Google Business Profile

How to change your business name on Google

Select Edit profile, change Business name and save. Google reviews it first. Small changes can be a rebrand on the same profile; a completely new name is treated as a new business.

6 steps

  1. Step 1: Make sure the new name is already on your sign, website and paperwork. Google checks the name against what customers see in the world.
    varies
  2. Step 2: Sign in to the managing account, open your Business Profile on Google Search and select Edit profile.
    1 min
  3. Step 3: Change Business name to exactly what appears on your signage, with no added keywords, cities or slogans.
    2 min
  4. Step 4: Select Save. In the Google Maps app, tap Business, then Edit profile, edit and tap Save.
    1 min
  5. Step 5: Use Check your edit status to follow it: Pending, Accepted or Not approved.
    10 min to 30 days
  6. Step 6: If Google asks you to verify again, complete it with documents that show the new name.
    up to 5 business days
  7. Arrived: The new name appears on Search and Maps, usually within minutes, though Google allows up to 30 days for review.

Checked 13 Nov 2026 · source: support.google.com

Rebrand or new business?

Google splits name changes into two kinds, and which one you have decides the whole process.

A rebrand is a change where the core of the name survives. “Rivera Plumbing” becoming “Rivera Plumbing & Drain” or “Rivera Plumbing Co.” keeps the proper noun and the service, and the category stays Plumber. Google says a change like that may be eligible for rebranding, meaning you edit the name on the profile you already have. Chains that rename every location can also qualify.

A new identity is anything else. “Rivera Plumbing” becoming “Bluewater Home Services” swaps the proper noun. Google’s guidelines say a name change that doesn’t meet the rebranding criteria is considered a new business: mark the existing profile as closed, then create a new profile with the new name.

Why Google is strict about names

Google’s policy overview says edits that try to significantly change the nature of a business are often fraudulent. Listings get hijacked and renamed, and bought-up profiles get turned into something else to keep old reviews. That is why a big rename on an established profile draws scrutiny, and why a sold business that becomes something new should not inherit the old listing.

Before you edit

Put the new name up in the world first. Google wants the name customers see on your storefront, website and stationery. If your sign still says the old name, a reviewer has nothing to confirm the new one against. Update your website header, invoices and any registration documents you might need to upload later. Keep the new name itself clean: no taglines, cities or keywords beyond what’s on the sign. The name rules guide covers what Google strips out.

Also check you aren’t mid-verification. Google warns that changing the name while a postcard is in the mail makes the code stop working.

After you save

Watch the edit status. Pending means Google is still checking, and the old name stays live until then. Accepted means it’s published. Not approved means Google couldn’t confirm it. Google says review usually takes up to 10 minutes but can take up to 30 days.

You may be asked to verify again. Google’s edit page says a name change after verification might trigger that. It is a normal step, not a penalty.

If it doesn't work

  • Edit comes back Not approved: Google couldn't confirm the name. Make sure signage and documents match, then see the guide on rejected name changes.
  • Profile asks for verification: Google's edit page says a name change after verification might require it. Use proof that shows the new name.
  • The name is completely different: Google treats that as a new business. Close the old profile and create a new one.
  • A postcard is on its way: don't change the name until verification is done, or the code stops working.

Questions owners ask

What counts as a minor name change?

Google says a profile may be eligible for rebranding when the proper nouns and services in the name stay the same and the category doesn't change. Multi-location businesses whose name changes may also qualify. Anything beyond that is treated as a new business.

We sold the business and the new owner renamed it. Same profile?

If a different business now operates at the location, Google's policy says the previous business should be marked permanently closed and not renamed. The new business gets its own profile.

Can I add LLC or Inc. to my name?

Only with proof. Google's guidelines allow legal terms like LLC and special characters only when they appear in real-world use such as signage or invoices.

Do I lose my reviews when I rename?

An approved rebrand keeps the same profile, so the reviews stay with it. If the change counts as a new business and you open a new profile, Google's help doesn't say reviews carry over.

Sources

Checked 13 Nov 2026. When the platform changes its process we update this page and log it in What changed.

Related fixes

Written by Ellis Marr (a pen name) · Checked 13 Nov 2026 · How we check