Duplicate Listings Are Killing Your Google Reach

By Leela

I'll never forget the day a client called me, frustrated beyond belief. "I'm doing everything right," she said. "But when people search for my bakery, they can't find me. And when they do, half the time my phone number is wrong."

We spent the next hour digging through her online presence, and that's when I saw it: seven—seven—different Google Business listings for the same location. Each one had slightly different information. One listed her old phone number from three years ago. Another had her business name spelled wrong. Two were completely unclaimed, meaning anyone could have edited them.

Her reviews? Scattered across four of those listings like confetti at a parade. Her ranking power? Diluted to almost nothing. Google couldn't figure out which listing was the "real" one, so it basically shrugged and showed her competitors instead.

If you're reading this, chances are you're either dealing with something similar, or you're worried it might be happening to you. Maybe your phone's not ringing like it used to. Maybe you've noticed your Google Maps ranking has tanked. Or maybe—like my bakery client—you've discovered the hard way that duplicate listings are quietly sabotaging your entire local SEO strategy.

Here's what we're going to cover: what duplicate listings actually are, why they're so damaging (beyond just "confusing Google"), how to find every single one lurking out there, and—most importantly—how to fix them permanently. By the end of this guide, you'll know exactly what to do, whether you're managing one location or fifty.

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So, What Exactly Are Duplicate Listings?

A duplicate listing happens when your business appears more than once on the same platform—usually Google Business Profile, but also Yelp, Apple Maps, or any local directory—with similar but not identical information.

Think of it like this: imagine you're at a networking event, and three different people introduce themselves to you as representatives of "Smith Marketing Agency." One hands you a card with a downtown address. Another says they're on the north side. The third gives you a phone number that goes to voicemail with a completely different company name.

Would you trust any of them? Probably not. That's exactly how Google feels about your business when it sees multiple listings.

These duplicates usually start innocently enough. Maybe you moved offices and created a new listing instead of updating the old one. Perhaps a well-meaning employee claimed a listing without realizing one already existed. Or—and this happens more than you'd think—a third-party service like Yext or a previous marketing agency created listings on your behalf, and now they're floating around the internet like digital zombies.

According to research from SimplyBeFound, over 40% of small businesses unknowingly have duplicate listings actively harming their local SEO. And here's the kicker: most business owners have no idea until their rankings have already taken a nosedive.

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How Do Duplicate Listings Actually Work in Practice?

Let me walk you through what happens behind the scenes when you have duplicates.

Google's Confusion Problem

Google's algorithm is incredibly sophisticated, but it still needs clear signals to determine which business listing is authoritative. When it finds multiple listings for "Joe's Pizza" at "123 Main Street," it faces a dilemma:

  • Listing A has 47 reviews and was created in 2019
  • Listing B has 12 reviews and was created in 2021
  • Listing C has 3 reviews but was updated last week

Which one should Google show in search results? Which one represents the "real" business?

Instead of picking one confidently, Google hedges its bets. It might show Listing A for some searches, Listing B for others, and sometimes none of them if it's really confused. Your ranking power—which should be concentrated in one strong, authoritative profile—gets split three ways. Moz's research shows this can reduce your local search visibility by up to 50%.

The Review Fragmentation Disaster

This is where it really hurts. Every review is a trust signal that tells Google (and potential customers) that you're legitimate and worth showing in search results.

When you have three duplicate listings, your 62 total reviews might be split as 47-12-3 instead of showing as one impressive 62-review profile. Customers searching for you see a listing with only 12 reviews and think, "Eh, they're okay I guess." Meanwhile, your competitor with a clean, single listing showing 40 reviews looks more established.

I've seen businesses lose out on thousands of dollars in revenue because customers chose competitors who appeared more reputable, even though the business with duplicates actually had more total reviews—they were just scattered across multiple profiles.

NAP Inconsistencies Create a Trust Crisis

NAP stands for Name, Address, Phone number—the holy trinity of local SEO. When your NAP information is consistent across the web, Google trusts that you're a real, stable business. When it's inconsistent, Google gets suspicious.

Duplicate listings almost always have NAP variations:

  • "Joe's Pizza" vs. "Joe's Pizza Restaurant" vs. "Joe's NY Style Pizza"
  • "123 Main St" vs. "123 Main Street, Suite A"
  • "(555) 123-4567" vs. "(555) 123-4568" (that old number you haven't used in years)

Each inconsistency is like a tiny red flag telling Google, "Something's not quite right here." According to BrightLocal's data, 68% of consumers lose trust in a business when they find inconsistent information online. And if customers lose trust, you can bet Google's algorithm does too.

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What Are the Main Drawbacks of Duplicate Listings?

Let's be blunt about what this actually costs you.

Your Rankings Tank

This is the most obvious and painful consequence. When I run local search audits for clients, businesses with duplicate listings are almost always stuck on page two or three of Google Maps results—even when they should be dominating page one for their main keywords.

Why? Because their ranking signals are divided. Instead of one listing with:

  • 60+ reviews
  • 500+ photos
  • Regular Google Posts
  • Consistent citations across 50+ directories

...they have three weak listings that each look mediocre by comparison. Google's algorithm favors authoritative profiles. Duplicates make you look anything but authoritative.

You Waste Management Time on the Wrong Listing

Here's a scenario that happens constantly: you log into what you think is your main Google Business Profile. You update your holiday hours, add new photos, respond to reviews. You feel productive.

Then customers start calling, confused, because the listing they're seeing still shows your old hours. That's because you edited Listing B, but Google is showing most people Listing A.

I watched a restaurant owner spend three hours crafting the perfect response to a negative review on one listing, only to discover later that most customers were seeing a different listing where that review didn't even appear. Three hours of reputation management, completely wasted.

Google May Penalize or Remove Your Listings

Google's official guidelines are crystal clear: you can't have multiple listings for the same business at the same location unless there's a legitimate reason (like separate departments with different phone numbers or a business within a business scenario).

Violate this, and Google might:

  • Mark duplicates as "This place appears to be permanently closed"
  • Remove listings entirely from search results
  • Suspend your ability to manage listings

I've seen businesses lose all their Google visibility overnight because an overzealous duplicate cleanup by Google's automated systems flagged their legitimate listing along with the duplicates. Getting reinstated can take weeks or months of back-and-forth with Google support.

Your Ad Spend Gets Less Effective

If you're running Google Local Services Ads or location-based PPC campaigns, duplicate listings can cause your ads to point to the wrong profile—or worse, to an unclaimed listing you don't even control.

One client was spending $2,000/month on local ads that were driving clicks to an old, unclaimed listing with a disconnected phone number. For three months. That's $6,000 down the drain before we caught it.

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When Should You Worry About Duplicate Listings?

Honestly? Right now. Even if you don't think you have duplicates, you probably should check.

Scenarios Where Duplicates Are Almost Guaranteed

You've moved locations in the past three years and created a new listing rather than updating the old one. (The old one is still out there, by the way, probably showing your old address.)

You've changed your business name, even slightly. Maybe you dropped "LLC" from the end, or you went from "Smith Consulting" to "Smith Consulting Group." Each variation might have spawned a new listing.

You've worked with multiple marketing agencies or listing management services. Each one probably created listings on your behalf. When you switched agencies, those listings didn't magically disappear.

Your business has been around for more than five years. The longer you've been in business, the more likely it is that duplicate listings have accumulated like digital dust bunnies.

You have multiple locations. This is duplicate listing territory on expert mode. The risk multiplies exponentially with each location.

Red Flags That You Definitely Have Duplicates

Your Google Maps ranking has dropped significantly in the past 6-12 months for no obvious reason.

Customers tell you they're seeing wrong information about your business online—old phone numbers, incorrect addresses, outdated hours.

Your total review count seems lower than you remember, or you're getting reviews on listings you don't recognize.

When you search for your business name + city, you see multiple Google Business listings in the results.

Your Google Business Profile dashboard shows unusual activity or edits you didn't make. (That's often a sign of unclaimed duplicates that users or competitors are editing.)

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How to Find Every Duplicate Listing (The Complete Audit Process)

Alright, let's get practical. Here's exactly how I hunt down duplicates for clients.

Step 1: The Manual Google Search

Open an incognito browser window (this prevents your search history from influencing results) and search for:

  • Your exact business name
  • Your business name + city
  • Your business name + address
  • Your phone number

Look carefully at the results. Multiple Google Business listings showing up? That's your first clue. But don't stop there—duplicates can hide in regular search results too, not just Maps.

Step 2: Check Google Maps Directly

Go to Google Maps and search for your business. Look at the sidebar on the left. Sometimes Google will show you multiple listings and even say "Is this your business?" with several options.

Zoom out on the map and look for multiple pins at or near your location. I once found a client had five pins within a two-block radius, all claiming to be the same business.

Step 3: Search Other Major Platforms

Duplicates aren't just a Google problem. Check:

  • Yelp: Search for your business name and city
  • Apple Maps: Use an iPhone or go to mapsconnect.apple.com
  • Bing Places: Often overlooked, but Bing powers a lot of voice search results
  • Facebook: Check if you have multiple business pages

Step 4: Use Listing Management Tools

Manual searching is important, but it's also tedious and you'll miss things. Tools that can automate the process include:

  • BrightLocal: Scans dozens of directories and flags duplicates and NAP inconsistencies
  • Moz Local: Checks your listings across the major data aggregators
  • Whitespark: Excellent for finding citation duplicates beyond just Google
  • Synup: Particularly good for multi-location businesses

Most of these offer free trials, so you can run an audit without committing to a subscription.

Step 5: Check Data Aggregators

This is advanced-level stuff, but important. Four major data aggregators feed information to hundreds of local directories:

  • Acxiom
  • Factual
  • Infogroup
  • Localeze

If you have duplicate or inconsistent data in these aggregators, it spreads like a virus to all the directories they supply. Tools like Moz Local can check these for you, or you can contact the aggregators directly.

Step 6: Search Your Business Address

Here's a sneaky one: search for just your street address (without your business name). You might find listings for previous businesses at your location that are now mistakenly associated with you, or old listings from before you moved in.

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Step-by-Step Guide: How to Fix Duplicate Listings

Now comes the cleanup. I'm going to walk you through this exactly how I do it for clients.

Before You Start: Identify Your "Main" Listing

Don't just start deleting things randomly. First, figure out which listing you want to keep. Your main listing should be:

  • The one with the most reviews
  • The one that's been around longest (usually has the oldest reviews)
  • The one that's currently verified and you have full access to
  • The one with the most accurate, complete information

Got it? Good. That's your keeper. Everything else needs to go.

For Google Business Profile Duplicates

Option 1: You Own Both Listings

If you have access to both the duplicate and your main listing:

  • Log into your Google Business Profile dashboard
  • Go to the duplicate listing
  • Click on "Info" in the left sidebar
  • Scroll to the bottom and click "Close or remove this listing"
  • Select "Remove this listing" and confirm

Google will review your request. It usually takes 3-5 days, sometimes longer. Don't panic if nothing happens immediately.

Option 2: You Don't Control the Duplicate

If you've found a duplicate listing that you don't own or can't access:

  • Find the listing on Google Maps
  • Click "Suggest an edit"
  • Select "Remove this place"
  • Choose the reason: "This place doesn't exist" or "This is a duplicate of another place"
  • If it's a duplicate, Google will ask you to specify which listing is correct—select your main listing
  • Submit the request

Pro tip: If you're trying to remove a duplicate, don't claim it first. I know it's tempting, but claiming a duplicate can actually trigger Google's spam filters and get both listings flagged. Just report it for removal.

Option 3: Merging Listings

Sometimes Google will let you merge duplicates, which is ideal because it combines the review count and history. Unfortunately, Google removed the self-service merge feature a few years ago.

Your options now:

  • Contact Google Business Profile support and request a merge (be prepared to verify ownership of both listings)
  • Wait and hope Google's automated systems detect and merge them (this does happen, but it's unpredictable)

When merging works, it's beautiful. You keep all your reviews, all your history, and end up with one strong, consolidated listing. But it's not always possible, especially if the duplicates have significantly different information.

For Yelp Duplicates

Yelp is actually pretty good about handling duplicates:

  • Go to biz.yelp.com and claim your main listing if you haven't already
  • Find the duplicate listing
  • Use the "Report a Problem" link on the duplicate's page
  • Select "This business is a duplicate"
  • Provide the URL of your main listing

Yelp's support team usually responds within a few days. In my experience, they're more responsive than Google.

For Apple Maps Duplicates

  • Go to Apple Maps Connect
  • Claim your main listing
  • For duplicates, click "Report a problem" on the map
  • Select "This place doesn't exist" or "Duplicate place"
  • Provide details and submit

Apple's verification process can take a while—sometimes weeks—but they do eventually clean things up.

For Directory and Citation Duplicates

This is where it gets tedious. For each directory where you find a duplicate:

  • Claim the main listing if you haven't already
  • Look for a "Remove listing" or "Report duplicate" option (most directories have this)
  • If there's no self-service option, contact their support directly

Major directories like Yellow Pages, Superpages, and industry-specific sites usually have processes for handling duplicates. Smaller directories might require more persistent follow-up.

Document Everything

As you go through this process, keep a spreadsheet tracking:

  • Which duplicates you found
  • Where they are (Google, Yelp, etc.)
  • What action you took and when
  • The status of each removal request

This documentation is crucial because:

  • Some removal requests take weeks or months
  • You'll need to follow up on stalled requests
  • If you work with an agency or hire someone to help, they'll need this information
  • It helps you prove to Google that you're actively managing your online presence

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What Mistakes Should You Avoid with Duplicate Listings?

Let me save you from the painful lessons I learned the hard way.

Mistake #1: Claiming Every Duplicate Before Removing It

I mentioned this earlier, but it bears repeating: don't claim duplicates you plan to remove. It seems logical—"I need access to delete it, so I'll claim it first"—but Google's spam detection system sees someone claiming multiple listings for the same business and flags it as suspicious.

I've seen this trigger account suspensions that took months to resolve. Just report duplicates for removal without claiming them.

Mistake #2: Deleting Your Main Listing by Accident

This sounds obvious, but it happens more than you'd think. Someone identifies duplicates, starts removing them, and accidentally removes the listing with all the reviews and history.

Before you delete anything, triple-check which listing is your main one. Screenshot it. Write down the Google Business Profile ID (it's in the URL when you're editing the listing). Make absolutely certain you're removing the right ones.

Mistake #3: Not Monitoring for New Duplicates

Fixing duplicates once isn't enough. They can reappear. Why?

  • Old directory data gets re-scraped and republished
  • Third-party services create new listings
  • Competitors or spammers create fake listings (yes, this happens)
  • Google's automated systems sometimes recreate listings from old data

Set a calendar reminder to audit your listings every quarter. It takes 15 minutes and can save you from months of ranking damage.

Mistake #4: Ignoring Unclaimed Duplicates

"But I don't control that listing, so it's not my problem."

Wrong. Unclaimed duplicates are actually more dangerous because:

  • Anyone can edit them and add incorrect information
  • They still dilute your ranking power
  • They can outrank your main listing in some searches
  • Competitors can claim them and use them against you (I've seen this happen)

Report every duplicate you find, even if you don't control it.

Mistake #5: Using Automated Listing Services Without Oversight

Services like Yext, BrightLocal, and others can be helpful, but they can also create duplicate listings if you're not careful. Before signing up for any listing management service:

  • Audit your existing listings first
  • Make sure the service won't create new listings, only update existing ones
  • Check if they have a "duplicate suppression" feature
  • Monitor their activity for the first few months

I've had clients come to me with duplicate listing nightmares because they signed up for three different listing services that all created competing listings.

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How to Prevent Duplicate Listings from Happening Again

Prevention is so much easier than cleanup. Here's my system.

Create a Single Source of Truth

Designate one person in your organization as the owner of your online listings. This person should:

  • Have the login credentials for all major platforms (Google, Yelp, Apple, Facebook)
  • Be responsible for any updates to business information
  • Approve any third-party services before they touch your listings
  • Maintain documentation of all your active listings

If you work with a marketing agency, make sure there's clear communication about who's managing what.

Establish an Update Protocol

When your business information changes, follow this process:

  • Update your main Google Business Profile first
  • Update your website
  • Update all other major platforms (Yelp, Apple, Facebook, Bing)
  • Update any listing management services you use
  • Check back in 2-3 weeks to make sure changes propagated correctly

Don't create new listings when information changes. Update existing ones.

Use a Listing Management Dashboard

Tools like GMBMantra.ai can help you manage your Google Business Profile more efficiently, with AI-powered features that automatically keep your listing optimized, respond to reviews, and create content—all from a single dashboard. For multi-location businesses especially, having a centralized system prevents the chaos that leads to duplicates.

Other options include BrightLocal, Moz Local, or Synup, depending on your needs and budget.

Monitor Your Brand Mentions

Set up Google Alerts for your business name and address. This way, if someone creates a new directory listing for you, you'll get notified and can check if it's a duplicate.

Train Your Team

Make sure everyone who might touch your online presence knows:

  • Never create a new Google Business listing without checking if one exists
  • Never claim a listing without verifying it's not a duplicate
  • Always check with the designated listings manager before making changes

I've seen duplicate listings created by well-meaning employees who thought they were helping. A five-minute training session can prevent months of problems.

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Latest Trends and Tools for Managing Duplicate Listings in 2025

The duplicate listing landscape has evolved significantly in the past couple of years.

Google's Improved Duplicate Detection

Google has gotten much better at automatically detecting and removing obvious duplicates. Their AI systems now:

  • Compare business information across listings more intelligently
  • Flag suspicious patterns (like multiple listings created from the same IP address)
  • Sometimes auto-merge duplicates without requiring manual intervention

The downside? These automated systems occasionally flag legitimate listings as duplicates, especially for businesses with complex situations like multiple departments or franchises. If you fall into this category, detailed documentation is more important than ever.

Enhanced Reporting Tools

According to Synup's research, Google has streamlined the duplicate reporting process in 2024-2025. The "Suggest an edit" feature now includes better options for specifying why something's a duplicate and which listing should remain.

The Rise of AI-Powered Listing Management

Platforms like GMBMantra.ai are using AI to automatically monitor for duplicates and alert you before they become ranking problems. The AI can:

  • Scan directories regularly for new listings
  • Detect NAP inconsistencies across platforms
  • Suggest which listing should be your primary one based on review count and engagement
  • Even draft removal requests for you

For businesses managing multiple locations, this kind of automation is becoming essential. Manually monitoring dozens or hundreds of listings across dozens of platforms just isn't realistic anymore.

Voice Search Increases the Stakes

As voice search continues to grow (particularly through devices like Alexa and Siri), having clean, consistent listings matters more than ever. Voice assistants pull from a variety of sources, and if you have duplicate or inconsistent information, they'll often just skip you entirely and recommend a competitor instead.

Review Consolidation Challenges

One frustrating reality: even when you successfully remove duplicates, you usually can't transfer reviews from the duplicate to your main listing. Those reviews—and the trust signals they represent—are often lost forever.

Some businesses have tried creative workarounds (like screenshotting old reviews and including them on their website), but there's no perfect solution. This is why preventing duplicates in the first place is so important.

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Frequently Asked Questions

How long does it take to fix duplicate listings?

The actual work of identifying and reporting duplicates takes a few hours for a single-location business. But getting them removed? That's where it gets slow. Google typically takes 3-7 days to process removal requests, but I've seen it take up to six weeks for complex cases. Other platforms like Yelp are usually faster (3-5 days), while smaller directories can take weeks or never respond at all.

Will I lose my reviews if I remove duplicate listings?

Unfortunately, yes—reviews on duplicate listings usually disappear when the listing is removed. That's why you want to identify your main listing (the one with the most reviews) and remove the others, not the other way around. There's no official way to merge reviews across Google Business listings anymore, though Google's automated systems occasionally do it.

Can competitors create duplicate listings to hurt my rankings?

Absolutely, and it happens. Negative SEO tactics include creating fake listings with wrong information for your business. The good news is these are usually easy to spot and report. The bad news is you have to stay vigilant. Regular monitoring (quarterly at minimum) helps catch these before they cause real damage.

What if Google won't remove a duplicate listing?

If your initial removal request is denied, try again with more detailed information. Include screenshots showing why it's a duplicate, provide your main listing's URL, and be very specific. If that fails, reach out to Google Business Profile support directly through their chat or phone support. I've had success escalating stubborn cases through their support team.

Should I hire someone to fix my duplicate listings?

For a single-location business with just a few duplicates, you can probably handle it yourself using this guide. For multi-location businesses or complex situations (like franchises), hiring a local SEO specialist or using a tool like GMBMantra.ai can save you dozens of hours and prevent costly mistakes. The ROI is usually worth it when you factor in the revenue impact of better rankings.

How do I know which listing to keep as my main one?

Keep the listing that has the most reviews, the longest history, and is currently verified under your control. If you have one listing with 50 reviews from the past three years and another with 5 reviews from last month, keep the first one. Age and review count are your best indicators of which listing Google considers most authoritative.

Can duplicate listings affect my paid advertising?

Yes. If you're running Google Local Services Ads or location-based PPC campaigns, duplicates can cause your ads to point to the wrong listing—potentially one that's unclaimed or has incorrect information. This wastes ad spend and confuses customers. Always audit your listings before launching location-based ad campaigns.

What's the difference between a duplicate and a legitimate second location?

A duplicate is when you have multiple listings for the same physical location. A legitimate second location is an actual different address where you conduct business. Google allows multiple listings only when they represent genuinely different locations, departments with separate entrances and phone numbers, or businesses within businesses (like a bank branch inside a grocery store).

How often should I check for new duplicate listings?

Quarterly checks are sufficient for most businesses. After a major change (moving, rebranding, changing your phone number), check within a week and again after a month. If you're in a competitive industry or have had duplicate problems before, monthly checks aren't overkill.

Can I prevent duplicates completely?

Not 100%, but you can get close. Centralize your listing management, train your team, use monitoring tools, and establish clear protocols for when business information changes. The businesses I work with who follow these practices rarely develop new duplicate problems.

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The Real-World Impact: What Happens After You Fix Duplicates

Let me tell you what happened with that bakery client I mentioned at the beginning.

After we identified all seven duplicate listings, we spent two weeks getting them removed. We kept the listing with 43 reviews (the others had 8, 5, 2, 0, 0, and 0 respectively). We made sure the NAP information was perfectly consistent. We updated her business categories and added missing information.

Within three weeks, her Google Maps ranking for "bakery near me" went from position 12 to position 3. Her phone started ringing again. Foot traffic increased noticeably. Within two months, she told me revenue was up 35% compared to the same period the previous year.

Was it all because of fixing duplicates? Probably not entirely—we also optimized other aspects of her listing. But the duplicates were absolutely the biggest problem holding her back.

I've seen similar results across dozens of businesses:

  • A dentist who went from page 3 to page 1 for his main keywords within a month of cleanup
  • A plumbing company that saw call volume increase 50% after consolidating listings
  • A multi-location restaurant chain that recovered thousands of dollars in wasted ad spend

The impact is real, measurable, and often dramatic.

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Moving Forward: Your Action Plan

Here's what you should do this week:

Today:

  • Search for your business on Google, Google Maps, Yelp, and Apple Maps
  • Look for any duplicate listings or inconsistent information
  • Take screenshots of everything you find

This Week:

  • Create a spreadsheet documenting all your listings (legitimate and duplicates)
  • Identify which listing is your "main" one
  • Claim your main listing on every major platform if you haven't already

This Month:

  • Report all duplicate listings for removal following the steps in this guide
  • Set up a monitoring system (Google Alerts, quarterly calendar reminders, or a tool like GMBMantra.ai)
  • Create a protocol document for your team about how to handle listing updates

Ongoing:

  • Check your listings quarterly for new duplicates or inconsistencies
  • Monitor your Google Maps ranking to catch problems early
  • Keep documentation of all your active listings and login credentials

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The Bottom Line

Duplicate listings are one of those problems that seem minor until you realize how much money they're costing you. They're also one of the most fixable problems in local SEO—no algorithm changes to worry about, no waiting for Google to re-index your site, just good old-fashioned cleanup work.

If you take nothing else from this guide, remember this: your online presence should be as clean and consistent as your physical business. You wouldn't let seven different versions of your business card circulate with different phone numbers on them. Don't let it happen online either.

The businesses that dominate local search aren't necessarily the ones with the biggest budgets or the fanciest websites. They're the ones with clean, consistent, authoritative listings that Google can trust and customers can rely on.

If managing all this feels overwhelming—especially if you're dealing with multiple locations or just don't have the time—that's exactly why tools like GMBMantra.ai exist. With AI-powered monitoring that catches duplicates before they hurt your rankings, automated review management, and a centralized dashboard for all your listing needs, it's like having a dedicated local SEO specialist working 24/7. You can set it up in about 60 seconds and try it free to see if it's right for your business.

But whether you tackle this yourself or use tools to help, the important thing is that you take action. Every day you let duplicate listings sit out there is another day your competitors are showing up in searches where you should be.

Now go search for your business. See what you find. And then fix it.

Your Google reach—and your revenue—will thank you.