Best Practices for Practitioner Listings on Google My Business (GMB)

A common question we get in Local SEO is how businesses that have practitioner listings should approach Google My Business. There is a lot of confusion around how to deal with these and if they help or hurt the business’ ranking on Google. 

What is a Practitioner Listing?

A practitioner or professional listing is a listing on Google Maps that is for a person instead of a place. Businesses that have public-facing professionals that are known and searched by name would have these. Examples of industries that commonly have these would include doctors, dentists, lawyers, realtors, insurance agents, and financial planners.  Often people will search Google for the name of their doctor or lawyer instead of the name of the practice or firm.

Top Questions Practitioners (or Practices) Have Regarding Their Listings:


What Are the Rules Around Practitioner Listings?

  • Practitioner listings are not considered duplicates and Google will not remove them or merge them.
  • If a review was left on a practitioner listing, Google often will similarly refuse to migrate it over to the practice listing.
  • The only exception is if a business only has 1 practitioner (1 dentist, 1 doctor etc). In this case, Google will actually merge the 2 listings. They specify that for solo-practitioners you should only have 1 listing that is formatted [brand/company]: [practitioner name] 

Should I Merge my Listings if I’m a Solo Practitioner?

The answer here is it really depends. If your business is in a really large city, I would probably vote to do it since you will reap the benefit of all the reviews being on one listing (so instead of 1 listing with 5 reviews, another with 10, you now have one with 15). However, if you’re in a small town you will probably get more visibility and exposure if you keep the listings separated since it’s possible to get 2 listings to both rank in the 3-pack for non-competitive terms.  As far as I can tell, Google has no automatic system that looks for these listings and automatically merges them so unless someone reports them as duplicates they should remain separated.

Last year in the fall, I believe Google changed the way they did merges internally. Since late 2015 we no longer see a massive ranking bump in listings that get merged for solo practitioners the way we used to before. I had a chiropractor I worked with earlier last year who had a massive spike in ranking when his listings were combined. This used to be common when Google merged listings but the way they are doing it recently doesn’t appear to pass ranking juice from the duplicate to the main listing. I have a theory that it’s because they started using 302 redirects to help prevent data issues.

Keep in mind that it’s possible that some directories won’t allow you to merge the 2 listings so it might hurt citation consistency. Yelp, for example, has told me that they don’t automatically merge listings for a solo practitioner but if requested, they will consolidate the 2 listings (and merge the reviews) but they use a format that is the opposite of what Google uses. So while Google lists it as “ABC Law Firm: Bob Smith”, Yelp will list it as “Bob Smith – ABC Law Firm”.  I don’t think this is a huge issue considering Google’s ability to normalize data.

Should I Verify Listings for all my Practitioners?

My rule of thumb is that if Google doesn’t have a listing currently for a practitioner at your office, don’t bother creating one for him/her if your goal is to make the practice listing rank highest.  Usually more listings just creates more competition for yourself.  As well, verifying your practitioner’s listings could be problematic if they decide to leave your office and work elsewhere. According to Google, they would own the listing, not you.

I usually would suggest verifying the listing you want to rank and having that listing point to the homepage. I would then leave the website off the additional listings (or point it to an inner page on the site like the doctor’s profile page).

On the flip side, verifying the practitioner listings will allow you to monitor and respond to reviews. However, if you’re not actively trying to get reviews on them, hopefully you won’t get many.

Another good strategy is working on having multiple listings rank if you have practitioners that specialize in different things.  Let’s say you have a chiropractor who also has a massage therapist at his office.  The massage therapist’s listing could link to a page on the site that ranks high for massage therapy and the chiropractor could rank to the page that ranks highest organically for chiropractic terms. This is a great way to make the pages accomplish more overall instead of competing.  Another example would be a law firm. You could have the main listing for the law firm optimized for things like “law firm” and then have 1 lawyer who specializes in personal injury law and another lawyer who specializes in criminal law.  This would allow you to take advantage of the organic ranking for several different keywords. 

Keep in mind that if your goal is to have 3 of your listings all rank for the exact same keyword on Google, thus monopolizing the entire 3-pack, this is an unrealistic strategy. Google has filters that keep the same website from appearing too many times in the results and unless you’re in a really niche industry or market, it’s almost impossible to accomplish this.


What Should I do if my Practitioner Listing Outranks the Practice Listing?

I would say it depends on which listing it is and what the ultimate goal is. If it’s the practitioner listing for the owner, who would clearly not be likely to leave the practice, I would go with what Google prefers and focus on the practitioner listing. If the listing is for an employee who could, at some point, leave the practice, you should consider what is more important: ranking faster or having more long-term security. I had a law firm hire me recently who had 2 lawyers. We worked on all 3 profiles: the 2 listings for the lawyers and the 1 listing for the firm.  Several months in, the one lawyer left the practice and started her own firm. The remaining lawyer was annoyed that her listing continued to rank well (and even outrank his in certain occasions) and the hard truth was that her profile was strong because we had worked on it.  So when she worked for them, it helped them, but when she left, the strength of the page left with her.  It’s always important to consider this.   

For businesses in this boat, I would suggest editing the practitioner listing to try and minimize it (remove all but 1 category, link to an inner page on the site instead of the homepage).  Then I would work on trying to boost the ranking of the practice listing by asking for reviews and making sure that listing is the only one that links to the homepage of the website.  Although it’s often faster and easier to work with the existing practitioner listing that is currently ranking highest, it is possible (with time) to get Google to accept the practice listing as the strongest. The downside to this strategy is that it takes longer and requires more work.  Keep in mind, the age of the listing (how long it’s existed) is a huge ranking factor that I wouldn’t ignore. If the practitioner listing has been around much longer and has much more history, it will make this harder to do.  This is why we always generally don’t answer this question for businesses without doing a thorough audit.


One of my Practitioners no Longer Works Here, What Should I do With Their Listing?

One of the most annoying issues is when a practitioner leaves an office. Technically, the person owns their listing, not the practice/company and removing the listing entirely is not an option. Google often suggests that you mark the page as closed, but this is a terrible idea since any patients or customers would think the business is closed when searching for their practitioner by name.

Instead, this is what you should do:

1. If the listing is verified via GMB you need to first get it unverified (if possible). If you don’t have access to where it is verified, this is the worst-case scenario since Google might refuse to give you access since they see the individual as the true owner (not their employer).

2. Once the listing is unverified, you can have the listing marked as moved to the main practice listing (the practice listing must be verified).

If the practitioner was verified by the former employee and you have no access to it, you have the option of either leaving it alone or reaching out to them to update it to list their new employment information. Neither of these options are ideal which is part of the reason why I don’t generally suggest verifying practitioner listings.


How Should I Build Citations for a Practitioner?

I would always focus heavily on niche citations for any industry that has practitioners. So if you’re a lawyer, make sure you’re listed in Avvo or if you’re a dentist make sure you’re listed correctly on HealthGrades. There are tons of social media sites and directories that allow more robust features for individuals as opposed to businesses and this is something you can easily take advantage of with practitioners.  For example, LinkenIn allows individuals to list several links on their profile page to different sites and even allows them to customize the anchor text. This isn’t something a listing for a business on LinkedIn is able to do.

Do you have a question about practitioner listings that I didn’t address? Please let me know in the comments!


Joy Hawkins

Joy Hawkins has been working in the Local SEO industry since 2006 and loves being a Google My Business Top Contributor. She also loves spending time managing Google AdWords accounts and has been certified in both Google Search & Display. She is also a speaker at various search engine marketing conferences such as SMX & LocalU and has a monthly column on Search Engine Land. She currently works as a the owner of Sterling Sky Inc in Uxbridge, ON, Canada. Joy's daily responsibilities there include troubleshooting ranking issues on Google for the most complicated and difficult accounts, updating her training manual (The Expert's Guide to Local SEO.), consulting on how to use Google products and SEO-related tools and tactics, selling and managing local SEO, social media and AdWords accounts for small business owners, and keeping up with new trends and processes in the local SEO and search engine marketing (SEM) world. You can connect with her on G+ or follow her on Twitter.

Follow Me on Twitter

33 comments on “Best Practices for Practitioner Listings on Google My Business (GMB)

  • Thank you for the post! Lots of great answers to common questions. What about when all practitioner listings have the same phone and address? Have you noticed this diluting the ranking of the practices main listing?

  • @Danielle most practitioner listings do have the same phone # as the practice listing. That’s why you generally don’t see Google ranking multiple listings high for the same office. I’ve seen some people brand their practitioners separately by giving them a separate domain and phone # to try and kind of “trick Google” into not realizing they’re the same business. This strategy can work but it tends to be more expensive since now you have to build up backlinks to 2 different domains. I wouldn’t go get a new phone # for a practitioner if it’s not already set up that way. Usually it just causes NAP inconsistencies with the phone # since most of the data providers would have the office phone #.

  • I’m reading this at Google about the GMB listing title for a sole practitioner:

    Solo practitioners that belong to branded organizations: If a practitioner is the only public-facing practitioner at a location and represents a branded organization, it’s best for the practitioner to share a listing with the organization. Create a single listing, named using the following format: [brand/company]: [practitioner name].

    Acceptable: “Allstate: Joe Miller” (if Joe is the sole public-facing practitioner at this Allstate-branded location)

    Seems like that [brand/company]: [practitioner name] creates NAP inconsistencies between GMB and other directories if you only use the practice name [brand/company] on other citations. Most of those other citation source aren’t going to let you use [brand/company]: [practitioner name] as the business name.

    And I never get a straight answer when I call Google directly about this.

    Recommended or not recommended? Thanks for the article by the way. I deal with this a lot! Major pain in the butt.

  • @Swanie I think Google is smart enough to realize that “Joe Miller” listed at the same address and phone # on a 3rd party directory is the same as “Allstate Insurance: Joe Miller” listed on Google so I wouldn’t worry too much about this. I do create listings on 3rd party directories using the same format as Google whenever possible.

  • Hey Joy!

    Thanks for this article 🙂 Have you heard anything about needing to format solo practitioners in the following way?

    “MD: Practice Name, Doctor Name”

    Google support helped me merge two duplicate listings together and in the process they updated the business name to this style of formatting. I asked him if it was done on purpose or if I could update it. His response today…

    “The name actually needs to be aligned like that to follow our policies and guidelines. If you’d like to update it you’re more than free to, however, it would cause your account to be in violation which means you could be suspended. ”

    I was curious if you knew anything about this new formatting? I don’t see it anywhere in the guidelines.

    Thanks for your help!


  • Good to know, Joy. Are you able to use that naming convention with Facebook, Axciom, Localeze, InfoGroup, Superpages, CitySearch, Bing, Yelp, Foursquare, LinkedIn, and Factual?

    If so, I’d be sold.

    Side note: I intentionally omitted any of the Yext directories.

    And if so, how do you report NAP consistencies to your clients if it’s off? Or don’t you report that?

    One more question, if I may …

    I’ve never merged GMB listings before. Do you have instructions for how to best do that?

    Also, have you run into the situation where you merged a practice name/sole practitioner name only to have them hire another practitioner and then you needed to ‘un-merge’ the listing on GMB?

    Guess I’m just wondering how permanent this ‘merging’ of listings is.

    Sorry, go ahead and slap me if I’m asking too many questions. But I appreciate the conversation. I’ve been dealing with this for more than several hundred doctors at a hospital and outlying clinics. It’s nearly a nightmare … a damn good paying nightmare … but lots of sleepless nights not knowing how to solve this dilemma of sorts.

    You are WAY awesome for sharing your knowledge and experience.

  • @Rachel I have never heard that before. Sounds like whoever you were talking to was misinformed.

    @Swanie Some directories will refuse to merge practice/practitioner listings for solo practitioners so it really depends. I always try to use that format whenever possible. It’s only when there are 2 existing listings (one for practice, one for practitioner) that it is problematic and in that case I wouldn’t worry too much since I think Google is smart enough to understand it.

    We generally keep track of our citation work on a spreadsheet which we send to the client.

    Merging duplicates is something that only GMB support can do so you have to reach out to them (I recommend doing this via Twitter). Here is my post on what to do with duplicates:

    I have not had that scenario happen yet but I’m sure it will one day. I don’t think you can “unmerge” to be quite honest but I have never asked. In that scenario I wouldn’t attempt to unmerge them, I’d just leave them alone. I also wouldn’t go creating a listing for the new practitioner. I’d wait until one popped up (unless they’re in the small-town scenario).

  • I kind of feel Google has given up on GMB to a certain extent and not sure it really matters . I feel as though they working its way out . Maybe i am wrong

  • Apologies, i misread the sentence.

    Yes, Avvo is Avvo for lawyers.

    Avvo is now Healthtap for health practitioners, but i am sure everybody here already knows it. 🙂

    Thank you!

  • Hey Joy,

    Nice to see you getting some love on the WhiteSpark site!

    Great article as well. This was one of the harder items to deal with when I was at Allstate. Agents all wanted their listings differently and it was a mess to keep track of. It was also a bit confusing for everyone involved. Glad you could shed some light on best practices.

    Avvo is still Avvo by the way 😉

  • I wish I had known this earlier. I had a real estate agent who I was helping with online marketing and this would have been perfect for him. Thank you for the great info.

  • Thanks Joy for your article. So you recommend to keep the focus a bit broad and try to go after multiple sub-nice terms as opposed to be focused on multiple sub niches?

  • Hello Joy, Thank you for sharing this useful article on Local SEO. Can you please help me out to resolve one query about same address & contact number for practitioner & Wellness center?
    As my wellness center is a well known brand and I am getting business through GMB. But I wanted to promote practitioner to the same level. Is it possible with same location & phone number? Does new listing of practitioner will impact on Wellness center’s SEO results?

  • Joy, you always knock it out of the park! I’ve read this article so many times and I’m using it to build an internal training presentation tomorrow 🙂

  • Thanks for this helpful information. What are the implications for a business with multiple locations (and multiple practitioners) all using the same phone number?

  • Hi Joy, thank you for the most comprehensive article on the subject I have found! It was most useful! My question may be a little off topic but none the less useful and since you are a GMB specialist you seem the perfect person to ask. Is there a way to find out which keywords trigger a local 3 pack to be displayed?

  • Won’t having individual practitioners dilute the firm’s collective ratings?

    ie: Isn’t it better to have a business with 15 reviews than
    to have 3 individual practitioners that each have 5 Google reviews leaving the firm with 0 reviews?

  • Thanks a lot Joy Hawkins for putting all these information, this is really helpful. There are so many confusions optimizers have in the aforementioned cases and all those are very well described. I would love to share this post with my SEO learners and I am sure this will help them a lot.
    Now, I personally have one question to you. How do you deal with spam listings of your competitors ranking well on local box? Do you inform Google about those listings? If yes, did you get any success recently?

  • How do you handle GMB listings for non-solo practitioners whose practice has multiple locations? Do they create a practitioner listing for each location?

  • I have a few veterinarians I’m helping currently and found this info very helpful. The animal hospital I’m working with has 4 veterinarians. Does that mean I should create 5 separate Google My Business listings?

Join the Discussion

Your email address will not be published. Required fields are marked *