Issues with GBP Merge – Verification Re-requested and Missing Optimized Information

[SilviaWebSEO]

I’m facing an issue with two Google Business Profiles (GBP) for my client. The old GBP was entered with incorrect details: the country was listed as Holland, but the service areas were correct in Spain. I created a new GBP to fix this, ensuring the business was listed as a Service Area Business (SAB) with the address showing, which I optimized for local SEO.

Both profiles were verified. For the new GBP, I was only asked for a picture to confirm it was the same business. After completing the optimization, the new GBP was visible in Google Maps but lacked reviews from the old one, which is why I requested a merge—not to delete the old GBP, which had the wrong country, address, and categories.

Now, I see that the profiles seem to have merged, but none of the information from the new profile has been kept, only basic details from the old one, with some new features from the new GBP. Google is now asking for a new verification, which is frustrating because I was initially told a picture would suffice. The new profile was verified, and I informed my client accordingly.

Key Questions/Concerns:

1. Business Name: I added keywords in the business name ("Bueno Bootcamp - Outdoor Fitness Classes / Gimnasio al Aire Libre"), which is central to my local SEO strategy. The keywords are relevant to the business and not spammy. Could this affect the merge or cause issues with Google’s guidelines?
2. Verification: Why am I being asked to verify again when both profiles were already verified? Can this be avoided? It feels unfair to have to go through the verification process again.
3. Optimization Loss: Will my optimized data (business name, categories, etc.) appear once the GBP is verified, or will I have to re-enter all the info?
4. Fault in Merge Request: Where did I go wrong in the merge request, and how could I have avoided this situation?
5. Expectations: What can I realistically expect from Google now? Will the verification resolve the issue and ensure the correct data is displayed?

I’ve already informed Google support about this and am waiting for their reply. Any insights from others who have dealt with a similar merge issue would be appreciated. Thanks!

 

[Jannell Howell]

Hello. Quite the history! Thank you for taking the time to share the details.

To answer your questions ...

1) It is against Google's guidelines to include keywords in the business name; unless of course that is how the business is registered.

2) It's common for Google to re-verify listings when there has been a change .. and the method that Google provides can change as well.

3) You should be prepared to re-optimize the listing once it is re-verified. The old optimization - photos and such typically don't stay on the listing that is being merged.

4) You were not going to keep the Holland GBP, so merging it into the new listing, with the correct Spain address is the right process.

5) Once the listing has been verified and you receive a reply from Google Support regarding your questions, you should have what you need to move forward.

 

[SilviaWebSEO]

Hello,

Thank you for your response. I have a few points I’d like to clarify:

1. Business Name Keywords: As I mentioned earlier, I added keywords relevant to my client’s business, which is an outdoor fitness bootcamp. I’ve seen many businesses successfully use keywords in their business names on Google profiles, so I’m a bit confused by the guideline. From my understanding, Google doesn't strictly enforce this rule, especially when the keywords accurately reflect the core business. In my client’s case, the word "bootcamp" might be confused with an IT bootcamp, so I wanted to make it clear that it's an outdoor fitness bootcamp. Shouldn't this pass the guideline since it helps the user with relevance and clarity?
2. Verification Request: I’m confused by your mention of a verification method. Both profiles were verified, and for the new profile, I was only asked to provide a photo to confirm it belonged to the same business, which I did. I explained in my support ticket that I recreated the GBP to correct the address mistake and missing details. So, why would they ask for another verification after the photo verification was already done? This doesn’t seem to be an edit request, but rather a correction of incorrect details, which I clarified in the ticket.
3. Optimization Loss: I’ve noticed that both profiles still exist, but the one currently visible seems to have a messy merge. The business name and category are missing, and there are no photos, while the old GBP still shows the basic info. However, the social icons that weren't present in the old GBP are now visible, which makes me think that Google is processing the merge and verifying whether the new information is relevant. I’m new to local SEO and would appreciate some deeper insights from an experienced SEO professional, ideally, someone with experience in European local businesses, as this issue seems to involve a regional and international perspective.I’ve attached a screenshot showing that all the accurate information has been saved in the new GBP, but it’s not showing publicly. To me, this gives the impression that Google is still processing the merge, or am I mistaken?

I’d really appreciate any advice you can offer to help me understand this situation better.

Best regards,
Silvia

 

[Jannell Howell]

I appreciate your additional questions. Hopefully, I can shed further insight ...

1) You are correct, Google doesn't strictly enforce the business name guidelines, but there may be a time when they do! You can find the guidelines pertaining to the business name here: Guidelines for representing your business on Google - Google Business Profile Help ... primarily this note: Your name should reflect your business’s real-world name, as used consistently on your storefront, website, stationery, and as known to customers.

2) On Google's support document regarding verifications: Verify your business on Google - Google Business Profile Help you'll see the following:

• You may need to verify your business using more than one method. The methods you need to use depend on factors like your business category, public info, region, or business hours.
• Your verification options can’t be changed because Google’s systems automatically determine and show which methods your business can use.

3) In your screenshot, look at the banner at the top (Screen Shot on 2025-02-25 at 19-13-09.png) It is a prompt to verify the listing. Nothing new will be published on the listing until it is verified.