How To Fix Google Business Profile Suspensions: Amy Toman

Who is Amy Toman?

Amy is a local SEO specialist who started out in the pet-sitting niche (much like how I focus on pest control), then transitioned to working primarily with law firms through an agency called Digital Law Marketing. Along the way, she became deeply involved in the Google Business Profile support forum, eventually reaching the coveted Diamond Expert status.

Amy’s background is a testament to the power of specialization. She built her reputation by focusing on a single industry—pet sitters—and growing from there. This is a strategy I wholeheartedly endorse. When you truly understand an industry’s language, regulations, and nuances, it becomes far easier to deliver real results.

Why Google Business Profile Matters

For local businesses—like pest control companies—Google Business Profile can be a massive lead generator. Often, it’s the first touchpoint potential customers see when searching for services. However, there are quirks to the system, and falling afoul of Google’s guidelines can mean suspensions or even permanent removal from the listing—both of which can be devastating for small businesses.

Amy pointed out that many small business owners don’t recognize their GBP listing as a critical business asset—until it’s gone. One of her biggest tips is to treat your GBP with extreme care and always keep documentation that proves your business is legit. We’ll delve into what kind of paperwork you need shortly.

Niche and Location: The Key to Local Rankings

Amy and I both agree: location matters a lot in local search. The more you can “prove” to Google that you’re a legitimate business in a specific area, the more likely you are to show up in local results. Here are a few key insights:

1. Home Address vs. Commercial Space

   • Many pest control owners start out using a home address.

   • Google only allows a residential address to show publicly if there’s permanent signage at that residence (no lawn signs or paper banners).

   • If you can’t provide that signage, your address must be hidden—turning your listing into a service-area business.

   • For broader visibility, especially in bigger cities, consider renting a small office or warehouse with permanent signage.

2. Proximity Still Rules

   • Google heavily emphasizes proximity when it comes to local search results.

   • If you move 45 minutes away from your original area, you’ll likely lose visibility in that original location.

   • Some businesses get around this by renting a small office near their main customer base.

3. Service-Area Pages on Your Website

   • Even if your GBP reach is somewhat limited, your website can rank in additional cities.

   • Create location-specific pages that speak directly to potential customers in each target area.

The Crucial Documentation You Need

According to Amy, the biggest mistake people make when appealing a Google Business Profile suspension is failing to provide the proper documentation. If your listing is ever suspended, you’ll need to quickly prove to Google that you’re a real, licensed, functioning business. Here’s what they want to see:

• Business Registration: City, state, or federal documents.

• Licenses: Pest control licenses, chemical handling licenses, or any relevant local certifications.

• Tax Paperwork: EIN registration or any official form showing your business name and address.

• Bank Statements or Credit Card Statements: Must show the business name and address (not your personal account).

• Leases or Utility Bills: If you have a physical office, official documents showing the address help a ton.

What Google does NOT care about: flyers, business cards, or personal bank accounts. If it’s not from an authoritative body, it’s probably not useful in reinstatement appeals.

Handling a Suspension: A Step-by-Step Guide

When that dreaded “Your Business Profile Has Been Suspended” email arrives, it’s easy to panic. Amy recommends the following steps:

1. Stop and Breathe

   • Don’t just click “Appeal” immediately, insisting your business is fine. You need to gather the right materials first.

2. Collect Your Documents

   • Get all your licenses, registrations, and official papers ready.

   • Make sure they all match the business name and address on your GBP listing.

3. Coordinate with Your SEO Agency (if applicable)

   • If you work with an agency like mine (Pest Control SEO) or Amy’s, contact them immediately. We know what Google typically looks for and can save you time and heartache.

4. File the Appeal

   • Google will give you 60 minutes once you start the process. Have your documents ready to upload.

   • Look out for a Case ID in the confirmation email. Save it somewhere safe.

5. Keep Tabs on the Status

   • Use the Appeals Management Tool (linked in your confirmation email) to monitor progress.

   • If Google asks for more info, give them exactly what they request—quickly.

6. Second Appeal or Escalation

   • If your first appeal fails, gather more documents and try again.

   • If that still fails, post your situation on the Google Business Profile Forum and ask a Google Product Expert (like Amy) to escalate.

In some instances, even after thorough compliance, a listing won’t come back. Be mindful that nobody can guarantee reinstatement—it’s ultimately Google’s call.

Final Thoughts: Think Long Term

Yes, local SEO can feel complicated—especially if you’re juggling day-to-day business. But as Amy and I discussed, investing the time and money into a legitimate business address, consistent reviews, and accurate documentation pays off in the long run.

Remember: Your Google Business Profile is a major revenue driver, so treat it like gold. Keep your listing updated, encourage legitimate customer feedback, and ensure your digital footprint mirrors your real-world operations. By being proactive now, you’ll avoid costly downtime if suspensions arise later.

Where to Find Amy

• LinkedIn: Amy Toman (search for her name)

• Email: localamy (at) amytseo (dot) com

• Google Business Profile Forum: Look for her as a Product Expert answering GBP questions.

P.S. Check out the full episode here: