The phone goes quiet, someone mentions they couldn't find you on Maps, and then you work out why. Your Google Business Profile has been suspended. Here's what Google says it means, and exactly how Google says to fix it.
What does a suspended Google Business Profile mean?
Google's help page on suspended profiles says: We may suspend or disable Business Profiles that don't follow our guidelines.
It describes a few situations:
- A removed profile. Google says the public can't go to the profile, and the owner and managers can't act on it.
- A restricted account. If your Google Account itself is restricted, the profiles you manage are suspended and you won't be able to create or claim other profiles.
The good news: Google says removed profiles can be reinstated, and that it reinstates both the profile and its owner and managers. So a suspension isn't automatically the end. It's a problem with a process attached.
Why does Google suspend Business Profiles?
The short answer from Google is: because the profile doesn't follow its guidelines for representing your business. The guidelines say: To make sure your Business Profile won't be suspended we require that you
follow them.
Google doesn't publish a neat list of "top suspension reasons", and we're not going to invent one. What it does publish is the rules. These are the ones local businesses most often need to check against:
Eligibility
The guidelines say a business needs a physical location customers can visit, or must travel to customers where they are. A rented mailing address where you don't actually operate, like a virtual office, isn't eligible.
Your business name
Google says your name should reflect your real-world name, as used consistently on your storefront, and that Including unnecessary information in your business name isn't permitted
, adding that it could result in suspension. Taglines, service keywords and locations tacked onto the name all fall foul of this.
Your address
Google says P.O. boxes or mailboxes at remote locations aren't acceptable. If you're a service-area business, one that travels to customers, the guidelines say you should hide your business address from customers.
One profile per business
Google says there should only be one profile per business, and not more than one page for each location, in one account or several.
Phone, website, categories and hours
The phone number must be under the direct control of the business, and the website should represent your individual business location.
Categories should be the fewest it takes to describe your core business. Hours should be your regular customer-facing hours.
It's worth reading the whole guidelines page, not just this summary. It's long, but it's shorter than a suspension.
How to find the reason your profile was suspended
Don't guess. Google's Business Profile appeals tool shows each decision against your profile, with:
- the date of the decision,
- the reason for it,
- a link to the policy Google says you broke,
- whether it can be appealed, and
- its current status.
That reason is the most useful piece of information you'll get. Read it, then read the policy it links to, before you change anything.
Fix the problem before you appeal
Once you know the reason, fix it on your end first. If the issue is your business name, make it match your signage and paperwork. If it's your address, make sure it's a real location that follows the rules, or hidden if you're a service-area business.
If your Google Account is restricted, Google says to appeal the account restriction first, on the My accounts page. Only once that's lifted do you appeal the Business Profile.
And whatever you do, don't start again. Google's help page says: Do not create a new Business Profile for the same business.
A second profile for the same business is itself against the one-profile rule, so it tends to add a problem, not remove one.
How to appeal a Google Business Profile suspension
Here are the steps in Google's appeals tool, as Google describes them:
- Open the Business Profile appeals tool and confirm the account. If it's the wrong one, select Switch account.
- Select the profile, then continue.
- Select the decision you want to appeal, then continue.
- Optionally, upload evidence with Choose file, and explain in the text box why the profile should be reinstated.
- Tick the box to confirm you're ready, then select Submit appeal.
Google's page says: Appeals can only be submitted once.
So this isn't the place for a quick first draft. Fix everything, gather your evidence, then submit.
If you manage 10 or more suspended locations, the tool asks whether you're requesting bulk reinstatement. You then attach a spreadsheet listing each Business Profile ID, plus supporting documents.
What evidence to include with your appeal
Google suggests documents like these:
- Official business registration.
- A business licence.
- Tax certificates.
- Utility bills, such as electricity, phone, water or internet.
Google advises that the business name and address on each document match your profile. If your signage says one name, your registration another and your profile a third, sort that out first. Google isn't going to pick a favourite for you.
Keep your explanation short and factual. Say what the problem was, what you changed, and what the evidence shows. This is not the moment for a strongly worded letter about how long you've been in business.
What happens after you appeal?
Google says it will review your appeal and email you the decision. Its help page doesn't give a timeframe, so we won't either.
In the appeals tool, decisions can show statuses such as Submitted, Approved, Not Approved, Can't be appealed and Eligible for appeal.
If your reinstatement request is denied, Google says it may be able to do an additional review to prove your eligibility, and its help page links to where you can request one. It's a second look, not a guaranteed one.
How to avoid another suspension
The best fix for a suspension is never needing one. Keep your profile boringly accurate: your real name, a real location or a properly set service area, your own phone number, and one profile per business.
Be wary of shortcuts that look clever. Stuffing keywords into your business name is one of them. Separate from suspension, Google can also restrict profiles over fake reviews, which we cover in fake Google reviews.
That's how we run local SEO for our clients: your Google Business Profile set up properly, right categories and services, and no keyword-stuffing your business name. If your profile is set up right and you're still hard to find, see our guide to not showing on Google Maps.
FAQ
Why was my Google Business Profile suspended?
Google says it may suspend profiles that don't follow its guidelines for representing your business. The Business Profile appeals tool shows the reason for the decision and links to the policy involved.
How many times can I appeal a suspended profile?
Google's help page says appeals can only be submitted once. If the reinstatement request is denied, Google says it may be able to do an additional review, which you can request from a link on its help page.
Should I create a new Google Business Profile if mine is suspended?
No. Google's help page says not to create a new Business Profile for the same business.
How long does a Google Business Profile appeal take?
Google doesn't give a timeframe. It says it will review your appeal and email you the decision.
What documents should I include in my appeal?
Google suggests documents such as official business registration, a business licence, tax certificates or utility bills, with a business name and address that match your profile.
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