Managing your business’s online presence is more important than ever, and keeping your Google Business Profile clean and up to date is a big part of that. If you’ve discovered multiple profiles for your business, you’re not alone. Duplicate listings can confuse customers, hurt your local SEO rankings, and cause issues with reviews and contact information. In 2025, Google has streamlined the process, but merging Google Business Profiles still requires a careful, step-by-step approach to protect your reputation and maintain your hard-earned visibility.

Why Duplicate Google Business Profiles Happen

Duplicates can occur for a variety of reasons:

• Changes in address, ownership, or business name
• Employees or agencies creating new listings by mistake
• Data pulled from third-party sites or automated Google updates
• Mergers or acquisitions of similar businesses

Regardless of how duplicates occur, the result is often confusing for both customers and search engines.

Why Merging Google Business Profiles Matters in 2025

Google Business Profiles are central to your online reputation, local rankings, and customer trust. Duplicate listings can cause:

• Split or inconsistent reviews and ratings
• Outdated or incorrect information in search and on Google Maps
• Loss of ranking power due to fragmented SEO signals
• Customers calling the wrong number or showing up at an old address

By merging profiles, you consolidate reviews, unify information, and send clear signals to Google that strengthen your local SEO presence.

Step-by-Step Guide: How to Merge Google Business Profiles

1. Audit Your Existing Google Business Profiles

Start by searching for your business on Google and Google Maps. Check for:

• Variations in business name, address, or phone number
• Old or outdated locations
• Duplicate profiles managed by different users or emails

Use Google’s “Suggest an edit” feature to report obvious errors, but make a list of all profiles that need merging. A local SEO agency can help you conduct a thorough audit and manage this process professionally.

2. Claim Ownership of All Profiles

You need to control every duplicate before merging.

• Log in to Google Business Profile Manager (business.google.com).
• If a profile isn’t in your dashboard, select “Request access” or “Claim this business” and follow the prompts for verification (postcard, phone, or email).

It’s important to use the same Google account for all claims whenever possible.

3. Decide Which Profile to Keep

Generally, you want to keep the profile with the most reviews, the best ranking, and the most up-to-date information. This will become your “primary” listing.

4. Update All Information on the Primary Profile

Before merging, double-check:

• Business name, address, and phone are accurate and consistent with your website and citations
• Categories and services are up to date
• All images, hours, and links are correct

This ensures no data is lost or overwritten during the merge.

5. Contact Google Support to Merge Listings

As of 2025, merging Google Business Profiles requires direct support from Google.

• Go to Google Business Profile Help: https://support.google.com/business/
• Click “Contact Us” and select “Remove or merge profiles.”
• Explain the situation, providing both the URL of your primary profile and the duplicate(s)

Google may request additional documentation, such as proof of ownership, utility bills, or business registration documents, particularly if there are discrepancies in addresses or phone numbers.

6. Monitor the Merge Process

Once Google confirms the merge, they’ll consolidate reviews, photos, and data under your primary profile.

• Some updates may take a few days to appear in search and on Maps
• Check both the Google Business Profile dashboard and live listings for accuracy
• Notify your team and update any links pointing to the old profile

7. Clean Up External Listings and Citations

After your Google profiles are merged, update all third-party directories and data aggregators (like Yelp, Bing, Apple Maps, Facebook, and industry directories) to reflect your correct business information. Consistency across the web is crucial for ongoing local SEO.

What Happens to Reviews and Photos After Merging?

• Reviews: Most legitimate reviews from the duplicate profile are transferred to your main listing unless they violate Google’s content policies. To keep growing your review base, here’s how to ask customers for Google reviews the right way.

• Photos: Images generally migrate as well, though duplicates may be removed.
• Ranking Power: Your unified profile usually receives a ranking boost as all SEO signals are now consolidated.

Common Mistakes to Avoid When Merging Google Business Profiles

• Deleting a listing instead of merging: Deleting can cause you to lose reviews and local SEO ranking power, which directly affects visibility and trust.
• Trying to merge profiles for different business locations or branches: Only merge listings for the same business at the same address.
• Failing to update other online profiles, causing new duplicates to appear later.

Advanced Entity Optimization: Ensure Your Business Stays Unique

• Use a unique business name and logo across all profiles and directories.
• Add business attributes (women-led, wheelchair accessible, 24/7, etc.) to help Google understand your business type.
• Keep your NAP data consistent across the web to prevent future duplicates.

Real-World Example: Merging Two Local Coffee Shop Listings

A Chicago coffee shop had two profiles after moving locations. The owner claimed both, verified their identity, updated all details on the main listing, and requested a merge from Google support. Within a week, all reviews and photos were combined, and the shop’s ranking in Google’s Local 3-Pack for “coffee near me” searches improved. The old listing disappeared, and confusion was eliminated.

Tips for Multi-Location or Franchise Businesses

If you operate multiple branches, each should have its own Google Business Profile. Only merge profiles for the same business at the same address. Use Google’s location group feature to manage multiple listings efficiently.

Tracking Success After Merging Profiles

Monitor your analytics for:

• Increase in calls, directions, and website clicks
• Boost in reviews and star rating
• Improved visibility in mobile local searches and Google Maps
• Higher visibility in local pack and map searches
• Fewer customer complaints about incorrect information

These metrics will help you measure the direct impact of merging profiles on your local SEO and customer experience.

When to Contact Google for Additional Help

If your merge request is denied, or if reviews or photos don’t transfer as expected, use the Google Business Profile Help Community or escalate through support. Provide as much documentation as possible and remain patient Google’s process is thorough but sometimes slow.

Final Thoughts

Knowing how to merge Google Business Profiles in 2025 is a crucial skill for business owners who want to protect their reputation, optimize local SEO, and provide a seamless customer experience. By following these steps and maintaining accurate, unified information, you’ll set your business up for sustained growth and stronger search visibility in your community.