Is Google, restricting your trade by not verifying or suspending your Google My Business Profile? Learn the verification process of Google and what you might be doing wrong. 

In this article, we will assume that the reader knows and understands what a GBP is. For any local business owner, being able to display your business details on Google is critical to being found online and for your digital marketing footprint. And for any successful company, customers expect to find your business listed.

As consumers, we've come to expect service area businesses and location information to accurately pinpoint a business address, business description, and telephone number.  And ranking in Google search and maps can not be undervalued. But if you can't get your profile verified even after following the verification method outlined and providing all the information requested, you may feel like Google is restricting your trade. 

As owners, it's a place to manage your business information, including the name of your business, and details about your business, whilst accurately pinpointing the business's location.

Without a verified profile,  your company may not show up in local searches. Or if your profile has been suspended only the owner and manager can view it and you definitely won't show up. Both of which means potential customers will struggle to find you. 

This is a huge issue because most people rely on Google these days to find products, services, and your business location. This increases when your profile is optimised appropriately for keyword relevance and proximity allowing your information to rank higher.  At Reviewly,  we've seen the value of a well-optimised business profile manager and the difference it can make to a small business on

However, not being visible or ranking in local search means service-area businesses like yours may miss out on valuable opportunities to attract new customers and generate sales. When your major competitor/s has a GBP listing, it increases their opportunity to display their business details. Leading to higher visibility and credibility. Leaving them to have an unfair advantage.

Without the verification badge, customers may question the legitimacy of your business or if your profile has been suspended, it won't even show up. A verified profile adds a level of trust and professionalism and allows you as the owner to manage and send signals to Google which helps increase your local rankings.

Furthermore, not being able to build reviews on your GBP is also hindering the growth of your business. Now. I hear you say, Well there are other ways to build reviews and yes I agree. But none have the ability to increase your local rankings as much as Google reviews do. And in our estimations reviews make up approximately 15% of the local rankings factor. Reviews also play a crucial role in building credibility and attracting more customers.  If you have two businesses side by side, with the same turnover, and same net revenue but one has a fantastic online reputation … which one would you choose?

By not having a verified profile, you are unable to respond to reviews or encourage customers to leave feedback, thus missing out on opportunities to showcase your customers' positive experiences and your customer services and gratitude. Reviews also provide real-time ranking signals. 

In today's digital age, having a verified Google Business Profile is essential for any company looking to thrive and be successful. 

Let us start with how to verify your existing business

First, create a business profile. Make sure to follow the steps according to Google. If you have multiple business locations fewer than 10 locations are best.

The process involves a series of steps to confirm your business's authenticity and ownership. Firstly, you need to gather all the relevant documents that prove your business's existence, such as licenses, permits, and registration papers.

Next, you will need to review and make sure your NAP information is the same online, including your website, business listings, and social media profiles.

This helps establish that your business is real and client-facing.  And that your company is actively involved in the category or industry you've listed. Additionally, you should consider registering your business with trustworthy directories and industry-specific organisations to further increase its credibility. 

To identify your business and get your listing, Google will send out a postcard to your main business address with a verification code. This is so they can ascertain that your actual business is manned and operating at the address on your profile. In recent times, to verify your profile, they now offer video proof and it's important to note their instructions otherwise it won't pass.

You then upload the video from your phone, in one continuous video ( not multiple small snippets) and no more than 2 minutes duration. Google would like to see around your business and this is a way you can show information like, your staff, workspaces, reception desk,  stock, address listed on the front door, and neighbours. This endorsement process helps to quicken approval and can also be used for suspended profiles.

The impact of an unverified, suspended or restricted Google Business Profile on small businesses 

An unverified or suspended Google Business Profile can have several negative impacts on small businesses. Here are a few:

• Decreased visibility: It's fair to say an unverified profile might not show up in Google search results or maps. Significantly reducing visibility to potential customers. Approved profiles, on the other hand, are more likely to appear higher in local search rankings.

• Lack of credibility: Customers may be less likely to trust a business with an unverified profile as there is no guarantee that the information provided is accurate. Authorisation adds a level of credibility for your customers when they know you take the time to keep your information updated and it encourages customers to engage.

•  Inability to update information: Without the blue tick, corporations may not have the ability to update important information such as addresses, contact details, working hours, or photos. Outdated or incorrect information can lead to frustrated customers and missed opportunities.

• Limited access to Google My Business features: To make sure your business profile offers access to a range of features through GMB, such as the ability to respond to customer reviews, post updates, and gather analytics. Without companies miss out on these valuable tools for marketing and customer engagement.

• Vulnerability to spam or misuse: An unapproved profile can be more susceptible to being claimed, edited, or hijacked by others, potentially resulting in harmful or misleading changes to your business information. By getting the blue tick, Google offers security.

• Missed opportunities for online reviews: As we've already discussed reviews play a crucial role in attracting new customers and ultimately impacting your reputation and online presence.

Furthermore, an unverified Google Business Profile can limit a small business's visibility, credibility, and access to important features, ultimately affecting its growth and success in the online marketplace.  A suspended Profile has even greater consequences.  And if you've tried to get it communicated with Google to get the issue rectified you would understand the frustration that many business owners have. It's not easy and they refer you to the Google guidelines. If you are not a professional in this area, and even if you are, it can sometimes be like banging your head against a brick wall. 

How Google's verification process affects online visibility and trade opportunities

For companies and sole traders, Google's authentication plays a significant role in determining online visibility and trade opportunities. When a business goes through the validation process, they benefit from increased credibility and trustworthiness. This is because Google verifies the authenticity of the business, ensuring that it is legitimate and not involved in any fraudulent activities.

But if you are like some business owners, one day you may wake up and your profile has been suspended. You have no idea why, or what actually has happened. This can be extremely annoying and very time-consuming to sort out. It can be like winning the lotto, you may get it sorted quickly, or for some, months later you are still communicating or you may even just give up.

As a result, consumers are more likely to choose entities that have the blue tick, leading to higher visibility in search results.  With the increasing competition in the online marketplace, it goes without saying that you need to stand out from the crowd to attract customers. By being verified by Google, you gain that edge over your competitors as you are perceived as more reliable and trustworthy.

This can lead to higher click-through rates, increased website traffic, and ultimately more trade opportunities. Additionally, the blue tick plays a role in local search engine optimisation (SEO).  Getting your Google business profile the opportunity to appear in Google's local pack and on Google Maps. This can be especially beneficial for businesses that rely on local trade or love helping their communities. 

Exploring Google's reasons for not verifying all business profiles.

Google has become the go-to platform for people searching for products and services. With its vast database of information, it has become crucial for you to be listed.  However, not all profiles on Google are verified. There are a few reasons why.

One reason is the sheer number of businesses listed on Google. With millions of companies around the world, it would be nearly impossible for Google to manually verify each profile. It would require a significant amount of time and resources, which may not be feasible for Google.

Another reason is the potential for fraudulent or spam listings. Credibility and trustworthiness are important, so by focusing on suspending fake or misleading profiles, Google feels like they are protecting consumers.

Furthermore, Google may prioritise verifying profiles of popular or well-known businesses. These businesses have a larger customer base and may have a greater impact on the user experience. Verifying these profiles can ensure that users get accurate and up-to-date information about these businesses.

Lastly, verifying all business profiles may not align with Google's business model. Google generates revenue through advertising, and advertising opportunities are often tied to verified profiles. By verifying only a select number of profiles, Google can offer targeted advertising options to businesses, creating a more profitable ecosystem for both Google and the businesses. 

Comparing the trade advantages of having a verified vs. unverified Google My Business Profile

Having a verified Google Business Profile comes with numerous trade advantages compared to an unverified profile.  When a business profile is verified, it means that Google has confirmed the authenticity of the business, increasing the confidence of customers when engaging with that particular business. You can also manage your information and online presence more effectively. This includes being able to update contact information, business hours, and website links, and even add photos and videos. By having accurate and up-to-date information readily available, businesses are more likely to attract customers and beat out competitors.

Moreover, having a verified profile provides businesses with the opportunity to use additional features and tools offered by Google. For example, you'll be able to do Google posts and share promotional offers, news, or announcements directly on their profile, maximising your visibility and reach.

They also have the option to add a booking button, making it easier for customers to schedule appointments or make reservations.  

Unveiling the potential biases in Google's verification process and their impact on your trade.

Google's, intent is to ensure the reliability and accuracy of its information, which has come under scrutiny for potential biases. Given the company's dominant position in the search engine market, its authentification holds significant influence over online visibility and accessibility especially in the local rankings.

However, concerns have been raised about the way Google selects and verifies information sources, as it can inadvertently reflect and perpetuate certain biases.

For example, we've had a client who has been in business since 2015.  They work from a home office in Sydney but run a national company, with staff in three other states. The owner meets all Australian business requirements, regulations, and laws. He and his staff have police checks and licenses within their industry and meet all state regulations.

The owner has spent over $200K in the last 5 years on Adwords and wants to increase his brand's online reputation and grow to employ more staff in their local area. They've worked with leading companies like Apple and CBA to name a few. Now, anyone in their right mind would think this business would get a GMB listing given Google knows who they are.  Not to mention all their competitors have a profile and they've certainly spent a fortune on ads. But it seems the GMB team doesn't think so. He simply can't get his brand's business profile verified.  

He's sent everything they have requested. Electricity account in the business name with the registered address, company car registration papers, business card, invoices, ABN registration, and the list goes on and on.

And he still can't get approved. He has even suggested flying someone from the approval team to his office.

He as a business owner, feels that he is not being fairly treated. The suspension of his profile has far-reaching consequences especially when local services ads finally arrive in Australia. He is unable to collect reviews from his happy customers and is unable to compete at a local level. 

The impact and what the owner sees as biases on trade can be twofold. Firstly, favouring established GBP owners, and allowing them to rank, reinforces a power dynamic in his trade. This offers the already local dominant players more exposure and authority as he and his business are unable to rank. Secondly, not accepting his 100% authentic company with a blue tick can perpetuate trade imbalances as they limit the variety of information available to users.

Why is Google not verifying my business account?

There could be several reasons why Google may not be verifying your business account. The accuracy and completeness of the information provided on the GBP plays a crucial role. Inaccurate or incomplete details can lead to verification issues. It is essential to provide correct business information including the business name, address, phone number, and website. Additionally, Google may take some time to verify your account due to a high number of requests or technical issues on their end. In such cases, it is advisable to be patient and wait for Google's verification process to be completed. If you have followed all the necessary steps and are still facing issues, it may be helpful to reach out to Google's customer support for assistance in resolving the verification problem.

Why can't I verify my business on Google?

They may reject your verification request if there are any discrepancies or if you have violated any of the guidelines. Another reason could be that your business category or location is not supported by Google for verification purposes. In some cases, there may already be a verified business at your address, which prevents you from verifying yours. It is also possible that the verification process is currently experiencing technical issues or that there is a delay in processing your request. I know this sounds frustrating and it is. but we are unfortunately at the hands of the Google Gods.

It is recommended to double-check your information, reach out to Google support for assistance, and stay patient as it may take some time before you can successfully move up the SERPs.

Why has Google suspended my Google business profile? 

If your Google Business profile has been suspended ... I'm sorry!

It could be due to a variety of reasons. Google takes the accuracy and integrity of business information very seriously to ensure a positive user experience. Google normally communicates this by saying the reason for the suspension is that your profile has violated 'our guidelines'. This could include false or misleading information, offensive content, or engaging in prohibited activities in your Google account. The official street address isn't accurately represented on maps.

Note that Google, may have had someone report your profile and they found grounds for suspension after reviewing the reported content or misinformation. 

It's also possible that your account was flagged by the automated system for suspicious activity.

In any case, it is important to review their guidelines and policies to determine which violation applies to your situation. You can then make the necessary changes and appeal the suspension by contacting the support team if you need more help. They will review your case and provide instructions on how to reinstate your Google My Business Profile. 

Here we have listed in more detail possible GMB suspension reasons:

1.  Using a common phone number.
   
   

Avoid adding an already-used phone number of another of your GMBs.

2.  Wrong answers to Google Robocalls.
   
   

Accurately answer any Google automated calls about regular working or holiday hours. (Google tests this, especially during the holiday season.)

3.  Too many changes too soon after verification.
   
   

Allow a cooling period of 2 weeks after the GMB is verified before adding a lot of content.

4.  Guilty by association suspension!
   
   

Avoid using the same email for too many GMBs - Do not share your email with others or change it immediately if it gets hacked. Use your company email and not your personal email for business purposes. Use Google Workspace, not standard Gmail, if possible.

5.  Conflict with Multiple locations GMB.
   
   

Choosing both Store and SAB options for multi-location GMBs may increase risk.

6.  Switching between SAB & Storefront.
   
   

Try not to go back from a 'hidden' Service area business to the location of your business. The other way around is less risky.

7.  Offices in homes or co-working spaces.
   
   

No signage & not staffed to assist customers during working hours. May also fail video verification.

8.  Trying to sneak in one too many GMBs!
   
   

Getting multiple related GMBs in the same vicinity under different business names.

9.  Two of your GMBs are too close to each other.
   
   

Avoid overlapping GMB service areas or placing them near one another. A safe distance may be around 15 - 20 km or 10 - 12 miles. This also depends on the business category and the necessity for adding additional GMBs.

10.  URL forwarding to another domain.
    
    

Avoid using a 3rd party landing page or forwarding to another domain. While this used to be the norm earlier, using your own property is a safe and well-established practice.

11. Adding a call forwarding number.
    
    

Avoid call forwarding software & services, if possible. While the risk is less as of today, adding this tip out of abundant caution.

12.  Uploading photos to the wrong GMB.
    
    

Do not upload the same photos to multiple GMBs or from the wrong Google Photos account. Geotagging only makes this worse and you get caught with your hand in the cookie jar.

13.  Mistakenly accepting competitor/malicious edits.
    
    

Avoid accepting malicious edits by competitors since they may be mixed with genuine ones. Treat any orange-colored edits with care & don't rush to accept them. Could be a trap laid out by a competitor.

One possible scenario is as follows:

● A competitor or novice Google Maps user may have suggested an alternate address as an edit.

● You (Owner or Manager of the GMB) changed something else in the GMB (Description, Services, Category, etc.) around the same time (either before or after).

● After you or the competitor/user made the changes, the above message was displayed.

● You then clicked ‘Accept all for this location’ from the GMB Dashboard, changing the address along with the element of the GMB you actually wanted to change.

Unfortunately, Google does not indicate who else apart from you suggested the change (competitor, user, or Google itself) so it is tough to know the editor.

However, editing competitor listings is a common tactic used by unscrupulous businesses to wreak havoc and benefit from the closure or delay in getting back the GMB to its rightful ranking.

14.  Too many changes at once trying to optimise your Google business profile.
    
    

Do not have months of inactivity followed by bursts of content uploads or access from different IPs. You are provoking the sleeping Google algo!

Conclusion

As more and more businesses are starting to understand the value of their GBP, verification issues and suspensions seem to becoming more prevalent. The benefits of verifying a business can not be understated. Having the ability for a customer to find your location on maps and information like cross-streets and nearby landmarks makes their life easier. However, the frustration of many company owners who are unable to talk with a support person can be extremely frustrating.  Without the ability to optimize your Google business profile, you are losing a digital marketing platform that can make a huge difference.