Old Reviews After a Move, Rename or Rebrand: What Happens to Them

When a business moves, Google asks you to update the address on your existing Business Profile instead of creating a new one, so the reviews already on that profile stay with it. A minor name change can keep the same profile, but a bigger change counts as a new business. A new owner who takes over through an ownership transfer keeps the profile and its reviews, good and bad.

The details matter, because the wrong move (a second profile, a rename that Google treats as a new business, an ownership dispute) can split your reviews across two listings or merge them in ways you did not expect. Below is what Google's own help pages say for each situation, and what a new owner can realistically do about a rating built under someone else.

What happens to reviews in each situation

Moving to a new address

Google's help page on duplicates is direct about this: if your business relocates, do not create a new Business Profile for the new location. Instead, update the existing profile with the new address. Because you are editing the same profile, its reviews, photos and history come with it.

Expect some friction. According to Google's page on editing your Business Profile, if you move a verified business to a new address, you must verify it again. Plan the change for a quiet week, not the day you reopen.

1. Before moving day, write down your current profile details: name, categories, hours, phone, website and service area.
2. On or close to the moving date, edit the address on the existing profile. Do not add a second profile for the new site.
3. Complete re-verification when Google asks for it, using the method it offers.
4. Check Google Maps and Search a few days later for a leftover listing at the old address, often one created by a customer or an old directory entry.
5. If you find one, follow the duplicate steps below rather than ignoring it.

Some reviews will describe the old premises: parking, the old waiting room, a building you no longer use. Those are still genuine experiences of your business, so they are not removable just because the location changed. A short reply noting the move is usually enough. If the address change also broke other details on the profile, see how to fix wrong information on your Google Business Profile.

Renaming or rebranding

Google's guidelines for representing your business on Google define rebranding as an eligible name change without creating a new Business Profile. A profile may qualify when the proper nouns and services described in the business name remain unchanged and the business category remains unchanged, or when you have multiple locations and the business name changes.

If the change doesn't meet those criteria, the guidelines say it is considered a new business: you must mark the existing profile as closed and create a new one. In practice, that means the new profile does not carry over the old profile's reviews. Check the current wording of the criteria before you announce a new name, because the decision affects your review history.

Two practical points:

• Your profile name should match the real-world name you use on your storefront, website and stationery. The guidelines require this, so don't rename the profile before the signage changes.
• Don't treat a rename as a way to shed bad reviews. If the business is really the same, the guidelines say to keep one profile per business, and duplicates can end up merged.

Duplicate profiles and merges

Duplicates often appear after a move or a takeover: an old listing someone else created, a profile made by a former manager, or a second profile created by mistake. Google's help page on resolving duplicate profiles and ownership issues covers the main routes:

• Merge: When two or more profiles for the same business exist on Maps, report a suggestion on Google Maps to request a merge. Google says all merge requests are subject to review.
• Remove: If you created a duplicate by mistake, you can remove it without affecting your verified listing. Removing a profile deletes its content and linked managers, so don't remove one that holds reviews you want to keep.
• Claim or request access: If the other profile is unverified, you can claim and verify it. If it is verified and owned by someone else, you can request access from the current owner.

On reviews, Google says that when two profiles are merged, their reviews are combined, but replies to reviews may be lost. Before you request a merge, copy any replies you care about so you can post them again. A merge also combines low ratings with high ones, so work out the combined average first.

Example (illustrative): an old listing has 20 reviews averaging 3.0 stars and your current profile has 30 reviews averaging 4.6. If merged, the total is (20 × 3.0 + 30 × 4.6) ÷ 50 = 3.96, which you'd see as about 4.0. That is still the right outcome if both profiles are the same business, but it should not come as a surprise. Google may display or round the figure differently.

If reviews vanish after a merge or move, why Google reviews disappear and when to contact support walks through what to check.

Taking over a business: the previous owner's rating

If you bought an existing business, the cleanest route is a handover. Google's page on transferring primary ownership says only the primary owner can transfer primary ownership, and the new owner must wait 7 days before they can manage all features. It also says the business info, including reviews, is maintained. Put the handover in the sale agreement so it happens before the seller loses interest.

If the seller won't cooperate or can't be reached, use Google's request ownership process. The current owner is notified by email and has 3 days to respond. If there is no response, you may have the option to claim the profile; if the request is denied, you can suggest an edit or appeal.

Either way, you inherit the rating. Google does not remove reviews because the business changed hands, and reviews describing the previous owner's service are still genuine experiences of that business.

What a new owner can legitimately do

1. Reply to recent negative reviews, state that ownership has changed, and say what is different now. Keep it factual and avoid blaming the previous owner.
2. Fix the problems the reviews name. If many reviews mention the same issue, that is your first improvement list.
3. Ask every real customer for a review, without filtering for happy ones and without tying rewards to positive ratings. See how to get more Google reviews the policy-safe way.
4. Report only reviews that actually break policy, such as fake engagement or off-topic rants. Google's prohibited and restricted content policy also lists conflict of interest, which includes current or former employment and personal affiliations. If the previous owner or their staff reviewed the business, read reviews from an ex-owner or ex-partner before reporting.

What not to do

• Don't create a fresh profile for the same business to escape old reviews. Google's guidelines call for one profile per business, and duplicates can be merged back.
• Don't ask staff, family or friends to post reviews, and don't buy them.
• Don't mass-flag old reviews or invent reasons for a report.
• Don't pressure or threaten past reviewers to delete their reviews.

The last three points are platform violations and, in the US, can also fall under the FTC's rule on consumer reviews. According to the FTC's questions and answers on the Consumer Reviews and Testimonials Rule, the rule took effect on October 21, 2024, and covers fake reviews, incentives conditioned on positive sentiment, and suppressing reviews through threats, intimidation or false accusations. This is general information, not legal advice; consult a qualified lawyer in your jurisdiction about your situation.

Replying to reviews about the old location or previous owner

Google's page on managing customer reviews says you must verify the business before you can reply, and that replies are reviewed before they appear. Once you have access, a short, honest reply helps future readers understand what has changed.

Example (illustrative), new owner: Thank you for this feedback, [Name]. The business changed ownership in [month/year], and we have since [specific change, such as new booking system or extended hours]. If you visit again, ask for [manager's name] and we'll make sure your experience is different. You can also reach us at [manager's email].

Example (illustrative), moved location: Thanks for letting us know about the parking, [Name]. We have since moved to [new address], which has [relevant improvement]. We hope to see you there.

Don't reply to dozens of old reviews in one day with the same text. Prioritize the most recent and the most visible, and write each reply for the specific complaint. For more wording, see negative review response examples.

Checklist before you move, rename or buy

• Confirm who is the primary owner of the profile, and get the transfer done as part of any sale.
• Check whether a planned name change meets Google's rebranding criteria before you commit to signage.
• Edit the existing profile for a move; don't add a new one.
• Budget time for re-verification.
• Search Maps for leftover or duplicate listings, and save your replies before requesting any merge.
• Plan a steady, policy-safe way to collect reviews from current customers.

If you'd like a second pair of eyes on duplicates, ownership or an inherited rating, you can start a free review audit before you make changes.