The Ultimate Guide to Google Business Profile Suspensions (2025)

What a GBP Suspension Actually Is

A suspension means Google limits or removes your listing from Search/Maps because something appears non-compliant or requires review.

• Soft suspension: your profile behaves like it’s unverified; often resolved via re-verification or appeal.
• Hard suspension: your listing is removed from Maps/Search; you must appeal with stronger evidence.

The Most Common Reasons Profiles Get Suspended

1. Risky core edits to name, address, phone, website URL, categories, or hours—especially several at once.
2. Service-area/business address issues (e.g., publicising a home, virtual office, or PO box).
3. Duplicate or near-duplicate profiles for the same entity/location.
4. Keyword-stuffed names (e.g., “Joe’s Plumbing — 24/7 Best Emergency Plumber London”).
5. Fresh/recent verifications that fail deeper QA checks after approval.
6. Random QA sweeps that flag a small percentage of listings each year.

Immediate Steps If You’re Suspended Today

1. Stop editing core fields until you understand the trigger.
2. Check email & dashboard for Google notices or rejected edits.
3. Audit recent changes (last 30–60 days): name, address, phone, categories, hours, URL, service areas, owners/managers, merges/duplicates.
4. Gather evidence (see next section).
5. Appeal via Google’s official suspension/reinstatement flow. If denied, appeal the denial with stronger documentation.

Build a “Reinstatement Evidence Pack”

Prove you are who and where you say you are—and that customers interact with you as represented.

Core documents

• Official docs: registration, tax letter, utility bill (exact business name + address).
• Premises proof: exterior/interior signage, suite numbers, permanent branding, public access aligned with hours.
• Operational proof: insurance, invoices, accreditations, landlord/lease letter.
• Digital consistency: matching NAP on your website and key directories.

Service-area businesses (SABs)

• Hide your address on GBP; set service areas correctly.
• Show proof you operate in those areas (vehicle branding, job-site photos where allowed, invoices/permits).

If you changed core fields

• Explain what changed, why, and what’s accurate now. Attach supporting documentation.

The Appeal Process (Step-by-Step)

1. Verify compliance with Google’s Guidelines for representing your business (name format, eligibility, address rules, SAB setup).
2. Submit your appeal with a concise, factual summary and your evidence pack.
3. If denied, fix gaps (clearer photos/docs, corrected NAP) and appeal the denial—don’t resend the same bundle.
4. Timelines vary from a few business days to a few weeks depending on volume/complexity. Keep other channels active meanwhile.

Prevention: How to Reduce Your Suspension Risk

• Treat core fields as sensitive; change sparingly and one at a time.
• Follow representation guidelines exactly—use your real-world name; avoid taglines/keyword stuffing.
• Address strategy: storefronts need permanent signage & public access; SABs must hide home addresses and define service areas.
• Check for accidental duplicates and request merges.
• Follow content policies for posts/photos; learn from any removals.
• Keep reviews authentic—never incentivise or fabricate.
• Maintain a simple change log (date, field, reason, evidence).

Special Cases & “Gotchas”

• Fresh verifications (last 7 days) may be reversed after deeper checks—be ready to re-verify.
• Competitor flags are common for keyword-heavy names; align to signage/legal docs.
• Use Google’s rejection emails as a checklist to correct issues before they escalate.