You probably already know this, but using a Google Business Profiles is one of the easiest ways to get in front of your customers. In 2024 Google still has a 68% market share in map-app users globally. A Google Business Profile (formerly known as Google My Business) is the profile Google uses to show your business on maps! These profiles can also show in search results (they are often some of the first entries) for searches related to your business. They look like this:
Over the last couple of years, Google has taken some steps towards reducing the number of spammy/fake profiles that exist in maps and as a result, it’s not always straightforward on how to get one of these profiles created. Today we are taking you through the process of setting up and verifying your profile, ensuring that your business stands out in local search results and Google Maps.
What is a Google Business Profile?
A Google Business Profile is a free tool provided by Google that allows business owners to manage their online presence across Google’s platforms, including Search and Maps. It’s an essential component of local SEO and can significantly improve your business’s visibility to potential customers searching for products or services in your area.
Benefits of Having a Verified Google Business Profile
- Improved local search visibility
- Enhanced credibility and trust with potential customers
- Ability to manage and respond to customer reviews
- Access to valuable insights about how customers find and interact with your business
- Option to post updates, offers, and events directly on your profile
How to Setup Your Google Business Profile
Step 1: Create Your Profile
- Visit the Google Business website at https://google.com/business/
- Click on the “Manage now” button
- Enter your business name and select the appropriate category
- Choose whether you want to add a location customers can visit
- Enter your business address or service area
- Provide your contact information, including phone number and website URL
- Review and confirm your information
Step 2: Customize Your Profile
Once your profile is created, take time to optimize it by:
- Adding high-quality photos of your business, products, or services
- Writing a compelling business description
- Listing your business hours
- Specifying any special attributes (e.g., wheelchair accessibility, free Wi-Fi)
- Creating posts to share updates, offers, or events
How to Verify Your Google Business Profile
Verification is a crucial step in the process, as it confirms that your business is legitimate and that you are the rightful owner or manager of the profile. Google offers several verification methods, but the most common and recommended method is through video verification.
Video Verification Process
- Log into your Google Business Profile dashboard
- Look for the “Get Verified” button and click it
- You’ll be redirected to enter your mailing address (if not already provided)
- Select “Business Video” as your verification method
- Follow the prompts to record a video of your business
What to Include in Your GBP Verification Video
The prompt that Google provides when you click the “Business Video” verification method will tell you there are 3 things you need to provide in the video:
To increase your chances of approval, we recommend you include the following in your video. More is better!
- Exterior of your business with visible address (if applicable)
- Branded materials (signs, business cards, uniforms)
- Equipment or tools used in your business
- Business licenses or professional certifications
- Door signs or name placards
- Professional documents with letterhead
Pro Tip: Narrate your video as you show each piece of evidence. For example:
- “This is the storefront of [Business Name] at [Address].”
- “Here’s our business license for [State/City], valid until [Month, Year].”
- “These are the tools we use daily in our [type of business] operations.”
If you operate a home-based business, be sure to mention this explicitly in your video. Also, try to avoid showing faces and definitely don’t show any sensitive information.
Alternative Verification Methods
As of August 2024 (when I’m writing this!) Google frequently requires video verification whenever a new profile is created, taken over by a new owner, or has its physical address or service area changed. There are some situations (generally when the location of the business matches where you physically are when you are creating it) where Google will offer phone/email verification options. For this they will just send you a code either through an automated phone call or text message, or an email.
Back in the day (a whole year and a half ago!), there used to be an option for postcard verification where Google would send a postcard to the business address with a code that would allow the profile to be verified. Those were the days….
Common Issues and Troubleshooting
Verifying a Google Business Profile can sometimes be challenging. Here are some common issues and how to address them:
1. GBP Verification Denial
If your verification attempt is denied, don’t panic. This is not uncommon, and there are steps you can take:
- Review Google’s guidelines to ensure your business complies with all requirements
- Check that all information in your profile is accurate and up-to-date
- Try submitting a new verification request with additional supporting documentation
- Contact Google Business Profile support for assistance
2. Duplicate Listings
Sometimes, your business may already have a listing that you didn’t create. To resolve this:
- Claim the existing listing if possible
- If you can’t claim it, report the duplicate to Google for removal
- Never create a new listing for an existing business location
3. Gaining Access to a Google Business Profile
Something we’ve seen quite a few times – some marketing agencies may create these for you when you begin working with them (we do!). Give that marketing agency a call and request you are added as an owner to the profile. Sometimes the owner account is lost or an agency might now want to give out access to the profile (we make sure you DO have access to this as it is YOUR business after all!). In this case, you can use https://business.google.com/add to request access to the profile. This will send an email to the account that has ownership access to the profile a notice that you would like access. After 3 days, if the owner does not respond you can take ownership of the profile. Often you will need to re-verify the profile after this!
Pro Tip: Watch out for spammy management requests. There are bots & bad actors that request ownership of businesses that are not theirs. You will also need to respond within 3 days to prevent those accounts from gaining access to your profile!
4. Suspended Accounts
If your account gets suspended:
- Review Google’s guidelines to identify potential violations
- Submit an appeal through your Google Business Profile dashboard
- Provide any requested additional information promptly
Best Practices for Maintaining Your Google Business Profile
Once verified, it’s important to keep your profile active and up-to-date:
- Respond to reviews promptly and professionally
- Post regular updates about your business, such as new products or special offers
- Keep your business hours and contact information current
- Add new photos periodically to showcase your products or services
- Use Google Posts to share timely content and engage with customers
- Monitor your profile insights to understand customer behavior and improve your strategy
Leveraging Your Google Business Profile for Growth
A well-optimized and verified profile can be a powerful tool for business growth:
Local SEO Boost
- Use relevant keywords in your business description and posts
- Encourage satisfied customers to leave reviews
- Ensure your business information is consistent across all online platforms
Customer Engagement
- Use the messaging feature to communicate directly with customers
- Create Google Posts to highlight promotions, events, or new products
- Respond to and ask questions in the Q&A section
Advertising Integration
- Link your Google Ads account to your Business Profile for location extensions
- Use location-based advertising to target local customers more effectively
Advanced Features and Updates
Google regularly introduces new features to Business Profiles. Stay informed about:
- Product catalogs for retail businesses
- Service menus for service-based businesses
- Booking buttons for appointment-based businesses
- Hours for holidays or other events
Conclusion
Setting up and verifying your Google Business Profile is a pretty important step in establishing your online presence and attracting local customers. While the process can sometimes be challenging, the benefits far outweigh the effort involved. By following this guide and staying persistent, you can create a powerful digital asset that drives growth for your business.
If you encounter any issues during the verification process or need assistance optimizing your profile, give us a call. We can help!
