Have you searched for your business on Google only to discover two or more listings with the same name, address, or phone number? If so, you’re likely dealing with a Google My Business duplicate listing (now called a Google Business Profile duplicate).

Duplicate listings are more than just an inconvenience. They can confuse customers, split your reviews, reduce trust, and make it harder for Google to understand which profile should appear in local search results.

The good news is that duplicate listings can usually be resolved once you identify the cause.

In this guide, you’ll learn why duplicate Google Business Profiles happen, how they affect your business, and the best ways to fix and prevent them.

What Is a Google Business Profile Duplicate Listing?

A duplicate listing occurs when more than one Google Business Profile represents the same business.

For example, you may have:

• Two profiles with the same business name and address.
• A profile created years ago and another created recently.
• A profile you created and another automatically generated by Google.
• Separate profiles created by different employees.
• A previous owner and a new owner each managing different listings.

Instead of helping your business gain more visibility, duplicate listings often create confusion.

Why Duplicate Listings Are a Problem

Many business owners assume having multiple listings means more exposure.

In reality, the opposite is usually true.

Duplicate listings can:

• Confuse potential customers.
• Split customer reviews across multiple profiles.
• Display inconsistent business information.
• Make it harder for Google to determine which listing is accurate.
• Lead to reduced visibility in Google Search and Maps.
• Increase the risk of profile suspension if Google’s policies are violated.

Maintaining a single, accurate Business Profile is almost always the best approach.

Common Causes of Duplicate Listings

Understanding how duplicates happen can help you avoid creating them again.

1. Someone Created Another Profile

A former employee, business partner, marketing agency, or even a customer may have created another listing without your knowledge.

2. You Created a New Profile Instead of Claiming an Existing One

This is one of the most common mistakes.

Many businesses already have an automatically generated Google listing. Instead of claiming it, the owner creates a brand-new profile, resulting in duplicates.

3. You Moved Locations

If your business relocated and a new profile was created instead of updating the original one, both listings may continue to exist.

4. Different Departments or Practitioners

Some businesses, such as hospitals, universities, or large professional offices, may legitimately have separate profiles for eligible departments or practitioners.

However, creating multiple profiles for the same business without meeting Google’s eligibility requirements can create duplicate listing issues.

5. Rebranding Without Updating the Existing Profile

Changing your business name doesn’t usually require creating a new profile.

Instead, update your existing Business Profile whenever possible.

How to Find Duplicate Listings

Start by searching:

• Your business name.
• Your business phone number.
• Your business address.

Check both:

• Google Search
• Google Maps

Look for listings with:

• Similar names
• Matching addresses
• Identical phone numbers
• Similar categories

Also check whether one listing is verified while another isn’t.

How to Fix a Duplicate Google Business Listing

The correct solution depends on the situation.

Option 1: Claim the Existing Listing

If the duplicate profile belongs to your business but you don’t own it, request ownership instead of creating another listing.

This keeps all management under one profile.

Option 2: Remove the Duplicate

If you accidentally created a second profile, remove the duplicate rather than maintaining both.

Avoid deleting your primary profile by mistake.

Option 3: Request a Merge

If two eligible profiles represent the same business, Google may be able to merge them.

This is especially helpful if customer reviews are split between listings.

Not every situation qualifies for a merge, so the outcome depends on Google’s review of the profiles.

Option 4: Contact Google Support

If you’re unsure which listing should remain active or ownership is disputed, contact Google Business Profile Support for guidance.

Provide as much information as possible, including:

• Business name
• Address
• Phone number
• Website
• Links to both listings

Clear information helps Google review your request more efficiently.

Should You Delete One Listing Yourself?

Be careful.

Deleting the wrong profile could remove valuable information or make recovering customer reviews more difficult.

Before removing any listing:

• Confirm which profile is verified.
• Check which profile has the most accurate information.
• Review where customer reviews are located.
• Ensure you’re keeping the listing that best represents your business.

If you’re uncertain, seek guidance before making permanent changes.

How to Prevent Duplicate Listings

From my experience helping businesses improve their online presence, duplicate listings often happen because multiple people manage the business without coordinating their efforts.

To reduce the risk:

• Claim your Business Profile as soon as possible.
• Give employees Manager access instead of asking them to create new profiles.
• Keep ownership records up to date.
• Update your existing profile instead of creating a new one after moving or rebranding.
• Regularly search for your business on Google to check for unexpected listings.

A little routine maintenance can prevent bigger problems later.

Common Mistakes to Avoid

Avoid these errors:

• Creating a second listing because you forgot your login details.
• Creating another profile after changing your address.
• Creating a new listing to “rank twice” in Google Maps.
• Allowing multiple marketing agencies to create separate profiles.
• Ignoring duplicate listings for months or years.

One complete, accurate profile is almost always better than multiple competing listings.

Frequently Asked Questions

Can duplicate listings hurt my rankings?

Yes. Duplicate listings can confuse Google’s systems and create inconsistent information, which may negatively affect your local visibility.

Can I merge duplicate Google Business Profiles?

In some situations, yes. If the profiles represent the same eligible business, Google may allow them to be merged after review.

What if I don’t own the duplicate listing?

You can request ownership or contact Google Business Profile Support if the listing belongs to your business.

Will I lose my customer reviews?

It depends on how the duplicate issue is resolved. If Google approves a merge, reviews may be retained, but outcomes vary depending on the specific circumstances.

Can I have multiple Google Business Profiles?

Yes—but only if they represent separate, eligible businesses, departments, practitioners, or locations that comply with Google’s guidelines. Creating multiple profiles for the same business solely to gain more visibility is against Google’s policies.

Final Thoughts

A Google Business Profile duplicate listing may seem like a small issue, but it can create significant problems for both customers and your local SEO. Conflicting information, split reviews, and customer confusion can all reduce the effectiveness of your online presence.

The best approach is to maintain a single, accurate Business Profile that clearly represents your business. If you discover duplicate listings, investigate the cause, determine which profile should remain active, and follow Google’s recommended process to remove, merge, or claim the correct listing.

By keeping your Business Profile organized and up to date, you’ll make it easier for customers to find the right information—and easier for Google to understand and trust your business.