Google Business Profile Mistakes That Cost You Big

Running your business is already a full-time job. The last thing you need is to get sidelined by a technical mistake on your Google Business Profile. It’s not just frustrating, it can cost you visibility, reviews, and trust.

Several of our clients have found this out the hard way.

One client created two nearly identical listings for the same business, thinking it would boost his chances of showing up in search. Instead, Google flagged both. His listings were pulled down, his reviews disappeared, and just like that, he was locked out of his own business profile.

Here’s the truth: Even though every listing is regarding someone’s business, Google views those listings as their property. Google’s not playing around. And you don’t get much of a second chance.

Why Google Cracks Down & Why It’s a Good Thing

Google isn’t here to mess with small businesses. It’s here to protect them, along with the integrity of its own processes. They specifically advise that "Google Maps is dedicated to helping people navigate and explore the world around them." So, they have a lot of algorithms and processes in place to make it happen as part of their "approach and progress in protecting people from harm while delivering timely, reliable information."

When you search for a business online, Google wants to make sure you're seeing real companies with real locations, not spammy duplicates or fake names trying to game the system.

Yes, the policies can feel strict. But they exist to:

• Keep search results accurate

• Prevent spam and fraud

• Protect hard-earned trust and visibility

When your Google Business Profile is set up correctly, you benefit from that trust. You’re easier to find. You look more credible. And you avoid costly suspensions or review losses that could set you back.

Let’s walk through the most common Google Business Profile (GBP) mistakes we see, and what can happen as a result.

Mistake No. 1 - Making Multiple Listings for the Same Business

Why people do it: They think more listings = more chances to show up in search.

What really happens: Google sees this as spam. Your listing could be suspended, meaning it disappears from search. Even worse, you could lose your reviews and not get them back.

Google doesn’t see this as ambition; it sees it as spam. It’s like trying to skip the line at the airport. Sure, you want to get there faster, but it ends up slowing things down for everyone.

Mistake No. 2 - Adding Keywords to Your Business Name

Example: Instead of “Joe’s Roofing,” someone lists “Joe’s Roofing – Best Roofers in Torrance CA.”

Why people do it: They think it will help with SEO.

What really happens: Google flags the listing for keyword stuffing. You might get a manual review or have your edits automatically rejected, and repeated violations can get you suspended.

What’s a manual review?

A real person at Google checks your profile. If they think you’re violating policies, they can shut you down. No appeals.

It might feel like a smart SEO move, but from Google’s point of view, this muddies the waters. They're protecting search results from becoming cluttered with exaggerated or misleading names.

Mistake No. 3 - Listing a Home or Virtual Address as a Public Office

Why people do it: They’re home-based and still want to show up on maps.

What really happens: Google wants brick-and-mortar locations for public listings. Using a PO Box, UPS store, or virtual office can lead to suspension or deletion.

TIP: If you don’t serve clients at your location, select “hide my address” when setting up your profile.

Google wants people to show up to a business that actually exists at the location listed. It's all about keeping things real and keeping customer experiences consistent.

Mistake No. 4 - Constantly Changing Your Info

Why people do it: They’re trying to “optimize” their listing or keep up with rebrands.

What really happens: Too many edits (especially to your name, category, or address) make Google suspicious. You may get a temporary suspension or lose trust in Google's eyes, resulting in lower rankings or not showing at all.

What’s a temporary suspension?

Your profile gets removed from search while Google investigates. You can’t update it, get calls, or collect reviews during that time.

Just like frequent flyer alerts, too many edits make Google take a closer look. It’s about flagging suspicious behavior, not punishing business owners trying to improve.

Mistake No. 5 - Ignoring Your Profile After It's Verified

Why people do it: They think “set it and forget it.”

What really happens: Google relies on fresh, accurate info. If your hours, services, or links are outdated—or missing altogether—you’ll lose clicks and trust. Worst case, Google marks you as inactive and hides your profile.

What’s a verified listing?

It’s when you prove to Google that you own your business, usually by mail or phone. If you skip this step, your listing isn’t live and someone else could claim it.

Google rewards fresh, accurate info because it makes the platform more useful for everyone.

Mistake No. 6 - Neglecting or Mishandling Reviews

Why people do it: They're too busy or unsure how to respond.

What really happens: Reviews build trust and affect rankings. Ignoring them—or worse, arguing with customers in public—can drive people away and damage your reputation.

Customer feedback is part of what makes Google Profiles powerful. Engaging with reviews shows that you’re active, responsive, and real.

So, What’s at Stake?

Avoiding these mistakes doesn’t just keep you out of trouble with Google. It protects everything you’ve worked hard to build:

• Your reviews

• Your search visibility

• Your local reputation

• Your ability to show up on Google Maps (hello, new leads!)

Don’t Wait Until You’re Locked Out!

If your listing gets flagged, the fix isn’t always quick or guaranteed. We've helped some business owners get their profiles back online, but it can take weeks. And sometimes, reviews are lost for good.

If you want to make sure your profile is in good shape, explore our best practices to create or update your GBP, or contact us for a quick, free audit of your GBP.

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