Incomplete or Inconsistent Profiles: Why They Get Flagged
Your Google Business Profile (GBP) needs to be complete and accurate to remain active. Missing information or inconsistencies across different platforms can trigger reviews and lead to profile suspension.
What Information Is Required
Google requires key information for an active profile:
- Business Name: Must match legal documents and real-world presence.
- Complete Address: Either a physical address (with signage) or a hidden address for SABs.
- Phone Number: Verifiable and associated with the business.
- Business Category: Accurate and relevant to your services.
- Business Hours: Correct and up-to-date.
- Website: Highly recommended, must be active and represent your business.
Profiles missing critical information may be flagged for incompleteness, especially during manual reviews or verification processes.
Consistency Across Platforms (NAP Consistency)
NAP stands for Name, Address, and Phone number. Google constantly cross-references your GBP information with other online sources:
- Your Website
- Social Media Profiles (Facebook, LinkedIn, etc.)
- Major Online Directories (Yelp, Yellow Pages, industry-specific sites)
- Business Registrations
Significant mismatches between your GBP and these other sources trigger review flags.
Why Inconsistency Causes Problems
Inconsistent information suggests either:
- Fraud: Spammers often create profiles with fabricated details that don't match any legitimate records.
- Poor Management: It indicates a lack of attention to detail, which can extend to the business itself.
When Google can't verify your information through multiple sources, they cannot confirm your legitimacy and may suspend the profile until you provide documentation proving the accurate details.
Common Inconsistency Scenarios
- Address Changes: Moving the business but failing to update all online listings.
- Phone Number Updates: Changing your number on GBP but leaving the old one on your website or Facebook.
- Rebranding: Updating your GBP name but not other platforms.
- Name Variations: Using different name formats across platforms.
- Hours Mismatches: Displaying different operating hours on GBP versus your website.
Even minor inconsistencies can accumulate and raise suspicion, particularly during verification or when competitors report your profile.
How to Fix Inconsistency Issues
- Audit All Platforms: Create a list of every online platform where your business is listed.
- Determine Correct Information: Identify the most current and accurate NAP, hours, categories, and website.
- Update Everywhere: Systematically update all platforms to match.
- Use Citation Management: Consider services like Yext or Synup for consistent data across directories.
Maintaining Long-Term Consistency
- Update Simultaneously: When you make a change, update it on ALL platforms at the same time.
- Create a Checklist: Keep a record of all your online listings.
- Regular Audits: Schedule quarterly checks to review your NAP consistency.
FAQ
Q: How exact does my business name need to be across platforms? A: The core business name should match exactly. Minor variations like including/excluding "LLC" are usually acceptable if consistent with legal documents.
Q: What if my address is formatted differently on different platforms? A: Minor formatting differences are generally acceptable as long as the actual address is the same.
Q: Do I need to update directory listings I didn't create? A: Yes. Claim those listings if possible and update them. Inconsistencies hurt regardless of who created them.
Q: How long does it take for consistency updates to help? A: Major platforms update within days to weeks. Smaller directories may take months.