Create a Local SEO Handover Checklist When a Marketing Agency Changes

Changing a marketing agency should not mean losing control of the business listing, website, photos, reporting history, or customer enquiries. Problems often occur because access was granted informally, the previous agency used an employee's personal account, or no one recorded which assets are connected. A structured handover reduces the chance of lockouts and unexplained changes.

This checklist is for business owners and authorised administrators. Do not attempt to take over accounts by guessing passwords or bypassing verification. Use the platform's official access and recovery processes.

Inventory every asset before the transition

Start with a written inventory of the Google Business Profile, business website, domain registrar, hosting, analytics, Search Console, advertising accounts, call-tracking services, appointment systems, social profiles, and any review-management software. Not every business uses every item; include only the assets that actually exist.

For each asset, record the business purpose, current owner, administrators, recovery email or phone controlled by the business, billing contact, and renewal date where relevant. Do not place passwords, one-time codes, or recovery secrets in a shared spreadsheet. Use an approved password manager and access controls.

Confirm ownership and access roles

Review who owns or manages the Business Profile. Ensure at least one trusted business-controlled account retains appropriate access. Ask the outgoing agency to remove its access only after the incoming administrator has confirmed that the required access works. Do not remove the only owner account before establishing a safe replacement.

For domains and hosting, confirm the business—not an individual contractor—can manage renewals and DNS records. The domain registrar, website host, and website CMS may be different services. A website being visible online does not prove the business controls the domain.

Preserve the change history

Ask the outgoing provider for a concise handover note covering:

• Recent profile edits and the reasons for them.
• Pending verification, appeals, or support cases.
• Current service and category configuration.
• Active website redirects and tracking numbers.
• Reporting definitions and known measurement gaps.
• Scheduled campaigns or content awaiting approval.
• Any unresolved access or policy issue.

Request facts and supporting records, not vague statements such as “everything is optimised.” If a decision cannot be explained, mark it for review rather than immediately reversing it. Frequent, unexplained changes can make troubleshooting harder.

Verify contact and destination paths

Test the published phone number, website button, appointment link, directions, and any other customer action that appears on the profile. Confirm each destination belongs to the business and works on a mobile device. Check for links that still point to an agency-owned landing page, an expired campaign, or a booking account that the business cannot access.

Use a simple test log with date, device, action, result, and owner. Do not click through a live purchase or send test messages to real customers without a safe procedure. If a call-tracking number is used, understand who controls it and what happens if the contract ends.

Keep a baseline before making new edits

Capture the current profile details, website URLs, major landing pages, and available performance reports. Record the date and any known temporary conditions, such as seasonal hours or a recent move. This baseline helps the incoming team distinguish a genuine change from normal fluctuations.

Avoid changing the business name, categories, address, website structure, and phone number all at once unless there is a clear operational reason. Make necessary corrections, document each one, and observe the outcome. Do not use keywords in the business name unless they are genuinely part of the real-world business name.

Establish a controlled approval process

Agree who can request, approve, and publish changes. A small business may need only one owner and one backup reviewer. A multi-branch organisation may require location-level responsibilities and central oversight. Specify which changes require owner approval, especially address, ownership, contact details, and major website redirects.

The incoming agency should explain what it plans to change and why. Ask for a short monthly report that separates completed work, observed metrics, unresolved issues, and proposed next actions. Reporting should not promise rankings or attribute every increase in calls to one edit without evidence.

Frequently asked questions

Should the previous agency be removed immediately?

First confirm that the business has working owner access and that essential assets are under control. Then remove or adjust third-party access according to the agreed transition plan.

Can the same profile be recreated to start fresh?

Creating a duplicate listing can create customer confusion and policy problems. Investigate the existing profile and use official support routes when access or ownership is disputed.

What if the old agency will not cooperate?

Keep records of the business's legitimate relationship to the profile and follow Google's official access or ownership request process. Avoid unauthorised access attempts.

Next step

Schedule a handover meeting, walk through the asset inventory live, test business-controlled access, and record outstanding issues with named owners and deadlines.

Official references

• Google Business Profile ownership and access: https://support.google.com/business/answer/3415281
• Edit your Business Profile: https://support.google.com/business/answer/3039617