Have you ever wondered how the top five results on Google for your particular searches wound up on the site at the top?
One of the primary factors for why websites like that were rated so highly is due to the fact that Google has identified them to be trustworthy and legitimate companies.
The Google Business Profile allows you to control what your customers see on search engine results page (SERP), including business name, values, business address, contact information, and pictures. It is a free listing service on Google designed for increasing your exposure to current and potential customers.
To access all the features offered by Google Business Profile, you must verify your company with Google using a standard procedure. This post goes over why Google Business Profile verification is necessary and explains the five ways to verify your business.
What is the Google Business Profile?
Google Business Profile is a listing service by Google that helps businesses establish themselves on the search engine and dictate what information users see about the company.
When you search for a business on Google, a card on the side displays the business address, images, location, website, summary, and contact information. Companies can update these elements by creating and verifying their Google Business Profile.
Google Business Profile is vital for businesses with a physical location, such as a store, hotel, or restaurant, or those who serve across multiple locations, such as electricians, consultants, or interior designers. Agencies and online businesses can benefit from web analytics, Google Ads, and marketing tools to publicize their name and web address.
Why it’s important to verify your Business listing?
If you’re still not sure about why your Google Business Profile is of great value, check out these five reasons.
1. Keep your business information up to date
Google Business Profile verification gives you control over your company information on Google Search and Google Maps. It enables you to update information and upload photos. Users also get access to Insights, a feature that lists listing statistics about customers finding the listing and actions they take after. You can use these metrics to monitor customer engagement and help you find ways to improve your Google Business Profile.
2. Respond to customers
One of the biggest benefits of Google Business Profile verification is that business owners and representatives can respond to customer reviews. Reviews are particularly important for businesses. Positive reviews incite-new and repeat customers, while negative reviews turn them away. In a 2020 survey, 94 percent indicated that positive reviews made them more likely to do business with a company. 96 percent said that negative ones were likely to turn them away from a business. Once verified, businesses can thank customers who have left good reviews, address any genuine concerns patrons face, and call out fake reviews.
3. Local SEO
Local SEO is very important to brick-and-mortar businesses, particularly for the ones that serve the surrounding area or community. They have a limited number of potential customers, and they need to rank higher than their competitors if they’re going to reach them.
When someone Googles “best bakery in San Diego,” these bakeries appear at the top of the screen:
This feature is known as the Google Local Pack, where Google lists three businesses for every relevant search query. These businesses are pulled from the Google Business Profile directory. Google Business Profile verification is crucial if you want to improve the chances of a higher ranking. These listings are also what shows up for all searches on Google Maps. Get our free Local SEO report and see where you rank.
4. Boost Brand Reputation
Imagine you’re searching for the best electrician in your area on Google. Would you rather pick one with readily accessible contact information and good reviews, or one where you have to dig deep to find even the most basic details?
Most people would pick the first. This highlights why Google Business Profile verification is crucial for brand reputation. According to Google, users are twice as likely to consider a verified business as reputable compared to a non-verified one.
5. Prevent Misrepresentations
An unverified Google Business Profile listing allows scammers and fraudsters to claim they’re a part of your business or outright own the business. They can use this title to scam your customers and destroy your company’s credibility.
GMB verification ensures that only the business owners and employees are public representatives of the company.
How do I verify Google Business Profile?
When you have claimed your listing, Google will present you with appropriate verification methods, which may include via email, postcard, or video.
Not Seeing Multiple Options?
You may find that you don’t have an option, however, and are forced to use either video, postcard, or another method. There currently doesn’t seem to be any rhyme or reason to which types of businesses are forced to verify in which ways, however.
Verify With a Postcard:
- Log in to Google Business Profile and click ‘Verify’.
- Ensure your address is entered accurately, with full street name and zip code.
- Include your floor, suite, or building number.
- Add a contact name.
- Click ‘Request Postcard’.
- Wait for your postcard to arrive, then log back into Google Business Profile and enter the verification code. This code will expire after 30 days so it’s advisable to verify as soon as possible after you receive the postcard.
Verify Over the Phone:
If your business is eligible for phone verification, you’ll see a phone option when you click ‘Verify’.
- Log in to Google Business Profile and click ‘Verify’.
- Click the associated phone number.
- The code will be sent via an automated phone call or text message.
- Return to Google Business Profile and enter the code you were given.
Verify Via Email:
Some businesses may be given the option to verify by email, rather than a postcard.
- Log in to Google Business Profile and click ‘Verify’.
- If you see the email option, click this.
- Go to your email and follow the instructions provided in the message from Google.
Verify With a Video Recording:
- Log in to Google Business Profile and click ‘Verify’ you must be at your business location).
- Click the video option and start recording.
- Your video will need to include your business location (try to film street signs), the business itself, and proof of management (entrance into staff-only areas, for example, or video yourself unlocking the premises with your keys).
- End the recording and upload your video.
Verify With a Video Call:
- Log in to Google Business Profile and click ‘Verify’ (you must be at your business location).
- Select the video call option.
- Click start call. A text window will open with a support assistant, and they will walk you through how to join the live video call.
Is my business verified on Google Business Profile?
You can check if your business is verified by logging in to your Google Business Profile. If your listing is verified, you’ll see the dashboard and have access to all features. If your listing isn’t verified, the verification options will show. Or, you may be offered no verification options and instead, see a message saying that someone else has verified that profile:
If you see this image, you’ll need to use the ‘request ownership’ option to send an email to the other party asking them to contact you. That person can then confirm or deny your request.
If the present owner doesn’t reply, your ownership request email will contain a link that will then walk you through a verification process.
Verifying your Google Business Profile listing can take some time but is necessary to manage and use your Google Business Profile. It’s advisable to start the process as soon as you can as verification can take a while to complete, depending on the verification options presented for your business.
How long does it take for Google Business Profile verification?
The time required for Google Business Profile verification depends on the method of verification. In some cases, Google will allow instant verification. This may happen if your business is already verified in Google Search Console.
Other methods of verification vary—the postcard for example takes around a week to arrive on average but it can be longer if the postal service is busy. Google will then need around one week to manually verify.
If verifying by email, the email should arrive right away but you’ll also need to allow up to a week for manual verification to then take place.
For video verification, once your video is uploaded it should take around five days for the video to be reviewed by Google.
If you’re given the option to verify via live video call, you’ll need to check the support hours for your region and then join the line to speak to an advisor, all of which can be frustrating when you’re ready to take control of your local SEO and optimize your Google Business Profile.
You may also find that this process can be more complicated when you are verifying multi-location business listings. Fortunately, additional features, functions, and support are available.