$100K Lease-Stakes 
If you rely on Google Business Profile (GBP) to boost local SEO and drive leads to your multifamily properties (and you should), there’s a recent trend you’ll want to be aware of.
Since early 2024, there has been a major uptick in GBP de-verifications and suspensions, particularly through late February and early March. And the kicker? No one’s exactly sure why.
What’s Going On with GBP?
According to Search Engine Journal, reports of sudden suspensions and de-verifications have spiked, with many businesses left in the dark about why their listings were impacted. Normally, appeals were resolved within a few days, but now resolution times are averaging closer to five weeks. That’s a long time to wait when your online visibility and lead flow are on the line.
The frustrating part? Google has offered little to no explanation for this wave of enforcement, despite mounting concerns from users and product experts. Some speculate it could be a bug on Google’s end, as referenced in Google’s support forums, but nothing official has been confirmed.
What You Should Do Right Now
If you’re managing GBP listings across multiple properties, this is the moment to play it safe. Experts across the board agree: do not make changes to your profile’s core business information right now.
That includes:
- Name
- Address
- Phone number
Website (a.k.a. NAP+ data)
You should also avoid editing:
- Primary or secondary categories
- Hours of operation
- Business description
Even small tweaks to these fields, typically safe to update, have reportedly triggered suspensions in recent weeks.
Here at Digible, we’re closely monitoring this situation and holding off on any GBP updates until the dust settles. So far, none of our client listings have been affected, and we’re doing everything we can to keep it that way.
Has your Google Business Profile been suspended? Read more about How to Stay on Google’s Good Side in this article.
What’s the Difference Between Suspension and Unverification?
If you’re wondering what exactly separates a suspension from an unverification, this WhiteSpark article breaks it down well. In short:
- Suspended: Your profile is completely removed from Google Maps and search.
- Unverified: Your profile still exists but is no longer managed or verified by your business, which reduces trust and control.
If you have questions about your property’s Google Business Profile or want help managing it safely, give us a shout.
