Verification is the gate every Google Business Profile has to pass through before it becomes fully visible. Until verification is complete, the listing has limited reach and can't be edited freely. Once verified, the profile takes its place in Maps and Search and starts attracting traffic.
The main verification methods
- Video verification walks Google through your premises in real time to confirm operations, signage, and equipment.
- Postcard verification sends a code to the business address that you enter back into the dashboard.
- Instant verification is offered when your domain is already verified inside Google Search Console for the same business.
- Phone or email verification applies in some categories, with a code sent to a number or address tied to the business.
Preparing for video verification
Video verification is the most common method now and the most failure-prone if you're not prepared. Have your signage visible, your work tools or inventory accessible, any required licensing within reach, and a clear path showing the exterior of the location. Failed video verifications often lead to additional scrutiny on the listing.
If verification fails
A failed verification doesn't always mean a suspended profile, but it does mean the listing won't go live until you complete an alternative method. Multiple failures across different methods, however, can result in the profile being marked ineligible.