How to Follow Google Business Profile Guidelines

Google Business Profile (GBP) is one of the most important tools for local businesses to gain visibility and attract customers. However, failure to follow Google’s guidelines can result in profile suspension, leading to a loss of online presence, reduced customer engagement, and missed opportunities.

Understanding Google’s rules and staying updated on policy changes is essential for maintaining an active, compliant, and optimized business profile. This guide outlines the key rules, recent updates, and best practices to ensure your profile remains in good standing.

Why Following GBP Guidelines Matters

Whether you’re setting up your profile for the first time or have had one for years, following Google’s guidelines is crucial. If your GBP is suspended, you may experience:

Loss of visibility – Your business may no longer appear in Google Search or Maps.
Loss of control – You won’t be able to update or manage your business information.
Reduced customer engagement – Customers may not find your contact details, directions, or reviews.
Google frequently updates its guidelines, often without directly notifying users. Even minor changes can impact whether your profile remains compliant, so it’s essential to stay informed.

Google’s Updated Guidelines

Google recently updated its GBP policies to make them clearer and easier to understand. Here are some essential resources:

Overview of Google Business Profile Policies
Guidelines for Representing Your Business on Google
Business Eligibility and Ownership Guidelines
Bookmark these links and review them periodically to ensure your business remains in compliance.

Is Your Business Eligible for a Google Business Profile?

Google Business Profiles are meant for businesses that interact directly with customers in person. If your business operates entirely online or from a virtual office, it does not qualify for a profile.

Types of Eligible Businesses:

Storefront businesses – Physical locations where customers visit, such as restaurants, retail stores, or medical offices.
Service area businesses (SABs) – Businesses that serve customers at their location, such as plumbers, electricians, or cleaning services. These businesses cannot display their physical address on GBP.
Hybrid businesses – Businesses with a physical location that also provide offsite services, such as an appliance store that also offers delivery and repairs.

Ineligible Businesses:

Online-only businesses
Virtual offices or businesses using P.O. boxes
Rental properties (vacation homes, model homes, apartments for rent)
Lead generation agencies
Brands, organizations, or public figures without a physical presence

Managing Your Google Business Profile

Google encourages business owners to claim and manage their own profiles. However, agencies or team members can be added as managers if necessary.

Ownership Guidelines:

Only the business owner or authorized representatives should claim and verify a GBP.
Google may revoke ownership if:
The business confirms you’re no longer authorized.
Your account has been inactive for a long time.
You fail to respond to Google’s verification emails.
You violate GBP policies repeatedly.

Third-Party Management: Marketing Agencies & SEO Companies

If a third party, such as a marketing agency, manages your GBP, they must follow Google’s Authorized Representative Guidelines. They should:

Get explicit permission from the business owner before claiming the listing.
Be transparent about any changes made to the profile.
Never mislead or withhold profile access from the business owner.
Promptly transfer ownership upon request.
Failing to follow these rules can result in GBP suspension for both the agency and the business. Business owners should always stay actively involved in their GBP management to avoid potential risks.

Business Name Rules & Common Violations

Your business name on Google should match your real-world branding, including signage, website, and legal documents.

What Not to Include in Your Business Name:
Marketing slogans (e.g., “Best Plumbing Service”)
Phone numbers or website URLs
Extra keywords (e.g., “Smith’s Bakery – Fresh Bread & Cakes”)
Special characters or symbols
Location names (unless part of the official business name)

Violating Google’s business name policies can result in profile suspension or edits being automatically rejected.

Setting Business Hours Correctly

Accurate business hours are crucial for customers relying on GBP to determine when they can visit or contact you.

When Should You Not List Hours?

Google does not recommend listing business hours for:

Schools and universities
Event venues and parks
Hotels and apartment complexes
Businesses that operate by appointment only
For 24-hour businesses, ensure employees are available throughout the entire listed timeframe. If your business only offers phone support 24/7, specify that information in the description instead of listing it as business hours.

Account-Level Restrictions & Suspensions

Your Google Account status affects your GBP. Suspensions can happen due to:

Repeated policy violations – Continuously breaking GBP rules.
Linked account issues – If your Google Ads, YouTube, or other Google service accounts are restricted.
Fake or misleading information – Incorrect addresses, business names, or deceptive content.
If your profile is suspended, you must correct any violations and submit a reinstatement request. Google will typically require proof, such as photos of your storefront or business documents.

Best Practices to Keep Your GBP in Good Standing

1. Regularly review Google’s guidelines to ensure your profile remains compliant.
2. Keep your business information accurate – update hours, address, and contact details as needed.
3. Only list one business per address unless multiple businesses legally operate there.
4. Avoid using virtual offices, shared spaces, or P.O. boxes as addresses.
5. Manage your profile yourself or work with a reputable marketing agency.

A suspended Google Business Profile can cost your business thousands in lost revenue. By following best practices and staying compliant with Google’s guidelines, you can ensure your profile remains active, visible, and optimized for customer engagement.

Keeping your GBP optimized and compliant is essential for local visibility and customer engagement. Whether you need help with profile setup, optimization, or reinstating a suspended listing, our experts are here to guide you.