Steps to Take When Google Alters Your GBP Information

Steps to Take When Google Alters Your GBP Information

Google Business Profiles (GBP) is a vital tool for local SEO efforts. It allows businesses to showcase their information on Google Maps and attract potential customers. However, Google frequently updates business listings without prior notice, which can sometimes lead to incorrect information being displayed. In this article, we will explore the steps businesses can take when Google alters their GBP information.

How often does Google update GBP listings?

According to data from Mirador Local, a GBP listings management platform, 44% of GBP listings have seen at least one update in the past 36 months. The data also suggests a pattern and seasonality in the updates, with higher change frequencies observed in November, December, and before Easter. These updates often involve changes to data fields like opening hours.

Where does Google get the information it uses to change your GBP listings?

Google verifies changes made to GBP listings against several data sources to prevent abuse of the system. These sources include information from the business’s owned website, external websites such as authoritative directories, public user contributions like reviews and photos, and user engagement data with locations. Google uses this information to ensure the accuracy of business listings and prevent spam.

Optimizing for Google’s GBP validation systems

While there is no direct way to optimize for Google’s algorithms or AI, businesses can take steps to ensure that their information is accurate and consistent across the web. This includes ensuring that the business name, address, and phone number (NAP) are consistent on online directories, chambers of commerce, government databases, and local business associations. Consistency across these platforms can prevent Google from making incorrect data assumptions.

Monitoring and leveraging user feedback is another effective strategy. Google places a lot of value on user input and provides real-time insights that can help identify inaccuracies or outdated information. Businesses can ask customers to validate business claims, such as opening hours, by mentioning their recent visit or positive experience. This user feedback can reinforce business information and contribute to the business’s E-A-T (Expertise, Authoritativeness, Trustworthiness) strategy.

Solidifying your entity in Google’s Knowledge Graph is also crucial. An entity is a concept within Google’s Knowledge Graph that is defined and distinguishable. Ensuring that your business’s information is clearly defined can prevent confusion with other businesses of a similar name or category. This can help safeguard against Google updating your GBP profile with incorrect information.


Google’s updates to GBP listings can sometimes lead to incorrect information being displayed, which can negatively impact businesses. By understanding how and why these updates occur, businesses can be better prepared and implement defensive strategies to prevent incorrect information from surfacing. Optimizing for Google’s validation systems, monitoring and leveraging user feedback, and solidifying your entity in Google’s Knowledge Graph are all important steps to take when dealing with changes to your GBP information. By following these steps, businesses can ensure that their information remains accurate, consistent, and optimized for local SEO success.

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