Google Business Profile Suspensions Are Rising – And So Are Appeal Delays

Google Business Profile suspensions have been increasing since the start of the year, and businesses are facing even longer wait times to resolve appeals. What used to take just a few days now stretches into weeks, leaving many businesses in limbo. The issue is causing frustration across the board, with business owners and digital marketers scrambling to understand the cause and navigate the appeals process.

A Growing Problem: More Suspensions, Longer Delays

Since February, reports of suspensions have been piling up, particularly in the Google Business Profile Support Forums, where SMEs seek guidance after hitting dead ends with the search giant. These forums act as an early warning system, highlighting widespread problems before Google acknowledges them.

Suspension-related complaints tend to peak early in the workweek, especially on Mondays and Tuesdays, when businesses return to their offices to deal with disruptions. And rather than tapering off, these complaints have only been growing in frequency.

Why Are More Business Listings Being Suspended?

The exact cause behind the uptick remains a mystery. Google has yet to provide an official explanation despite mounting pressure from affected businesses and industry professionals.

Historically, suspensions often spike following algorithm updates aimed at improving listing quality and trustworthiness. Even small edits—such as updating business hours or descriptions—can inadvertently trigger suspensions. Unfortunately, Google’s lack of transparency makes it difficult to pinpoint which specific changes might be seen as problematic.

Adding to the complexity, Google’s support team is staffed to handle a typical number of suspension appeals. With the sudden surge, these teams are overwhelmed, leading to longer delays in resolving cases. What used to take a few days now takes a month or more.

Bulk and API Accounts Are Not Immune

It’s not just individual business profiles facing scrutiny. Companies using bulk or API accounts to manage multiple locations are also feeling the heat. These accounts, typically used by large corporations or agencies, allow for streamlined verification of multiple locations. However, even minor changes are now requiring manual re-verification, creating significant operational bottlenecks.

Google recently acknowledged these verification issues, but industry sources indicate that the problem has been ongoing for much longer than initially reported. Some major platforms, such as Yext, continue to flag these disruptions as unresolved.

What Can Businesses Do?

Given the current state of uncertainty, the best course of action is to avoid making any changes to your Google Business Profile unless absolutely necessary. Updating your listing, even for something as simple as a phone number correction, could result in suspension that could potentially lead to weeks of downtime.

For enterprises already facing Google Business Profile suspension, patience is key. With appeals taking significantly longer than usual, it’s crucial to submit detailed, accurate information in your appeal to minimise back-and-forth delays.

Until Google clarifies the root cause or improves its support response times, the safest move is to keep your listing as stable as possible.

GBP Optimisation Tips to Stay Ahead

With GBP suspensions on the rise, it’s more important than ever to maintain a strong and compliant profile. A well-optimised listing not only helps improve local search visibility but also reduces the chances of triggering unnecessary suspensions. Here are some essential strategies to keep your profile in top shape while minimising risks:

1. Keep your business information accurate

Ensuring that your business name, address, and phone number (NAP) remain consistent across all platforms is crucial for credibility. Double-checking business hours, including seasonal or holiday adjustments, can help prevent miscommunication with customers.

2. Encourage and respond to reviews

Customer reviews are crucial to GBP optimisation. Positive reviews boost trust and rankings, so businesses should actively ask satisfied customers for feedback. Responding to both positive and negative reviews demonstrates engagement and helps build stronger relationships with potential clients.

3. Use high-quality photos and videos

A visually appealing profile attracts more attention. Adding updated, high-resolution images of storefronts, products, and services enhances professionalism. Including videos showcasing the business in action can provide an added level of engagement, making the listing stand out.

4. Leverage Google Posts

Google Posts keep listings dynamic and relevant. Regularly posting updates, promotions, and events ensures that customers stay informed. Engaging calls-to-action within these posts encourage users to interact further, whether by booking services or visiting the website.

5. Monitor insights and analytics

Tracking profile views, search queries, and customer interactions provides valuable data. By analysing these insights, businesses can refine their local SEO strategy to improve visibility in search results and attract more customers.

6. Avoid spammy practices

Using misleading business names, fake locations, or keyword stuffing can result in permanent Google Business Profile suspension. Businesses should ensure their descriptions remain natural, informative, and aligned with Google’s guidelines to avoid unnecessary risks.

The Bigger Picture

The ongoing issues with GBP suspensions highlight a larger concern: Google’s dominance in local search means businesses are at its mercy. A suspension can cut off a vital stream of leads overnight, impacting revenue and customer trust. While businesses rely on Google for visibility, they often have little recourse when things go wrong. Therefore, by following best practices and staying informed, SMEs can reduce the risk of suspension while maintaining strong online visibility. 

At Springhill Marketing, we specialise in local SEO and GBP optimisation, helping businesses maximise visibility while staying compliant with Google’s ever-evolving policies. Whether you’re dealing with a suspension or looking to enhance your local search presence, our team can guide you through the process. Get in touch today to keep your company ahead of the competition.