Last month, Lisa Lansman from Google's Global Partnerships team interviewed Shrina, a product manager with the Google Business Profile team, to discuss recent improvements and best practices related to business verification. Google recognizes verification can be challenging for businesses and has committed to making this process smoother. Staying on top of these changes is an important part of any local SEO strategy.
What Google's Verification Team Looks For
- Your business must physically exist at the provided address.
- You must be a genuine person, not a bot or a fraudulent actor.
- You must be authorized to manage the Google Business Profile.
Balancing User Experience and Security
Google faces the complex task of simplifying verification for legitimate businesses while effectively preventing fraudulent activities. Every step taken to enhance user experience could weaken security, and every fraud prevention measure might unintentionally frustrate honest businesses. Google continually balances streamlining onboarding for trustworthy businesses while ensuring robust protection against fraud and misuse.
Improvements in Video Verification
In response to user feedback, Google has significantly enhanced the video verification process:
- Clear rejection feedback: Merchants now receive precise explanations about why a video was rejected and how to correct it.
- Video previews: Users can review their videos prior to submission to ensure compliance.
- Animated tutorials: Instructional videos in the Help Center clearly guide users through the process.
- Multi-location verification: Simplified procedures for businesses with multiple locations, including chains and franchises.
Addressing Suspensions and Re-Verifications
While suspensions and reverifications help maintain platform integrity, they sometimes inadvertently affect legitimate businesses. Google is actively seeking solutions to minimize unintended disruptions while maintaining stringent security, and resolving issues related to incorrect suspensions while improving the appeals process.
Best Practices for Video Verification
For Storefront Businesses:
- Clearly display your business name on exterior signage.
- Show interior spaces appropriate to your business type.
- Provide evidence of authorized access (opening locked doors, using cash registers).
- Capture surroundings with identifiable street signs or landmarks.
For Service Area Businesses:
- Display branded vehicles, business cards, or professional equipment.
- Include footage of you actively providing services at customer locations.
- Use clear location markers for easy identification.
Common Mistakes to Avoid:
- Avoid filming generic fields or unmarked roads that lack identifiable features.
- Do not submit videos recorded by individuals not affiliated with the business.
Google helps businesses by enhancing transparency, responsiveness, and innovation to provide a smoother, safer verification experience while maintaining trust across its platform. Need help managing your Google Business Profile? Contact Ruby Shore Software at 318.625.0860.