Two similar listings can represent a duplicate, separate eligible businesses or distinct practitioners or departments. Establish the facts before removing, merging or reporting anything. The wrong action can affect a legitimate business's visibility and customer access.
Collect the identity evidence
Record each profile URL, public name, address, phone, website and observed status. Check who controls the profiles and whether they represent the same real-world operation. Look for an old address or a previous name that explains the duplication.
Distinguish legitimate differences
A separate department or practitioner may qualify under specific rules. A different profile name is not enough to decide. Consult Google's current guidance for the business type and use the official support route when eligibility or ownership is uncertain.
Choose the appropriate correction
Use the options Google provides for claiming, suggesting a correction, reporting a duplicate or requesting support. Keep evidence of the request and its outcome. Do not promise that reviews will transfer or that a merge will happen automatically.
In an illustrative shop move, an old profile remains visible while staff created a new one at the new address. First establish which profile should represent the continuing business and who owns it. Updating the website and creating yet another listing would not resolve that identity problem.
Verify the customer result
After the platform processes the change, search for the business and inspect the relevant public records. Check the website and phone links, review visibility and any old directions still in circulation.
Use the relocation guide and citation register to coordinate related records.
What if a listing tool finds duplicates across several directories?
A citation platform, including a tool from a provider such as Moz, can surface records for review. Its duplicate label is a starting point for investigation. Match each record to the real business, location and department before requesting a merge or removal through the platform that owns the record. Keep the listing URL, public identity, access owner, proposed action and final decision in the citation tracker. A third-party tool does not control Google's final decision.
Sources and further reading
Official documentation explains platform rules. Examples and workflows are editorial guidance; illustrative businesses are fictional. See our editorial policy.
Need help with the next fix?
Grow Wild publishes this reference and provides local SEO services. Bring your audit findings, locations and priorities to a discussion about the right scope.
Discuss your local SEO priorities →