Navigating the Rebranding Process of an Acquired Google Business Profile
When acquiring a new business or franchise, one of the key challenges you may face is rebranding its Google Business Profile (GBP) without jeopardizing its reputation or risking suspension. Maintaining valuable customer reviews and ensuring a smooth transition is crucial. Here’s a comprehensive guide on how to effectively manage this process while safeguarding your business’s online presence.
1. Avoid Creating a New Profile
The first rule of thumb is to never create a new Google Business Profile and mark the old one as closed. Though it might seem like a straightforward solution, doing so results in the loss of crucial customer reviews and the need to rebuild your local SEO from the ground up. Instead, it’s essential to leverage the existing profile.
2. Update Your Key Online References First
Before you make any changes to your GBP, ensure that you have updated the relevant data across various online platforms. This proactive approach helps Google’s automated systems recognize the consistency, thereby reducing the likelihood of triggering re-verification or suspension when you finally update the GBP.
Key platforms to update include:
- Your website, especially the name, address, and phone number (NAP) information
- Your Facebook page
- Review sites like Yelp, Better Business Bureau, and Foursquare
- Any industry-specific directories
3. Gain Ownership Access to the GBP
To make changes while preserving the profile’s history and its associated authority, you need to secure access as an owner. Request the previous owner to add your Google account as an OWNER rather than just a Manager. This step is vital for managing the profile effectively and making necessary adjustments without starting from scratch.
4. Implement Changes Gradually
When it comes to modifying the Google Business Profile, patience is key. Make adjustments slowly and thoughtfully; Google typically disapproves of abrupt large-scale changes. Ideally, maintain the existing phone number and address, limiting initial modifications to the business name/brand and website URL.
To update the website URL, create a dedicated webpage for the new business location, and then redirect the GBP to this new page.
Important Note:
It’s recommended to wait at least a week between changing the business name and updating the website URL to further reduce the chance of triggering any automated scrutiny.
5. Finalize Your Online Citations
Once your GBP reflects the new branding and appears stable, it’s time to complete