A Google Business Profile (GBP) is the lifeline for any local business. It's where customers find your hours, read your reviews, and decide if they’ll give you a call. But what happens when that lifeline is cut off? If your GBP gets suspended, it’s like the lights go out—your phone stops ringing, and business can grind to a halt.
Here’s the thing: many business owners see GBP as just another marketing tool. But the moment it’s gone, you realize it’s more like a vital organ. And here’s a reality check: 35% of Google Business Profiles get suspended every year. Think it won’t happen to you? Think again.
What Is a Google Business Profile Suspension?
A Google Business Profile suspension is when your business listing on Google and Google Maps is taken down or becomes inaccessible because Google questions its legitimacy. You might get a nasty surprise when trying to view your listing, like one of these notifications:
“Your business is no longer visible on Google.”
“Your Google Business Profile has been suspended.”
And just like that, you’ll get an email that confirms your worst fears.
Quick Tip: Don’t Panic and Don’t Create a New Listing
When Google suggests creating a new listing, don’t do it. You could lose all your reviews and any ranking power you had built up. If your listing was within Google’s guidelines, you will get reinstated, even if it takes a little persistence.
How to Tell How Serious Your GBP Suspension Is
Google has two kinds of suspensions, and it’s crucial to know which one you’re dealing with:
Hard Suspensions
This is the worst-case scenario. Your listing is completely removed from Google and Google Maps. It’s as if your business doesn’t exist online anymore, and you risk losing your reviews entirely.
Soft Suspensions
With a soft suspension, your listing is still visible in search, but you’ve lost access to manage it. This usually means your listing is “unverified” and vulnerable to being taken down if enough red flags are raised.
What Can Trigger a GBP Suspension?
1. Algorithmic Sweep
Sometimes, Google does a cleanup, known as a “sweep,” where they target industries prone to spammy listings, like locksmiths and plumbers. If you’re caught in one of these sweeps, you might get suspended for something as minor as not setting your business hours correctly.
2. Account Issues
If a manager on your account has their Google account suspended—maybe because they’re linked to spammy activities—every listing they manage could also get suspended. In this case, you might need to remove that manager or do an “owner swap” before attempting reinstatement.
3. Manual Suspensions
A Google employee might manually suspend your listing if someone reports it through the spam redressal form. Here, you’re guilty until proven innocent. If there’s even a slight doubt, you’ll get a soft suspension and have to go through the reinstatement process.
Common Reasons for Google Business Profile Suspensions and How to Fix Them
1. Listing as ‘Open 24 Hours’ When You’re Not
If your business isn’t staffed around the clock, don’t list it as 24/7. Set reasonable hours, like 9 AM – 5 PM. Google wants to know when your physical doors are open, not when you’re answering calls.
2. Adding Keywords to Your Business Name
Your business name on Google should match what’s on your signage, business cards, and the secretary of state’s records. Adding keywords might seem like a smart SEO move, but it’s a fast track to a suspension. Keep it simple and accurate.
3. Using a Virtual Office or Co-working Space as Your Address
Avoid this at all costs. Google is terrible at policing these, and it makes your listing a prime target for competitors. If you must use a virtual office, be prepared to provide extensive proof to keep your listing live.
4. Changing Your Address
When you change your business address, it should trigger re-verification. But sometimes, it causes a suspension. Make sure you document both your old and new addresses and provide this during reinstatement.
5. Creating Multiple Listings for the Same Business
If you’ve created multiple listings for the same business, you’re asking for trouble. Remove the duplicates and be upfront about it in your reinstatement request.
How to Avoid Google Business Profile Suspension
The best way to avoid a suspension? Play by the rules. Keep your business information up-to-date, don’t try to game the system, and ensure everything about your listing is accurate.
Key Tips to Avoiding GBP Suspension:
Stay Consistent: Make sure your business info matches across all platforms—state business directory, city licenses, and so on.
Keep It Clean: Don’t try to flood the map with multiple listings in different areas. It’s not worth the risk.
Invest in Visibility: If you’re serious about ranking in a metro area, consider opening a legitimate office there. The investment will pay off in the long run.
The Suspension Appeal Process
If you do get suspended, don’t panic. The appeal process is your chance to get back in the game. You’ll need to gather all the relevant documentation—business registration, licenses, tax certificates, utility bills, and so on—before submitting your appeal.
Steps to Appeal:
Gather Evidence: Make sure all your documents are accurate and match your Google Business Profile.
Submit Your Appeal: Use Google’s appeal form and upload all the evidence. You have 60 minutes to complete this once you start, so be ready.
Check Your Status: Keep an eye on the Appeals tool and your email for updates. If you’re approved, celebrate! If not, it might be time to consult an expert.
Final Thoughts
The idea of losing your Google Business Profile can be terrifying, but with careful management and a solid understanding of Google’s guidelines, you can minimize the risk. And if the worst happens, being prepared with the right documentation and strategy can make all the difference.
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.
Comments