If you want your business to be more visible on Google, to be easily found by customers and to have accurate information about it shown in search results, the Google Business Profile is an important digital marketing tool. But creating the profile is not enough. Verifying the business’s authenticity and managing the profile information correctly are just as important.
How is a Google Business Profile verified, what are the verification methods, what should you do if the code doesn’t arrive, how is video verification done and how is the profile optimized after verification? In this guide we cover all these questions in detail.
For anyone with a physical shop, office, restaurant, clinic, agency or a business serving certain areas, Google Business Profile verification is one of the important steps of local SEO work. For businesses that want better visibility on Google, it is also important to care not only about verifying the profile but about overall SEO work. For the basics of SEO, our guide what is SEO can help you understand the foundation.
What Is a Google Business Profile?
A Google Business Profile is a Google service that lets businesses manage their information on Google Search and Google Maps.
When a user searches for your business name or the service you provide, various pieces of information from your profile can appear. These may include:
- Business name
- Address
- Phone number
- Opening hours
- Website
- Photos
- Services
- Customer reviews
- The business’s location on the map
For a business serving a city, searches such as “SEO agency in [city],” “web design in [city]” or “digital marketing agency near me” can be important for potential customers.
At this point, local SEO covers all the work aimed at making a business more visible in searches made in a specific city or region. For more detail on local SEO, see our Local SEO guide.
Why Should a Google Business Profile Be Verified?
Google Business Profile verification helps show Google that you are authorized to manage the business’s information.
Before verification is complete, you may not be able to manage some features or make certain changes.
With a verified profile, business owners can generally:
- Manage business information.
- Update opening hours.
- Change the phone number.
- Edit the website information.
- Add their services.
- Share photos.
- Reply to customer reviews.
- Publish current information about the business.
But an important distinction must be made: Google Business Profile verification does not guarantee ranking first on Google.
Verification is important for the business to manage its Google profile and for the business information to be presented reliably. Search ranking depends on many more factors.
How Is a Google Business Profile Verified?
The Google Business Profile verification process is carried out using one of the verification methods Google offers for your business.
An important point here: not every business is offered the same verification method. Depending on the status of the business and your account, Google can show different verification options. You should use mainly the method shown on your profile.
The verification methods you may meet most often include:
| Verification method | Description |
|---|---|
| Video verification | A video showing the authenticity of the business is prepared |
| Phone | A verification code can be received by phone |
| SMS | A verification code can be sent to a mobile phone |
| For suitable businesses, verification can be done by email | |
| Postcard | For some businesses, a verification code can be sent to the address |
Not all of these methods need to be available for every business.
Google Business Profile Verification by Video
One of the important methods you may meet today is video verification.
In video verification, Google’s main aim is not to watch a professional promotional film of the business. The aim is to present elements that help show the business really exists and that the person acting on the business profile is connected to it.
So the video should include elements that can show the authenticity of the business. For example, you can show:
- The exterior of the business
- The signage
- The business entrance
- The office or shop
- Work areas
- The business’s equipment
- Products
- Elements proving the business operates
The goal here is not to turn the video into an advertisement but to show the authenticity of the business clearly.
Verification by Phone or SMS
For some businesses, a phone or SMS verification option may be offered.
In this method, a verification code can be sent to the phone number registered in the business profile. The user can complete verification by entering the code sent to them in the relevant field.
But if the phone or SMS option does not appear on your profile, it does not mean an error. Google may not offer this verification method to every business.
What if the SMS Verification Code Does Not Arrive?
If the SMS code does not arrive, first check the registered phone number. Then check whether the phone can receive SMS. Rather than requesting many verification codes in a row, it may be better to check the other verification options Google offers on the profile.
Google Business Profile Verification by Email
Email verification can be used for some businesses. A verification link or code can be sent to an email address that Google considers suitable. Since this option is not offered to everyone, if it does not appear on your profile, a different verification method has to be used.
Google Business Profile Verification by Postcard
A postcard verification option may be offered to some businesses. In this method, Google can send a letter containing a verification code to the address in the business’s profile. When it arrives at the business, the code is entered in the relevant verification field.
But since the postcard method is not offered to every business today, it is not right to think “a Google Business Profile is always verified by postcard.”
How Long Does Google Business Profile Verification Take?
The verification time can vary with the method used and the review process Google applies to the business. Some verifications can finish quickly, while in some cases additional review can be done.
| Method | Factor affecting the process |
|---|---|
| SMS | The code arriving |
| Phone | The verification option being offered |
| Access to the email | |
| Video | Google’s review of the video |
| Postcard | The code reaching the business address |
| Additional review | Google’s evaluation of the business information |
So it is not right to give an exact verification time for all businesses.
The Google Business Profile Verification Code Doesn’t Arrive
One of the problems business owners may face is that the Google Business Profile verification code does not arrive.
In this case, first check whether the profile information is correct. If phone verification is used, make sure the phone number is correct. If postcard verification is used, make sure the business address is complete and correct. Also check whether Google offers an alternative verification method.
Why Does a Google Business Profile Verification Error Occur?
There can be different reasons for verification to fail. Some of them are:
- Inconsistent business information
- The business name not matching the real business name
- Using a wrong address
- Choosing the wrong business category
- Creating more than one profile for the same business
- The business’s activity information not being clear enough
- Not enough proof in the verification video
- Suspicious or inconsistent changes in business information
So the profile information must be prepared correctly before verification.
What Should the Business Name Be on a Google Business Profile?
It is important that the business name matches the business name used in the real world. For example, if the business’s real name is “Soft Ajans,” changing the business name only for SEO to something like:
“Best SEO Agency in the City Soft Ajans Web Design Digital Marketing”
is not the right approach. In Google Business Profile SEO work, instead of forcing keywords into the business name, the business’s real information should be used correctly.
Why Is the Google Business Profile Category Important?
The business category is one of the important pieces of information that help Google understand what kind of business it is. The primary category should represent the business’s main field of activity as much as possible.
| Wrong approach | Right approach |
|---|---|
| Choosing an irrelevant category because it’s popular | Choosing a category that represents the business’s real activity |
| Using many irrelevant categories | Using relevant categories |
| Determining the category only for SEO | Choosing the category according to real services |
When choosing a category, instead of looking only at search volume, what service is really offered to customers should be taken into account.
What Should Be Done After the Google Business Profile Is Verified?
After Google Business Profile verification is completed, the profile must be managed regularly. After verification, check the following areas:
Business information
Business name, phone, address and website details should be kept up to date.
Opening hours
Normal opening hours and, if any, special-day hours should be updated.
Services
The real services the business offers should be added to the profile.
Photos
Current photos reflecting the real state of the business can be used.
Reviews
Customer reviews should be followed and suitable reviews should get professional replies.
The Relationship Between the Google Business Profile and Local SEO
Local SEO refers to optimization work aimed at increasing a business’s visibility in searches made by users in a specific region. The Google Business Profile is one of the important parts of this work. In the healthcare field, we examined how patients search on Google in our article patient search behavior and local SEO.
For a business serving a city, searches like “SEO agency in [city],” “web design in [city]” and “digital marketing in [city]” can be valuable to potential customers. We should remember that local SEO is not limited to the business profile only. The website’s technical infrastructure, content, the consistency of business information and local signals are also important.
For those who want to carry out a more comprehensive study, our content how to do an SEO analysis can be used. It can also be useful to look at the scope of the SEO analysis service directly to evaluate the business’s overall search visibility.
The Difference Between a Google Business Profile and Website SEO
A Google Business Profile and website SEO support each other but are different areas.
| Google Business Profile | Website SEO |
|---|---|
| Manages the business’s profile on Google | Improves the website’s organic visibility |
| Important for Google Maps | Important for web pages in search results |
| Business information stands out | Content and service pages stand out |
| Has reviews | Can have blog and content structure |
| Important for local visibility | Local, national or global SEO can be done |
For businesses, the healthiest approach is often to evaluate both areas together. The website’s technical infrastructure also becomes important here. For example, on-site SEO work covers many elements such as headings, content structure, links, technical structure and user experience. For this, you can use our guide on-site SEO optimization.
How Is a Google Business Profile Optimized for SEO?
In Google Business Profile SEO work, the main aim is not to add as many keywords as possible to the profile. The aim is to present Google with correct information about the business that is useful for the user.
Keep business information consistent
It is important that the business name, address and phone details on your website are consistent with the information on other digital platforms.
Choose the right category
The category that best describes the business’s main field of activity should be used.
Add services
The services you really offer should be added to the profile descriptively.
Keep photos current
Real photos showing the business’s physical space, products, services and working environment can be used.
Manage reviews
Feedback should be received from customers naturally and reviews should be replied to regularly.
Optimize the website
It is important that the website linked to the Google Business Profile is also strong in SEO terms. In particular, the pages on your website need to be crawled and understood correctly by search engines. At this point, technical SEO work becomes important.
Do Google Reviews Affect SEO?
Google reviews are an important element in how users evaluate a business profile. But getting many reviews does not directly guarantee ranking first on Google. It is important that reviews come from real customers, reflect real experiences with the business and are natural. A healthier strategy is for businesses to focus on real customer satisfaction instead of creating fake reviews.
The Relationship Between a Google Business Profile and Backlinks
In local SEO work, not only the Google Business Profile but also the website’s authority matters. Links the website receives from other reliable and relevant sites can be part of SEO work. Those who want more information on this topic can look at our content what is a backlink. But when doing backlink work, the quality, relevance and natural structure of links should be considered more than their number.
The Google Business Profile and NAP Information
In local SEO, it is very important that the business’s name, address and phone number are consistent. For example, if the business information on your website reads “Soft Ajans – [City],” a completely different business name or phone number on other platforms can cause a reliability problem. So the information in the business’s digital channels should be kept as current as possible.
Mistakes Made in Google Business Profile Verification
Adding unnecessary keywords to the business name
Filling the business name with keywords for SEO is not right.
Using a wrong address
Addresses that do not match the business’s real operating model should not be used.
Getting fake reviews
Fake reviews can harm the business’s credibility.
Creating unnecessary business profiles
More than one profile should not be created unnecessarily for the same business.
Preparing the verification video carelessly
If video verification is requested, the video needs to contain enough elements showing the authenticity of the business.
Not updating after creating the profile
When the business’s opening hours, services, phone number or other information change, the profile should be updated too.
The Google Business Profile and Mobile Users
An important share of local searches may be performed on mobile devices. So it matters for user experience that information such as phone, address and directions on the business’s Google profile is correct. In addition, the business’s website should work properly on mobile devices. For work on the website’s mobile compatibility and mobile user experience, see the guide mobile SEO.
An SEO Checklist for a Google Business Profile
After verification is complete, the following list can be used:
- Is the business name correct?
- Is the business category correct?
- Is the address current?
- Is the phone number correct?
- Is the website correct?
- Are the opening hours current?
- Have the services been added?
- Is the business description natural?
- Are the photos current?
- Are customer reviews being followed?
- Are reviews being replied to?
- Is the profile information consistent with the business information on the website?
- Are the areas the business serves correct?
- Have unnecessary keywords been used?
- Is the website healthy in technical SEO terms?
Which Is More Important: the Google Business Profile or the Website?
There is no single answer. The two channels have different roles depending on the business’s goals. For a business with a physical location, the Google Business Profile can be very important. But when the user enters the website from the profile, they should also meet a quality, fast and trustworthy website. So the Google Business Profile and the website are not alternatives but complements.
For example, after finding your business on Google, a user may visit your website. On the website they can review your services, references, contact information and detailed information about your business. At this point, a professional website experience becomes important. For web design, you can look at the web design services or the guide on how to prepare a professional website design.
Content Strategy After Google Business Profile Verification
Alongside the Google Business Profile, publishing regular and quality content on the business’s website can also be evaluated in terms of SEO. For example, a digital marketing agency can prepare content answering the questions users search for in areas such as SEO, local SEO, the Google Business Profile, web design, digital marketing and content marketing. This approach lets content marketing and SEO be used together. For more on content strategy, you can use our guide content marketing. When preparing content, it is important to answer the user’s search intent rather than only adding keywords.
Frequently Asked Questions About Google Business Profile Verification
Is Google Business Profile verification free?
The Google Business Profile service is generally free. The process can be done using one of the verification methods Google offers for your business.
How long does Google Business Profile verification take?
The time can vary with the verification method used and the review Google carries out.
What should I do if the Google Business Profile verification code doesn’t arrive?
You should check your phone number or address and look at the alternative verification options Google offers on your profile.
What should be shown in Google Business Profile video verification?
Elements that show the authenticity of the business and your connection with it should be presented. The business’s exterior, signage, work area and real elements of its field of activity can be shown as examples.
Is a Google Business Profile enough for SEO?
No. The Google Business Profile is an important part of local SEO work, but on its own it does not mean comprehensive SEO work. Many factors such as the website’s technical infrastructure, content quality, user experience, local signals and link profile must also be evaluated.
Can local SEO be done without a Google Business Profile?
Local SEO can be carried out through different channels. But for a physical business, creating and verifying the Google Business Profile correctly can give an important advantage in local visibility.
The answer to how is a Google Business Profile verified can change from business to business. Google may not offer the same verification methods for every business. Which of the methods such as phone, SMS, email, video or postcard can be used is shown on your business profile.
One of the most important points in the verification process is that the business information is real and consistent. Correctly arranging information such as the business name, address, phone, category, opening hours and website is important for both user experience and local SEO.
That said, Google Business Profile verification should not be seen as the end point of SEO work. The verified profile must be kept current, reviews followed, services defined correctly, business information kept consistent across platforms and the website optimized for SEO.
In short, Google Business Profile verification is one of the important steps for a business to manage its digital presence on Google. But real success comes from keeping the profile current with correct information after verification and managing the business together with its website within a holistic SEO and digital marketing strategy.
Our other guides on local business visibility: How to Track Google Maps Rankings, Buying Google Reviews: Risks and Safe Alternatives.
