How to Merge Duplicate Google Business Listings

Duplicate Google Business Profile listings are one of the most common issues businesses face. Having multiple listings for the same business can hurt your search rankings, confuse customers, and potentially lead to suspension. Here's how to properly merge them.

Why Duplicate Listings Happen

Duplicate listings can be created in several ways:

Common Causes:

• Previous employees or marketing agencies created listings
• Google automatically generated a listing from web data
• Business owner created a new listing after losing access to the old one
• Someone created a listing during a move or ownership change
• Listings from different data sources (Facebook, Apple Maps, etc.) synced to Google

Having duplicates violates Google's guidelines and can result in suspension of all listings if not handled properly.

Identifying Your Duplicates

Before you can merge, you need to find all duplicate listings:

How to Find Duplicates:

1. Search Google Maps: Search for your business name and location. Look for multiple pins at or near the same address.

2. Check Google Business Profile Manager: Log into your account and see if you have multiple listings for the same business.

3. Search Variations: Try searching for variations of your business name, old names, or slight address differences.

4. Ask Google: Sometimes Google will notify you of suspected duplicates in your dashboard.

Red Flags for Duplicates:

• Same business name, different addresses nearby
• Old business name still showing
• Multiple listings at exact same address
• One verified, one unverified listing for same business

The Correct Merge Process

Google doesn't have a simple "merge" button. The process requires careful steps:

Step 1: Determine the Primary Listing

Choose which listing to keep as your primary:

• Keep the one with the most reviews
• Keep the verified listing if only one is verified
• Keep the one with the most accurate information
• Keep the oldest listing if all else is equal

Step 2: Document Everything

Before making changes, document:

• Screenshots of all duplicate listings
• Review counts on each listing
• Photos associated with each
• Any unique information on each listing

Step 3: Report Duplicates to Google

For each duplicate you want to remove:

1. Find the duplicate listing in Google Maps
2. Click "Suggest an edit"
3. Select "Close or remove this place"
4. Choose "Duplicate of another place"
5. Provide the information for your primary listing
6. Submit the edit

Step 4: Mark Duplicates as Closed (If You Own Them)

If you have access to the duplicate listings:

1. Log into Google Business Profile
2. Select the duplicate listing
3. Mark the business as "Permanently closed"
4. Wait for Google to process the closure

DO NOT delete listings outright - mark them as closed and let Google remove them.

Step 5: Transfer Important Information

Before the duplicates are removed:

• Save any unique photos from duplicate listings and add them to your primary listing
• Note any unique business information
• Screenshot any important reviews (you can't transfer reviews)

Step 6: Wait for Google's Review

After reporting duplicates:

• Google typically reviews these reports within 3-5 business days
• You may receive follow-up questions
• The duplicate should eventually disappear from Maps

What About the Reviews?

Unfortunately, you cannot transfer reviews from duplicate listings:

Review Reality:

• Reviews on closed/removed duplicates will be lost
• Google does not have a process to merge reviews
• This is why it's important to choose the listing with the most reviews as your primary

If You're Losing Important Reviews:

Some businesses choose to screenshot reviews from duplicates and feature them as testimonials on their website. While these won't show on Google, they preserve the customer feedback.

Common Mistakes to Avoid

Creating a New Listing: Never create a brand new listing to "replace" duplicates. This just adds another duplicate and will likely result in suspension.

Deleting Instead of Closing: Deleting a listing you own doesn't guarantee it will be removed. Mark it as closed instead.

Not Waiting for Google: Don't make multiple reports or keep trying to remove duplicates manually. Submit your report and wait for Google's review.

Merging Different Locations: If your duplicates are actually different locations (branches, departments), don't merge them. Each legitimate location should have its own listing.

What If You Get Suspended During This Process?

Sometimes Google's automated systems see multiple listings for the same business and suspend all of them while investigating:

If This Happens:

1. Don't panic - this is common
2. Use the "Request Reinstatement" option
3. Explain that you were attempting to clean up duplicate listings
4. Provide documentation showing which listing is legitimate
5. Show that you've reported the duplicates properly

Special Cases

Duplicate Created by Competitor: If a competitor created a fake duplicate to confuse customers, report it as "Fraudulent" rather than just a duplicate.

Duplicate After Moving: If you moved locations and created a new listing instead of updating the old one, you'll need to close the old listing at the previous address.

Duplicate from Business Name Change: If you changed your business name and created a new listing, close the old one and update your primary listing with the new name.

Multiple Departments: If you have different departments that need separate listings (like a hospital with an ER and a clinic), these aren't duplicates. Each needs its own unique category and information.

Prevention: Avoiding Future Duplicates

Best Practices:

• Never create a new listing without checking for existing ones
• Claim and verify your listing as soon as possible
• Update your existing listing when you move or change names
• Use Google Business Profile Manager to control your presence
• Educate employees and contractors not to create new listings

Timeline for Duplicate Removal

Week 1: Report duplicates, mark any you own as closed Week 2-3: Google reviews your reports Week 3-4: Duplicates typically removed from search results Week 4-6: Monitor to ensure duplicates stay removed

Need Help with Duplicate Listings?

Duplicate listings can be complex, especially if you have multiple locations, past moves, or name changes. If you're dealing with complicated duplicates or have been suspended while trying to clean them up, we can help.

Run our free diagnostic tool to identify potential duplicate issues, or contact us for expert assistance with duplicate removal and profile cleanup.