After the paperwork is signed and you get the keys, your first marketing instinct is to go to Google and “claim” your new address.
Stop right there.
This is a critical moment for your local SEO, and your next move will either strengthen your online presence or create a confusing digital mess that can hurt your business for years. As someone who works with business owners on this exact issue, I want to share the right way to handle it.
The Core Principle: One Business, One Profile
Google’s most important rule for local businesses is simple: One contiguous business gets one Google Business Profile (GBP). Even if you have two separate lot numbers, two front doors, or two legal addresses, you are operating as a single company. Creating a second GBP for your new space is one of the most common—and damaging—mistakes an expanding business can make. It’s crucial to consolidate your strength, not dilute it.
Why Creating a Second Profile is a Mistake
It Splits Your SEO Power
Your reviews, photos, ranking authority, and customer history are all tied to your original GBP. A new profile starts from zero, effectively cutting your online reputation in half.
It Confuses Customers
Which door do they use? Which profile do they leave a review on? This confusion can lead to frustration and lost customers.
It Invites Google Penalties
Google sees two profiles for one business as a “duplicate listing.” This can cause one or both of your profiles to be suspended or have their ranking suppressed.
Step 1: Neutralize the “Ghost Listing”
Before you announce your expansion, you must deal with the past. The business that was in your new space before you probably still has a Google Business Profile—a “ghost listing.” First, search on Google Maps for the exact business name and address of the former tenant. Then, on their public profile, click “Suggest an edit” and choose the option to “Close or remove,” selecting “Permanently closed” as the reason. This step is non-negotiable. It cleans the slate, prevents old customers from showing up confused, and tells Google that a new era has begun at that address.
Step 2: Update Your Existing Google Profile
All your updates will happen on your original, established GBP. Do not change your primary address. Instead, use your profile’s features to tell the story of your growth.
Update Your Description
Go to your profile’s “Info” section and edit your business description. Add a sentence like: “We’re thrilled to announce our expansion into the space next door! This allows us to offer [new services, more products, a larger waiting area, etc.]. Our main entrance remains at [Your Original Address].”
Upload New Photos (Your Most Powerful Tool)
Photos are proof. Take and upload high-quality pictures of the exterior showing both storefronts, new signage covering both units, and photos of the newly renovated and connected interior spaces.
Create a “What’s New” Post
Use the Google Posts feature to create a formal announcement. Title it “We’ve Expanded!” and include your best photo of the new, larger space to showcase the change.
Step 3: Broadcast the News Everywhere Else
Your GBP is the centerpiece, but your entire digital footprint needs to be consistent.
Your Website
Your “Contact Us” page should still list your single, primary address. Create a blog post or a banner on your homepage announcing the expansion to inform your website visitors.
Online Directories
Ensure your listings on Yelp, Angi, and other industry sites all use your primary business address. Consistency is key for local SEO and builds trust with search engines.
Physical Signage
Don’t underestimate the power of real-world signals. Invest in clear, professional signage that spans both properties, making it obvious you are one, unified business. Google’s own Street View cars will eventually see this and use it to confirm the information.
The Takeaway: Grow Smarter
Expanding your physical space is a sign of success. By managing your digital presence as thoughtfully as your physical one, you ensure that growth translates directly into a stronger online reputation, better search rankings, and a clearer, more professional image for your customers. Consolidate, don’t duplicate. That’s how you win.
