Dr Phil Ridley, Director of Bug Doctor Media, outlines the updated process for verifying a business on Google Business Profile.
Having a great Google Business Profile (previously Google My Business) is vital for local businesses, as it maximises the chances of appearing high up in the local pack results for searches in the local area, which in turn increases the number of clicks and potential calls to the business. A number of elements contribute to a well-rounded profile, including filling out all the business information correctly and in detail, and having a good review profile.
However, one of the most debated aspects of the Google Business Profile is around how pest control businesses, especially those that work out of a residential address, should record their business address. This debate is now front and centre following the latest changes to the verification process for Google Business Profiles, and business owners need to take note!
Firstly, let’s recap how businesses are supposed to record their business address, according to Google guidelines. Businesses should only enter a business address into their profile if they have a permanent office, with permanent signage, and serve customers at their business location. For most trades, including pest control, especially small businesses, this is not the case as the businesses are run from home. In such situations, the business should not enter an address in their Google Business Profile and the business should be set up as a service area business.
In practice, it has been commonplace for small businesses to enter their home address, in the belief that it provided an advantage in rankings within the local pack results. Indeed, some businesses have gone further, creating multiple business profiles using the addresses of family and employees, all with the aim of gaming the system. It may have had some success for businesses, although at Bug Doctor Media we successfully manage service area business, which achieve great local pack results. But the bottom line is that it is contrary to Google guidelines. Whilst businesses may have got away with this in the past, the game is up!
Google is fully aware that there are a lot of spam business listings and now they are starting to do something about it. When you set up a Google Business Profile, it needs to be verified. Previously, receiving a postcard with a verification code to the listed business address was the standard procedure. Of course, if it wasn’t a genuine business address the verification was only reinforcing the bad practice. But now postcard verification has been removed. Instead, video verification is being requested for certain businesses and profile information changes.
The process involves the business recording a video (in one continuous take) to include the required information, which is then uploaded to the business profile. The video is then reviewed in person by Google within five business days. Businesses are not given a choice; Google determines the verification process, and it believes video verification is the best way to confirm a genuine business. A re-verification process can also be triggered when changes are made to existing profiles.
now only be verified or
re-verified using video
verification
What does this mean for current business profiles? As this is quite a new development, it remains to be seen what will happen. It seems that if you make any change to your Google Business Profile, whether set up correctly or not, it may initiate the requirement for video verification. If you have a spam profile it is likely that you will not be able to create a video that passes Google review. If your listing has a visible address when it should really be a service area-based business, Google will likely request for you to change the profile accordingly. If it is a spam profile, it is likely to get suspended. If you’re thinking ‘I just won’t change my profile and therefore avoid the need for video verification’, be aware that Google is also looking at other ways to check the veracity of Google My Business profiles. We have seen a number of spam profiles suspended for violating guidelines.
As always in the online world, especially with traditional SEO as well as local SEO, it is wise to follow best practice. Gaming the system may provide some short-term benefits, but there’s always the danger Google will catch up with you, with significant business consequences.
Dr Phil Ridley, Director, Bug Doctor Media
