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 @pluralistic@mamot.fr Red Team Blues (@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!