Google Business Profile (Formerly Google My Business) Verification tips 2025

Jeff Neves • August 6, 2024

Follow Golden Oak's Proven Formula for Google Verification and Avoid Walking Directly in to a Potential Google Dumpster-Fire

Why GBPs are so important for local businesses

It’s a well-known fact that Google Business Profiles, formerly known as Google My Business (referred to as GBP in this article) is the best way for any local business to gain exposure online. It’s no surprise, since 80% of searches are now performed on mobile devices. Why suffer through clicking on several websites in search results (and wait for them to load) on your phone, when you can simply look on the Google maps results and see pictures, reviews, booking links and more for every local business relevant to your search?

This isn’t to suggest that websites aren’t important, they very much are for a number of reasons. For instance, any high-ticket industry will benefit greatly from a website showcasing their work portfolio, results, etc. If you were looking for a custom kitchen renovation or perhaps a backyard overhaul with in-ground pool and a water feature, you’re probably going to do your research, clicking around and looking at everyone’s website and their past work before you spend potentially five or six figures on that kind of project.

However, if you’re looking for a plumber in an emergency scenario, a landscaper to maintain your yard, or even a local restaurant, the important considerations are; are they open now?, are they close by?, & do they have good reviews? In that case, the company’s website isn’t really that critical in your decision to call or stop by for dinner. Few people are clicking through landscaper or restaurant websites (unless it’s required to place an order).

Why GBP Verification has become a bit tricky

In the past, GBPs were easy to obtain, at first they were just automatically accepted without review. A few years later they began sending postcards with numerical codes in order to verify the location of a business, and that is often still the case at times. However, in 2023 they began video verification, requiring businesses to film their location, signage, equipment and even business documents. While it does help prevent people from abusing the GBP system, it also comes along with problems. Even before the video verification era, and continuing into it, businesses have been plagued with denials, “pending” statuses that essentially last forever, and random actions by google including being deleted, “unverified” and worse.

You might think that it wouldn’t be too difficult to clear up these issues by reaching out to Google, however their customer service is essentially non-existent. There are many thousands of examples of this on Google’s own GBP help forums and everywhere else online, including Reddit. There is no phone number, no “help desk,” or any other straightforward way to get things fixed, on top of the fact that they don’t tell you anything about the reason why the problem exists in the first place. It can truly become a nightmare.

So in this article, we’re going to showcase our process we’ve used successfully for going on 8 years now, the process that gets us 100% success in verifying business listings on Google.

Before you start GMB Verification

First you must understand trying to get your Google profile immediately is NOT what you should be doing, it’s closer to step 10 or even 12 of our process. Why? Because when you submit your business to Google, they’re going to crawl the internet looking for evidence that your business is real. They’re going to check for a website, social media accounts, and mentions of your business online or if it previously exists in the Google space. If they don’t see any evidence of that, you’ll have problems. That’s why there’s a number of things you should do before even submitting your information.

Mentions of your business online primarily are referred to as “business citations.” These are websites that have your NAPs published. NAPs are your business NAME, ADDRESS, and PHONE#. It is imperative that your NAP data is consistent everywhere online, exactly as it will be submitted to Google. Websites like Yellow Pages.com, Yelp, as well as endless other business directories online are exactly where you can get your business NAPs published. (Be warned: the more places you list your business online, the more spam calls you will get, but it’s an unavoidable part of the process. Yelp in particular will call you endlessly trying to solicit their advertising to you. Pro tip – don’t do it.)

Having a website published with your NAP information is also conducive to getting your GBP verified, especially if you have local business Schema (structured data) to support your location. Lastly, it has been found that having your business website complete with NAPs, Schema, and Google Search Console connected is one of the most powerful things you can do to ensure your verification goes through smoothly.

I also mentioned social media accounts, and yes, they’re also important. Especially YouTube, (owned by Google) Facebook, and NextDoor (believe it or not) tend to be some of the most powerful. They all have the capability to post your NAPs, and even link to your website. With YouTube, you can even post links to your site in every video in the description. However, you shouldn’t stop there, get social media accounts on all the platforms, even if you don’t use them a lot. You can publish the social links on your website for even more trust signals for Google to find.

It should also be noted that you need to give these assets a bit of time to be discovered online, or “indexed” by google. Essentially make sure they’ve all been found by the Google crawlers. What you don’t want to do is immediately submit for your GBP in the same week as you’ve created a website, NAPs and socials. Make some social posts, share your profiles, publish a blog on your website, make sure Google Search Console has your web pages indexed, etc. I usually spend a couple weeks on these things before even submitting to GBP.

Submitting for GBP Verification

If you’ve done it right (and you’re lucky) you may get automatically verified once you submit your business info to the GBP system. Chances are you won’t, but it’s possible. However, one of the most important parts of the process in our experience is what you do with the profile once you’ve submitted. It seems like a toss-up these days if you get the option for a postcard verification or a video verification, but either way, here’s our process:

If you get the postcard option, request the postcard be sent, then close the window. Do not pass go, do not collect $200, and do not go into the profile dashboard and start editing it AT ALL. Just close the window and wait for the postcard. Same holds true for the video verification, submit it and exit. In either video or the postcard situation, you’re not automatically verified when you enter the code on the postcard, it still may take some time to verify, or worse yet, get stuck in the “forever pending” state.

When you get the card, login and enter the code. It will take you to the GBP dashboard. In the top section it will probably say “pending verification” or something like that. It will also say this shortly after you submit video. One of the options shown there will be a link to their Google ads offer. It will say $500 credit for ads or some such. Click that, then go through the first couple of steps to start the process of developing a Google ad for your business… don’t complete it, just start it. Then close the window.

Give it a day or two and log back in. There’s a good chance it will be verified. My thought on this trick is that they think you’re likely to spend the ads dollars if they verify you. One thing you should ABSOLUTELY not do in the first few weeks is change any of the NAP info on the GBP, it’s like an automatic red flag to them, (as it should be) but otherwise feel free to start editing your profile at that point. Add your pics, hours, links, and start using the features. We have 95% success with this approach at Golden Oak Local SEO and we hope you find it helpful! For the other 5% of cases we need to pull some trickery... we're big advocates of sharing information and helpful tips, however we're not willing to share our super-duper tricks... Not sorry.

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DIY SEO for Local Business Owners: The Official 2025 Guide

By Jeff Neves • March 26, 2025

For local business owners, getting found online is no longer optional—it’s a necessity. But what happens when you don’t want to hire an expert, can’t afford one, or simply want to take the reins yourself? Enter DIY SEO, or what I like to call Search Everywhere Optimization.

Local SEO statistics suggest local top 3 map pack search results are the most important

Local SEO: Statistics Highlighting the Value of the Local Map Pack

By Jeff Neves • February 20, 2025

Let's have a look at the data surrounding the importance of your local business being in the map pack (top 3) results for local searches. The data is shocking!

The Four Pillars of Local SEO - What Really Increases Your Business Rankings Online

By Jeff Neves • February 11, 2025

What are the factors that determine your ranking results in local searches? What matters the most? How your local business shows up in local search results can make a big difference in your bottom line. Your business being populated high on the first page of results can possibly double or even triple your inbound flow of phone calls, appointments, and visits to your location. There are several key elements of local search engine optimization (SEO) that factor into your business performance online. They're all equally important, there isn't one that stands out more than another. Let's take a deep dive into the four main elements. The First Local SEO Element: Onsite Optimization On-site optimization refers to the optimization that's done on your website. These are the various ways to optimize your website and the pages within your website. There are several elements of on-site optimization that include: Page Titles Page Descriptions Header Tags Image Titles Image Alt Tags Word Count per Page Density of Keywords Inner Page Linking Schema Markup What on-site optimization boils down to is making it clear to search engines which keywords, products and services you want to tell Google are important to your business. One of the best ways to determine a good strategy for on-site optimization is by doing keyword research. Keyword research will identify what your potential clients are searching for most often. Optimizing your website and inner pages for the services that your potential clients are searching for most often is a great way to ensure your site shows up in searches as much as possible. The Second Local SEO Element: Off-Site Optimization The second element of local SEO is off-site optimization. As the name implies, off-site optimization consists of efforts performed elsewhere on the internet, not on any of your website pages. It consists of things such as: Securing Links from other relevant websites that point to your site Your Business social media strength (likes/shares/engagement) The number (and relevance) of business listings for your business including NAPs (name/address/phone #) While this is a shorter list than that of on-site optimization, it takes a LOT more effort to perform off-site optimizations than on-site. Building engaging social media presence, many hundreds of business listings on quality directories, and a strong link-building campaign takes far more time and effort than it does to execute on-site optimization. Link building is critical for the performance of a website, think of links like "votes" from other websites on the internet. However, not all votes count the same. A direct link to your site from Microsoft, Wikipedia or CNN is infinitely better than a link from some random website about Lithuanian basket weaving for example, and links from websites that are relevant to your industry and/or local to your area carry more weight. The Third Local SEO Element: Google Business Profile (GMB) Your Google Business Profile is the most critical element to growing your business online and attracting new clients. Here's a summary of the key factors that determine a Google Business Profile (formerly Google My Business) ranking for local search: Business Category : How closely your business matches the searcher’s query. If someone searches for "pizza near me," a pizza restaurant will rank higher than a sushi place. Keywords : The presence of relevant keywords in your business name, description, and posts on your Google Business Profile. Proximity to Searcher : Google prioritizes businesses that are physically closer to the location from where the search is performed. This is why local searches include "near me" or specific locations. Online Presence : This includes your website's domain authority, backlinks, and mentions across the web. Higher prominence comes from being recognized by various online sources. Review Quantity : More reviews can generally boost your ranking. Review Quality : Positive reviews are more beneficial, but even negative reviews can show engagement and authenticity. Review Recency : Recent reviews tend to have a stronger impact. Citation Consistency : Accurate and consistent NAP (Name, Address, Phone Number) information across the web (directories, social media, etc.) helps in establishing credibility. Google Posts : Regular updates can show activity and engagement. Photos : Adding photos, especially when they are high-quality or numerous, can improve visibility. Questions and Answers : Engaging with this feature can demonstrate active management of your profile. Engagement : Interactions like calls, website clicks, and direction requests from your profile can signal to Google that your business is active and relevant. Local SEO on Your Website : Including local keywords, having a contact page with clear business details, and using schema markup for local businesses can indirectly affect your Google Business Profile ranking. Click-Through Rate (CTR) : A high CTR from Google's search results to your Business Profile can indicate relevance and popularity, potentially boosting rankings. Conversion Rate : If users frequently convert (call, get directions, visit the website) after interacting with your profile, this can positively impact your ranking. Mobile Optimization : With a significant portion of searches happening on mobile devices, having a mobile-friendly site and ensuring your business details are easily accessible from mobile can influence your ranking. Penalties & Violations : Avoid practices like keyword stuffing in your business name, providing false information, or soliciting fake reviews, as these can lead to penalties or even suspension of your listing. As you can see, the Google Business Profile algorithm is the most complex, however it also brings the most reward if your business can master it. It's typical for your Google Business Profile to get 5-10x more visibility than your website will, and it stands to reason why. 70% of internet searches are performed from mobile devices, and those mobile device searchers are unlikely to spend the time to click through each business website when they can go directly to Google local results and view all the business profiles. Google Business Profiles have reviews, services, pictures, booking links and more, right there at your fingertips. Also, it's a well-known fact that the top 3 results for any given search (map pack) are getting 70-80% of the calls and online appointments, while everyone else is getting the remaining 20-30%. The Fourth Element of Local SEO: Reputation SEO Effects of Reputation Management for a local business: Customer Trust and Choice: Positive Impact : Good reputation management leads to increased trust among customers, making them more likely to choose your service over competitors. Negative Impact : Poor reputation can drive potential patients away, choosing alternatives based on better reviews or perceived professionalism. Google My Business (GMB) Performance: Visibility : High-quality ratings and reviews on GMB can improve your local search rankings, making your company more visible to those searching for services in your area. Engagement : Responding to reviews, both positive and negative, shows active management and care for patient feedback, which Google may interpret as a sign of a reputable business, possibly boosting your listing in search results. Conversion Rates : A well-managed GMB profile with good reviews can lead to higher click-through rates and subsequent conversions (like calls or direction requests). Social Media Influence: Brand Awareness : Effective use of social media for reputation management can increase brand recognition and loyalty, showcasing expertise, sharing health tips, or patient success stories. Community Engagement : Interaction on social platforms can foster a community feeling, encouraging more word-of-mouth referrals. Crisis Management : Social media can be pivotal in managing negative feedback or misinformation, allowing for quick responses to maintain or repair reputation. Word of Mouth Referrals: Amplification : Positive experiences shared by satisfied customers can lead to new client acquisition through personal recommendations, which are often more trusted than other forms of advertising. Feedback Loop : Reputation management involves monitoring and responding to feedback, which can lead to service improvements, further enhancing word-of-mouth referrals. Loyalty : Patients feel valued when their feedback is acknowledged, increasing customer retention and encouraging them to recommend your services. Professional Credibility: Accreditation and Recognition : Managing your online reputation can also mean highlighting professional achievements, certifications, or community involvement, which adds to your credibility. Mitigating Negative Publicity : Proactively managing reputation helps in dealing with any adverse publicity or errors, reducing potential damage to your business image. Operational Insights: Feedback Utilization : Reviews and social media comments provide insights into areas for improvement, allowing for better customer care and operational adjustments. Marketing and SEO: Content Strategy : Positive reputation management can feed into content marketing strategies, improving SEO through positive mentions, backlinks from satisfied customer blogs or social shares, etc. Financial Impact: Revenue Growth : A good reputation can lead to more customers, higher repeat visits, and potentially higher fees clients are willing to pay for trusted services. Relation to GMB, Social Media, and Word of Mouth: Synergy : A positive reputation on GMB can encourage social media followers to engage more or share content, while good social media presence can drive more reviews and interaction on GMB. Cycle of Referrals : Positive experiences shared via word of mouth can lead to more online reviews and social media follows, creating a feedback loop that boosts visibility and credibility across all platforms. Consistency Across Platforms : Managing your reputation consistently across GMB, social media, and through word of mouth ensures a cohesive brand image, reinforcing trust and reliability. In essence, effective reputation management for local business owners involves a strategic approach to all these areas, ensuring that the narrative around your business is positive, authentic, and aligned with the quality of service you provide. A Business Can Dominate in Local Markets With All The SEO Elements Perhaps you've got a business like that near you. You know the type, they're always slammed with new and returning clients, they have 2 or 3x more online reviews than anyone else on Google, and their business website & Google Profile seem to pop up in nearly every related search. They've mastered it all, and they reap the rewards. While Golden Oak Local SEO can provide some tips and best practices for reputation management, that element is mainly up to you. Treating clients better than any of your competitors, following up and generally making their experience with you as easy and pleasant as possible is the name of the game here. For the first three elements in this article, you can call on us here at Golden Oak. We specialize in dominating local search, so you can focus on what you do best, and doing it better than your competition. Before you know it, you might be that business everyone else looks at, and thinks to themselves, "how do they do it?"