Years of watching the local SEO game have taught me a lot of things. But if there’s one thing that makes me want to smash my laptop the Hulk style, it’s seeing legitimate local businesses get absolutely wrecked by spammy Google Business Profile listings.
You know those “Best Plumber Emergency 24/7 Fast Service” business names that somehow outrank your actual business called “Johnson Plumbing,” that’s been serving the community for 20 years.
It’s infuriating. It’s unfair. And it’s costing you real money.
But you don’t have to just sit there and take it. Google gives you ways to fight back against this garbage. Most business owners just don’t know how (or that they even should).
The Problem: GBP Spam Is Killing Your Rankings
Before diving into our topic, let’s get our terminology straight. Google My Business (GMB) is now called Google Business Profile (GBP), because Google can’t stop renaming their products every couple of years. Same thing, new name.
GBP spam is basically any deceptive bullshit that manipulates search results or misleads potential customers. And it’s EVERYWHERE.
Why should you care? Because these spammers are literally stealing your customers:
- They’re taking up spots in the local pack that should be yours
- They’re diverting phone calls and website visits away from your business
- They’re making it harder for legitimate customers to find you
- They’re making you look bad when people search for businesses like yours and see a bunch of garbage results
I had a client, a dentist in Phoenix, who couldn’t figure out why his new patient numbers were dropping even though his website traffic was steady. Turns out, three fake dental practices with keyword-stuffed names had popped up in his area, all using virtual offices and stealing his visibility. After we got those listings removed, his new patient numbers jumped 32% in two months.
This isn’t theoretical. This is real money being stolen from your business.
Types of GBP Spam You Need to Know About
To fight this crap, you need to know what you’re looking for. Here are the main types of spam you’ll encounter:
1. Keyword-Stuffed Business Names
This is the most common and probably the most effective spam tactic. Instead of using their actual business name, they stuff it with keywords:
- “Denver Best Locksmith 24/7 Emergency Fast Service”
- “Chicago DUI Lawyer Top Attorney Criminal Defense”
- “NYC Bed Bugs Exterminator Same Day Treatment”
The actual business might be called “Bob’s Locksmith” but they know that keyword stuffing their business name gives them a massive ranking advantage. Google claims they don’t allow this, but their enforcement is spotty at best.
2. Fake or Virtual Locations
These are businesses claiming to have physical locations where they don’t exist:
- Service businesses using virtual offices to create the appearance of multiple locations
- Businesses creating listings in cities they don’t serve
- Using UPS stores or P.O. boxes as their “address”
- Creating listings at residential addresses for businesses that should have commercial locations
I once helped a local HVAC company that was getting crushed by a competitor with 15 locations across their metro area. After investigation, we discovered all 15 “locations” were either UPS stores or virtual offices. They had ONE actual office. After reporting them, my client’s calls increased by 40%.
3. Duplicate Listings
Some businesses create multiple listings for the same location, often with slight variations in name, category, or address format. This gives them multiple chances to show up in results and pushes legitimate businesses further down.
4. Fake Reviews
This includes both positive reviews for themselves and negative reviews for competitors. These can be:
- Reviews from people who have never used the business
- Reviews purchased in bulk from overseas
- Reviews are traded between business owners
- Reviews from employees pretending to be customers
5. Hijacked Listings
This is when someone claims an unclaimed business listing and then changes the phone number to their own, effectively stealing calls meant for that business. Super shady, but it happens all the time.
How to Spot GBP Spam Like a Pro
Here’s my checklist for identifying spam listings. If you see these red flags, you’re probably looking at spam:
- Business name contains keywords, services, or locations (e.g., “Best,” “Top,” “24/7,” city names)
- Business name on GBP doesn’t match their actual storefront, website, or legal name
- Multiple listings for the same business with slight variations
- Address is a UPS store, virtual office, or residential location for a business that should have a commercial location
- Business claims to serve a massive service area, but only has one location
- Perfect 5-star reviews with generic text and no details
- Reviews that all came in within a short time period
- No website linked to the listing (or a very basic one-page site)
- Stock photos are used for the business images
- Business is in a regulated industry, but doesn’t list license numbers
How to Report GBP Spam (And Get Results)
Now for the good stuff – how to actually fight back. I’ve reported hundreds of spam listings over the years, and I’ve learned what works and what doesn’t.
Method 1: Suggest an Edit (For Simple Issues)
This is the easiest method, but also the least effective for serious spam. Use this for minor issues:
- Find the listing on Google Maps
- Click on the business name to open the profile
- Click “Suggest an edit”
- Select what you want to change (name, address, etc.)
- Make your suggestion and submit
For business name spam, I suggest editing the name to what it is based on their website or legal filings. Include a note like “Business name violates Google guidelines by including keywords. Actual business name is X, according to their website and signage.”
Method 2: Business Redressal Form (For Serious Violations)
This is the big gun, and it works much better for serious spam issues:
- Go to Google’s Business Redressal Complaint Form
- Fill in your contact info (use a personal email, not one associated with your GBP)
- Select the type of violation (fake location, keyword stuffing, etc.)
- Provide the URL of the spam listing
- Explain exactly how they’re violating Google’s guidelines
- Include evidence (screenshots, documentation, etc.)
The key here is being specific and citing Google’s own guidelines. Don’t just say “they’re spamming,” say “This business is violating Google’s Business Profile guidelines by including services and keywords in their business name. Their actual legal name is X as shown on their website at [URL].”
I’ve had the most success when I include:
- Screenshots of their website showing their real name
- Screenshots of their listing showing the violation
- Links to Google’s own guidelines that they’re violating
- Evidence from state business registrations showing their legal name
Method 3: Flag Reviews
For fake reviews:
- Find the suspicious review
- Click the three dots next to it
- Select “Report review”
- Choose the violation type
This works best for obvious fake reviews (generic text, reviewer has only one review, etc.). For more sophisticated fake review networks, you’ll need Method 2.
Method 4: Post in the GBP Community Forum
If other methods aren’t working:
- Go to the Google Business Profile Community
- Create a new post detailing the spam issue
- Include all evidence and previous attempts to report
- Tag Google Product Experts if possible
There are Google employees and Product Experts who monitor this forum and can escalate issues.
What to Expect After Reporting
Be patient. Google typically takes 1-3 weeks to act on reports. Some things to know:
- You won’t get notified about the outcome
- Sometimes they’ll reject valid reports for no apparent reason
- You may need to report multiple times
- Some industries (locksmiths, lawyers, garage door repair) are spam magnets and harder to clean up
If your first report doesn’t work, try again with more evidence. I’ve had cases where my third report finally got action.
Protecting Your Own Listing
While you’re fighting spam, make sure your own listing is bulletproof:
- Use your exact legal business name without keywords
- Make sure your address is accurate and follows guidelines
- Respond to all reviews, positive and negative
- Add photos regularly
- Keep your hours updated
- Fill out every possible field in your profile
- Get your listing verified if you haven’t already
I’ve seen businesses get caught in the crossfire when Google does spam sweeps, so make sure your own house is in order.
When To Get Professional Help
If you’re in a spam-heavy industry or just don’t have time for this fight, consider getting professional help. A good local SEO agency can:
- Monitor for new spam listings in your area
- Handle all reporting and follow-up
- Provide documentation and evidence that gets results
- Help you optimize your own listing to compete better
This isn’t cheap. Expect to pay $500-$1500/month for good spam-fighting services. But if you’re losing $10,000+ in business to these spammers, it’s worth it.
Why This Matters More Than Ever
Google has been making local search more prominent, with the local pack showing up for more and more queries. At the same time, they’ve reduced the number of results in the local pack from 7 to 3.
This means there’s less real estate available, and spam is taking up precious spots that could be yours.
I’ve seen businesses go from struggling to thriving just by cleaning up spam in their market. One locksmith client went from 20 calls a week to over 60 after we cleared out fake competitors.
Ready to Take Back Your Local Rankings?
Fighting GBP spam isn’t just about principles; it’s about protecting your business and your livelihood. Every fake listing that ranks above you is literally taking money out of your pocket.
The good news is that while Google’s automated systems might miss this spam, they do generally take action when it’s reported properly. The bad news is that it’s on YOU to report it.
So get out there and start cleaning up your local search results. Your business deserves a fair shot at visibility, and your potential customers deserve accurate information.
And if you need help, hit me up. I’m ready to help you get to #1.