How to Remove Duplicate Google Business Profiles (and Protect Your SEO & Privacy)
If you’re a virtual assistant, freelancer, or remote business owner in the UK or Europe, you may be shocked to discover a Google Business Profile showing your home address and photos, even if you never created it yourself. For anyone running a business from home, this can feel exposing. The good news is that you have options to fix it, and in this guide I’ll walk you through the steps based on my own experience.
Why Duplicate Profiles Are a Problem
Search visibility issues
Duplicate listings split your reviews, compete with your correct profile, and damage your search rankings.
Privacy risks
For home-based workers, having your address and images online puts your family and property on display without your consent.
Possible GDPR breach
In the UK and EU, publishing a personal address unnecessarily can breach your legal rights under GDPR.
Difficult support processes
Google’s help channels are often automated and unclear, which makes resolving the issue time-consuming.
Step-by-Step Guide to Removing a Duplicate or Unauthorised Profile
Step 1: Audit your listings
Search Google Maps for your name, address, and business.
Take screenshots and copy the URLs of any listings that reveal your home or duplicate your main page.
Step 2: Confirm profile ownership
Check your Google Business dashboard to see if the listing appears there.
If it does not, note that you have no administrative control. This is important when escalating with support.
Step 3: Claim the profile (if possible)
If Google gives you the option to claim the listing, do it. This puts you in control. Once you have access, you may see two options:
Remove from Business Profile Manager: This only detaches the profile from your account. The public listing usually remains live.
Mark as permanently closed or remove the business: This tells Google the listing should no longer exist. For virtual or home-based businesses, this is the stronger option.
If your priority is privacy, simply removing it from your dashboard is not enough. You need to flag it as closed or escalate further.
Step 4: Request removal on Google Maps
Open the duplicate or unauthorised profile on Google Maps.
Click “Suggest an edit” and choose “Not open to the public.”
Submit your request. Reviews are usually processed within a few days, but this method often fails. If so, move on to the next steps.
Step 5: Contact Google Business Support
Go to the Google Business Profile Help page and open a support case.
Attach your documentation and, if you are in the UK or EU, reference GDPR.
Emphasise that your business is virtual and that the listing exposes your home address.
Step 6: File a legal data removal request
UK and EU residents can use Google’s privacy removal form at privacy.google.com or reportcontent.google.com.
Choose “Personal information about me” and include your evidence.
Reference GDPR Article 17 (“Right to Erasure”) for stronger legal weight.
Responses may take several weeks, so persistence is key.
Step 7: Escalating Directly with Google Support
If you’ve already tried the standard removal requests and your duplicate profile is still visible, you may need to take things further.
I’ve created a template email for that stage — when normal profile edits or closure requests haven’t worked, and your private address remains exposed.
It sets out the privacy risk clearly, cites GDPR rights, and gives Google a clear deadline to act. Use it only after initial attempts have failed, and be sure to customise the placeholders with your own details.
Step 8: Escalate to your Data Protection Authority
If Google still does not act, you can file a complaint with your data protection authority:
UK: Information Commissioner’s Office (ico.org.uk)
EU: CNIL (France) or your national authority
Attach your evidence and Google correspondence. These authorities have acted against Google in the past and can add real pressure.
Alternative: Professional Removal Services
Some SEO or legal firms offer profile removal services for a fee, often with quicker turnaround. If you go down this route, research providers carefully to avoid scams.
For Virtual Workers Outside the UK and EU
Legal protections may not be as strong elsewhere.
Use Google’s removal tools and always highlight that your profile shows a private residence with no public access.
If unsuccessful, seek advice from local privacy or consumer advocacy groups.
Final Thoughts
Duplicate profiles are a widespread problem, but they are fixable. Keep records of every step, be persistent, and lean on your legal rights if you are in the UK or EU.
If you’d like support with resolving this for your business, contact me at Sophie’s Bureau. I can help you protect both your privacy and your search visibility.
