Think Your Google Business Profile is “Set and Forget”? Not in Whitby & Durham Region

Your Google Business Profile (GBP) is one of the most important tools for helping potential customers in Whitby, Ajax, Oshawa, Pickering, Clarington, and across the Durham Region find and choose your business. But here’s the thing — your profile isn’t a “set and forget” tool. It’s vulnerable to outside edits, it can quickly become outdated, and mishandling major changes (like a move or rebrand) can hurt your local search rankings.

In this guide, we’ll explain why ongoing attention to your Google Business Profile is essential, how to protect it, and the right way to make updates so you don’t risk losing visibility in local search results.

Google allows the public to “Suggest an Edit” to your listing. That means a competitor, a customer, or even someone mistaken can propose changes to your business name, phone number, hours, or location. If Google believes these changes are more accurate—based on other online sources—it may publish them without notifying you.

If you’re not checking your profile regularly, you could end up with:

• Calls that are going to the wrong number

• Customers arriving at the wrong location

• Reduced search visibility due to inconsistent information

Log into your Google Business Profile at least once a month to confirm accuracy, reply to reviews within 24 hours, and post updates and photos.

If you’re rebranding or relocating in Whitby or the Durham Region, it’s tempting to update your Google Business Profile first — but that’s risky. Changing your business name, phone number, or address can trigger Google’s re-verification process, which may involve phone, text, or increasingly, video verification. If Google can’t confirm the change, your listing may be suspended. Rebrands can also affect more than your GBP — you may need to change your domain name, which impacts rankings, backlinks, email deliverability, and overall visibility.

Before making major changes to your Google listing:

1. Update your website with your new name, address, and contact details.

2. Refresh your social media profiles to match.

3. Ensure consistency across online directories (Apple Maps, Bing Places, Yelp, industry directories).

4. Update offline assets like signage, business registration, and email signatures.

Once everything matches online and offline, then update your Google Business Profile. This helps Google trust your changes and makes verification smoother.

It might seem tempting to add extra keywords or locations to your business name (e.g., “Joe’s Plumbing Whitby Emergency Repairs”), but Google’s guidelines require that your listing match your real-world business name. Violating this rule can lead to suspension.

At Bloomtools Durham, we help businesses in Whitby and across the Durham Region:

• Audit and monitor their Google Business Profiles for unauthorized changes

• Improve local search rankings

• Handle rebranding or relocation updates strategically

• Keep online listings consistent across all platforms

Your Google Business Profile is too valuable to neglect — it’s often the first impression customers have of your business.

Need help managing your Google Business Profile?

Contact Bloomtools Durham before you make major updates. We’ll guide you through the process, help you avoid suspension, and ensure your business stays visible in local search results.