Having multiple listings for the same business can split your calls, reviews, and map visibility before you even notice. I have seen one extra profile create more confusion than a bad phone line.
If you are dealing with a duplicate Google Business profile, do not rush to delete anything. I always identify the right listing first, then remove, close, or merge the extra one. That order protects the history you have already earned, and managing these duplicate profiles correctly is vital for your overall local SEO strategy.
Key Takeaways
- Prioritize the Strongest Profile: Before taking action, identify which listing has the most accurate information and the longest, most positive review history to serve as your primary source of truth.
- Avoid Rushing to Delete: Never delete or close profiles prematurely, as this can lead to the loss of valuable review history or trigger unnecessary account suspensions.
- Standardize NAP Consistency: Ensure your Name, Address, and Phone number (NAP) data matches perfectly across your website and all local directories to prevent Google from creating automated duplicate listings.
- Formalize Account Access: Prevent future duplicates by utilizing the “Manager” access feature for marketing partners instead of sharing primary login credentials, and centralize management under a single, secure Google account.
Why duplicate listings cause real damage
Managing a Google Business Profile with duplicate profiles is not harmless clutter. It can divide reviews, send customers to the wrong phone number, and confuse Google about which listing should rank.
I’ve seen this happen after a move, a rebrand, a staff change, or a new marketing vendor creates another profile under a different account. Sometimes Google also auto-generates a listing from public data, then the business owner creates a second one later. Now there are two front doors, and customers don’t know which one to use.
The ranking problem is easy to miss. If one profile has old hours, another has fresh photos, and both share the same business name, conflicting NAP data leads to poor search results visibility. That can weaken local trust. It can also spread out clicks, calls, and direction requests that should live in one place.
Reviews are the bigger concern for most owners. When the wrong profile collects the new reviews, your main listing looks weaker than it is. If the weaker listing outranks the better one for a while, the situation gets even messier.
Suspensions can also show up when business details do not line up. Google wants one clear Google Business Profile for one real-world business. When it sees conflicting versions of the same company, it may trigger a suspension or hold back visibility until the mess is cleaned up.
That’s why I treat duplicates as a business issue, not a cosmetic one. The fix is usually manageable, but the first decision matters most.
Figure out which profile should stay live
Before I touch anything, I sort out what kind of duplicate I am looking at. Not every lookalike profile should be removed. Determining the correct path often starts with a thorough verification process to confirm which listing acts as the primary source of truth.
This quick table helps me decide the right move.
| Situation | Best move | Main risk |
|---|---|---|
| Same business, same address, same phone | Keep the strongest verified listing, remove or merge the extra one | Leaving both active splits reviews and ranking signals |
| Old address still appears after a move | Keep the current location, mark the old one closed or moved if accurate | Editing the old profile into the new location can create more confusion |
| Another account controls the extra listing | Request ownership rights or contact support for help with removal or merge | Deleting from the wrong account can slow the fix |
| Separate practitioner or separate business at the same address | Keep both only if they truly qualify as separate entities | Merging valid listings can wipe out correct data |
Once I know the type, I compare the two listings side by side. I look at the business name, address, phone number, website, primary business category, reviews and photos, and verification status. I also check which profile has the longer history and fewer errors. If the profile is an unverified profile, you may need to claim this business to gain full control before proceeding.
Usually, I keep the profile with the correct current details and the strongest track record. If one listing has the right data but no reviews, and the other has old data with strong reviews, I pause and verify ownership before I do anything else.
I keep the listing with the right details and the strongest history, then I deal with the extra one.
That step saves a lot of pain later. Deleting first and sorting later is how owners lose time, rankings, and sometimes review history.
My process for fixing a duplicate Google Business profile
Once I have picked the main listing, I work through the cleanup in a simple order. In 2026, that is still the safest path.
- I search the business name on Google Search and Google Maps. Then I search the phone number and address too. That helps me find hidden duplicates tied to old data.
- I choose one primary profile to keep. I want the listing with the correct details, current location, active ownership, and the best history.
- I sign in with the Google Account that owns the main profile. If an old employee, former agency, or another manager controls part of the listing mess, I sort out access before I try to merge anything.
- If the duplicate is in my own dashboard, I use the available option to remove it, mark it with duplicate status, or mark it closed if that fits the case. Google changes labels over time, so the button names may not match every screenshot you find online.
- If the duplicate is outside my account, I open it in Maps and use the suggest an edit button. I only choose “doesn’t exist” or “permanently closed” when that is true.
- If both listings are active, verified, or managed in different places, I contact Google Support to merge duplicate profiles. Google’s current duplicate profile and ownership guidance is the best place to start.
Keeping one strong listing is better than splitting your history across two.
The step many owners skip is documentation. I take screenshots of both profiles before I submit changes. I save the profile URLs, map URLs, review counts, and visible details. If support asks questions later, I already have the proof.
I also stay patient after changes go through. Maps edits can take time, and merged signals do not always settle overnight. If both listings are verified in different accounts, support is often required, even when the duplicate looks obvious.
How I protect reviews and local rankings during the cleanup
Reviews are usually the biggest fear, and that makes sense. Nobody wants years of trust to disappear because of one wrong click, especially since those reviews are essential for maintaining your visible position in the map pack.
That is why I avoid big edits on both profiles at the same time. I do not change the name, phone number, category, hours, and website all at once unless the listing is wildly wrong. Too many changes at once can make Google less confident about the profile. If a merge fails or results in a lost profile, you may need to submit a reinstatement request to recover your data.
When I am unsure how a merge might affect reviews, I check examples like this Google Help thread on merging profiles and reviews. It shows why the stronger listing should stay central to the process. For spammy duplicates created by third parties, the Business Redressal Form is an alternative tool I use to report the issue directly.
I also check the website right away. If the business information on the site does not match the profile, your ranking in Google Search can drop. The same goes for old phone numbers on footer sections, contact pages, and directory listings. When I clean up local listing issues, I also tighten the site and search signals around them. If the whole online picture needs work, affordable organic SEO for small businesses can support that next step.
Consistency matters more than fancy tactics here. I want the business name, address, phone, hours, and website to match across every place customers can find them. When that happens, Google has fewer reasons to surface the wrong listing.
How I stop duplicate profiles from coming back
Fixing the current problem is only half the job. I also want to stop the next duplicate before it starts by ensuring your business information remains consistent and accurate across the web.
A few habits make a big difference:
- I keep one primary Google Account tied to the business, and I store that login credentials somewhere safe.
- I add trusted managers instead of giving away primary access, which prevents an ownership conflict later on. If you need to bring on a new marketing partner, have them request ownership through the dashboard instead of sharing your personal login.
- I update the business website first when the phone number, address, or hours change.
- I check Google Maps after a move, rebrand, or service-area update.
- I review major citations a few times a year so old data does not keep circulating.
Most repeat duplicates come from loose ownership and mixed business data. If an old website, old phone number, and old listing are all still floating around, Google can reconnect them in ways that waste your time.
When the situation involves missing ownership, a moved location, and a messy website at the same time, it helps to get another set of eyes on it. You can Contact Us if you want help with your manage business profile tasks, the website, and the local search side together.
Frequently Asked Questions
Can I merge two Google Business Profiles myself?
While you can remove or mark duplicate profiles as closed, you often cannot perform a full data merge on your own. If both profiles are verified and contain distinct, valuable information, it is best to contact Google Business Profile support to request a formal merge of the listings.
Will I lose my reviews if I delete a duplicate listing?
If you delete a listing that contains unique reviews, those reviews will typically be lost forever. Always ensure you have migrated or identified the primary listing that contains the bulk of your reputation before removing any secondary, conflicting profiles.
Why does Google keep creating duplicate listings for my business?
Google often auto-generates listings based on public data found on third-party websites, directories, or social media pages. If your business information is inconsistent across the web, Google may perceive different variations of your NAP data as separate entities and create multiple profiles automatically.
What should I do if an old, unmanaged profile is harming my ranking?
If you do not have ownership access, use the “Suggest an edit” feature on Google Maps to mark the incorrect profile as “Permanently closed” or “Doesn’t exist.” If that fails, use the official Google Business Redressal Form to report the listing as a duplicate or spam to be reviewed by a human moderator.
Conclusion
A duplicate listing might seem like a minor annoyance, but it slowly chips away at the trust you have built with your customers. Because your Google Business Profile acts as the cornerstone of your online presence, I find that I get much better results when I slow down, retain the correct profile, and resolve the extra entry through official channels rather than guessing.
The strongest move is usually the simplest one: protect the listing with the best history, remove duplicate profiles, and ensure your business details are consistent across the web. Local SEO is a long-term game, and cleaning up your presence is a critical step in that process. Once these items are aligned, your business has a fair shot to rank higher, collect reviews in a single location, and ensure customers easily find you on Google Maps.