Lisa Lansman from Google’s Global Partnerships was interviewed recently to discuss recent improvements and best practices related to Google Business Verification.
Lisa shared that Google recognizes the verification process can be challenging for businesses and emphasized the company’s commitment to making this process smoother.
Here’s an overview of the key points:
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 Google’s 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.
- 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.
- Resolving issues related to incorrect suspensions and improving the appeals process.
Looking Ahead to 2025 and Beyond:
Google plans to continue refining the verification process by:
- Further simplifying the process for authentic businesses.
- Strengthening anti-fraud measures.
- Enhancing support responsiveness and improving overall customer assistance.
Best Practices for Video Verification:
To ensure successful verification, follow these guidelines:
For Storefront Businesses:
- Display your business name on exterior signage.
- Show interior spaces that are appropriate for your business type (e.g., restaurant kitchens or leasing offices).
- 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.