Duplicate Listings

Duplicate listings confuse customers, dilute reviews, and can hurt rankings. Here's how to identify and eliminate them.

Why Duplicates Exist

Common Causes

• Business moved locations
• Name or address changes
• Multiple people created listings
• Google auto-generated a listing
• Mergers or acquisitions
• Franchisee/franchisor confusion

Problems They Cause

• Reviews split between listings
• Customers get wrong information
• Rankings negatively affected
• Google may trust neither listing
• Confusion in search results

Finding Duplicates

Google Search

Search for your business:

• "Business Name" + city
• Address only
• Phone number
• Variations of your name

Google Maps

• Search your business name
• Search your address
• Look at nearby businesses
• Check for similar names

Google Business Profile Dashboard

• Look for "Duplicate" notices
• Check suggested matches
• Review "Your business on Google"

Third-Party Tools

Use SEO tools that scan for:

• NAP variations
• Multiple listings at same address
• Similar business names
• Phone number duplicates

Types of Duplicates

Exact Duplicates

Same business, same address, same name

• Easiest to identify
• Clear case for removal

Soft Duplicates

Same business, slightly different info:

• Different phone numbers
• Slight name variation
• Old address

Legitimate Similar Listings

Not duplicates:

• Different businesses at same address (mall, office building)
• Parent company and subsidiary
• Different departments with separate entries

Removal Process

For Listings You Own

If you can access the duplicate:

1. Sign into Google Business Profile
2. Select the duplicate listing
3. Go to Settings (or Info)
4. Look for "Mark as permanently closed" or "Remove listing"
5. Select "Duplicate of another listing"
6. Identify the correct listing
7. Submit removal request

For Listings You Don't Own

Option 1: Suggest an Edit

1. Find the duplicate on Google Maps
2. Click "Suggest an edit"
3. Select "Close or remove"
4. Choose "Duplicate of another place"
5. Provide the correct listing info

Option 2: Report to Google

1. Go to Google Business Profile Help
2. Report the duplicate
3. Provide evidence (screenshots, documentation)
4. Wait for Google review

Option 3: Google Business Profile Support

1. Contact GBP support
2. Explain the duplicate situation
3. Provide both listing URLs
4. Request merger or removal

Merging Listings

When to Merge

• Both listings have reviews
• Both have been verified
• Want to preserve review history

How to Request Merge

1. Contact Google Business Profile support
2. Provide both listing URLs
3. Explain which is the primary listing
4. Request reviews be merged
5. Note: Google doesn't always approve merges

What Gets Merged

• Reviews (usually)
• Photos (sometimes)
• Q&A (varies)
• Insights history (typically not)

Prevention Strategies

Claim Your Listing First

• Search for existing listings before creating
• Claim and verify immediately
• Don't create duplicates when claiming fails

Consistent Information

• Use exact same name everywhere
• Same address format
• Same phone number
• Reduces auto-generation of duplicates

Monitor Regularly

• Monthly checks for duplicates
• Set up Google Alerts for business name
• Watch for customer reports

Document Ownership

• Keep verification records
• Screenshot your dashboard
• Maintain business documentation

Special Situations

After a Move

1. Update existing listing (don't create new)
2. Check for old listing at previous address
3. Mark old location as moved if separate listing exists
4. Update all citations with new address

After Rebranding

1. Update existing listing name
2. Check for listings under old name
3. Remove old name listings
4. Update all citations

Multi-Location Businesses

• Clear naming convention
• Unique phone per location
• Prevent franchisees from creating duplicates
• Central management of listings

Troubleshooting Removal Issues

Google Won't Remove Duplicate

Possible reasons:

• Google doesn't see it as duplicate
• Other business is legitimate
• Insufficient evidence

Solutions:

• Provide more documentation
• Try different reporting method
• Contact support directly
• Be patient (can take weeks)

Duplicate Keeps Reappearing

Possible causes:

• Data aggregators recreating it
• Outdated citations
• Google's auto-generation

Solutions:

• Clean up all citations
• Update data aggregators
• Monitor and report again
• Keep documentation of removals

Key Takeaways

1. Regularly search for duplicate listings
2. Document and report duplicates promptly
3. Use proper channels for removal
4. Prevent duplicates with consistent NAP
5. Consider merging if reviews are at stake