📚 This article is part of our complete guide to Google Business Profile.
In this article
- Changing your address on Google Maps isn't as instant as it looks
- What happens when you change your business address on Google Maps
- How to change your business address in Google Business Profile step by step
- Google won't accept your new address: why it happens and how to fix it
- Mistakes businesses make when updating their address on Google Maps
- The address changed, but your local SEO didn't: what else you need to update
- Manage changes to your profile without losing visibility
Changing your address in Google Business Profile means editing the profile, waiting for Google's review and, in many cases, re-verifying the business. After the change, you also have to update your website, your local citations and your structured data so you don't lose rankings.
You've moved to new premises or changed your company's address, and now you need to update your profile on Google Maps. It sounds simple, but changing your business address on Google Maps can turn into a process with more steps than you'd expect.
Google doesn't update the address instantly. There's a review in between, and in some cases it will ask you to verify the profile again from scratch. If you don't handle it well, you can lose local rankings, reviews or even the entire profile.
In this article I'll explain exactly what happens when you change your address, how to do it step by step and what you need to do afterward so you don't lose visibility.
Changing your address on Google Maps isn't as instant as it looks
When you change your business address in Google Business Profile, it doesn't show up on Google Maps right away. Google puts that change through a review before publishing it.
The reason is simple: the address is one of the most critical pieces of data on a profile. An address change can mean the business has moved, but it can also be a manipulation attempt to rank in a different area.
That's why Google applies a verification process. Depending on the case, that process can take anywhere from a few hours to several days. And in some cases, it will ask you to re-verify the whole business.
Keep in mind that if your profile has a history of frequent changes or has had verification problems before, Google may be stricter with the review.
Another important point: if you change the address to a very different geographic area, Google may interpret it as a different business. That means you could lose your review history and the rankings you've built up.
Let's look at exactly what happens in each scenario.
What happens when you change your business address on Google Maps
There are three different situations, and each one has different consequences:
1. Address change within the same area. For example, Cerrajería López, a locksmith, moves from Calle Mayor 12 to Calle Mayor 47, in the same neighborhood. Google usually approves this kind of change with a quick review and without asking for re-verification. The impact on local SEO is minimal.
2. Move to a different city or geographic area. If the business moves to another city or to a very different neighborhood, Google may request a new verification. On top of that, your local visibility radius changes completely. The profile will stop showing up in searches in the old area and will take a while to rank in the new one.
3. Address change with a problematic history. If the profile has had previous suspensions or frequent data changes, Google may review the change in more detail and take longer to approve it.
Key fact
"56% of consumers say they have found incorrect information on a Google profile while searching for a local business."
Here's what you need to know: the more the new address differs from the old one, the longer and more demanding the review process will be. Plan ahead.
How to change your business address in Google Business Profile step by step
The process is done from Google Business Profile. I'll walk you through every step without skipping anything.
- Open your profile: Go to business.google.com with the Google account that manages the profile. If you have several profiles, select the right one.
- Go to "Edit profile": On the main dashboard, click "Edit profile." This opens the form with all your business information.
- Find the address field: In the form, look for the "Location" section. That's where you'll find the address field. Click it to edit.
- Enter the new address: Type the full new address: street, number, floor or suite if applicable, postal code and city. Use the same format Google suggests in autocomplete. Don't make up abbreviations.
- Adjust the map marker: After you enter the address, Google will show you a map with a pin. Make sure the pin is exactly where your business is, not on the sidewalk across the street or at the wrong entrance. Move it if needed.
- Save your changes: Click "Save." From here, Google starts its review. It may ask you right then to choose a verification method, or it may simply process the change in the background.
- Handle the re-verification request if it comes: If Google asks you to re-verify, choose whichever method is available: video call, recorded video, postcard or phone call. Complete the process as soon as possible so the new address goes live.
Remember that while the change is under review, your profile keeps showing the old address. Don't make any additional changes during that period, because they can interfere with the review.
Google won't accept your new address: why it happens and how to fix it
There are cases where the address change gets stuck or Google rejects it. These are the most common reasons and how to fix them:
The address doesn't exist in Google's database. This happens with new streets or recently built buildings that Google Maps doesn't have on record yet. The first thing to do is add or correct the address directly in Google Maps using the "Suggest an edit" option. Once Google updates the map, try the change on your profile again.
There's already another profile at that address. If another Google Business Profile is registered at the same address, Google may block the change. Check your dashboard for duplicate profiles. If the other profile is yours, delete it or merge it. If it isn't, you can report it as a duplicate from Google Maps.
The address is in a residential area. Google only lets you use a home address as a business address if you set the profile up as a service-area business and hide the address from the public. If you try to show a residential address as the visible address of a storefront business, Google may reject it.
The profile is suspended. If your profile has an active suspension, you won't be able to edit the address until the suspension is resolved. In that case, you first have to go through Google's appeal process.
Mistakes businesses make when updating their address on Google Maps
Let's go over the most frequent mistakes. Some seem obvious, but I see them all the time.
Changing the address without telling customers. Clínica Dental Sonrisa moved in January and updated its profile, but didn't post anything on social media or its website. For weeks, patients showed up at the old address. Changing it on Google Maps is no substitute for telling people directly.
Not updating the hours or the service area. If you move to a different area, your coverage area may change too. Not updating that information leaves the profile inconsistent.
Making several changes at once. Changing the address, the name and the phone number at the same time makes it more likely that Google will flag the profile for manual review. It's best to change the address first, wait for it to be approved, and then edit other details if needed.
Ignoring the re-verification request. If Google asks for re-verification and you don't complete it, the profile can end up in limbo: it shows neither the new address nor the old one clearly. Always deal with that request within 48 hours.
Not checking the pin on the map. The pin can end up out of place after the change. If the pin is misplaced, people using Google Maps navigation will end up in the wrong spot. Always check the pin after saving.
The address changed, but your local SEO didn't: what else you need to update
Updating your Google Business Profile is just the first step. Local SEO depends on your address being consistent everywhere your business appears.
If the address on your profile doesn't match the one on your website or on other directories, Google sees that inconsistency as a negative signal. This is called inconsistent NAP (name, address, phone number).
This is what you need to update after the change:
- Your website: Update the address in the footer, on the contact page and anywhere else it appears. If you have schema.org LocalBusiness structured data, update it too.
- Local directories: Páginas Amarillas (Spain's Yellow Pages), Yelp, TripAdvisor, Facebook, Apple Maps and any directory where you've listed the business. Each one has its own editing process.
- Social media: Instagram, LinkedIn, Facebook. If your address is on your profile, change it.
- Google Search Console: If you have the business set up in Search Console, check that the contact details are up to date.
If you have a website with content optimized for local SEO, you may also need to update mentions of the address in articles or service pages. Also make sure your business's structured data reflects the new address (NAP), to keep your website and your profile consistent.
Restaurante La Brasa took three months to update all its directories after moving. During that time, Google was seeing contradictory signals and the business lost positions in local searches in its new area. Don't make that mistake.
Manage changes to your profile without losing visibility
Changing your address is one of those moments when a Google profile can gain or lose months of local SEO work. The key is to handle the change in an orderly way and not leave it half-done.
From local brain's profile management dashboard you can monitor the status of your profile, spot inconsistencies in your data and check that the changes you make are reflected correctly. If you manage several locations, that's especially useful: seeing at a glance which profiles have outdated information saves you a lot of time. An address change can force you to re-verify the business and affects your local rankings.
I also recommend checking your reviews after the address change. Some customers leave negative reviews when they have trouble finding the new location. Handling those reviews quickly makes a difference. With ReviewSense you can manage and reply to reviews from one central place.
Quick checklist
- ☐ Confirm that the new address exists and is correctly placed on Google Maps before editing the profile
- ☐ Edit the address in Google Business Profile and adjust the pin on the map
- ☐ Complete re-verification if Google requests it (within 48 hours)
- ☐ Check that there are no duplicate profiles at the new address
- ☐ Update the address on your website: footer, contact page and structured data
- ☐ Update local directories and social media
- ☐ Review and reply to reviews related to the change of location
- ☐ Monitor the profile's performance in the weeks after the change
Changing your business address on Google Maps is a process that needs attention on three fronts: your Google profile, your website and the other directories where you appear. If all three are aligned, the impact on local SEO is minimal and recovery is quick.
If you want to keep all of this under control from one place, local brain is the platform that lets you manage your profile, your website and your reviews without jumping between tools. Give it a try and see the difference for yourself.