In the world of Google Business Profile management, you might think you've seen it all, until a case like this comes along. Grab a cup of coffee, because this one is a gripping episode filled with twists, turns, and a happy ending.
The Suspended But "Live" Profile
It all began with a soft suspension. For those unfamiliar with the term: a soft suspension means the profile is live and visible on Google, but the owner has no access to manage it. Strange? Yes. Manageable? Also yes.
Our client (let's call him Mr. A) was planning to move his shop to a new location, so all his documents reflected the new address. He thought, "Why rush? The profile is still live and the leads are rolling in!" Little did we know, this was the calm before the storm.
The Hacker Strikes
Twenty-five days later, something alarming appeared: the phone number on the profile had been changed by an unknown party. We sprang into action immediately.
- Gathered updated documents and fresh store photos.
- Submitted an appeal to Google.
- Within four days, success. Or so we thought.
A New Profile Appears
To our surprise, the reinstatement didn't restore the original profile. Instead, a shiny new profile appeared with zero reviews. And the old profile? Still out there, but now someone else had access to it. The original profile had been hijacked.
The Battle for the Old Profile
Determined to reclaim the original profile (because reviews matter!), we filed an ownership request. Unsurprisingly, it got rejected. We didn't stop there.
Since Mr. A still had access to the old location's mailbox, we requested a postcard verification for the original profile. For those unfamiliar: postcard verification is when Google mails a code to the business address, which can then be used to regain access.
While waiting, we also reached out to Google Support, explaining the full situation: the hijacking, the two profiles, the complications with the address.
The Postcard That Arrived at the Wrong Address
Five days later, the postcard arrived, but not at the old address as expected. It arrived at the new address. We decided to try it anyway. We entered the code, clicked "Verify" and… "No way to verify" appeared on screen.
With no other option, we waited for Google to respond. But here's where experience comes in: using a different email account, we submitted another ownership request for the old profile. And just like that, the verification process kicked in again.
Victory at Last
On day five of that second attempt, an email arrived from Google: "You are now the owner of the profile."
The Grand Finale: The Merger
We now had two profiles under our control:
- The old profile: original address, all the reviews.
- The new profile: updated address, but no reviews.
The final step: updating the old profile's address to the new location and merging both profiles. This consolidated the reviews and gave the business one unified, authoritative presence on Google.
Frequently Asked Questions
What is a soft suspension on a Google Business Profile?
A soft suspension means the profile stays live and visible to customers on Google, but the owner loses access to manage it. It looks normal from the outside, which is why it is easy to miss until something changes on the listing, such as the phone number.
What happens if my Google Business Profile is hijacked after an appeal?
Sometimes an appeal reinstates a business with a brand new profile instead of restoring the original one, leaving the original profile, along with its reviews, in someone else's control. In that case you can file an ownership request for the original profile, and if needed, request postcard verification to regain access.
What is postcard verification for a Google Business Profile?
Postcard verification is when Google mails a physical code to the business address on file. Entering that code lets the recipient verify and regain access to the profile, which is useful when other ownership requests have been rejected.
Can two Google Business Profiles for the same business be merged?
Yes. If a business ends up with two profiles, for example an old one with reviews and a new one created after reinstatement, updating the old profile's address and merging the two consolidates the reviews into one unified, authoritative listing.
Lessons Learned
- Take a soft suspension seriously. Just because the profile is live doesn't mean it's safe. Take timely action before someone else does.
- Keep your documents up-to-date. You never know when you'll need them urgently.
- Google loves surprises. Just when you think you've figured it out, there's another curveball. Expect the unexpected.
- Persistence pays off. Whether it's appealing, verifying, or re-appealing, don't give up when the first attempt fails.
- Creativity is key. Sometimes trying a different approach, like using a different email account, is all it takes to unlock a path forward.
This case wasn't just about fixing a suspended profile. It was about navigating the unexpected, staying ahead of the game, and turning what could have been a total loss into a big win for our client.
Got a tricky Google Business Profile situation? Let us know, we'd love to hear it (and help).
Hijacked profiles, failed verifications, soft suspensions, I've seen it all. Reach out, or read more about how GBP reinstatement works, and let's figure out the right move together.
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