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Google may offer quicker verification methods such as receiving an SMS, verifying by phone, or by email. When creating a new profile, the business and primary owner should use a name@company.com email that matches the domain for their business and verify their website is indexed by searching - site:https://www.company.com in Google Search and in Google Search Console. Depending on the category for the business and other factors, Google may only provide verification options for either postcard or by video.

This easy-to-use guide will provide an overview and best practices to navigate the verification process for Google Business profiles.

What is Google Business Profile verification?

When you are creating or claiming a location on Google (via Google Business Profile or Google Maps), you are required to validate your association to the business, as well as the validity of the business.

Both business owners and authorized representatives are permitted to create and claim businesses on Google.

In order to determine eligibility of the business, it’s imperative to ensure your business meets all of the guidelines.

Once you have established ownership and eligibility, you can proceed with creating or claiming your business. During this process, Google will require some type of verification in order to grant you access to actively manage the listing. Until the verification is complete, you will not be able to own or edit the business on Google.

During the verification process, Google is validating two main things. First, they need to prove that the person requesting ownership is who they say they are and authorized to claim the business. This can be an owner or employee of the business. This can also be a third party, such as a marketing agency, that has been authorized to claim the profile on behalf of the business, and will grant access to the business once the claiming has been completed. 
The second item google is validating, is that the business is and operates in the same manner that is listed on Google. This is to ensure Google is providing quality information to users of search and maps. Google would not want to provide incorrect or misleading information to searchers which makes the verification process so critical. 

Google will typically require verification

Google will typically require verification both when a Google Business Profile listing is first created as well as when important business information is changed on a Google listing that has already been verified. If you change the name of your business, your address, or your category on a verified listing, Google will usually request that you reverify the listing. 

There are a number of different verification methods that Google may make available to you, some of which will be easier to accomplish than others. Which verification method Google chooses to offer to you mainly depends on if your business category is subject to any special legal or regulatory considerations and if they have seen a prevalence of fraudulent or dishonest listings within your business category in the past. The verification methods that Google offers in order of difficulty, with the easiest first, are:

• Email Verification. This is the easiest verification method and Google will typically offer email verification when they have minimal concerns for fraudulent activity or regulatory non-compliance. Email verification entails a PIN being sent to the email address associated with your business which you can then enter within your Google Business Profile to verify your listing. The purpose of this verification method is for Google to ascertain that you in-fact own the email address that is being published on your listing for customers to contact. 
  • TIPS - when first creating and attempting to verify your business, be sure to register with a name@company.com email address, that matches your website and brand name
  • Pros/Cons - email verification can be completed in less than a few hours
• Phone Verification. For this method of verification, a Google representative will call the phone number listed for your business or you may receive a text message with a PIN in order to verify that you own the phone number being provided for your customers to contact. 
  • TIPS - when first creating and attempting to verify your business, be sure to add a direct phone number you have access to and can accept calls and/or SMS messages. This number should be associated with your business across the web, such as your website and other citation sources. 
  • Pros/Cons - phone verification can be completed in less than a few hours
• Postcard Verification. Google will mail a postcard to your business’s address containing a PIN that needs to be entered within your Google Business Profile once received. The purpose of this verification method is to verify that you are the legitimate owner of the business premises and that the business is in-fact located at the same address provided on your Google listing. 
  • TIPS - must be a physical address that can receive mail, no P.O. box
  • Pros/Cons - Can take longer to receive postcards via traditional mail, especially in more remote areas
• Video Verification. Google will require you to record a video of your business premises so they can verify that your business is in-fact located at the provided address, as well as meeting requirements for signage being displayed and facility compliance. Your video recording will require you to show Google the exterior of your building including your address plate and street name, you using your keys to unlock the business door, the interior of your facility, and business signage displayed on the exterior and interior of your facility. This is Google’s most stringent verification method. 
  • Tips - Check out Google’s newest Video Verification Troubleshooting and FAQ guide: https://support.google.com/business/thread/231481287
  • Pros/Cons - Newest version of verification with many reported user issues

In order to successfully pass 

In order to successfully pass Google Verification, you must be able to complete either the verification method that Google has offered you or one of the more difficult methods. For instance– if Google has asked you to do Phone Verification but you can’t use this method because you’ve outsourced your phone support or use an automated IVR, you can explain this to Google and request they offer you Postcard or Video Verification instead. Google will not allow you to use the easier method of Email Verification in lieu of Phone Verification.

To make this request, you will need to send an email to Google Support and ask them for a different verification method, explaining why the offered verification method doesn’t work for your business. 

For all verification methods, it is very important to carefully follow Google’s instructions in order to pass verification. Google has sole discretion for approving verification and they will not verify your business if they either determine that your business is non-compliant for a Google Business Profile listing, or if you fail to provide them with the information they’ve requested in order to verify your business.

If Google denies verification 

If Google denies verification for your business, your only recourse will be to work with Google directly in order to reconcile any concerns they may have. Google will only work directly with the business owner and they will not accept any intervention nor recommendations made by a third-party on your behalf.

For Email, Phone and Postcard Verification, ensuring a quick and successful verification will usually just be a proposition of doing your due-diligence to ensure that either yourself or your employees are available to complete the verification method. For instance– if Google is going to be calling your business or sending a postcard, you should ensure that your employees are expecting this communication ahead of time and understand what you need from them to help complete the verification process.

Video Verification is a very involved process and we recommend that you complete this verification method personally in order to ensure that you are providing Google with all of the information that they need. Your video will be reviewed by one of Google’s team members and they will fail your business if you don’t provide them with all of the information they need for a successful verification. We recommend that you do all of the following in your verification video:

Try to provide a video under 2 minutes as this is the ideal video for verification. Please be sure to have your video NO longer than 5 minutes. There are specific best practices for going through the process of video verification. Keep your video under 2 minutes and can be as short as 30 seconds (if upload fails).

• The video should be continuous. No breaks
• Ensure your video is NO longer than 5 minutes
• Start outside of your business
• You might need to upload the video several times to achieve success. You must provide Google with proof of your location, your business’s existence and that you manage the business. This is harder in some business situations than others to capture all 3 requirements:

Location:

• Demonstrate Business name and category
• Proof that you manage the business
• Here are some suggestions that will indicate to Google your reality. You should have at least one in each category
• Location
• Street sign
• Nearby businesses
• House number
• Business address

Business name and category

• Business exterior and interior,
• products or equipment used in the trade
• A licensing document with your business name

Proof of management

• Unlocking store entrance,
• Operating a payment tool that you have access to

Video Verification (live)

• Google will schedule a live call where a Google Support Rep will instruct the business to show specific aspects of the location and materials from the provided list above.