If you’re no longer the best person to handle the ongoing maintenance and upkeep required, you can transfer Google Business Profile ownership to a designated replacement. Read on to find out how to start this process and what you’ll need to consider along the way. 

Can I transfer Google Business Profile ownership?

Whether you’ve run out of time, changed jobs, or sold your business, there could well come a time when you wish to transfer ownership of your Google Business Profile to someone else. While Google has numerous policies around listings management, it does allow primary owners to merge Google Business profiles and to transfer ownership of a listing to someone else. 

Things to Consider Before Transferring Google Business Profile Ownership

While the process of transferring ownership of your listing is straightforward, there are still a few things that you’ll need to consider. 

Roles

There are two main roles within the Google Business ecosystem: owners and managers. Owners are further categorized as primary owners and owners.

Your profile can have multiple owners and managers, but only one primary owner. The primary owner is the only one who can transfer ownership of the listing to another user. A primary owner can only remove themselves from a listing when another user is appointed as the primary owner to take their place.

There’s a Holding Period

Transferring ownership is a quick process, but once the primary owner role is assigned to another user, a seven-day holding period will commence. During this handover phase, the new primary owner will have limited capability to enact changes. They won’t be able to remove other owners or managers, for example, nor can they recover a deleted profile or delete a listing.

Listing Accuracy

When transferring ownership to another user, the listing information, including reviews, will be maintained. However, it’s still a good idea to check the listing for accuracy and ensure all contact information, opening hours, and location information are up to date.

Communicating the Change

While you won’t need to tell anyone outside of your organization that you have successfully transferred Google Business Profile ownership to someone else, there may be people within the business that you’ll need to notify. 

How to Transfer Ownership of a Google Business Profile

There are several steps involved in the ownership transfer process:

Step 1: Log in to your listing

Go to business.google.com to access your listing control panel and admin tools.

Step 2: Choose your listing

Click the listing you wish to transfer and then navigate to ‘Settings.’ You can find this by clicking on the three dots icon to the right of your screen.

Step 3: Navigate to ‘People and access’

When the Business Profile settings menu loads, select the ‘People and access’ option. This is where you add and remove other managers and owners and assign roles.

Step 4: Add the new owner (option A)

When the ‘People and access’ menu loads, you’ll see that you have the option to add a person to the listing.

If the person you wish to transfer ownership to isn’t already a manager for the listing, you’ll need to add them. Enter their email address and select ‘Owner’ from the two role options given. Then click ‘Invite’.

Step 4: Change role to owner (option B)

If the person you’re transferring ownership to is already a manager, you can change their role to ‘Owner’ rather than add them to the listing.

Simply click on their name and then select ‘Primary owner.’

Step 5: Await invitation acceptance

If you’ve invited a new user to own the listing, you’ll need to wait for that person to accept the invitation before you can proceed. They can do this by opening the email sent by Google and clicking on the link provided.

Step 6: Remove the previous owner

When the new owner accepts their invitation, you’ll need to log back into your Google Business Profile, navigate to the ‘People and access’ menu, and remove the old owner. This process will complete the transfer of ownership. 

Why might I need to transfer Google Business Profile ownership?

There are multiple reasons why you may need to transfer ownership of your Google Business listing. Often, these reasons relate to a notable change within the business, such as the arrival of new owners or the appointment of a new marketing team. During that transition period, your profile must remain helpful, trustworthy, and up-to-date, and for that to happen, you need to ensure the right person has ownership.  

A Change in Business Ownership

If you’ve sold your business, the new owners will need full access to the Google Business listing to manage their presence on Google Search and Maps. They’ll only have complete control of their profile when they become the primary owner.

The Departure of a Key Employee

The primary owner of your Google listing may be an employee or contractor rather than the physical owner of the local business. Often, this is because that person originally set up the listing or was given responsibility for managing the Google Business Profile as part of their role.

If that employee leaves or the contract reaches an endpoint, someone within the business will need to be appointed as the primary owner so they can manage the profile and assign roles in the future.

Changes to Agency Relationships

If your business has worked with a marketing or local SEO agency, that agency may have initially claimed the business listing. It’s always advisable to request the transfer of ownership to yourself or someone within your business when this happens so that you don’t lose control if you cease work with that agency.

To Create a Central Management Team

Are you opening a new location? Or perhaps you already have multiple locations? Businesses with more than one storefront or service area will have multiple listings to manage. Often, it’s more efficient to consolidate that management into a centralized hub, with one designated owner responsible for updating and maintaining those multiple listings. 

Conclusion

Your Google Business Profile listing is a central pillar of your local search presence. It can be an invaluable tool, but it’s only an asset to your business when it is accurate, provides up-to-date contact information, and is proactively maintained. Our Local Business Discovery and Trust Report 2023 found that 62% of consumers would avoid using a business if they found incorrect information online.

If your circumstances change, whether due to a business sale, a transition into a new role, or the arrival of a different marketing team, transferring the ownership of your Google Business profile can ensure it continues to perform at an optimal level.

The process of appointing a new listing owner is straightforward, but as we have seen, there are a few steps to follow and several things you’ll need to consider. Use the above information as your guide, and you should find the process quick and easy. 

If Google detects multiple listings for the same business, that profile won’t be eligible for inclusion in Google’s Local Pack and Google Maps, meaning duplicate Google listings could be actively harming your search visibility.

Having various profiles is something of a minefield for local business owners, as there are multiple reasons why an extra listing or two might have popped up:

• It could be that a Google Business Profile was created by a previous employee or local SEO agency, and you didn’t have permission to manage that listing, so you created another one
• Perhaps you moved to a new location, and rather than update the existing listing, you created a new profile
• Your service business may have created multiple listings to represent each unique service, rather than including them on a single profile
• You might even have created a duplicate listing by mistake

Whatever the reason, you’ll need to resolve the conflict to be eligible for Search and Maps.

At this point, you’re probably wondering how to merge two Google Business listings. You’re in the right place! We’re here to walk you through it, but first, a word of warning: proceed with caution because this process can be more problematic than it first appears.

Is it possible to merge Google Business Profiles together?

The short answer is yes; you can merge two or more Google Business Profiles to create a single listing. 

The longer answer is that it isn’t just a case of selecting a few duplicate listings and then combining them into one page. As you’ve probably guessed, Google will only allow multiple listings to be merged in certain circumstances.

The main requirement is that you can only merge listings for the same business. The addresses must be the same, and the information for each listing must be broadly very similar.

Additionally, you’ll only be able to merge multiple listings if you are the verified owner of each listing and can see each profile within your Google Business dashboard.

These requirements do rule out some instances where you may want to merge several different listings. If you were to acquire a new business in a totally different location, for example, you couldn’t merge that firm’s listing with your own existing Google Business Profile. Ditto if you find a dupe that you’d like to fold into your main listing but don’t own or manage that additional profile.

How to Merge Two Google Business Listings

The good news is that only a few steps are required to combine additional listings into one main profile for your business.

Step 1: Confirm you meet Google’s requirements

First things first, you’ll need to double-check that you meet each of these requirements:

• Duplicate listings do exist
• Each listing gives the same business name
• The address stated on each listing is the same
•  The listing information is virtually identical across each profile
• You own or manage each listing via your Google Business Profile account 

With those requirements met, here’s what you’ll need to do next.

Step 2: Locate each profile’s ID

Each Google listing has a unique ID that identifies it specifically. To merge multiple pages, you’ll need to note down the ID of each listing to be merged.

1. To find the ID number, log into your Google Business Account and find the first listing to be merged.
2. Once the listing is open, locate the menu in the top right corner.

   
   

3. Select ‘Business Profile settings’ and then from the following menu click ‘Advanced settings’.
   
   
4. Your ID will be at the top of the next screen. Copy that ID and repeat each step until you have the ID for each listing you wish to combine.

Step 3: Submit a request

1. Open the Google Business Help Centre and select the profile you wish to merge from the drop-down box. In the ‘Tell us what we can help with’ box, enter ‘Merge duplicate profiles’ and then click ‘Next’.

2. Select your issue from the options given and click Next.

3. Provide the IDs and request a merger.

Pros and Cons of Merging Google Business Profiles

Local search visibility is a powerful tool for your business, so you’ll want to do all you can to present the clearest and most accurate version of your business in Maps and Search. Cleaning up duplicate profiles and consolidating your presence is one way to do that, but merging two or more listings isn’t always smooth sailing.  

Advantages of Merging Google Business Profiles

Now you know how to merge two Google Business listings, let’s explore the advantages of going through this process.

• Eligibility for Search and Maps: When Google detects multiple listings for the same business name and address, those listings will no longer be visible in Search and Maps. Merging or deleting duplicate listings so you have just one Google Business Profile for your business restores your eligibility.
• Improved local search rankings: Information spread across multiple listings can hamper your ability to rank well for your core Google Business listing. Consolidating your business information and activity, such as images, review responses, and Posts, into a single, unified profile can boost your local rankings.
• A stronger review profile: Multiple listings could mean your reviews are spread across numerous profiles. Most consumers won’t click through to each listing to read your reviews, so the majority will only ever see a snapshot of your feedback. Given that more than half (53%) of consumers want to read positive experiences of local businesses, it makes sense that you’ll gain more benefits from your positive reputation if those reviews are gathered in one profile. This is also important for your local search rankings.
• An improved consumer experience: Multiple listings can be confusing for local search users and could sow a seed of distrust. Eliminating that confusion by having just one accurate and up-to-date listing ensures a more streamlined, more positive customer experience.
• More efficient profile management: Managing multiple listings is inefficient and unnecessary. Merging those unnecessary listings into a single profile frees up your time and efforts so you can focus on making your primary Google Business Profile the best it can be.

Disadvantages of Merging Google Business Profiles

While it’s always advisable to comply with Google’s policies and stick with a single Google Business listing, there are some disadvantages to merging two or more profiles.

• Loss of optimization: Chances are, the two listings you wish to consolidate have different levels of optimization. There is a risk that some of that could be lost if a stronger profile merges with a weaker one. This could result in a loss of local search visibility.
• Loss of review responses: Merging listings will also merge reviews, but it’s been widely reported that review responses often aren’t included in this process. This can be particularly problematic if you’ve had to address negative feedback recently.  
• Negative reviews: If one listing has been plagued by negative reviews, you might not want those to be pulled into your main listing without any means of response. You could consider deleting the duplicate profile instead.
• Inaccurate content: If one of the listings contains inaccurate or outdated information and images, you run the risk of that showing up on your consolidated profile. Rather than merging with an inaccurate profile, a better option would be to delete the incorrect listing.

When is it a good idea to merge Google Business Profiles?

If you’re committed to maintaining a strong local search presence, you can’t afford to drop the ball when it comes to managing your Google Business Profile. Regularly checking for duplicate listings and taking appropriate action to clean up your presence is key to staying in control (and on the right side of Google’s Business Profile policies).

It’s a good idea to consider merging duplicate listings as soon as you become aware that the issue exists. The longer you have multiple listings active, the greater the chances your Search and Maps visibility will be impacted. 

Keep in mind that merging may not always be the best option. Merging inaccurate, malicious, or very outdated listings with your main profile could do more harm than good. Consider deleting those listings (or reporting malicious listings to Google) rather than merging. 

Can I merge more than two Google Business Profiles?

In some circumstances, there may be more than two Google Business Profiles for your business. If the listings are for the same business, at the same address, and contain broadly the same information, you can merge more than two profiles to create a single consolidated profile. 

Conclusion

Having more than one Google Business Profile isn’t just against Google’s policies. It can also confuse search users, increase the risk of inaccurate information being made public, and weaken your review profile.

Merging is one way to regain control and return your search presence to a single optimized listing. While this is straightforward, you should always consider whether merging is the right course of action. Reporting malicious listings or deleting very old listings might be a better choice.

Who you gonna call? Not Google Business Profile (formerly known as Google My Business) support, as phone help was retired in 2021.

But don’t fret—there are a plethora of other places (both official and unofficial) to turn to for GBP help.

Whose job is it to solve issues?

A business listing that disappears from Google Maps… fake listings that push your one down in results… a run of negative reviews that you suspect aren’t real—any of these things can result in lost enquiries, bookings, and revenue. 

And while it’s understandable for these things to cause frustration (and even anger), we need to keep in mind that Google Business Profile is currently a free product.

As such, Google support staff are thin on the ground, and Google Product Experts that support GBP via the Google Business Profile Help Community do so for free.

So if you’re experiencing an issue, the first step is to be proactive in finding a solution for yourself. Start with guidance available from the Google support team and the GBP community.

After that, it’s time to turn detective—below we’ll run through a range of alternative GBP support channels, outline what they’re best for solving, and look at how to get the best out of each of them.

And remember! Karma reigns supreme—be straightforward, polite, and help others if you can. And, of course, always say thank you!

Google Business Profile Help Center

As I mentioned already, support from the actual GBP team is limited and has been for a number of years.

In the help center, you can browse information and GBP guidelines, all of which are organized by topic areas:

I’d suggest becoming familiar with these pages and checking back if and when you have an issue. The GBP landscape is far from static and Google will change their documentation as needed.

It’s particularly important to understand if you’re doing something that contravenes Google’s Terms of Service, for example:

• If you’re wondering why your listing got suspended—read ‘Guidelines for representing your business on Google’.
• If you’re wondering why your Google Business Profile products aren’t being approved—look at ‘Understand product approval’.
• If you’re wondering how to remove photos someone else added to your business profile—see ‘Manage photos or videos for your Business Profile’.

You should always check Google’s official guidelines first—please don’t waste others’ time by asking questions you could have answered yourself.

Google Business Profile Community

When you make a search describing your issue, Google will return results for both help center documentation and community forum posts.

Items marked with (1) are help articles, and items marked with (2) are community forum posts. Look out for ‘recommended answers’ as these have often been supplied by Google Product Experts or active and experienced community members.

If you can’t find an answer to your question, then Google suggests adding a new community forum post:

However, before you do this, I recommend first checking out the following potential avenues for solutions.

Also, don’t be tempted to tack your own issues onto an existing post. If you need to post (once you’ve exhausted the resources below) then you should create your own post with your own unique information.

Browse Local SEO Peeps on Twitter

You’re probably already following a bunch of Local SEO people on Twitter—if not then be sure to check out BrightLocal’s list of local SEO experts. If there’s a GBP bug going around, you’ll probably hear about it there.

You could ask a GBP expert for help on Twitter, but honestly, I’d go to the local SEO community first. I don’t envy Joy Hawkins (or indeed anyone else from the helpful local SEO community) for the number of tweets she gets asking for help, so do the nice thing and ask for assistance in the right place!

Check the Local SEO Content Archives

I’ve written in the past about the hubs of excellent content that are being produced around GBP issues. For example:

• How to avoid a GBP suspension when using a co-working space (BrightLocal)
• Why are my Google reviews not publishing? (Sterling Sky)
• How to avoid a GBP suspension by thinking about your customers first (Kickpoint)
• How to manage your Google review takedown requests (BrightLocal)
• GBP suspended? Here’s how to recover (Search Engine Journal)
• GBP—should I set a physical address or service area business? (Steady Demand)

Once you’re familiar with primary sources of great information, you can search within those sites using an advanced search operator:

site:brightlocal.com OR site:sterlingsky.ca “GBP” or “GBP” suspension

This asks Google to give me results from the BrightLocal or Sterling Sky websites for pages containing either “GBP” or “GBP” keywords, plus content related to suspensions.

You can use my custom local SEO search engine to search within my own carefully-curated list of trusted sites, or create your own search operator as needed.

Google Business Profile YouTube Channel

Google Business Support does have a reasonably active channel with some useful videos. I recommend taking a look to see if there’s a solution to your problem, for example:

• Transfering primary ownership of a business
• Requesting removal of customer photos
• Moving reviews across business profiles
• Fixing suspended business profile
• Flagging reviews in your account

Google Business Profile Social Channels

In the olden days, you could tweet or Facebook message GBP support and expect a reply. Sadly social support is now very limited, and you’re unlikely to get a reply from the social teams.

Google Business Profile Forms

Google has a number of task-specific forms that you can complete without having to contact support:

• Business redressal form—for submitting spam reports for Google Maps.
• Request reinstatement—if you’ve experienced a suspension and want to let Google know that you’ve fixed the issues.
• Request access to a listing—if you want to manage a listing that’s already claimed by someone else.
• Report issues with third-party food provider links—for example, if you’d like to remove Deliveroo (or similar) links from your Business Profile.
• Third-party violation report—for example if you’d like to report an agency for violating third-party policies.

Google Business Profile ‘Contact Us’

If you can’t find a solution via any of the sources above, then the next step is to contact the Google Business Profile team to ask for their direct support: https://support.google.com/business/gethelp

Alternatively, you can log into your GBP dashboard and select ‘Support’ from the left-hand side menu.

You’ll be asked to select the business you need help with and to describe the issue. Google will then give you a list of articles and community posts that it thinks might be helpful.

Click ‘Next step’ to continue with the process. Google will present you with one or more contact options, that—for me—currently only includes ‘email’:

You’ll then need to fill in a form with the following details:

• Issue type (select from drop down):

• Your relationship to the business
• Your email address
• Your phone number
• Business name
• Business address
• Maps link for the business
• Business website
• Describe the issue
• Add related case IDs (it might be that you’ve already been in touch with the same issue)

Be sure to keep a copy of your requests, as there’s no way to access this information after you submit the form to Google.

Once you’ve submitted the form, you’ll usually be given a case ID—make a note of this somewhere so that you have a record. You’ll also receive an email from Google to confirm their receipt of your support inquiry.

Read to the bottom of this email… don’t just file it away thinking they’ll get back in touch with you:

That’s right, you’re going to need to actively contact them again! If you’ve already written up your notes into a Google document then you can use this to shape your email reply and (hopefully) get the help you need.

Ask the Google Business Profile Help Community

If you haven’t found a useful answer or potential solution, then now’s the time for you to make your own community forum post. Be aware that if you go to the help community without following the ‘support’ steps above, they will send you there first.

Don’t be tempted to tack your own issues onto an existing post. If you need to post be sure to create your own post with your own unique information.

You’ll need to be logged in for this, and in order to get the best help possible I’d suggest using the following points to compose your post:

• Always make sure that you adhere to the Google Help Communities Content Policy.
• Make the subject line (1) brief and descriptive of your issue.
• (2) Explain your issue in full with clear details—but be concise! Show that you have read and understood Google’s guidelines, if applicable.
• If you need to include screenshots or links then it’s best to include this in a Google doc (named appropriately) that is viewable by anyone with the link. Just write a brief message outlining the issue in field 2 and then include the link to the Google doc.
• Include full details of your business name, your address if relevant, and your CID number (a unique identification number for that business on Google Maps) of the business listing. If your concern is about reviews, then include the account names of the persons leaving the reviews in question.
• For (3) choose the most relevant category for your post:

Run through the final steps (make sure there isn’t already an answer on the forum, specify which platform the problem is occurring on) and then you can go ahead and post.

See this example of a forum post that was quickly and expertly answered by a Gold Product Expert. You’ll be able to see all of the questions you’ve previously asked in your profile’s ‘Post history’ area:

Wrapping Up

There are a lot of options for getting help with your Google Business Profile… some via official Google help channels and some outside of them.

It’s up to you to fully investigate a solution before you contact official support—in this way, you’ll help protect limited resources so that they can deal with bugs and help everyone enjoy a better future experience.

Go forth and prosper!

Why? Because everyone is looking for ways to cut corners. 

Many businesses unfairly employ spammy tactics like keyword stuffing, multiple Google Business Profiles (formerly known as Google My Business), lead generation websites, and falsified reviews to manipulate local search results and get ahead of their competitors.

It’s not something that just affects local SEOs, too. The wider world has caught wind of these scammy tactics:

The degree to which commercial services like locksmithing, window cleaning and general handyman work have been dominated by scammy referral businesses that use SEO to crowd out actual businesses is extraordinary.

— Cory Doctorow NONCONSENSUAL BLUE TICK (@doctorow) June 16, 2021

GBP spam isn’t just unfair, it risks damaging the reputation of Google Business Profile as a trustworthy source of information, as well as the reputations of the legal, health, and home service industries in which it seems to be most prevalent.

Google Business Profile (GBP) name spam is one of the most common spam tactics, mainly because Google still puts way too much significance on keywords appearing in GBP business names as a ranking factor.

What is Google Business Profile name spam?

Google Business Profile name spam is when the business name on a GBP listing doesn’t match the business’s registered name. 

Sometimes this can be accidental. Maybe the person who set up the GBP listing wasn’t aware that they had to use the registered business name? Maybe they’ve seen other spammy listing names and just think it’s what everyone does and so it’s okay?

But it also can be intentional, where the person stuffs different keywords into the GBP listing name on purpose, in order to boost rankings for those keywords in both SERPs and Google Maps.

Google’s guidelines on names for GBP listings are clear:

One of the reasons that name spam is such a problem is that updating the business name in a GBP listing is quick and easy. All you need to do is log in to your GBP listing, go to ‘Info’ in the menu on the left and click the pencil icon next to the business name.

Types of Google Business Profile Name Spam

Stuffing Synonyms into the Business Name

There are lots of ways of saying the same thing in order to spam Google Maps and local search results. This is what makes rankings so tricky in the first place and why adding synonyms to a business name is a really popular form of name spam. Some people even take it to the extreme, like this example from Josh Loewen:

Inserting a Location into the Business Name

Adding the location of the business to the business name in order to try and outrank competitors is another obvious and popular tactic, just like the business in the fourth position has done in the image below (not the second and third, though—they’re legitimate business names).

Using Emojis or Special Characters in the Business Name to Make it Stand Out

Some might argue that using emojis and special characters is simply a great branding exercise. But if, for example, a business added five star emojis to their business name, it’s not harmless branding anymore but making a claim that can influence searchers. This is unfair to the other businesses and that’s why this tactic is seen as search and Google Maps spam—and gets a big thumbs down from the local SEO community and Google. 

Using Subjective Adjectives in the Business Name

It’s not just the use of emojis that can turn a branding exercise into a claim. Adding words like ‘Best’ and ‘No 1 Rated’ to the business name has the same impact and is another unfair way to influence users.

Accidental Name Spam

We all know accidents can happen and the world of GBP spam is no exception. We’ve seen multi-location franchises using numbers in GBP listing names. This is not them spamming intentionally because using a number isn’t going to benefit rankings or convince users to use them. They’ve done this simply to help them manage the sheer volume of their businesses in one location.

What can we do about Google Business Profile name spam?

Unfortunately, Google’s algorithms aren’t always great at spotting spam, and their limited measures to keep business owners and SEOs honest aren’t always effective. This is why Google relies on consumers, business owners, and marketers to try and identify spam and get it removed.

In the most recent Local Search Ranking Factors survey, experts declared spam-fighting as the most important activity you can perform to increase rankings. So rather than simply trying to outperform spammers using the same tactics, it’s a good idea to focus your attention on getting spam eradicated.

How to Find and Remove Google Business Profile Name Spam

The first step to removing Google SERPs and Google Maps spam is identifying it in the first place, and BrightLocal’s Local Search Grid makes it super easy to see which of your competitors are using name spam.

For each keyword used to set up a Local Search Grid report, there’s a table that outlines the top ten competitors for that keyword. This table makes it easy for you to spot names that seem a little off. 

In the example below, looking at the name of the business ranking in the top spot, alarm bells should be ringing. This is potentially name spam, because it looks like they’re keyword stuffing. 

We can find out for sure by clicking on the competitor name in the table, which takes us to their Google Business Profile.

From there we’d be able to click through to their website to see whether the GBP business name matches up with the actual name of the business, which should be displayed prominently and consistently across things like homepage page title, in their logo, in the footer—none of these are likely to say ‘Best Dental Practice in Tampa | Tampa Dentist’, but it’s good practice to check it out!

If the GBP name doesn’t match the name they use across their website, then we have two options:

1. ‘Suggest an edit’ on their Google Business Profile and hope that Google’s algorithms do the right thing and accept it.
2. Escalate it as an official spam report by heading back to Local Search Grid and using the flag spam button. 

This will take you directly to Google’s Business Redressal Form, which doesn’t just leave it to an algorithm to decide. Everything that gets submitted through this form is looked at by someone on Google’s spam team who will review it and decide whether to take action against the spammer.

Spam is something that can easily pass you by, but with Local Search Grid you’ll have a better way to quickly identify name spam and take the steps to get it removed. 

In many cases, a business owner thinks of GBP as a thing to have for marketing purposes, not as a real business asset. That is until they no longer have it.

Think you’re immune to a suspension? Think again: it happens to 35% of Google Business Profiles every year.

What is a Google Business Profile suspension?

A Google Business Profile suspension is what happens when your free listing on Google and Google Maps is no longer visible or under your account control, and its validity has come under question from Google.

If the business has been suspended, you might see one of the following when trying to view its listing:

You’ll also receive an email that looks like this:

How to Tell How Serious Your GBP Suspension Is

There are two kinds of Google Business Profile suspension. To find out which you’ve got, search for your business on Google Maps. If it’s not there, you’ve got what’s called a ‘hard’ suspension. If it’s still there but you can’t access it, it’s a ‘soft’ suspension.

Hard Suspensions

This is very bad. In this case, the listing has been removed from Google and from Google Maps and is in a state where it can lose its reviews entirely.

Soft Suspensions

More often than not, this has to do with a user on the account. Soft suspensions usually mean that the listing is ‘disabled’. It’s still visible in search but you no longer have the means to make changes to manage it. The listing is currently in an ‘unverified status’ and is very vulnerable to user edits or requests for removal.

If there are enough signals suggesting your business should be removed (which I’ll go over shortly), you will get a hard suspension and your business will be removed from Google Maps. Spammy business names and having an address at a virtual office are common reasons for a hard suspension.

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What can trigger a GBP suspension?

Algorithmic Sweep

Sometimes Google does what is called a ‘sweep’. We saw this back in June of 2019, when suspensions increased significantly.

This was an algorithmic sweep of sensitive business categories that were highly susceptible to fake GBP listings, like locksmiths and plumbers.

The algorithmic sweep is the most common suspension cause and also the hardest to troubleshoot. It could be the result of anything from having your hours set to 24 hours to not setting your address properly.

Account Issues

For whatever reason, a GBP account manager or owner might have their own Google account suspended. Maybe it’s the representative of an SEO company that has a user account and submits a ton of spammy map edits, or maybe it’s a user that does things that violate other guidelines.

When a Google account gets a suspension, this will usually result in all listings in the account receiving a suspension.

If you’re managing multiple GBP accounts and most are suspended but one or more aren’t, then your account is not at fault. It will instead be the manager on a listing that is on a suspended account.

If this happens to you, before attempting a reinstatement, you’ll either need to do what you could call an “owner swap” (basically removing the current owners and replacing them with a new Google account, preferably connected to Gsuite) or you need to remove all managers entirely.

Manual Suspensions

Manual suspensions happen when a Google employee has personally decided that a business should not be on Google Maps. This is usually after the business has been reported via the spam redressal form.

The way I look at this is very simple: for the most part, you are guilty until proven innocent. If there is some slight doubt on the part of the Google employee, you will get a soft suspension: you’ll still be on Google Maps but must go through the reinstatement process.

Common Reasons for Google Business Profile Suspension and How to Rectify Them

Below are some common reasons for a suspension. In all instances, you will want to file for reinstatement.

With that out of the way, here are those common reasons for GBP suspension.

Listing a Business as ‘Open 24 Hours’ When It’s Not

Ensure the business is not listed as open 24 hours if not staffed in the office for 24 hours. Change the hours to something reasonable like 9AM – 5PM. It doesn’t matter if you have a call center responding to calls at all times; Google basically wants to know when your physical door is open.

Adding Keywords to the Business Name

Make sure the business name in Google Business Profile reflects what is on the business’s signage or with the secretary of state. It’s what people know the business as. It’s what’s written on the business cards and the office pens. So remove the keywords; it’s pretty simple.

Having a Business Address at a Virtual Office or Co-working Space

Avoid this altogether. I get it, it is cheap. But it paints a huge target on your back for competitors looking to get your listing removed, and Google is just no good at policing it. Most of the time, you will have to move. If you want to stay, be prepared to show a mountain of evidence.

Changing Your Address

This one is not as easy to understand since it should always trigger the re-verification process within Google Business Profile. But in some cases, the listing will get suspended. Ensure you document the previous address and, of course, the new one. Provide this during reinstatement.

Creating Multiple Listings For the Same Business

Remove the fake listings from your Google Business Profile dashboard and then try to remove them yourself in Google Maps, or document the URL and admit your fault on reinstatement.

Creating Multiple Listings at the Same Address

Same as above: get rid of any fake business listings or be prepared to show legal proof there is another business at the location.

What can cause suspensions to be more common?

Plenty of activities can increase the chances of suspension, even if they’re not the direct cause. Here’s a bunch, in no particular order:

• Rogue account managers or a user that has made too many spammy edits
• Keyword stuffing in the business name (and being reported for it)
• Repeated edits to a listing in a short period of time (it’s best to wait 60 seconds between edits)
• Changing from a Storefront to a Service Area Business
• Address or hours not matching with those on your website (especially in the case of a location inside a virtual office)
• Pin marker being in a suspicious location
• Inconsistent signage (and getting reported for it)
• Using a UPS Store, Regus, DaVinci or other virtual offices as the business location
• Having multiple listings in an area that has service areas overlapping
• Having the same business contact number across multiple profiles
• Having malware on your website
• Being an online-only business (making contact with customers is core to GBP)
• Having a violation in other Google Products (like Adwords)

My advice will help you understand the various quality issues that can cause your GBP listing to get suspended. Remember, your first step should always be to review the Google Business Profile guidelines and do not attempt to challenge the suspension until you have all of the information you need.

Fixing a suspended profile is possible, but you should always be prepared to provide the relevant documentation and accept that it may take some time.

How to Avoid Google Business Profile Suspension

The best way to avoid suspension is to follow the guidelines and not try to bend the rules.

I’ve helped reinstate more than 150 locations in the past two months alone, and along the way, I have witnessed many very common errors, some of which were just mystifying.

Key Tips to Avoiding GBP Suspension

• Make sure your business information is always up to date in the state business directory, city license or state bar.
• Hire a Street View photographer to refresh your signage.
• Don’t try to game the system with tons of listings. It’s just not worth it.

The Suspension Appeal Process

Here, I will talk you through the GBP suspension appeal process and offer some tips to help you get it right the first time.

In this email, you’ll find the ‘Violation type’, which will let you know which guideline or policy the Google Business Profile listing has violated. Note that Google is not telling you what to fix, only which guideline was violated.

Click on the ‘restriction policy’ link to learn more about the policy violation so you can understand how to fix your Business Profile.

Once you’ve made the necessary changes to comply with Google’s guidelines, ensure you’re logged into the email address you use to manage the suspended Google Business Profile. Then, click the ‘Appeal’ button in the email. This will take you to the Appeals tool, where you can submit your appeal.

This screen will help you confirm the account you are currently logged into. Many merchants have multiple Google accounts and can sometimes be confused as to which one has the profile they want to appeal.

Moving forward, you will be directed to a page (above) listing your suspended Business Profile(s).

For users with only one business location, your sole suspended account will automatically populate on this page.

If you are an agency or represent multiple Business Profile locations under one account, this page will display all of your profiles currently facing suspension. You must select which specific business listing requires resolution.

This next page displays key information regarding your suspended Business Profile:

• Suspension date (‘Rejection Date’)
• General suspension reason (‘Decision’)
• Current status/details, with one of two possibilities:
  • Cannot Appeal: Unfortunately, not all suspensions allow appeals. If this status appears, you cannot proceed further. (This might happen if the account user is a known spammer or constantly creates new profiles with bad data—a bad VIP number, for example.)
  • Eligible for Appeal: Click ‘Next’ to advance through the available appeal process.

Google Business Profile Reinstatement Appeal Evidence Checklist

• Official Business Registration: Gotta show you’re officially established.
• Business License: Prove you’re authorized to operate.
• Tax Certificate: Taxes paid, business validated.
• Utility Bill: Matches address and name on other docs. (Electricity, phone, gas, water, sewage, trash, recycling, TV, and internet are all fair game.)
• Double-check: Business name and address is exactly the same on all documents and your Google Business Profile. Accuracy is key!

Want the best chance of success? Upload as many documents as possible. Still unsure? Hiring a pro for help could save your online presence.

As soon as you hit ‘Continue’, start a 60-minute timer. That’s your window to upload evidence and save your Google Business Profile. But I hope it goes without saying: read the rest of this guide first!

Also, don’t miss the ‘Add Evidence’ / Fill out evidence link! It’s your gateway to uploading those crucial documents. (Skipping this step basically means waving goodbye to your profile.)

Below the following section, I’ll show you screenshots of the appeals form in full, as it’s useful to know what awaits you before you start the process.

Time to plead your case and upload proof

The evidence form is your gateway back to online visibility. Here’s the lowdown:

Pre-filled details

Relax. Your email, business info, and Google Business Profile ID are already there.

File upload

Got more than two documents? Zip ’em up and upload the zip file. Remember, the more evidence, the merrier (for Google)!

Tell your story (factually)

Why reinstate your profile? Explain the situation clearly and concisely.

• Compliance fixes: Show what you’ve changed to comply with guidelines.
• Additional info: Include anything helpful for Google’s decision.
• No whinging!: Focus on facts, not frustration. This isn’t the place to complain about lost business. Google does not care about how much you spend, your time in business, your 5-star reviews, or the fact you will lose your mortgage and have to live on rice and ramen.
• 1,000 characters to shine: Make your words count! Explain yourself persuasively.

Remember: This is your chance to show Google you’re a legit business playing by the rules or your admttence to breaking guidelines. Be clear, be concise, and be factual. And most importantly, don’t miss the 60-minute deadline!

Once you’ve uploaded and filled the form, hit ‘Submit’ and send that evidence flying! You’ve got this!

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Appealing Suspensions for Multiple Locations

Google has created an additional process for appealing suspensions to ten or more profiles at once. And it’s in the ‘evidence’ phase of your appeal.

To do this, you just need to follow the process as normal. When you’re given the option to include evidence, there will be a box to tick if you’re appealing ‘10 or more locations’.

Once you’ve ticked that, you’ll need to include a sheet as evidence. In that sheet, you’ll need to include:

• Evidence for each profile
• The Business Profile ID for each profile

Importantly, as all of these will be wrapped up with the main profile you’re appealing, you won’t be able to check on the status of each profile’s appeal. You’ll only be able to see an update for the profile you selected.

What does the GBP suspension reinstatement appeals form look like?

As promised, here’s that appeals form in full.

Evidence submitted? Mission accomplished! (For now.)

Back to the Appeals tool, you go! Your status should now read ‘Submitted’. That means you’ve done your part. Now it’s Google’s turn to review your case and make a decision.

Once You’ve Submitted Your Appeal

Keep your eyes on the prize! The Appeals tool is your new best friend. Check it regularly to monitor your status.

Look for these updates:

• Approved: Pop the champagne! Your profile’s back in business.
• Not Approved: Sorry! Time to contact an expert.

Google’s team is on the case, but they need a few days to thoroughly review your evidence and ensure your profile aligns with their guidelines.

Remember: Your online presence is worth the wait! Stay proactive by checking the Appeals tool and your email inbox for updates.

Stay tuned for an email with the final verdict:

• Approved: Your compelling evidence sealed the deal, proving your legitimacy and compliance. Congratulations!
• Not Approved: It’s time to re-strategize. Look closely at Google’s feedback, make any necessary adjustments, and your options.

Requesting an Additional Review

You can only ask for an additional review if your original reinstatement request is denied. You do this by using this dedicated form.

If you do this, you can supply additional evidence that wasn’t used in your original appeal.

In the European Economic Area (EEA) there may also be other options available.

Be Prepared and Good Luck

The idea of losing your business to Google is terrifying. There are real-world consequences to a profile suspension.

While it is nice that there is a transparent system that allows you to understand why you are suspended, there is still the reality that you need to be prepared ahead of time to make a good-faith appeal.

Good luck!

This loophole has now been fixed to prevent. It was reported in January 2025.

A black hat local SEO technique involving moving Google Maps pins causes chaos for local businesses.

For consumers, few things are as annoying as heading to a business location only to find it’s not there, despite what Google said. That restaurant with the great evening menu? Permanently closed. The mechanic Google Maps promised was just a 10-minute drive away. Nowhere to be seen.

While these scenarios are undoubtedly the source of much frustration when you’re hungry or dealing with a flat tire, they’re even more problematic for the business itself. That’s because irritated consumers typically won’t make a second journey. They might vent to their friends or leave a bad review online, however.

But what’s the problem, and how can you make sure it doesn’t happen to your Google Maps pin?

What is the Pin Moving Scam on Google Maps?

If your Google Maps pin moved without you having moved it, you might have fallen victim to the Google Maps pin scan. There have been reports of this tactic being used against unsuspecting local businesses since early 2024. 

This scam is diabolical in its simplicity. Using the ‘Suggest an Edit’ feature, which appears below all Map listings, a bad actor edits a map location without the business’s knowledge or consent. The scammer drags the pin to a new location—usually several hours away in a totally different area—to give Google and search users a false idea of where that business is.

Anyone can access the ‘Suggest an Edit’ feature, so it’s no surprise that black hat SEOs are using it as a tactic.

As it stands, Google has been informed of the problem but has not created a fix to prevent it from continuing.

Why is it a Worry for Businesses?

The Google Maps pin scam is problematic on a few different levels. Google won’t alert you if someone suggests an edit to your business location or moves your Map pin maliciously. Not knowing means you can’t take steps to resolve the issue.

The most pressing issue is that it can severely impact your local search visibility. If your pin moves, your location moves with it. That means search users in your area will no longer see your business. Of course, this has serious implications for your rankings, which could suffer a disastrous sudden drop. That lack of visibility also means you’re likely to lose web traffic. Foot traffic to your physical location could also decline and sales figures may be hit.

There’s also the annoyance factor to consider. As we mentioned earlier, if a consumer heads to what they think is your location, but you’re not there, your reputation is likely to suffer. The 2023 Local Business Discovery and Trust report found that 62% of consumers would avoid using a business if they found incorrect information online. You’re not just losing revenue and the chance to pick up a loyal new customer; you could also find that the negative reviews are piling up through no fault of your own. It’s a self-perpetuating cycle that could have serious financial repercussions.

How do I Fix it if it Happens to My Business?

Your first indication that this black hat technique has hit you could come too late—when your local search positions have dropped, and your calls, sales, and web traffic have all faltered. The best line of defense is to be proactive. Get into the habit of regularly reviewing your Google Business listing so that you can verify that all information is accurate.

If you’re already a victim of this scam, you’ll need to move your pin back to your actual business location. You can do this by following the same steps as the scammers:

Step 1: Use an email address not associated with your Google Business Profile.

Step 2: Search for your business, potentially by name, if you can’t find the exact pin location easily.

Step 3: Click ‘Suggest an edit’, then choose ‘Change name or other details’.

Step 4: Drag the pin to your true location, or enter your true address manually.

Step 5: Save the change.

Tracking and Rejecting Changes

While there isn’t an official line from Google about how to prevent it, there is an option in ‘Business Profile settings’ that may do just that. Google’s documentation on ‘managing updates to your Google Business Profile’ allows you to ‘accept’ updates it rolls out across various elements of your profile.

The documentation states that “Google uses information from a variety of sources, like user reports and licensed content” to update information from your opening hours through to your GBP attributes. One of the options available is your ‘Map marker’. While it doesn’t specifically call out the ‘Suggest an edit’ functionality here, there’s a good chance it’s what it means by ‘user reports’.

You can choose whether to automatically ‘accept’, ‘edit’, ‘edit and resubmit’ or else simply ‘discard’ the updates. To update this, follow the steps below:

Step 1: Select the kebab menu on your profile’s NMX and click ‘Business Profile settings’.

Step 2: Browse to your ‘Linked accounts’, then go to ‘Businesses’ on the side Nav

Step 3: Select the business you want to edit and choose ‘Actions’ when it appears.

Step 4: In the ‘Google updates’ section, select ‘Accept’.

Step 5: You’ll then be shown the list of options below. We’d advise you not to click ‘clear selection’. Deselect ‘Map marker’. This may help alert you to this scam.

Step 6: Click accept.