The rule is simpler than most discussions of it: one Google Business Profile per genuine physical location where you serve customers. Not per service, not per area you cover, not per brand you sell.
Most profile problems come from creating profiles that do not correspond to a real staffed location, which risks suspension, or from failing to create one for a location that genuinely exists, which forgoes visibility.
When you need multiple
- Separate premises customers can visit, each staffed during stated hours.
- Distinct branches with their own address, phone and staff.
- Departments genuinely operating as separate businesses with separate entrances and management, which is a narrower case than it sounds.
When you do not
- Service areas. Covering five suburbs does not mean five profiles. Set a service area on one.
- Different services. One business offering several services is one profile with several service entries.
- Virtual offices or mailboxes. Not eligible, and a common cause of suspension.
- A staff member’s home address where the business does not trade.
- Seasonal pop-ups below the eligibility threshold.
The eligibility test is whether the location is staffed during the hours you publish. If not, it is not a location for these purposes. See service area SEO.
Running multiple profiles properly
- Each needs its own landing page, not the homepage. See location page strategy.
- Each needs its own phone number where practical, which strengthens the association.
- Each accumulates its own reviews. They do not transfer between profiles, so review acquisition has to be a per-branch routine.
- Categories can differ where branches genuinely differ in what they offer.
- Hours must be individually accurate, including holidays.
- Use a business group to manage them centrally rather than as separate accounts.
The structural questions across many locations are covered under multi-location SEO.
The duplicate problem
Duplicate profiles for one location are common, usually created accidentally or inherited from a previous owner or agency. They split reviews and confuse which listing ranks.
- Search for your business name and address to find listings you did not create.
- Claim duplicates rather than ignoring them.
- Request a merge rather than deleting, so reviews consolidate rather than disappear.
- Never create a second profile to work around a problem with the first.
Frequently asked questions
Can I have a profile for each service?
No. Profiles represent locations, not services. Use the services section within one profile, and service pages on your website.
We have two businesses at one address. Two profiles?
Possible where they are genuinely distinct businesses with separate management, entrances and registration. Two profiles for one business under different names is not permitted.
What happens to reviews if I merge duplicates?
A proper merge consolidates them. Deleting a duplicate loses its reviews permanently, which is why merging is the correct route.
Do I need a profile if I have no premises?
You can have one as a service area business with the address hidden. What you cannot do is publish an address where you do not receive customers.
Consulting CTA
If you have duplicate profiles, a suspension, or are unsure how many locations qualify, book an SEO consultation.