Common Google Business Profile Setup Problems and How to Fix Them

Setting up a Google Business Profile, often still called Google My Business or GMB, should be simple. In reality, many business owners run into problems with verification, duplicate listings, suspended profiles, incorrect information, missing reviews, rejected photos, ownership access and poor local visibility.

This guide explains the most common Google Business Profile setup issues and how to fix them, so your business has the best chance of appearing correctly on Google Search and Google Maps.

Why Google Business Profile Setup Matters

Your Google Business Profile is one of the most important parts of your local online presence. It can show your business name, location, opening hours, reviews, photos, phone number, website link, directions, services, products and booking options.

For local businesses, it is often the first thing potential customers see before they visit your website. A well-set-up profile can increase calls, website visits, direction requests and enquiries. A poorly set-up profile can cause lost visibility, customer confusion and even suspension.

1. Google Business Profile Verification Problems

Verification is one of the most common issues business owners face. Google may ask you to verify by phone, email, postcard, video recording or live video call. The available method is chosen by Google and can vary depending on your business type.

Common symptoms

The verification code never arrives.
The video verification fails.
The profile says “verification required” again after you thought it was complete.
You cannot choose the verification method you want.
The profile is under review for longer than expected.

How to fix it

Check that your business name, address, phone number, category and website match your real-world business details.
Do not change key profile information while waiting for verification.
If using video verification, show clear evidence such as signage, your business location, equipment, stock, branded materials, vehicle branding or proof that you can access the premises.
Use the exact verification method Google offers, rather than trying to force an older method.
If verification fails, correct any weak or inconsistent details before trying again.
Allow up to five business days for many verification reviews, and longer if postcard verification is involved.

2. Duplicate Google Business Profiles

Duplicate listings can confuse Google and customers. They can split reviews, weaken your local SEO and cause ownership problems.

Common symptoms

Two or more profiles appear for the same business.
Reviews are split across different listings.
You cannot access the profile that is already live.
Your new listing is marked as a duplicate.
Google keeps showing old business details.

How to fix it

Search Google and Google Maps for your business name, old business name, address and phone number.
Choose the strongest profile to keep, usually the one with the correct details, longest history and best reviews.
If another person owns the correct profile, request ownership rather than creating a new listing.
Remove duplicate profiles you created yourself from your account.
If needed, contact Google Business Profile support to request a merge or correction.

3. Business Name Problems

Google wants your business name to match your real-world business name. Adding extra keywords can cause edits to be rejected, profile ranking instability or suspension.

Common mistakes

Adding service keywords to the name.
Adding town names that are not part of the real business name.
Using different names on your website, signage and Google profile.
Changing the business name repeatedly.

How to fix it

Use your real trading name exactly as it appears on signage, your website and business documents.
Remove unnecessary keywords from the business name.
Add services and locations in the correct profile sections instead.
Make sure your website footer, contact page and local citations use the same name.

4. Incorrect Address or Service Area Settings

Many businesses set their address incorrectly. This is especially common for tradespeople, mobile businesses, home-based businesses and service-area businesses.

Common symptoms

Your home address is showing publicly when it should be hidden.
Your business does not appear in the right service areas.
Google asks for re-verification after an address change.
Your profile is suspended after using a virtual office or mailbox address.

How to fix it

If customers visit your premises, show your address.
If you visit customers but they do not visit you, hide your address and set up a service area.
Do not use PO boxes, mailbox addresses or virtual offices unless the address genuinely meets Google’s requirements.
Keep service areas realistic and based on where you actually work.
If you move premises, update your website and citations before or shortly after changing your Google profile.

5. Suspended Google Business Profiles

A suspension is one of the most serious Google Business Profile problems. Your profile may disappear from public view or remain visible but become unmanageable.

Common causes

Using a virtual office or invalid address.
Keyword stuffing in the business name.
Creating duplicate profiles.
Using misleading categories.
Making too many major changes too quickly.
Adding incorrect website links or phone numbers.
Violating Google’s profile policies.

How to fix it

Do not create a new profile immediately.
Review Google’s guidelines carefully.
Correct anything that could be considered misleading or non-compliant.
Gather evidence such as business registration, utility bills, signage, photos, website details and proof of address.
Submit an appeal through the correct Google account.
Include clear evidence that your business is real, eligible and accurately represented.

6. Ownership and Access Problems

Access issues are very common when an old employee, previous agency or former owner set up the profile.

Common symptoms

You do not know which Google account owns the profile.
A previous marketing agency still controls the listing.
An ex-employee created the profile.
You cannot transfer primary ownership.
You can see the profile but cannot edit it.

How to fix it

Search for your business in Google while signed into your Google account.
Click “Own this business?” or “Claim this business” if available.
Use Google’s ownership request process.
Wait for the current owner to respond.
Once access is restored, make the actual business owner the primary owner.
Add agencies or staff as managers rather than sharing passwords.

7. Wrong Business Category

Your primary category is one of the most important Google Business Profile settings. If it is wrong, your profile may struggle to appear for the right searches.

Common mistakes

Choosing a broad category instead of a specific one.
Choosing a category based on keywords rather than what the business actually is.
Adding too many unrelated secondary categories.
Using a category that does not match the website content.

How to fix it

Choose the most accurate primary category for your main service.
Look at successful competitors in your area for category clues.
Only add secondary categories that genuinely apply.
Make sure your website clearly supports your chosen services.

8. Opening Hours Not Showing Correctly

Incorrect opening hours can frustrate customers and damage trust. Google may also use information from users or other sources to update your hours.

How to fix it

Check your main opening hours.
Add special hours for bank holidays, Christmas, Easter and seasonal changes.
Use “temporarily closed” only when genuinely needed.
Keep your website opening hours consistent with your profile.
Review your profile regularly for suggested edits.

9. Photos Not Uploading or Being Rejected

Photos can help customers trust your business, but Google may reject images that do not meet its standards.

Common causes

The business is not fully verified.
The image is low quality or heavily edited.
The photo contains inappropriate content.
The image is duplicated or looks like stock photography.
The file format or size is not suitable.

How to fix it

Upload real photos of your premises, team, products, services, vehicles or work.
Use clear JPG or PNG files.
Avoid overlaid text, excessive filters or promotional graphics.
Upload a logo, cover photo, exterior photos, interior photos and service-related photos.
If a customer uploads an inappropriate photo, report it through Google Maps.

10. Reviews Missing, Delayed or Removed

Reviews are important for trust and local SEO, but they do not always appear immediately. Some reviews are filtered or removed by Google’s systems.

Common symptoms

A customer says they left a review, but it is not showing.
Old reviews disappear.
Review replies do not appear.
Fake reviews appear on your profile.
Google refuses to remove a negative review.

How to fix it

Wait a reasonable amount of time, as some reviews are delayed.
Do not offer incentives for reviews.
Ask customers for honest reviews rather than keyword-stuffed reviews.
Flag fake, abusive or policy-breaking reviews.
Reply professionally to genuine negative reviews.
Keep evidence if you believe a review is fake or malicious.

11. Website Links or Booking Links Not Working

Your Google Business Profile should link to the most relevant page on your website. For most local businesses, this should be a strong homepage or local landing page.

Common mistakes

Linking to a broken page.
Using a tracking link that redirects incorrectly.
Linking to a generic page instead of the relevant location page.
Using a social media profile instead of your own website.
Blocking Google from crawling the page.

How to fix it

Use a clean, working HTTPS URL.
Link to the most relevant page for that business location.
Make sure the page includes matching name, address and phone number details.
Use UTM tracking if you want to measure traffic from your profile.
Check that the page works on mobile.

12. Profile Not Showing in Google Search or Maps

A verified profile does not automatically mean you will appear for every search. Google local visibility is influenced by relevance, distance and prominence.

Common reasons

The profile is still under review.
The profile is suspended or restricted.
There is a duplicate listing.
The category is wrong.
The business is too far from the searcher.
The profile lacks reviews, content, photos or authority.
Your website is weak or inconsistent with your profile.

How to fix it

Search your exact business name and town first.
Check whether the profile is live, verified and editable.
Review your categories, services, description, photos and reviews.
Build a stronger local SEO presence through your website.
Make sure your name, address and phone number are consistent across the web.
Encourage genuine customer reviews over time.

13. Google Business Profile Edits Keep Changing Back

Google may update your profile using information from users, third-party sources, your website or other online directories.

How to fix it

Check your website for outdated business details.
Update important directories and citation sites.
Remove old phone numbers and addresses where possible.
Regularly review suggested edits inside your profile.
Keep your information consistent everywhere online.

14. Services or Products Not Displaying Properly

Services and products can help customers understand what you offer, but they are not always displayed exactly how you expect.

How to fix it

Add clear service names that match what customers search for.
Avoid stuffing services with location names or repeated keywords.
Write short, useful service descriptions.
Add prices only if they are accurate and sustainable.
Use product sections for actual products, packages or service bundles where suitable.

15. Google Posts Not Showing or Being Rejected

Google Posts can be useful for updates, offers, events and announcements, but they may be rejected if they breach content policies.

How to fix it

Keep posts factual and relevant.
Avoid banned, misleading or exaggerated claims.
Do not use poor-quality images.
Avoid excessive promotional wording.
Check whether your profile is verified and unrestricted.

16. Analytics and Performance Data Looks Wrong

Google Business Profile performance data will not always match Google Analytics or Search Console. Each platform measures different things.

How to fix it

Use UTM tracking on your website link.
Compare the same date ranges across platforms.
Track calls, website visits, direction requests and contact form enquiries.
Do not rely only on impressions.
Review trends over several weeks rather than reacting to one bad day.

Quick Google Business Profile Setup Checklist

Use your real business name.
Choose the correct primary category.
Add accurate opening hours.
Use the correct address or service area settings.
Add a working phone number.
Link to the most relevant page on your website.
Add high-quality real photos.
Complete your services and business description.
Make sure your website details match your profile.
Keep ownership access secure.
Ask for genuine reviews from real customers.
Review your profile regularly for unwanted changes.

Photo of Chris Wood from Pennine SEO

Need Help Setting Up or Fixing Your Google Business Profile?

If you are struggling to verify your Google Business Profile, fix a suspended listing, remove duplicate profiles, improve your local visibility or connect your profile properly with your website, I can help.

I have helped hundreds of business owners set up and manage their GMBs over the past 20 years as part of my wider web design services and SEO services.

At Pennine SEO, I help businesses build a stronger local presence by combining Google Business Profile optimisation with professional website design, technical SEO, local landing pages, review strategy, content creation and ongoing search engine optimisation.

Whether you are launching a new business, moving premises, fixing a broken listing or trying to improve your local rankings, a properly set-up Google Business Profile should work alongside your website, not separately from it.

Find out more about my services:

Frequently Asked Questions

What is the difference between Google My Business and Google Business Profile?

Google My Business was the old name for what is now called Google Business Profile. Many people still call it GMB, but the current name is Google Business Profile.

Why can’t I verify my Google Business Profile?

Verification can fail if your business details are inconsistent, your address is not eligible, your evidence is weak, your video does not show enough proof, or your business type does not meet Google’s guidelines.

How long does Google Business Profile verification take?

Some verification methods are reviewed within a few days, while postcard verification can take longer. If Google needs to manually review your profile, it may take several business days.

Can I use my home address for Google Business Profile?

You can use your home address if your business is genuinely based there, but if customers do not visit you at that address, you should usually hide the address and set up a service area instead.

Can I use a virtual office for Google Business Profile?

In most cases, virtual offices and mailbox addresses are not suitable. Google expects the address to represent a genuine, staffed business location where customers can visit during stated hours if the address is shown publicly.

Why has my Google Business Profile been suspended?

Common reasons include incorrect address use, keyword stuffing in the business name, duplicate listings, misleading information, wrong categories, suspicious edits or policy violations.

Should I create a new profile if mine is suspended?

Usually, no. Creating a new profile can make the problem worse. It is normally better to fix the original profile, gather evidence and submit an appeal.

Why is my business not showing on Google Maps?

Your profile may still be under review, suspended, duplicated, incorrectly categorised or simply not strong enough to rank for the search being used. Local visibility depends on relevance, distance and prominence.

How do I remove a duplicate Google Business Profile?

First identify which profile should be kept. If you own the duplicate, remove it from your account. If you do not own it, request ownership or contact Google support to report or merge the duplicate.

Why are my Google reviews missing?

Reviews may be delayed, filtered or removed if Google believes they breach review policies. This can happen with spam, fake engagement, inappropriate content or suspicious review patterns.

Can I remove a bad Google review?

You can only request removal if the review breaches Google’s policies. Genuine negative feedback is unlikely to be removed, so it is usually best to respond professionally.

How often should I update my Google Business Profile?

You should review your profile at least monthly, and immediately whenever your hours, services, phone number, address, website, photos or business details change.