Google Business ProfileModule 2: Build an accurate profileLesson 6 of 10
Course progress50%
19 min lesson · Updated August 2026
What are verification, duplicate profiles and suspensions?
Verification confirms that an authorized person represents an eligible business; duplicate and suspension problems should be resolved through Google’s ownership, merge/edit and appeals tools using truthful matching evidence—not by creating replacement profiles.
What you will learn
By the end, you will understand:
Prepare for Google-selected verification methods
Resolve ownership and duplicates without losing the real record
Use the current suspension appeal process and preserve evidence
Visual explainer
See the idea clearly.
★★★★★
A real eligible business and matching evidence move through Google-selected verification into one owned profile; ownership conflicts, duplicates and suspension branch to their official resolution and appeals paths.
Google chooses the verification method
Available methods can include video recording, phone/text, email, live video or mail, depending on business, location, public information, account and risk. A business cannot always choose its preferred method.
Prepare the actual operation: signage, equipment, access, location surroundings, business documents and proof that the verifier is authorized. Never stage a location or edit evidence deceptively.
Ownership should be durable
Use an account controlled by the business as primary owner, then add authorized people with the minimum suitable role. Do not share passwords. Keep recovery information current and remove access when roles end.
If another person owns the profile, use Google’s request-ownership process. Do not create a duplicate merely to bypass them.
Duplicate does not always mean delete
Case
Response
Same business, duplicate profile
Identify the authoritative record and use supported merge/removal/edit processes; protect genuine reviews and history.
Business moved
Update the existing eligible profile and old-location state rather than automatically creating another identity.
Two real distinct businesses
Keep separate only when each independently meets name, category, signage, staffing and eligibility rules.
Department/practitioner
Apply Google’s specific rules before deciding whether a separate profile is allowed.
Suspension is a policy state, not a marketing problem
Google may suspend or disable a profile or restrict an account when policies are violated or verification fails. First compare the profile with current guidelines and correct unsupported details where possible.
Do not create a new profile for the same business while an appeal is under review; Google explicitly warns against this. Repeated speculative edits can further confuse the evidence.
Current appeal process
01
Read violation/policy shown
02
Audit profile and account
03
Correct non-compliant details
04
Gather matching evidence
05
Open Business Profile appeals tool
06
Submit appeal
07
Add evidence within the stated window if offered
08
Track decision
09
Request additional review only when eligible/new evidence exists
Evidence should match the profile
Official business registration
Business licence where applicable
Tax certificate where applicable
Utility bill such as electricity, phone, water or internet
Name matches profile
Address matches eligible profile location
Recent clear documents
Explanation is concise and factual
No altered screenshots or borrowed documents
The evidence window matters
Google’s current suspension help says that when the optional evidence form is offered after appeal submission, it must be submitted within 60 minutes to attach to that appeal. Prepare files before starting.
Requirements can change, so read the live appeals interface and help page at the time of action. Do not send sensitive evidence to unofficial “support” contacts.
Real-world example
Example: suspended service business
Example
A service company had exposed a residential address and added city keywords to its name. It corrects the profile to the real name, hides the address, prepares matching registration and utility evidence, then uses the official appeals tool. It does not open a duplicate profile.
Try this
Prepare a recovery folder before a problem
Record the primary owner, profile ID, real-world name, eligible address/service model, official documents, website and access list. Add links to Google’s current ownership and appeal tools.
Common questions
Questions beginners ask.
Can I choose my verification method?
Not always. Google decides which methods are available for the business and situation.
What might video verification show?
Google may ask for location, signage, equipment and proof of authorized management; follow the live instructions exactly.
What should I do if someone else owns the profile?
Use Google’s request-ownership process rather than creating a competing duplicate.
Should duplicate profiles be deleted immediately?
Investigate first; use the supported process that protects the authoritative record and valid history.
What should happen before a suspension appeal?
Audit and correct the profile against current guidelines, then prepare matching evidence.
Can I create a new profile while appealing?
Google advises not to create a new profile for the same business while an appeal is under review.
How long is the optional evidence-form window?
Google’s current help states 60 minutes after opening/receiving the evidence form; verify the live instruction when appealing.
Can an agency submit an appeal?
An authorized representative may assist, but the owner should retain control and all evidence must be truthful and authorized.
