Follow 2025’s Google Business Profile guidelines to stay visible and avoid penalties

Imagine waking up one morning to find your business missing from Google. No warning, no explanation—just gone. Customers searching can no longer find you. This nightmare happens daily to businesses that unknowingly violate Google Business Profile guidelines. Don’t let yours be next.

In 2025, Google Business Profile guidelines aren’t just best practices—they are critical rules every business owner must follow to stay visible.

Whether you’re running a service business, managing multiple locations, or just setting up your business listing, following the latest Google Business Profile policies is essential.

In this blog, you’ll learn:

• The most overlooked violations that can get your business profile flagged
• How to keep your business information accurate and avoid suspension
• The 2025 updates that are changing how Google Business Profile listings are managed

Play by the rules, stay on the map 📌

Getting your Google Business Profile suspended means more than just a temporary setback—it’s lost customers, lost revenue, and a credibility hit you can’t afford. Google’s AI-driven enforcement is stricter than ever, and even small mistakes can lead to penalties.

This guide breaks down the latest 2025 rules so you can keep your Google Business Profile active, visible, and penalty-free. Follow these steps to avoid suspension and stay ahead of the competition.

Before diving into optimization tactics, let’s ensure your business is eligible for a Google Business Profile. Google has strict rules on which businesses qualify. Let’s understand those.

Confirm if your business is eligible for a Google Business Profile

A Google Business Profile is an free tool for business owners looking to appear in search results, but not every business qualifies. ​According to Birdeye’s 2024 of State of Google Business Profile report, 64% of businesses have verified their Google Business Profiles. Business address-based verification is becoming more common for certain industries and this underscores the importance of verification for eligibility and visibility.

Google has specific and separate guidelines that determine who can create a business profile and who cannot. Violating these rules could result in your Google Business Profile listing getting suspended or removed.

Let’s break it down so you can ensure your business location and operations comply with Google’s guidelines.

Who qualifies for a Google Business Profile?

Your business must have a physical location or serve customers face-to-face to be eligible for a Google Business Profile account. Here’s who qualifies:

• ✔ Brick-and-mortar businesses – Shops, restaurants, and offices with a physical location where customers can visit during business hours.
• ✔ Service area businesses (SABs) – Businesses that travel to customers, like plumbers or home cleaners, without a public-facing storefront.
• ✔ Hybrid businesses – Locations that serve customers both in-store and at offsite locations (e.g., a business listing for a restaurant that offers both dine-in and catering services).
• ✔ Multiple locations – If a business operates in multiple business profiles, each individual business location can have its own listing.

Important to note: Google now requires service businesses to accurately set their separate service areas instead of listing a business address if they don’t have a physical location.

Who does NOT qualify for a Google Business Profile?

Brands operate independently—Google is cracking down on multi-location businesses falsely claiming brand connections. If your business falls into any of these categories, you’re not eligible:

• ❌ Online-only businesses – If you sell products or offer services exclusively online, you can’t create a Google Business Profile.
• ❌ Lead generation agents – Listings made for generation agents, brokers, or sales associates that don’t have a dedicated, verified office.
• ❌ Virtual offices and co-working spaces – Unless your business has a separate customer entrance and operates independently, co-working space locations aren’t eligible.
• ❌ Businesses with no customer interaction – If your business is not designed to interact in person with customers at any point, it cannot have a business profile.
• ❌ For sale properties – Listings for homes or land for sale can’t have a Google Business Profile, as they aren’t actual businesses.

💡 Own business profiles must not be used to manipulate rankings—Google is actively penalizing businesses creating multiple profiles for SEO gains.

Tougher verification standards in 2025: What businesses must prepare for

Google is cracking down on fraudulent listings, making business verification stricter than ever. If your business doesn’t pass verification, your Google Business Profile may be rejected or suspended.

Here’s what Google may require before approving your business profile:

• Video proof of business presence showcasing your physical address, signage, and workspace to confirm legitimacy.
• Legally registered documents like a business license, title, or degree certification to prove you are authorized to operate.
• Proof of operational location in the form of a utility bill, lease, or tax registration document that matches your business’s real-world details to verify its existence.
• A business’s unique profile must be maintained—duplicate or misleading business profiles may result in suspensions.

💡 If your business is flagged as suspicious, failing to provide the required proof could lead to permanent profile removal.

What to do if you’re ineligible?

If your business doesn’t qualify for a Google Business Profile listing, you can still build an online presence through:

✅ Google services like Google Ads to appear in search results.
✅ Social media sites like Facebook and Instagram to showcase your business.
✅ A well-optimized website with business information accurate for potential customers.

Now that you know whether your business qualifies, the next step is ensuring your business name complies with Google’s strict naming policies. Even small violations—like adding extra keywords—can lead to profile suspensions or ranking penalties.

Business name mistakes that can get your profile suspended

Your business name is one of the first things Google checks when reviewing a Google Business Profile listing. Adding extra keywords or formatting tricks to boost rankings might seem tempting, but violating Google Business Profile policies can get your listing flagged—or worse, suspended.

A business’s own customer base must be reflected in reviews and engagement metrics as Google is flagging unnatural review patterns.

Here’s how to ensure your real-world business name complies with Google’s guidelines while maintaining visibility in Google Search and Google Maps:

What’s allowed in Google Business Profile name guidelines?

As per Birdeye’s State of GBP in 2024 study referenced above, a verified Google Business Profile receives about 200 interactions per month, emphasizing the value of proper naming conventions to maintain these engagements. Using an accurate business name ensures that customers find and trust your listing, so ensure your business name must:

• Match your official brand name as displayed on storefront signs, websites, and legal documents.
• Exclude marketing phrases, location-based keywords, and unnecessary symbols.
• Follow title or degree certification rules for professionals like lawyers and doctors (e.g., “Dr. Emily Carter, DDS” is acceptable).

Common business name violations that lead to suspensions

Businesses often make mistakes that seem harmless but violate Google’s guidelines. Avoid these:

• Keyword stuffing – Names like “Joe’s Plumbing – Best Plumbers in Chicago” will be flagged.
• Unnecessary location details – If your business location is in Los Angeles, don’t add “LA” unless it’s part of your official name.
• Special characters or emojis – “Sandy’s Café ☕” or “$$$$ Budget Auto” won’t pass verification.
• ALL CAPS formatting – Google prohibits excessive capitalization unless it’s part of the official brand name.
• Fake business listings – If your business profile doesn’t match its business information accurately to real-world details, it may be removed.

Google is stricter in 2025: How naming violations impact rankings

1. Suspensions are increasing – In 2024, Google removed thousands of business listings for misrepresenting names.
2. Ranking penalties apply – Even if your Google Business Profile isn’t suspended, violating naming rules may cause ranking drops in search results.
3. Profile edits require re-verification – Changing a business name may trigger an additional verification process, delaying updates.

💡Your business name is just one piece of the puzzle. The way you set up your address and service area also impacts your visibility. Let’s break down how to do it correctly while staying compliant.

Get your business address and service area right (or risk penalties)

Your business address and service area determine whether customers can find you in Google search results and Google Maps. Google enforces strict policies on how businesses should list their physical location or service areas, and incorrect details could lead to profile suspension.

This section breaks down Google Business Profile policies for different types of businesses and how to avoid common mistakes.

Who should list a business address?

Your Google Business Profile listing can display a business address if your business operates from a physical location where customers can visit during regular business hours.

✔ Brick-and-mortar businesses – Stores, offices, restaurants, or any location where customers physically visit.
✔ Businesses with multiple locations—Each location should have its own dedicated business profile, as long as it has a separate customer entrance.

Your business address must be based on a real-world location—P.O. boxes, virtual offices, and co-working spaces are not allowed unless they meet strict criteria.

Who should list a service area instead of a business address?

If your business travels to customers instead of serving them at a fixed location, you qualify as a service area business (SAB) and must not display a business address.

• ✔ Service businesses – Electricians, plumbers, home repair companies, and mobile pet groomers.
• ✔ Delivery-based businesses – Local food delivery services that don’t have a dine-in location.
• ✔ Multiple business profiles covering separate service areas – If your business serves different regions, Google allows you to set separate service areas per profile.

📌 Important: If your business rents a co-working space but doesn’t meet customers there, you must not list it as your business location.

What happens if you list an incorrect address?

Google’s AI is increasingly detecting violations, and penalties are severe:

• ❌ Profile suspensions – Listing a fake or physical mailing address for an online-only business can lead to immediate removal.
• ❌ Ranking penalties – Using a misleading business location may lower your visibility in Google search results.
• ❌ Forced re-verification – If Google flags your listing, you’ll need to submit proof of your actual business presence (e.g., signage, a business license, or utility bill).

💡 Even if your business name and service area address are correct, choosing the wrong category can still tank your rankings. Google uses business categories and attributes to decide when to show your profile—so selecting the right ones is crucial.

Choose the correct business categories and attributes to boost your rankings

Selecting the right business category is crucial for ranking in Google search results and ensuring customers quickly identify what your business offers. Google Business Profile policies require businesses to be categorized accurately. Choosing irrelevant categories or misleading attributes can lead to profile suspensions or ranking penalties.

This section explains how to choose the best categories and attributes for your Google Business Profile listing while remaining compliant.

How to choose the correct business category

Google allows businesses to select one primary business category and several secondary ones. To maximize visibility, follow these rules:

• Use the most specific category available – If you run a co-working space, select “Co-Working Space” instead of “Office Rental.”
• Avoid choosing as few categories as possible – Select all your services without adding unrelated ones.
• Match industry standards – If similar businesses use a particular business category, it’s likely the best fit for ranking.
• Check competitors’ categories – Use Google’s “Suggest an Edit” feature on other business profiles to see which categories they use.

Example: A business online store that also has a physical location should use “Retail Store” as the primary category and “E-commerce Service” as a secondary one.

Common mistakes that lead to suspensions

• Choosing categories just to rank higher – If you run a plumbing service, don’t add “HVAC Repair” unless you provide that core business service.
• Using multiple business profiles to cover different services – If you own a service area business, listing separate business accounts for each service may lead to removal.
• Selecting a category that conflicts with your business address – If your business location combines a warehouse and a showroom, don’t categorize it as “Retail Store” unless customers can visit.

📊 As per Birdeye's state of GBP study, businesses that select relevant categories receive more profile interactions—customers are 66% more likely to click on businesses with precise category alignment.

How to use business attributes correctly

Google lets businesses add attributes to highlight unique features that matter to customers, so please avoid misleading attributes.

• ✔ “Women-owned” or “Black-owned” for businesses that meet diversity recognition standards.
• ✔ “Wheelchair Accessible” if your business has a separate customer entrance and accessible features.
• ✔ “Online Appointments” for businesses that operate remotely and don’t require in-person visits.

However, many businesses get penalized for violating Google’s content policies—whether it’s keyword stuffing, using stock images, or sharing misleading information. Here’s how to avoid those pitfalls.

Avoid content violations in posts, descriptions, and photos

Adding a business description, posting updates, and uploading photos can enhance your Google Business Profile listing, but Google’s guidelines prohibit misleading or inappropriate content. If your business profile manager violates these policies, your listing could face content removal, ranking penalties, or even suspension.

Here’s how to stay compliant while making your business profile engaging:

Business descriptions: What’s allowed?

Your business description should accurately reflect your core business without promotional language. Follow these guidelines:

• ✔ Describe what your business does – Clearly state your services without excessive marketing language.
• ✔ Stick to factual, neutral language – Avoid exaggerated claims like “#1 Best Service in Town.”
• ✔ Keep it professional – No slang, emojis, or overly casual phrases.

✅Example of an allowed business description:

“Smith’s HVAC provides professional heating and cooling services for residential and commercial properties in Austin, TX. Our certified technicians ensure reliable repairs, installations, and maintenance.”

❌ Example of a violation:
“Smith’s HVAC – The #1 BEST heating & cooling service! Call now for UNBEATABLE deals!!! 🔥”

Content violations that trigger penalties

• Posting private or confidential information – Avoid sharing personal customer details, payment info, or employee records.
• Adding irrelevant legal terms and service disclaimers – Your profile should only contain relevant business information.
• Uploading stock photos instead of actual business images – Google requires real photos of your physical location, products, or services.
• Sharing offensive or misleading content – Any posts containing violence, hate speech, or deceptive promotions are removed.

📊As per Birdeye study, 40% of businesses have never posted on their Google Business Profiles, missing out on engagement opportunities. However, businesses that post regularly see higher customer interactions.

Google Business Profile Photos guidelines

• ✔ Upload high-quality, original photos – Showcase your business location, staff, and products.
• ✔ Ensure photos align with Google’s guidelines – Blurry, excessive filters, or misleading images may be removed.
• ✔ Avoid excessive promotional text on images – Google discourages overlaid promotional graphics on business photos.

Reviews are one of the biggest ranking factors for Google Business Profiles, but many businesses make critical mistakes. Fake reviews, incentives, and even removing negative feedback can get your profile penalized. Here’s what you need to know to stay compliant.

Follow Google’s review policies (no fake reviews, no incentives)

Reviews play a crucial role in your Google Business Profile listing, influencing trust and visibility in Google search results. However, Google Business Profile policies have strict rules about how businesses collect and respond to reviews. Any attempt to manipulate reviews—whether by incentivizing, faking, or deleting them—can result in ranking penalties or profile suspensions.

Let’s break down what’s allowed, what’s not, and how to handle reviews correctly.

What’s allowed in Google Business Profile reviews?

• Genuine customer feedback – Reviews must come from real customers who have interacted with your business.
• Professional responses to both positive and negative reviews – Engaging with reviews builds credibility and boosts local search rankings.
• Reporting fake or inappropriate reviews – If a competitor or spam account leaves a misleading review, you can request Google’s removal.

📊 Stat insight: The average business receives 66 new Google reviews per location annually, proving that reviews are a vital part of local search visibility.

Review violations that trigger penalties

• Incentivized reviews – Offering discounts, free services, or giveaways in exchange for reviews violates Google’s guidelines.
• Fake reviews (positive or negative reviews) – Posting false reviews or hiring third parties to leave fake feedback leads to account suspensions.
• Removing all negative reviews – Businesses cannot selectively delete negative feedback unless it violates Google’s content policies.
• Reviewing your own business – Business owners or employees should never leave self-generated reviews, as Google flags them as fraudulent.

💡 A mix of both negative and positive reviews makes a business appear more authentic and builds trust with potential customers.

How to manage reviews properly

✅ Encourage customers to leave organic reviews – Train staff to ask satisfied customers to share feedback after a service or purchase.
✅ Respond professionally to all reviews – Whether good or bad, acknowledging feedback improves engagement and builds trust.
✅ Monitor your Google Business Profile manager for suspicious activity – Regularly check for fraudulent reviews or policy violations.

Beyond reviews, the Q&A section of your profile is another powerful engagement tool. But if not managed correctly, it can lead to misinformation or even competitors influencing your customers. Let’s cover how to keep your Q&A section optimized and compliant.

Comply with Q&A guidelines and optimize your business information

The Q&A feature on Google Business Profiles allows customers to ask questions about your business location, business hours, services, and policies. However, many business owners overlook this section, leading to unanswered questions, incorrect answers, or even competitor manipulation.

Additionally, keeping your business information accurate across your profile helps avoid confusion and builds trust. Here’s how to manage Q&A properly and optimize your business details for maximum visibility.

Common Q&A mistakes that can hurt your profile

• Leaving Q&A unmonitored – Competitors or random users may provide misleading answers.
• Using Q&A for promotions – Google discourages businesses from treating this section like an ad space.
• Not updating answers when policies change – Ensure your responses stay relevant as your services evolve.

Keep your business information updated to avoid confusion

Along with managing Q&A, regularly updating business information like business hours, service area, and business description ensures customers always have the right details and:

• Review business hours frequently – Avoid misleading customers with outdated timings.
• Keep your business description clear and compliant – Stick to factual descriptions without excessive promotional language.
• Ensure your business location details are correct – Google penalizes businesses that misrepresent their address or service area.
• Monitor for incorrect or competitor-planted answers – Anyone can answer, so businesses must regularly check for accuracy.
• Pre-fill important FAQs – Business owners can add and answer their own FAQs to proactively guide customers.

Avoid suspensions by following Google’s guidelines

Google takes violations of Google Business Profile policies seriously, and businesses that fail to comply with the rules mentioned above risk suspension. Whether it’s misrepresenting a remote locations, keyword stuffing in a business name, or fake reviews, non-compliance can result in temporary or permanent removal from Google search results and Google Maps.

If your Google Business Profile listing gets suspended, don’t panic. Suspensions can be reversed, but the process requires verification and compliance fixes.

Read our blog on how to fix a Google My Business suspension

With stricter policies and AI enforcement, 2025 is bringing major changes to business profiles. Staying ahead of these updates can help your business avoid suspensions and maintain visibility. Let’s explore what’s new.

How are Google Business Profile guidelines changing in 2025?

Google is constantly updating Google Business Profile policies to improve user experience and eliminate spammy or misleading business listings. In 2025, stricter verification processes proof that Google is prioritizing transparency—profiles that misrepresent their business information are losing search rankings faster than ever and are reshaping how business owners manage their profiles.

Here’s what’s changing and how it impacts local businesses.

According to Birdeye’s State of Google Business Profiles report, businesses that maintain accurate details and follow Google’s guidelines receive:

• 1,803 monthly views on average, mostly from discovery searches rather than direct brand searches.
• 66 new Google reviews per location annually, highlighting the importance of managing customer feedback.
• A significant drop in visibility for profiles that violate Google Business Profile policies—especially for fake locations, misleading business names, and duplicate listings.

The biggest changes coming in 2025

1️⃣ AI-driven content moderation is expanding – Google’s AI is now automatically flagging keyword-stuffed business names, stock photos, and fake reviews, leading to quicker suspensions.

2️⃣ More verification steps for certain industries – Businesses in regulated fields (law, finance, healthcare) may need additional business licenses or degree certifications to verify legitimacy.

3️⃣ Ranking signals are shifting – Business categories, attributes, and customer engagement (reviews, Q&A activity) are playing a bigger role in search rankings than ever before.

What’s next for Google Business Profiles?

• Increased enforcement on virtual offices and lead generation agents – Google is cracking down on listings that use fake or shared addresses to manipulate rankings.
• Greater importance of high-quality business photos – Businesses with original, high-resolution images tend to rank higher than those using low-quality or AI-generated visuals.
• More weight on customer engagement – Expect Google to favor profiles with frequent Q&A updates, customer responses, and review interactions over inactive listings.

FAQs about Google Business Profile guidelines

How Birdeye helps you manage Google Business Profile compliance

Managing a Google Business Profile listing requires constant updates, compliance checks, and customer engagement to maintain visibility in Google search results. With Google’s guidelines becoming stricter in 2025, businesses need a reliable platform to stay ahead of policy changes and avoid costly mistakes.

Birdeye simplifies Google Business Profile management:
✔ Track, respond, and report positive and negative reviews efficiently.
✔Ensure your business hours, business description, and service area remain accurate.
✔ Centralized business profile management—no more manual updates.