You can remove a duplicate Google Business Profile (formerly Google My Business) either by deleting it from your dashboard or by requesting a merge through Google Maps. The right method depends on whether you control the duplicate listing or not. Either way, acting quickly matters because duplicate profiles split your reviews, confuse customers, and can hurt your local search rankings.
Why Duplicate Listings Happen
Duplicates typically appear for a few predictable reasons. Someone on your team may have created a second profile without realizing one already existed. Google itself sometimes auto-generates a listing from public data sources like phone directories or state business registrations. A previous owner or marketing agency may have set up a profile years ago that still lingers. Or you may have moved locations and ended up with both the old and new address showing in search results.
Regardless of how the duplicate appeared, the damage is the same: customers might leave reviews on the wrong listing, call an old phone number, or see outdated hours. Google may also flag one of the profiles with a “Duplicate” status in your management dashboard, which can prevent it from appearing in search altogether.
Removing a Duplicate You Own
If you created the duplicate by mistake and it shows up in your own Google Business Profile dashboard, this is the simplest fix. You can remove it directly without affecting your verified, primary listing. Go to your Business Profile Manager, find the duplicate, and select the option to remove it.
Be careful here. When you remove a profile, all its content and linked managers are permanently deleted. Double-check that you’re removing the right one, not your primary listing. If the duplicate has accumulated reviews you want to keep, request a merge instead of a straight deletion (more on that below).
Requesting a Merge for Two Listings on Maps
When two profiles for your business exist on Google Maps and you want to combine them into one, you need to request a merge. This is the right approach when both listings have reviews, photos, or other content worth preserving.
To start the process, find the duplicate listing on Google Maps and use the “Suggest an edit” feature to report it as a duplicate of your primary listing. You can also report the suggestion directly through the Google Maps app by selecting the duplicate, tapping “Suggest an edit,” and marking it as a duplicate or spam.
A few important things to know about merges. All merge requests go through a review process at Google, so they aren’t instant. For the merge to succeed, the two profiles must clearly represent the same business and should have matching or very similar information (name, address, phone number). When two profiles are merged, their reviews are combined on the surviving listing. However, your replies to reviews on the absorbed listing may be lost, so you may need to re-respond to some reviews after the merge completes.
Flagging a Duplicate You Don’t Control
Sometimes the duplicate listing isn’t in your dashboard at all. It might be an auto-generated profile or one created by someone else. In this case, you can’t delete it directly, but you can flag it for removal through Google Maps.
Search for your business on Google Maps and find the duplicate. Click or tap on it, then select “Suggest an edit.” Choose the option to mark the place as a duplicate or to indicate it doesn’t exist. Google will review the suggestion and, if it agrees the listing is redundant, remove or merge it. This process can take anywhere from a few days to several weeks depending on how clear-cut the duplication is.
If the suggestion doesn’t result in action, your next step is to contact Google Business Profile support directly. Having screenshots showing both listings, along with proof that they represent the same business (matching name, address, and phone number), will strengthen your case.
Transferring Reviews to a New Profile
If you moved your business to a new location and accidentally created a new profile in the process, you may be able to transfer reviews from the old listing to the new one. Google allows review transfers when a new profile was unintentionally created due to a physical move or a change in ownership.
To request a review transfer, you’ll need to contact Google Business Profile support directly. If you moved locations but kept the same business name, Google sometimes migrates reviews automatically, though this doesn’t always happen for certain business types like hotels, golf courses, or scenic attractions. If the automatic transfer didn’t occur, reaching out to support is the way to get it done.
What to Do If Google Incorrectly Merges Two Listings
Merges don’t always go the right direction. If Google mistakenly combined two profiles that actually represent separate, distinct businesses, you can appeal. This sometimes happens when two different businesses operate at the same address, such as a salon and a barbershop in the same building.
To appeal, contact Google Business Profile support and explain that the merged profiles represent two eligible, distinct businesses. If both businesses share a physical location, Google will ask you to provide evidence of permanent signage showing both business names. Having photos of your storefront signage ready before you contact support will speed up the resolution.
Preventing Future Duplicates
Once you’ve cleaned up the duplicate, a few habits will keep the problem from recurring. Before creating any new profile, search Google Maps thoroughly for your business name and address to confirm nothing already exists. Keep your business information, especially your name, address, and phone number, consistent across all online directories. Inconsistencies in these details are one of the main triggers for Google auto-generating a new listing.
Limit the number of people who have management access to your profile, and make sure anyone with access knows not to create a new listing without checking first. If you work with a marketing agency, confirm which profile they’re managing and ensure they aren’t duplicating your efforts. Finally, set a recurring reminder to search for your business on Google Maps every few months so you can catch any new duplicates early.