Module 1

Verification Options

Verification is how Google confirms you're the legitimate owner or representative of the business. Here's everything you need to know about each method, what to expect, and how to troubleshoot problems.

Understanding Verification

What to do

Before we dive into the methods, understand what verification actually does and why Google requires it.

Step by step

  1. Verification proves legitimacy. Anyone could claim to be any business without it. Verification confirms you have a real connection to the business — access to the address, control of the phone line, or physical presence at the location.
  2. Without verification, you have limited control. You can start setting up your listing, but many features won't work and your edits may not appear publicly until you're verified.
  3. Verification is not the same as optimisation. Getting verified just proves ownership — it doesn't mean your listing is complete or ranking well. That comes next.
  4. You only verify once per location. Once verified, you don't need to do it again unless there's a major change (like moving address) or a suspension.

Postcard Verification (Detailed Guide)

What to do

The postcard method is the most common. Google sends a physical postcard with a code to your business address. Here's everything you need to know.

Step by step

  1. When you'll get this option: Almost always available. It's Google's default verification method for most businesses, especially new listings or claims.
  2. How long it takes: Usually 5-7 business days in the UK. Can take up to 14 days during busy periods, postal delays, or for more remote locations.
  3. What the postcard looks like: A plain white envelope, usually without obvious Google branding on the outside. Inside is a card or letter with a 5-digit verification code. Don't mistake it for junk mail!
  4. The code expires: Your verification code is valid for 30 days from when it was sent. If you don't use it in time, you'll need to request a new one.
  5. You can't change your address while waiting: If you edit your business address after requesting a postcard, the verification is cancelled and you'll need to start again.
  6. Tell your staff: If other people handle the post at your business, let them know to look out for a letter from Google and not to throw it away.
What if my postcard never arrives?

Wait at least 14 days before assuming it's lost. Check that the address in your listing is exactly correct, including any unit numbers or building names. Make sure post isn't being redirected or held. If it doesn't arrive after 14 days, you can request a new postcard — but this invalidates any previously sent codes. For persistent problems, you may be able to contact Google Business Profile support through the help section in your dashboard.

Google's official guidelines

Phone Verification (Detailed Guide)

What to do

Phone verification is instant — Google calls your business number and reads out a code. Here's how to make sure it goes smoothly.

Step by step

  1. When you'll get this option: Only if Google can confirm your phone number from trusted sources — directories, your website, or existing business data. Not always available, especially for brand new businesses.
  2. How it works: The moment you click to verify by phone, Google's automated system calls your business number. An robot voice reads out a 5-digit code. You enter it on screen. Done.
  3. Be ready to answer: Have someone by the phone before you click. The call comes within seconds. If you miss it, you may need to request another call (usually limited to a few attempts).
  4. The call comes from an unknown or withheld number: Don't reject it thinking it's spam. Answer all calls for a few minutes after clicking.
  5. Write down the code: Have a pen and paper ready. The robot will say the code clearly, but it's easy to forget a digit.
  6. Enter the code immediately: Type it into the verification box on your computer and submit.

Email Verification (Detailed Guide)

What to do

Email verification sends a code to an email address associated with your business. It's quick, but not always offered.

Step by step

  1. When you'll get this option: If Google has found an email address associated with your business — often from your website's contact page or domain registration. Typically offered for established businesses with a clear web presence.
  2. How it works: Google sends an email containing a verification link or code. Click the link or enter the code to verify.
  3. Check your spam folder: Automated emails sometimes get caught by spam filters. If you don't see the email within a few minutes, check spam/junk.
  4. The email goes to a specific address: Google chooses which email to send to based on what they've found. You can't always specify a different address.
  5. Act quickly: Email verification codes also expire, though usually you have a few days.

Video Verification (Detailed Guide)

What to do

Video verification requires you to record a video proving your connection to the business. It's more involved but sometimes the only option for service-area businesses.

Step by step

  1. When you'll get this option: Increasingly common, especially for service-area businesses without a public shopfront, or when other methods aren't available. Google may require it if they have concerns about the listing's legitimacy.
  2. What Google wants to see: Proof that the business exists at the claimed location AND that you have legitimate access. Typically: exterior with visible signage or street name, interior of premises, and documentation (business cards, letterhead, licence, or branded materials).
  3. Recording tips: Film in landscape mode (horizontal). Ensure good lighting — film during daylight. Keep the video under 2 minutes. Speak clearly if you're narrating. Move slowly so the footage isn't blurry.
  4. For service-area businesses without a shopfront: Show your branded vehicle, equipment with business name, business cards, invoice books, any official licence or registration documents, and post addressed to the business.
  5. Show yourself on camera: Some requests specifically ask you to appear on camera holding ID or in front of your signage. Follow the specific instructions Google gives you.
  6. Upload through the Google Business interface: You'll be given an upload option. Follow the on-screen prompts.
  7. Wait for review: A real person at Google watches your video and makes a decision. This typically takes 1-5 business days. You'll get an email with the outcome.

Examples by industry

Film your work van (showing business name/branding), open it to show tools and equipment, show business cards, show an invoice or job sheet, show a piece of post addressed to your business name at your home address (you can blur the address).
Start outside showing your signage and the street, walk inside and pan around the café, go behind the counter, show a menu with your business name, show yourself in the café.
Show the building exterior with practice signage, film the reception area and waiting room, show a consultation room, show professional certificates or CQC registration on the wall.
Film the building exterior and any nameplate, show your reception and office, show Law Society certificate or practising certificate, show business letterhead.

Instant Verification

What to do

Instant verification happens automatically if you've already verified your business website with Google Search Console. It's rare but the easiest option.

Step by step

  1. When this happens: If the Google account you're using has already verified ownership of your website domain through Google Search Console, Google may verify your Business Profile instantly.
  2. How to know if it applied: You'll simply skip the verification step entirely, or see a message that you've been verified based on your website.
  3. You can't force this: Either the conditions are met or they aren't. If you don't already have Search Console set up, it's not worth doing just for this — the other methods are easy enough.
What is Google Search Console?

Search Console is Google's free tool for website owners to monitor how their site appears in search results. Verifying your site in Search Console proves you own that domain. If Google sees that the same account owns both the website and is claiming the Business Profile, and the website matches the business, they may trust you automatically. It's a bonus for those who already use Search Console, not something to set up specifically for Business Profile verification.

Google's official guidelines

Troubleshooting Verification Problems

What to do

If you're having trouble getting verified, here are solutions to the most common problems.

Step by step

  1. "No verification options are available" — This sometimes happens temporarily. Try again the next day. If it persists, make sure your listing information is complete and accurate. Incomplete listings sometimes don't get verification options.
  2. "My postcard never arrived" — Wait the full 14 days. Check the address is exactly correct in your listing. Ask staff/housemates if they've seen it. Request a new one after 14 days if needed.
  3. "The code says it's invalid" — Codes expire after 30 days. Also, if you requested a new postcard, old codes are cancelled. Request a fresh code and use it promptly.
  4. "Phone verification isn't calling" — The call comes within seconds. Make sure the phone number in your listing is correct and the phone is switched on. Try again — you usually get 2-3 attempts.
  5. "My video was rejected" — Read Google's rejection reason carefully. Common fixes: better lighting, clearer footage, showing more documentation, making sure signage matches the exact business name in your listing.
  6. "I can't access the account that started verification" — If you started with one Google account and can't access it, you may need to start the claim again with a different account. The unfinished verification on the old account will eventually expire.

Verification complete when: