Introduction: Why Duplicate Google Business Profiles Are a Problem
A Google Business Profile (GBP) is one of the most powerful tools for local SEO and online visibility. But when duplicate listings appear, they can confuse potential customers, split reviews, harm rankings, and even lead to suspensions. If you're seeing multiple profiles for the same location, it's critical to clean them up — but the process must be done carefully to avoid removing or damaging the verified listing.
This guide walks you through:
- How duplicates happen
- Why you should remove them
- What happens if you delete the wrong one
- A safe, step-by-step process to remove duplicates without harm
Section 1: How Do Duplicate Google Business Profiles Happen?
Duplicate listings can occur for several reasons:
- Automatic generation by Google: If Google finds business information online (citations), it may auto-create a listing.
- Old listings: Someone may have created a profile in the past and forgotten about it.
- Name variations: Using different names or spellings (e.g., ABC Co. vs. ABC Company)
- Multiple users or locations: Staff, marketers, or agencies may unknowingly create a new listing.
- Moving address or phone number: If a business moves or updates contact info without proper redirection.
Section 2: Why You Want to Remove Duplicate Listings
Duplicate profiles aren't just confusing — they can hurt your online performance:
- ❌ They dilute your search ranking and NAP consistency.
- ❌ Split reviews and check-ins between profiles, lowering your authority.
- ❌ Potentially lead to suspensions if Google sees conflicting data.
- ❌ Confuse customers looking for your business (wrong address, hours, or phone).
Section 3: What Happens If You Delete the Wrong Profile?
Many business owners make the mistake of deleting their verified listing when they see two profiles. This does not delete it from Google — it only removes it from your GBP dashboard. You risk:
- Losing all reviews and insights
- Having no access to manage your profile
- Letting competitors claim or suggest edits to your listing
Always identify and preserve the verified listing.
Section 4: Step-by-Step Guide to Remove Duplicate GBPs Safely
Step 1: Identify Which Profile Is Verified
- Go to Google Business Profile Manager
- Look at the profile status – one should say "Verified"
- Keep the verified one – it's the one actively managed and ranked
Step 2: Claim the Duplicate (if not already claimed)
- Search the business name in Google Maps
- Click "Own this business?" and request access if not owned
- Once claimed, you'll be able to manage its removal
Step 3: Suggest an Edit to Remove the Duplicate
- Visit the duplicate listing on Google Maps
- Click "Suggest an edit" >"Close or remove" > Select "Duplicate of another place"
- Submit the correct verified listing's name or URL as the primary
Step 4: Submit a Removal Request to Google
If the listing remains after a few days:
- Go to the Redressal Form
- Select "Remove a location"
- Choose "Duplicate"
- Add the duplicate's Google Maps URL and a short explanation (e.g., "This is a duplicate of our verified listing located at [URL]")
Step 5: Monitor the Listings
- Check weekly in Maps and your GBP dashboard
- Google may merge the listings, transferring reviews
- Be patient – this process can take 5-10 business days
Section 5: What If the Duplicate Has Reviews?
When duplicates are merged, Google sometimes transfers reviews. It's not guaranteed, but possible. You can request support to merge them manually once the duplicate is flagged and removed.
Section 6: Best Practices to Avoid Duplicates in the Future
- Use consistent business information across all listings, websites, and directories (NAP).
- Don't create a new listing if you move. Use the "Update address" function instead.
- Limit who can create or manage listings
- Set up alerts or monitor with tools like BrightLocal or Whitespark
Conclusion: Keep Your Google Business Profile Clean and Clear
Cleaning up duplicates is essential to ensuring your business performs well in local search. With the right process, you can protect your verified listing while eliminating confusion and improving SEO. When in doubt, consult an expert or audit your listings regularly.