How to Troubleshoot Duplicate Google Business Profiles
Knowing how to troubleshoot duplicate Google Business Profiles is critical for any local business that relies on Google for visibility. Duplicate profiles are common, frustrating, and often discovered by accident when business owners check their Google search results or notice inconsistencies in local search rankings.
A duplicate listing can quietly hurt a business’s visibility, confuse potential customers, and dilute trust signals like reviews.
This guide explains why duplicate Google Business listings happen, how to identify duplicate listings correctly, and how to work through the official Google support resolution process to merge or remove duplicates without losing reviews.
What Counts as a Duplicate Profile (And Why It Hurts Performance)
A duplicate profile is any additional Google Business Profile that represents the same business, at the same address, with the same business name or phone number, as an existing verified profile. These duplicates often show up in Google Maps, mobile devices, or local search results.
Most duplicate entries have incomplete business information. They may lack photos, business hours, or reviews, but they still appear in relevant search results. When this happens, search engines struggle to understand which profile is correct.
This can:
- Reduce a business’s visibility in local search results
- Confuse customers who see conflicting information
- Cause potential customers to land on the wrong profile
- Undermine your local SEO strategy
This is exactly why Google emphasizes accuracy and consistency in its guidelines for representing your business on Google. The goal is to consolidate down to one verified listing with consistent business information.
Why Duplicate Google Business Profiles Happen
Most duplicate Google Business Profiles are created during the verification process. This typically happens when:
- Multiple Gmail accounts attempt to verify the same business
- The same account starts verification more than once
- A business owner cannot access an existing profile and creates a new one
- A business has moved locations or updated a business address incorrectly
In many cases, the business owner does not realize multiple profiles exist until Google Maps or search results surface them. Businesses with multiple locations or that operate across multiple platforms are especially prone to this issue.
When access to an old profile is lost, the correct step is to request ownership or request access, rather than creating a brand-new listing.
The Best Method: Use Google’s Help Flow to Merge or Remove the Duplicate
The most reliable way to fix a duplicate Google Business issue is through the official Google Business Profile dashboard and support flow. While it may feel difficult to contact Google support directly, this process works when followed carefully.
Step-by-Step: How to Find “Contact us” From Inside Your Profile
- Open your Google Business Profile Manager.
- Select the correct Google Business Profile account.
- Click the three dots menu.
- Choose Help & Support.
- Scroll to the bottom and click Contact us.
This is the correct way to contact Google support for duplicate listings.
Choose the Right Issue and the Right Outcome
Google will ask what you need help with. You will:
- Select the duplicate business profile
- Choose the issue: duplicate Google Business Profile
Available options may include:
- Appeal duplicate status
- Report duplicates
- Remove duplicates
- Merge duplicate profiles
Merging is usually the best option when both profiles represent the same business, and Google outlines this resolution path in its official guidance on resolving duplicate profiles and ownership issues.
Use Email Support and Fill Out the Form Correctly
Email is the preferred support channel. You will need to submit:
- Business name
- Business address
- Phone number
- Relationship to the business
- Links to both profiles
- Confirmation of which is the verified profile
Accurate, detailed information helps Google understand the issue faster.
Grab the Correct Maps Link (Avoid the “Share” Link Mistake)
To get the correct URLs:
- Open Google Maps.
- Search for the business.
- Click the listing.
- Copy the URL from the address bar.
Do this for both the existing and the duplicate profile. The “Share” link is not accepted in the merge process. This follows Google’s documented process for reporting data and content issues directly through Google Maps.
Submit, Record the Case ID, and Manage the Resolution Process
After submission:
- Google sends an automated response
- A support agent replies within 24–48 hours
- Back-and-forth may occur
- Most merges resolve within a few days
Always record the case ID and ask to preserve positive reviews during the merge process to avoid lost reviews.
Major Roadblock: Google Won’t Merge If the Two Listings Are Different Types
To resolve this:
- Edit the duplicate listing.
- Match the business type to the verified profile.
- Ensure consistent business information.
- Retry the merge process.
Once aligned, Google can merge listings successfully.
Next Steps: Get Back to One Clean Listing (Without Losing Reviews)
Use this checklist to resolve duplicate Google Business Profiles:
- Identify duplicate listings
- Confirm access to all profiles
- Request ownership if needed
- Use Help & Support to contact support
- Provide correct Google Maps URLs
- Request a merge and review retention
- Track the case ID
- Ensure future duplicate listings are avoided
Duplicate profiles can hurt local search results, confuse customers, and damage business visibility if ignored. Resolving them restores trust, clarity, and search engine optimization performance.
If managing this process feels overwhelming, this is something Digital Harvest handles hands-off. Our team manages duplicate entries, appeals, and cleanup across online platforms so business owners do not have to.