If your business has a Google Business Profile, the way you originally proved you run that business is quietly changing. Google has been shifting away from the postcard verification method many business owners will remember, in favour of a short video walkthrough of the premises.
Google’s own Business Profile help documentation now lists video recording as the recommended verification method for eligible businesses, ahead of postcard, phone, email and live video call. Postcard verification, where Google posts a code to your business address, is described by Google itself as “not available for all businesses,” and Search Engine Roundtable has reported over recent months that fewer businesses are being offered the postcard option at all. Video is increasingly the option shown by default, particularly for new listings or when a profile is flagged for re-verification.
Google asks for a continuous, unedited recording covering three things: your outside signage, so it’s clear where the business is; the inside of your premises; and something that proves you actually run the business, such as equipment, stock or staff-only areas. A short recording on a smartphone is enough, nothing professional is required, but it does need to be filmed on the spot rather than edited together afterwards.
Your Google Business Profile is often the first thing a potential customer sees when they search for a business like yours nearby, whether that’s a beauty salon, a tradesperson, a healthcare practice or an estate agent. An unverified or suspended profile doesn’t appear properly in Google Search or Maps, so a competitor with a verified listing takes that visibility instead.
This matters most if you haven’t verified your profile yet, or if you’ve recently changed your business name, address or category, any of which can trigger Google to ask for re-verification. It’s also worth knowing about if you manage a profile on behalf of a client or another part of the business, since the video has to be filmed at the actual premises.
Log into your Google Business Profile and check whether it shows as verified. If you see a “Get verified” prompt, don’t leave it, since an unverified profile can be suspended from Search and Maps until it’s resolved. If you’re asked to verify by video, keep it simple: a steady, unedited walkthrough showing your sign, your entrance and something that proves the business operates there is normally all that’s needed.
If you’re not sure whether your listing is fully verified and up to date, or you’d like a hand getting it sorted, that’s something we can check as part of your SEO support. Get in touch with the b:web team in Plymouth and we’ll take a look.
