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.

Google now requires a more thorough review for specific changes to business profiles, even minor ones. This could delay updates, making it harder for businesses to quickly correct or add crucial details for their local SEO strategy. The impact is especially significant for businesses relying on consistent visibility in local search results. If a profile remains unverified for too long, it can hurt their search rankings.

For a deeper dive into this topic, be sure to check out Google Updates News and Discover Policies: Key Changes Explained for additional insights.

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 stays unverified for too long, it may appear inactive or untrustworthy to users who rely on Google’s listings for accurate, up-to-date information. This is especially harmful for local businesses that depend 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 aim to ensure accuracy but create complexities for businesses managing multiple profiles. It’s crucial to stay proactive, closely monitor changes, and prepare for possible delays in updates to maintain a strong local SEO presence.