How to transfer Google Business Profile ownership

There comes a time for every business when someone requests the transfer of ownership for a Google Business Profile (GBP). Formerly known as Google My Business listings, these essential local SEO assets need to be in the right hands.

Whether because of organizational changes, delegation, or acquisition, understanding primary ownership transfer makes life a lot easier for everyone.

Why transfer Google Business Profile ownership?

A well-managed Google Business Profile listing can make you the go-to solution in your industry. So a smooth transition ensures continuous engagement with customers using search and Google Maps to find businesses like yours.

You might need to transfer primary ownership after a change in personnel managing the business's online presence. Claiming ownership is also necessary for organizational purposes, such as mergers, new business owners, or restructuring.

A GBP mockup of the owner transfer interface

Not having access to your GBP is frustrating, especially when customers are leaving messages and reviews you can’t answer. The successfully transferred ownership of your Google Business Profile keeps your local SEO strategy on track. And fortunately, transferring primary ownership only takes a few clicks. 

Understanding primary owners, owners, and managers

Before we get to how to transfer Google Business Profile ownership, we first need to understand the different roles in GBP.

Google allows for three different roles to manage Business Profiles.

The window for selecting GBP roles 

Primary owners and owners have the same privileges. There must always be a primary owner—the current person in that role can’t remove themselves without transferring it. Managers can do almost everything owners can, except they can’t add and remove users or remove Business Profiles.

Transferring Google Business Profile ownership: The process

Once you know what you’re doing, transferring Google Business Profile ownership is fairly simple.
 

• Sign in using the account that currently owns the Business Profile. To prevent unauthorized activity, only the primary owner of the profile can transfer ownership.

A Google Business Profile mockup of the sign-in screen

• Once you’re sure you’ve logged into your Google Business Profile, search for your business name in Google Search.

• Next, click the three dots in the top-right corner of the dashboard and select “Business Profile settings.”

The GBP dashboard in Google Search 

• Click “People and access.”

The “People and access” menu in GBP

• Select the new primary owner from the list of owners and managers. You may have to add a team member by clicking “add” in the top left and entering their email address.
   
• Change their role to “primary owner.”

• The new primary owner will receive an email notifying them of the ownership change, which they need to accept.

New owners and managers must wait seven days before they can make changes to the Business Profile.