Reviews
Google Business Profile
By Sammy Paget
In May 2023, Google dropped a bombshell: starting in December, they’d begin deleting Gmail accounts that have been inactive for two or more years. Fast forward to today, and the countdown is on. But here’s the kicker—this isn’t just about losing access to some old emails. The ripple effect could hit businesses where it hurts: in their Google Reviews.
What’s at Stake with a Deleted Gmail Account?
Think about all the Google apps and services your account touches—Google Drive, Google Photos, YouTube, and, crucially, Google Business Profile (GBP) Manager. If your account gets the axe, you’re not just losing an email address. You’re potentially saying goodbye to access to a whole suite of tools that keep your business running smoothly.
So, if you’ve got an old Gmail account you haven’t touched in years, it’s time to log in and show it some love. Otherwise, you might find yourself locked out of more than you bargained for.
The Big Question: What Happens to Reviews?
Here’s where it gets interesting. Google Reviews are tied to active accounts. So, what happens if those accounts are deleted? The simple answer: we don’t fully know yet. But there are signs.
Ben Fisher, Co-founder of Steady Demand and a Google Business Profile Diamond Product Expert, shared some insights:
“In short, if the account is deleted and the GBP is live, the GBP will probably keep the reviews. The user name could change to ‘A Google User’, I have seen that before.”
In other words, your reviews might stay visible, but they could lose the personal touch that comes from having a reviewer’s name attached. That could have implications for how much trust potential customers place in them. After all, would you trust a faceless review as much as one with a name and a face?
What This Means for Your Google Business Profile
Managing a Google Business Profile requires an active Google account. If your GBP is tied to an account that’s on the chopping block, you could find your profile slipping into a soft suspension—a state where it’s no longer verified, and you lose control.
Ben Fisher again:
“I would think that if that account is the only account associated with a GBP, then the chances of a soft suspension are highly likely.”
A soft suspension can leave your business profile vulnerable, and you’ll need to act fast to reclaim and re-verify it. No one wants to lose control of their business’s online presence, especially when it’s such a crucial part of local SEO.
Who’s Safe from the Purge?
If you’re using an Android device or regularly log into Google services like Calendar, Chrome, or the Play Store, you’re probably in the clear. Accounts tied to educational institutions or business accounts are also exempt.
But if you’ve got an old personal Gmail account lying dormant, now’s the time to check in and make sure you’re not about to lose anything valuable.
What Should You Do?
If your Google account has been inactive, now’s the time to log in and save what matters. Whether it’s personal files, photos, or access to your Google Business Profile, don’t wait until it’s too late.
For GBP owners and managers, double-check who has access to your profile and make sure all accounts are up to date. It’s better to be proactive than to scramble to fix a problem after the fact.
As for those reviews? We’ll have to wait and see how the dust settles after the great Google account purge. Keep your eyes peeled on forums like X (formerly Twitter), the Local Pack, and Local Search Forum for updates.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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