How and Why to Verify Your Stores in Google Business Profile

Store verification in Google Business Profile (GBP) is the process Google uses to confirm that a business is legitimate and that the owner or manager has authority over the listing. Verification allows a business to appear in Google Maps, Google Search and other Google services, while also enabling additional profile functionality.

What is verification for?

• Visibility and trust: a verified listing confirms that the store is real and managed by the business, increasing user confidence.

• Control over the listing: it allows the business to manage the information shown, such as opening hours, address and photos, interact with customers and publish updates.

• Access to additional tools: a verified listing unlocks features such as posts, product and promotion management, and the ability to connect your store to advanced tools like AWER Reviews and SearchMAS.

• Stronger protection against unauthorised changes: Google tends to prioritise updates made by the verified owner over third-party edit suggestions.

There are several verification methods, and Google may offer one or more options depending on the type of business and location:

• Phone: Google calls or sends an SMS with a code to the phone number shown on the listing.

• Email: Google sends a verification code to the email address registered in GBP.

• Video recording: you may be asked to record a video showing the exterior, surroundings, interior and other evidence proving that you operate in that location.

• Live video call: in some cases, Google offers a real-time video call where you must show the shopfront, surroundings, staff equipment or other proof that the location is genuine and active.

• Postcard: Google sends a physical postcard with a code to the store address, which must then be entered in GBP.

• Instant verification: if the Google account is already linked to another verified Google service, such as Search Console, verification may happen instantly.

• Bulk verification: for companies with more than 10 locations, Google may offer a bulk process.

Who should do it?

• Store owners or authorised managers: only people with management rights over the business can complete verification.

• For multi-location companies, bulk verification should be handled by the person or team in charge of global location management.

What should you check before starting?

1. Make sure store information is accurate: before beginning, review the address, name, phone number and core information across every location.

2. Understand the verification method available: Google does not always let you choose the method, so you need access to whatever proof is required for the option provided.

3. Avoid duplicates: if there is more than one listing for the same location, they should be merged before verification begins.

4. Consider timing: some methods, such as postcards, can take several days and must be completed within the deadline Google specifies.

5. Supporting documentation: in some cases, Google may request documents to prove ownership or authorised management and to confirm that the store really exists in the stated location.

6. Bulk verification: for companies with many locations, Google will often require additional documentation to prove you have authority to manage them all.