To change your business address on Google, you must update the location information in your Google Business Profile (GBP) dashboard and complete a re-verification process, which usually takes 5–14 days. This is critical for local SEO because an accurate address ensures your business appears in "near me" searches, directly impacting customer calls, direction requests, and in-person visits. An incorrect address makes you invisible to nearby customers and sends them straight to your competitors.
Key Facts
- Re-verification is Mandatory: Changing your address triggers a required verification step from Google, often a postcard mailed to the new address.
- Reviews Are Safe: Editing your existing profile's address preserves all your current reviews, photos, and Q&A history.
- P.O. Boxes Are Prohibited: Google requires a verifiable physical address where you can meet customers; P.O. Boxes will lead to profile suspension.
- NAP Consistency is Crucial: Your Name, Address, and Phone number (NAP) must be updated and consistent across all online directories, not just Google.
- Impact on Local SEO: Your address is the primary factor for Google's proximity ranking signal in local search results.
Why Your Google Business Address Is a Local SEO Game-Changer
For any business that relies on local customers—think med spas, dental practices, or the neighborhood auto shop—your physical address is the bedrock of your local search strategy. When a potential patient searches for a "dentist in [City]," Google's algorithm instantly scans for the most relevant, closest options.
This entire matchmaking process hinges on Google's model of Proximity, Relevance, and Prominence.
- Proximity: This one's simple—how close are you to the searcher? Google determines this almost entirely from your listed business address.
- Relevance: How well does your business line up with what the person is looking for? This is about your business category and the services you list.
- Prominence: How well-known is your business? This is where online reviews, mentions on other websites (citations), and your overall digital footprint come into play.
Your address is the linchpin for proximity. Without an accurate one, you're invisible to a potential customer standing just a block away in the [Neighborhood] district.
An old address doesn't just confuse people; it actively hurts your bottom line. An HVAC company I worked with moved but forgot to update their GBP. For weeks, customers were showing up at the old, empty building. The result? A flood of angry calls, missed appointments, and a string of one-star reviews.
This isn't just a one-off story. A staggering 62% of consumers say they'll stop considering a business if they find incorrect information online. The rewards for getting it right are huge. A dental clinic in [City] saw a 47% jump in direction requests and a 35% increase in phone calls within eight weeks of correcting their address. You can dive deeper into this topic by exploring the importance of local SEO in our detailed guide.
Step-by-Step: How to Change Your Business Address on Google
Knowing you need to change your business address on Google is one thing, but doing it correctly is what keeps the phone ringing. A small mistake can trigger a lengthy re-verification process or, in the worst-case scenario, get your profile suspended.
Step 1: Access Your Google Business Profile Dashboard
First, you need to get to the controls. Head over to google.com/business and sign in with the email that manages your profile. If you have multiple locations, make sure you select the correct one from the list.
Step 2: Find and Edit Your Address
The button you're looking for is "Edit profile." Clicking this opens up all your core business details.
From there, navigate to the "Location" tab. You'll see your current business address listed. Carefully delete the old details and type in your new street, city, state, and ZIP code.
Pro Tip: Enter the address exactly as the postal service would write it. Use standard abbreviations like "St." for Street. This precision helps Google's system confirm your location much faster.
After you type it in, you'll see a map with a pin. Drag that pin so it sits precisely over your front door. This is mission-critical for getting Google Maps directions right.
Step 3: Define Your Business Type (Storefront vs. Service-Area)
What you do next depends on how you serve your customers.
- Storefronts (dental office, vet clinic, med spa): Your job is straightforward. Your address is public because customers come to you. Just enter the new address, save your changes, and prepare for verification.
- Service-Area Businesses (plumber, HVAC, mobile vet): After entering your new physical address (for verification), you must also define your service areas by listing the specific cities or ZIP codes you cover. You should then choose to hide your physical address from the public, especially if it's a home address.
Getting this right is a fundamental part of managing your local listings on Google.
Step 4: Complete the Re-Verification Process
After you save the new address, brace yourself for re-verification. This is a mandatory security step. Google needs to confirm that your business is actually at the new location.
You'll likely be offered one of these methods:
- Postcard by Mail: The most common method. Google mails a postcard with a code to your new address, which typically arrives in 5-14 business days.
- Phone Call or Text: An automated call or text with a verification code is sent to your business number.
- Video Verification: A live video call with a Google rep to show your storefront, signage, and business license.
- Email Verification: An email is sent to an address on your business's domain (e.g., yourname@yourbusiness.com).
Don't panic if your visibility dips slightly while you're waiting. As soon as verification is complete, your new address will go live, and your rankings will recover.
Essential Templates & Checklists for Your Move
Announcing your move is a chance to reconnect with customers and build buzz for the new location. Use these practical assets to manage the transition smoothly and generate fresh social proof.
Review Request Scripts for Your New Location
Nothing validates your move like fresh reviews that mention your new address.
SMS Script (For an Auto Shop)
Hi [Customer Name], this is [Staff Name] from [Shop Name]. Thanks for visiting our new shop in [Neighborhood]! Hope the car is running great. Could you take 30 seconds to share your experience on Google? It helps other drivers find us. [Link to Google Review Page]
Email Script (For a Dental Practice)
Subject: How was your visit to our new [City] office?
Hi [Patient Name],
We were so excited to welcome you to our brand new dental office for your appointment. We've worked hard to create a comfortable and modern space for our patients.
Would you be willing to share your feedback on your experience? Your review on Google helps other families discover our new practice and makes a huge difference to our team.
[Link to Google Review Page]
Thank you for your support!
The Team at [Practice Name]
For more ideas, see our guide on asking for Google reviews.
Review Response Templates
Your replies show you're listening and you care.
Positive Review Response
Hi [Customer Name], thank you so much for the wonderful review! We're thrilled you love our new [Neighborhood] location as much as we do. We look forward to seeing you again soon!
Negative Review Response
Hi [Customer Name], thank you for your feedback. We are very sorry to hear that your experience did not meet expectations at our new location. We are still working to smooth out any issues after our move. Please contact our manager, [Manager Name], at [Phone Number] so we can learn more and make things right.
7-Day Post-Move Review Program Launch Checklist
This simple plan helps you build momentum right from day one.
| Day | Action Item | Goal |
|---|---|---|
| 1 | Announce the move on all social media channels with photos. | Generate excitement and inform followers. |
| 2 | Send a "We've Moved!" email to your entire customer list. | Ensure broad awareness and drive initial traffic. |
| 3 | Train front-desk staff on the new review request process. | Empower your team to ask for reviews at checkout. |
| 4 | Update your website's contact page and footer with the new address. | Ensure your primary owned asset is 100% accurate. |
| 5 | Launch your first SMS review campaign to recent visitors. | Start generating fresh, location-specific reviews. |
| 6 | Monitor and respond to all new reviews within 24 hours. | Show customers you are engaged and value feedback. |
| 7 | Share a positive new review on your social media channels. | Amplify social proof and encourage others. |
How to Measure the Impact of Your Address Change
How do you know if your address update is actually working? By tracking the right data, you should see tangible growth within 60 days of the change.
Key Metrics to Monitor in GBP Insights
Your Google Business Profile Insights dashboard is the first place to look.
- Directions Requests: A 15-20% increase is a clear sign the new address is pulling people in.
- Website Clicks: Shows increased interest from local searchers.
- Phone Calls: An uptick in calls from your GBP means qualified leads are ready to engage.
Tracking Conversions with UTM Parameters
GBP Insights tells you what happens on Google, but UTM parameters tell you what happens on your website. A UTM is a small piece of code you add to your website URL in your GBP to track visitors in Google Analytics.
Use this template for your website link in GBP:yourwebsite.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp-listing
This lets you see exactly how many people from your profile filled out a contact form or booked an appointment. This is how you draw a direct line from a profile view to a new lead, proving the ROI of your efforts to optimize your Google Business Profile. For businesses in competitive spaces like the senior living industry, this is how you connect a local search to a scheduled community tour.
Recommended Performance Targets
- Review Volume: 5-10 new reviews per location per month.
- Star Rating: Maintain a 4.5+ star average.
- Response Time: Respond to 100% of reviews within 24 hours.
- GBP Views/Calls: Aim for a 15%+ increase in calls and direction requests within 60 days post-move.
- Lead-to-Sale Conversion: Track your specific conversion rate from GBP-driven leads.
Frequently Asked Questions (FAQ)
1. How long does it take for a new address to show up on Google?
The entire process typically takes 5 to 14 business days. Entering the new address is instant, but the mandatory re-verification step (often a mailed postcard) is what causes the delay.
2. Will changing my address delete my Google reviews?
No, you will not lose your existing reviews. As long as you edit your current profile instead of creating a new one, all your reviews, photos, and history will be preserved.
3. Can I use a P.O. Box for my Google Business Profile address?
No. Google's guidelines require a physical storefront or service area address where you can meet with customers. Using a P.O. Box violates their terms and can lead to profile suspension.
4. What should I do if my verification postcard never arrives?
If it has been over 14 business days, first log in and double-check the address you entered for typos. If it's correct, you can request a new postcard. If the second one also fails to arrive, contact Google Business Profile support directly to explore alternative verification methods like a video call.
5. Do I need to update my address anywhere else?
Yes, absolutely. After updating Google, you must update your address on your website, social media profiles, and major online directories (like Yelp, Bing, and Apple Maps). Consistent Name, Address, and Phone Number (NAP) information across the web is a critical factor for local SEO.
Keeping your online listings accurate is a full-time job. We offer white-glove, month-to-month support to keep your business profiles optimized to drive calls, bookings, and new customers. Book a strategy call with our team to see how we can help.
