Introduction to Google Business Profile Suspensions
Google Business Profile (GBP) suspensions have been on the rise since January, causing significant delays in appeal resolution times. As a Platinum Product Expert in the Google Business Profile Support Forums, I help small businesses navigate Google’s GBP platform. For many of these small to medium-sized businesses (SMBs), Google is a primary lead driver, and when their listing is suspended, it can have severe consequences.
What We Know About the Suspensions
We noticed in February that forum complaints about suspensions reached their highest level since last August. Users typically try support first, but when frustrated, a subset of them find their way to the forums to see what their next steps are. The forums provide a canary-in-the-coal-mine function, allowing outside observers to understand problems that Google Business Profiles are currently experiencing. The weekly influx of these posts has not slowed, and in fact, it’s accelerating. Posts peak on either Mondays or Tuesdays, when business owners return to the office to deal with their suspensions and appeals.
Why the Suspensions Are Happening
Many others who manage local profiles report an uptick in suspensions. The exact reason for this increase remains unclear, as Google has provided no explanation despite overwhelming demand on both support channels and the forum. When Google updates its algorithm to increase trust in its listings, suspensions seem to be triggered, even when the user makes minor changes to the profile. Unfortunately, we do not yet know which attributes Google is finding unacceptable. Google staffs their support for the "typical" level of suspensions, and appeals of those suspensions are handled by humans. A suspension increase can cause the staff to get further and further behind, contributing to some of the "noise" we are seeing in the forum.
Bulk and API Accounts Are Also Impacted
GBP Bulk and API accounts, where a single corporate account can add new locations in bulk with minimal additional verification or change information, have been impacted as well. Several bulk and API account managers report that individual listings within bulk and API accounts now require manual re-verification, even after minor edits, creating massive headaches for corporate marketing teams trying to re-verify a listing. Late yesterday, Google confirmed the re-verification issues in a statement on the forum. However, our research indicates that the problem started much earlier than last week, and we are not convinced that the problem is yet solved.
What to Do About the Suspensions
We strongly advise not making any changes to your listing at this time. It appears Google does not yet have a handle on whatever is causing the increase in suspensions and re-verifications. It obviously doesn’t have a handle on dealing with the large number of appeals. Thus, if your listing gets suspended, you will experience significant delays in getting reinstated. We recommend you pause making any changes to your individual, API-managed, and bulk listings, at least until Google clarifies the issues or, more importantly, until support addresses the appeals backlog.
Conclusion
In conclusion, Google Business Profile suspensions have been increasing since January, causing significant delays in appeal resolution times. The exact reason for this increase remains unclear, but it’s essential for businesses to be aware of the issue and take necessary precautions. By not making any changes to your listing at this time, you can avoid potential suspensions and re-verifications. It’s crucial to monitor the situation and wait for Google to clarify the issues or address the appeals backlog before making any changes to your listings.