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Google Business Profile verification, explained

By the Cornerlens team ·

Until a Google Business Profile is verified, it doesn't show its business information on Google Maps and Search. Verification is how Google checks that the person managing the profile really represents the business. Google picks the methods, not the owner, and each one has its own steps and waits. Here is each method, how long things take, and what to do when it fails.

Why it matters

Google's help puts it plainly: only verified businesses can show their business info on Maps and Search. Verifying tells Google you are allowed to represent the business, and Google says that makes the profile more likely to show up in search results. When a new business can't find itself on the map, verification is the first thing to check. Our guide to why a business isn't showing up on Google Maps covers the other reasons.

Google chooses the method

Google decides which methods each profile is offered, and they can't be changed. What you get depends, in Google's words, on your business type, public info, region and business hours. Some businesses have to verify with more than one method. When a video recording is offered, Google recommends using it. Since the choice isn't yours, the useful question is how to pass the methods on screen.

The methods, one by one

Phone or text

Google calls or texts a code to the business number. You have to be able to answer that phone or read texts on it; an automated phone menu won't get the code. Enter the code on the profile.

Email

Google sends the steps to the email address shown on the verification screen, so you need to be able to use that address.

Video recording

You record a video on a phone, through the Business Profile itself, and upload it for review. Google's rules for the video are strict. It must be one unedited, complete recording with no breaks, at least 30 seconds long. It must not show other people's faces, private information, or sensitive numbers such as bank account, tax or ID numbers.

What it must show depends on the kind of business. A business with a storefront shows its location (street signs, building numbers, nearby businesses), proof that it exists (signage with the business name on a permanent fixture, a name that must match the profile) and proof that you manage it (things only an employee can reach, such as opening the cash register, the kitchen or the storage room). A service-area business, one that goes to its customers, like a plumber or a locksmith, shows the area around its address, the tools, equipment or branded clothing it works with, and proof of management such as unlocking a branded van or a permit, invoice or utility bill in the business's name. If you run a service-area business from home, Google says you can film the landmarks and signs in your immediate neighborhood.

Colan Nielsen of Sterling Sky, who has written a long guide to passing video verification, adds two practical points. Plan the shot before you press record, because it has to be one continuous take. And if the upload keeps failing, which he calls notoriously buggy, try again a few times, then try a shorter video: 60 to 90 seconds often solves it.

Live video call

Some businesses are offered a call with a Google support representative instead. It is only available during the business's opening hours, and you need to be at the business, ready to show the same three things on camera: where you are, the business or its equipment, and proof that you manage it, such as keys that open the premises.

Postcard

Google mails a 5-digit code to the business address. It isn't offered to every business. Google says most codes arrive within 14 days and that codes expire after 30 days. Two rules matter while you wait. Don't edit the business name, address or category, because the code in the mail stops working. And don't request a new code, because that cancels the one already on its way and makes the process longer.

After the steps: the review

Finishing a method doesn't verify the profile at once. Google reviews what you sent, and says verification reviews take up to 5 business days, and on rare occasions longer. A video review can also take up to 5 business days. When it is done, you get a confirmation email.

Google names two cases where a profile can be verified instantly: when the business's website is already verified in Google Search Console, and when the business uses bulk verification, which is for 10 or more locations of the same business.

Being verified is also not the same as ranking at once. Google says rankings for new businesses can take up to a month to appear in search results.

When verification fails

Google's help describes three signs. If the "Get verified" button appears on the profile again, Google couldn't completely verify the business: try again, or try another method if more than one is shown. If a video gets a "Review issues" notice, the video wasn't accepted. Google shares the reasons, with examples such as a business name not visible on the storefront, no nearby area shown, or missing proof of authorization to operate the business. Record a new one that includes everything from the first video plus what was missing. And if Google asks for more information, it is likely because some business details were recently changed.

Nielsen lists the most common causes. The name, address or phone number doesn't match across the website, other listings and official documents. The address on the website is missing or doesn't match the profile exactly. The business name carries extra keywords or promotional words. The video didn't clearly show the location, signage or proof of management. There are duplicate profiles. Or the name, address or other key details were changed often.

Why Google asks again after you just verified

It surprises people, but it is how the system is built. Google's help says some businesses need more than one method. Nielsen describes a business verified by phone that was asked a few days later to verify by video as well, and calls it working as intended: the extra step helps Google fight spam and fake listings, and a profile that got an easy first method, like phone or text, will likely be asked for a video or a postcard later.

If you are an agency

The short version

Google picks the verification methods, and some businesses have to pass more than one. Phone, text and email need only a code or a link; a video must be one unedited take showing the location, the business and proof you run it; a postcard usually arrives within 14 days and stops working if you edit the name, address or category meanwhile. After any method, Google's review takes up to 5 business days. When it fails, Google says why, and the fix is to show what was missing.

Sources