social media or a news article. Include links. More on Yelp's process is in our Yelp guide.

Bing Places: close the old listing, create a new one

Bing's FAQ takes the opposite approach to Google. Asked whether to update an old location with new information, Bing answers: "Do not update an older listing with the new details. Create a new, accurate listing and mark the old listing as closed." Bing explains that the old listing may stay connected to data sources tied to the old address. It also says a Business Moved status "is not currently available in Bing Maps."

Bing says a closed listing gradually loses visibility and is removed after about six months.

If your Bing listings sync from Google, Bing says you can't edit linked listings directly in its dashboard. You update the listing in Google, and the change syncs to Bing. Bing also warns that syncing can create duplicates. Check for a second listing after the sync runs. See Bing Places for setup.

Apple Maps (Apple Business)

Apple Business Connect is now part of Apple Business. In its user guide, you manage locations under Brands > Locations. There you can edit location details and drag the map (or enter coordinates) to place the pin over the correct building. To retire a location, choose Preferences > Manage > Remove Location and select "This location is permanently closed," which marks it permanently closed on Maps.

Apple may also edit your place card on its own. Its guide says Apple emails your organization when it changes a location's name, status or hours. You can accept or contest those changes. Apple's guide doesn't describe a dedicated "moved" process, so if you can't update the address yourself, contact Apple Business support. More in our Apple Business Connect guide.

Facebook

• Name: An admin with Facebook access switches into the Page, then goes to Settings & privacy > Settings > Page setup > Name, edits it, selects Review Change and enters a password to request the change. Facebook says the option may be missing if the name was changed recently or the Page has limits. Changing the name doesn't change the Page's username.
• Address: From the Page, go to About, then Details, then the address, and save a correctly placed map pin. Facebook says that without a correct pin, check-ins and tagging won't be available. If the Page is connected to Instagram, the address update also updates your location on the Instagram Map.

Data aggregators and directories

Many smaller directories get their data from aggregators, so fix the source as well as the copies. Data Axle says its free Local Listings service lets you update your profile "as many times as needed" and sends the information on to its partners. Foursquare's guidelines for its map editors say that when a business moves, "close the original place and create a new place at the new address." Our data aggregators guide covers the rest.

Update your website and schema

Your website is the reference that platforms and customers check. Update the address, phone and name in your header, footer, contact page and location pages. If you use LocalBusiness structured data, Google's documentation lists name and address as required properties and describes url as the URL of the specific business location. Update those values on the day you move, and post a short "we've moved" or "new name" notice that Yelp's moderators can find.

Order of operations checklist

1. Before: record every listing, owner login and review count. Arrange phone forwarding if the number changes.
2. Moving day: update your website, schema and a public notice.
3. Google: edit the address (move) or name (eligible rebrand) on the existing profile. Close it and create a new profile only if Google's rules say it's a new business. Complete re-verification.
4. Apple, Facebook: update location details. Contact Apple support if you can't change the address yourself.
5. Yelp: report the change with links to your public notice.
6. Bing: create the new listing and close the old one (or let a Google sync carry the change, then check for duplicates).
7. Aggregators and industry sites: Data Axle, Foursquare, then Healthgrades, Angi, DealerRater and others in your field.
8. Four to eight weeks later: search the old address and old name. Fix anything that has crept back.

If you manage many locations, or the cleanup is bigger than you have time for, Listings Manager keeps your name, address and phone in sync across 100+ directories from one place.