As a healthcare facility, your goal is to help improve the well-being of the communities in the areas that you serve, whether you have just one clinic or multiple locations across several states. When someone searches for something like “family doctor near me” or “local physical therapists,” you want to be listed at the top of search results. And that listing will appear as a Google Business Profile.
Your Google Business Profile helps people learn all of the basics they need to know about your practice, from your address to your services. By keeping it up-to-date and optimized, it helps ensure your practice appears in relevant local searches.
However, it’s possible for your GBP to get suspended, leading to reduced visibility and a potential decline of traffic, conversions and engagement. It can also cause your credibility to take a hit.
If your Google Business Profile has been recently suspended, you’re not alone. There’s been an increase in suspensions since last year, causing frustration for businesses across many industries. The good news is that we’re here to help you explore possible explanations for your Google Business Profile suspension, and the steps you can take to have it resolved. Plus, BURG+CO. can help you navigate the challenge to ensure that your online presence continues to develop.
Common reasons your Google Business Profile was suspended
When your GBP is suspended, you’ll likely receive an email from Google that explains the cause. By learning the deeper details of each cause, you can figure out what has gone wrong and what needs to be done moving forward. Here are a few of the common issues that they may cite in the suspension notification:
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Inaccurate business information
Credibility and trustworthiness are two hallmarks of a quality business, which is what the algorithm is looking for in your Google Business Profile. So if the information in your profile is wrong, misleading or completely absent, it may raise some suspicions and lead to a suspension.
Be sure to claim and verify your profile. You should also continuously keep it updated with any changes that could impact current or potential patients, such as a change in hours.
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Multiple listings for the same location
It’s possible that you have multiple locations for your practice, which is great. However, each location should have its own listing. Duplicate listings for the same location can be created by accident due to:
- Rebranding
- Multiple profile managers
- Automated listings
Google frowns upon duplicate listings because it can lead to confusion for both their search engine algorithm and users. If you see multiple listings for the same practice address, be sure to delete them as needed.
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Violations of Google’s guidelines
Google has guidelines for healthcare businesses to ensure that their online presence prioritizes the experience of the user, including safety, accuracy and accessibility. If your GBP seems to be in violation of their guidelines, then it can lead to a suspension.
There are a variety of ways that you could violate these guidelines without even recognizing it. A few examples that are common for healthcare practices include:
- Misleading practices
- Dangerous or unreliable content
- Incentivizing reviews
- Not compliant with HIPAA
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Use of a virtual office address
Despite the fact that telehealth has become more prevalent since the COVID-19 pandemic, Google still requires a physical address for local businesses. It helps verify your practice’s legitimacy while also providing the best local results possible.
If you use a virtual office or PO box as your address on your Google Business Profile, they might deem you as a scam business, as many illegitimate businesses use these types of addresses. It also may convey you as untrustworthy to potential patients. That’s why not using a physical address can lead to suspension.
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Suspicious activity
Credibility and reliability are something that every user expects from Google listings, which is why they’re vigilant about potential red flags. If there’s suspected spam or fraudulent activity on your Google Business Profile, such as suspected fake reviews or false contact information, they will likely suspend your profile.
You can reduce the risk of suspicion by regularly auditing your profile and sticking to the guidelines as closely as possible.
What to do if your Google Business Profile is suspended
Now that we’ve talked about the problems that may have led to your suspension, it’s time to jump into solution mode. Having your GBP suspended can be frustrating, especially because it’s not always a quick fix. But by working through the right steps, you can have your profile reinstated and continue your SEO efforts. Here are steps to take:
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Step #1 — Confirm the suspension
You want to make sure that your notification isn’t a scam or that you’re misunderstanding something. You can go to your dashboard or the management interface to check the status of GBP to see if it’s actually suspended.
There’s also a difference between a soft suspension and a hard suspension. A soft suspension comes from a possible issue. It means that your profile is still visible on search engine results pages and Google Maps, but you’re not able to edit or manage it. A hard suspension means that Google believes that you shouldn’t have a listing at all and removed it completely.
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Step #2 — Address the cause
Be sure to thoroughly review the email explaining the cause of your suspension, and compare it with our explanations above. From there, you should be able to gain an understanding of what needs to be fixed to reverse the suspension. There may be more than one cause at play.
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Step #3 — Appeal the suspension
It takes more than a few quick clicks to get your Google Business Profile back. You need to file an appeal with Google, which you can do through your profile.
Your appeal letter should check off a few boxes for maximum effectiveness:
- Clear intent
- Concise and easy to read
- Claims backed by evidence
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Step #4 — Wait for a response
Now it’s time to do what you most likely don’t enjoy: Wait. On average, the response takes 3-5 business days, though it can take longer in some cases, depending on the circumstances.
In the meantime, you can continue to try to gather evidence and follow up with Google support if it’s taking too long. Try to avoid sending multiple appeals to prevent further delays.
Are you trying to navigate your Google Business Profile suspension? BURG+CO. can help
Digital marketing comes with enough challenges on its own, and a Google Business Profile suspension can add unnecessary frustration. But just because you get a notification that your profile has been suspended, there are still steps you can take. And if you need additional assistance, the experts at BURG+CO. know a thing or two about GBPs.
Not only do we help you manage and optimize your profile to reach more potential patients, we can also guide you through roadblocks, such as a GBP suspension. It’s important to keep in mind that it’s typically temporary and you can still have a very successful Google presence after it’s reinstated.
Our team has years of experience in helping healthcare brands improve their digital presence, attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Want expert support with your digital marketing? Connect with BURG+CO. today to explore how we can help your healthcare brand grow.