Recently, a post I shared on LinkedIn about GBP appeal delays gained a lot of attention. Many business owners and agencies struggling with suspensions found it relatable. This is one of the cases that led me to write about it in the first place.
The Case
A business approached me after their GBP was suspended due to an address change. Their marketing agency had already appealed, but the appeal was rejected.
I reviewed the profile, made minor guideline corrections, and removed keyword stuffing from their business name, which was a major red flag. Then I filed an additional appeal, which typically gets a response within 48 hours.
As expected, within 36 hours the profile was reinstated, but here's where things got interesting.
The Unexpected Edit
After the profile went live, Google automatically added back the same keywords in the business name. But then something else happened.
The previous marketing agency, fearing they would lose their client, edited the name again and removed the keywords, since they still had owner access.
The business owner called me, worried that their lead flow had dropped since the keywords were gone. I checked the profile, saw the edit, and quickly figured out what had happened.
Advised the owner to remove the agency's access immediately to prevent further meddling.
Attempted to re-add the keywords, but the GBP got suspended again.
Removed the keyword stuffing again, filed another appeal, and it was approved in 24 hours, even on a Sunday.
But the Ranking Drop Was a New Challenge
Since the business had moved addresses, removing the keywords caused a drastic ranking drop. They reached out again, asking whether there was a way to add keywords back without triggering another suspension.
I did a deep dive into their online presence, checked their website, social media, and branding. They were a clinic, and their social media prominently featured the doctor's name.
The Solution: I updated the business name to the format "Clinic Name: Doctor Name", which aligns with Google's guidelines for individual practitioners.
Result? Suspension Again
This time, I filed an appeal, but it has been over two weeks with no response from Google. Since it's been more than 15 days, the case will now be escalated for a resolution.
Frequently Asked Questions
Why did removing keyword stuffing from a Google Business Profile cause a ranking drop?
When a business name includes extra keywords such as a city or service term, it can rank for additional searches even though it violates Google's guidelines. Removing the keyword stuffing to comply with policy can cause a ranking drop, especially if the business has also moved addresses.
Can a marketing agency edit a Google Business Profile after losing a client?
Yes, if the agency still has owner access to the profile. This is why it is important to remove access for any agency or third party you no longer work with, since they can continue to make edits, including reverting changes you made to fix a suspension.
How long does an additional appeal usually take to resolve?
An additional appeal typically gets a response within 48 hours, and some cases are resolved in as little as 24 hours, even on weekends. If there has been no response after 15 days, the case is generally escalated for resolution.
How should a clinic or individual practitioner name their Google Business Profile?
Google has specific guidelines for individual practitioners such as doctors. A common compliant format is Clinic Name: Doctor Name, which aligns with Google's guidelines for individual practitioners rather than stuffing keywords into the business name.
Key Takeaways
- Keyword stuffing may seem like a quick ranking hack, but it consistently leads to suspensions and long-term headaches.
- Google is now auto-updating some edits, which can sometimes work in your favour, and sometimes against you.
- Choose your marketing agency wisely for Local SEO, and do not grant owner access to anyone you do not fully trust.
- There are legitimate ways to improve rankings, but you need to stay aligned with Google's policies to remain safe.
Have you ever faced a similar issue with your GBP? Drop a comment and share your experience. If you need help fixing a suspended profile, feel free to reach out.
Complex cases, repeated suspensions, or appeals with no response, I can review your situation and help you find the right path forward. Read more about how the reinstatement process works.
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