Google has recently introduced changes to its Business Profile re-verification process, creating new considerations for businesses and marketers alike. What used to be a relatively straightforward process has become more stringent, with even small updates to a profile—such as altering a business category, phone number, or other details—now potentially triggering the need for re-verification. This shift is affecting businesses across all sectors, as noted by local product expert Krystal Taing, with the re-verification process adding unexpected hurdles for those relying on real-time updates.
The core of the change is that Google now requires a more thorough review whenever specific modifications are made to business profiles, even if these are minor. This change could delay updates, preventing businesses from quickly correcting information or adding new details that are crucial to their local SEO (search engine optimization) strategy. The consequences are particularly significant for businesses that depend on consistent visibility in local search results, which can be affected if a business profile is left unverified for a period of time.
Impact on Marketers
For marketers managing Google Business Profiles for multiple clients or locations, these changes introduce additional challenges. First, there’s the practical issue of timing. With the re-verification process being triggered more easily, marketers might face delays in making critical updates to a profile—like changes to hours of operation, contact information, or services offered. For businesses operating in highly competitive markets, these delays could result in lost opportunities or a dip in customer engagement.
From a strategic perspective, the re-verification requirement forces marketers to rethink how they manage multiple profiles. For instance, marketers may need to plan more carefully when scheduling updates to minimize downtime for business listings. If a profile remains in the verification process for too long, it could negatively impact a business’s SEO rankings, making it harder for potential customers to find accurate information about the business.
Additionally, there are potential risks to customer trust. If a business profile remains unverified for a significant amount of time, it could appear inactive or untrustworthy to users who rely on Google’s business listings for accurate, up-to-date information. This can be particularly detrimental for local businesses that rely heavily on their online presence to drive foot traffic or appointments.
In response to these changes, marketers will need to stay vigilant and develop contingency plans to deal with unexpected delays. It might also be necessary to keep clients informed about these verification hurdles so they understand why updates could take longer than expected.
Google’s re-verification updates to Business Profiles are designed to ensure accuracy but add complexities for businesses and marketers managing multiple profiles. It’s essential to be proactive, maintain close oversight on changes made to business profiles, and prepare for potential delays in updates to maintain a strong local SEO presence.
