Dealing with Duplicate Google Business Profiles?

Duplicate listings can appear for several reasons, including:

• Accidental creation by employees, agencies, or past owners
  
• Google auto-generating a profile based on public data
  
• Different users verifying the same business under separate accounts
  
• Inconsistent NAP (Name, Address, Phone Number) across online directories
  
• Business relocations or rebranding without properly updating the original profile
  
  

In some cases, a well-meaning attempt to improve visibility—like creating a second listing for another service—can backfire if it goes against Google’s guidelines.

Many business owners believe that having multiple listings could help them dominate more search space. Unfortunately, Google sees it differently. Duplicate profiles often do more harm than good:

Reviews, ratings, and views may be divided across different profiles. This dilutes your social proof, making it harder to build trust and authority.

When customers see two or more listings with conflicting details (different hours, addresses, or phone numbers), it raises red flags. They may not know which one to trust—or worse, they might skip your business altogether.

Google’s algorithm is designed to deliver the most relevant and accurate results. Duplicate listings can be seen as spam or inconsistency, lowering your chances of ranking in the Local Pack or Maps.

Google’s guidelines allow only one profile per business location (unless you have multiple departments or practitioners). If your duplicate listing appears to violate this rule, both profiles could be flagged or suspended.

Start by searching your business name and location on Google Maps and Google Search. Look for listings with slight variations in:

• Business name
• Address (including old locations)
  
• Phone number
  
• Categories or descriptions
  
• Google account ownership

You can also use tools like BrightLocal or Whitespark to scan for duplicates across the web. Be sure to check for older listings under previous names or inactive accounts.

If possible, claim ownership of all duplicate profiles. This gives you control to edit, update, or remove them through your Google Business dashboard. If a listing is unclaimed, click “Own this business?” to begin the verification process.

Keep the listing that has the most accurate information, strong reviews, consistent NAP, and historical data. This will become your primary profile.

• If both listings represent the same business at the same address, you can request a merge by contacting Google Business Profile Support.
  
  
• If the duplicate is unverified, you can suggest an edit directly from Google Maps and report it as a duplicate.
  
  
• If the listing is verified under a different account and you don’t have access, submit an ownership transfer request or flag it via support.
  

Update your NAP information on other sites—Yelp, Bing, Apple Maps, local directories, and your website. Consistency across platforms strengthens your online credibility and minimizes the chances of Google re-creating the duplicate in the future.

Once the duplicate is removed or merged, take proactive steps to avoid this issue down the line:

• Use a single business account to manage your Google Business Profile.
  
  
• Don’t create separate listings for individual services or staff unless you qualify under Google's practitioner or department rules.
  
  
• Keep your NAP consistent across all platforms and update it immediately if anything changes.
  
  
• Regularly monitor your profile for suggested edits or new listings using your business name.
  
  

Train your team or agency on proper profile management to avoid accidental duplicates.

Duplicate Google Business Profiles can cause serious headaches if left unchecked. From confused customers to lost search visibility, the damage adds up quickly. If you're unsure how to handle it—or if your listing was already suspended because of a duplicate—professional help can get you back on track fast.

Reinstatement Ninja specializes in removing duplicates, restoring suspended profiles, and optimizing your Google Business Profile for long-term success. Don’t let duplicate listings damage your local presence. Contact Reinstatement Ninja today and let our experts take control of the cleanup so you can focus on running your business.