In many ways, a Google Business Profile (GBP) is the heartbeat of SEO, especially today, when Google AI Mode is prioritizing them over traditional website links. But we can all agree: managing it can be a headache at times.
As the former Director of Operations for Google Business Profile, I’ve heard and seen it all: legitimate listings that get suspended with no warning, difficulties trying to verify a new office location, and those dreaded no-reply emails that leave you screaming into the void. Ironically, these frustrations lead you to Google to ask, why is this happening?
The answer is surprisingly more simple than you might think.
Today, I’m taking you behind the curtain to answer this question and more importantly, what you can do about these common issues.
The User Journey and the Evolution of Google Business Profile Customer Support
Google has one primary job: to get you the information you need. Long-time users of Google Business Profiles (then known as Google My Business) will remember a time when getting a customer support agent on the phone or via chat was as easy as a click of a button. But that all changed for one big reason: cost and scale.
Google Business Profile is an incredibly scaled organization. When I was there, GBP was supporting over 3 million contacts in 40 languages across 10 call centers strategically placed across the globe. Combined with GBP’s goal to scale their product 10x over the next five years without sacrificing quality customer support, the big question became: How?
The answer was clear: using automation to help guide the user journey and get your problem in front of the right agent.
When a support ticket was submitted, automation helped divide issues into two different buckets: Education and Troubleshooting. Education tickets centered around common questions. For example, how do I add a photo to my profile? Questions like these would receive an immediate automated email response, providing step-to-step instructions to help the user resolve their issue. This would free up the Google Support Team to assist on troubleshooting cases, which required active involvement to reach a solution.
If your problem isn’t resolved by the suggestions listed in the automated businessprofile-support@google.com email, you have the option to reply to it (and you should, as they always get routed to a live support agent).
Preventing Google Business Profile Issues Before They Start
In many cases, GBP support agents had to help business owners with verifications and suspensions, and in some cases, what they should do to help regain their ranking once their profile was back up and running. These aren’t just little issues.
The goal isn’t just to know how to tackle these complex matters. Rather, it’s about avoiding them in the first place. The way to do this is to understand Google’s trust signals. Trust signals are used to measure a business’s legitimacy. For example, does your GBP have genuine photos of the office building or storefront? Do you regularly engage with your customer base, including responding to reviews? Do you have a business-branded email address connected to your profile, as opposed to a free one from Gmail? Scammers typically don’t do these things, so unless your profile raises a red flag, you’re less likely to encounter suspension and other related problems.
To have a high trust authority on Google Business Profile, remember: PEAK:
- Professional website and profile consistency
- Engage with your customers regularly
- Avoid the use of free (gmail) addresses
- Keep GBP established and active
Peak behavior = peak results.
Need Help? Try This
Just like any other platform out there, Google isn’t foolproof. So if your business was incorrectly flagged and later suspended, or you noticed that a great review has suddenly disappeared, here are my insider tips on what to do:
Reply to the Automated Email
Earlier, I mentioned the importance of being direct when submitting your ticket request to GBP support. If your question is something you can resolve yourself, Google will flag it as an educational issue, where all educational issues will receive an automated response. Simply replying to the email will ensure it is sent to a human.
Check Out the Google Forum
It’s likely that you’re not the only one dealing with a suspended listing or other related issue, which is why Google’s support forum is a great place to go for help.
In addition to offering a wealth of information at your fingertips, these forums are moderated by product experts. Who (as product experts) have access to specific contacts within Google and can escalate specific cases if the situation warrants it.
Politely Escalate the Problem
Google Business Profile categorizes problems by tiers, so if you feel like you are not getting the right help with your agent, request to have it escalated to a Level 2 agent who has deeper knowledge on complex issues. Be polite when making this request.
The Bottom Line: Understanding How Google Business Profile Works is the Key to Getting the Help You Need
At the end of the day, Google Business Profile is a well-oiled machine, but that doesn’t mean it doesn’t need your help to run. Before you submit a ticket, check out the GBP forum for helpful insight into how to word your query so the right symptom is being diagnosed and treated.
While the policies Google Business Profile implements are designed to help ward off bad actors, its main goal is to help you get noticed and generate leads, but it’s not foolproof. Mistakes can happen and when they do, knowing how to get the help you need is critical. When you know how to navigate the system, you’re more than likely to get the support you need.
At the end of the day, this isn’t about tricking the system. It’s about meeting it where it is.
For more information on Google Business Profile support, check out my interview with Local University.
