Google is asking an increasing number of account holders to authenticate their Business Profiles, with video verification - as opposed to traditional phone or email verification.

The video you submit must meet specific criteria or Google will not accept it as proof of a legitimate business, resulting in limited profile visibility and reduced traffic.

Our guide takes you through the Google Business Profile video verification process, ensuring your Business Profile continues to perform well in local search.

Why you've received a video verification request

For existing businesses, re-verification by video upload is used by Google to ensure that your business is genuine and operating as claimed, particularly in cases where other forms of verification are not sufficient, or duplicate profile exists or when the profile raises red flags to Google.

Before you begin

Before you get started recording your video, here’s some key information to make sure you get it right first time!

Important security considerations

Your GBP verification video should not:

• Show any sensitive information. This includes bank details, credit card numbers, ID numbers, passwords, passports, driver’s licences, tax information, etc.
• Reveal private information about you or anyone else
• Show anyone else’s face

Video requirements

Your GBP verification video should be:

• Between 30 seconds and 5 minutes long — 1–2 minutes is best
• A single, continuous shot
• Unedited
• As steady and clear as possible
• Recorded using a mobile device logged into your Business Profile
• Recorded via the “Start Recording” option on your Google Business Profile. Videos recorded offline cannot be uploaded for verification after the fact

Business format

The operational format of your business will determine the requirements of the verification video. Google sorts businesses into three categories:

• Shop front: You do business via a physical shop front with permanent on-site signage.
• Hybrid: You have a physical shop front with permanent on-site signage but also deliver to or visit customers. An example would be a restaurant that both accommodates diners and delivers food to other addresses.
• Service area: You deliver your products or services direct to your customers — and do not receive customers to your business address.

GBP video verification process: A step-by-step guide

1. Plan your route

You will need to record outside and inside your business, showing:

Location: The geographical location of your business, using street signs, building numbers, neighbouring businesses, or recognisable landmarks.

Existence:

• Shop front/hybrid businesses: Permanent signage showing your business name — must match the business name on your Google Business Profile
• Service area businesses: Direct access to branded work equipment, marketing materials, or products, e.g., unlocking a vehicle with your business name on it, or even showing branded staff clothing

Affiliation:

• Shop front/hybrid businesses: Access to the locked shop front, staff-only areas, or staff-only items
• Service area businesses: Business documents (e.g. invoices, business registration, utility bills with the business address clearly visible, etc.) or evidence of you providing the service associated with your business

It’s best to start with proof of location, then proof of existence, and finally proof of affiliation. So, choose a logical outdoor starting point.

Plan and practice your route, removing any sensitive information on show and requesting staff temporarily leave the areas you plan to film.

To avoid accidental interference from the public or customers, consider recording your video early in the day.

2. Logging in

Login to your Google Business Profile account on your phone or tablet.

3. Locate the “Start Recording” option

Tap “Get Verified” on your Business Profile, then tap the blue button that reads “Business Video”. The next menu will show a blue “Start recording” button.

4. Recording your video

Step 1. Proof of location

All business formats: Mobile device at the ready, find your starting position outdoors, then tap “Start Recording”. 

Show the geographical context of your business. The key here is to record recognisable entities; Google will not approve footage of an unidentified road or street. 

As mentioned earlier, this can be achieved by capturing neighbouring businesses, street signs, building numbers, or notable landmarks.

Don’t stop your recording. Move on smoothly to the next step.

Step 2. Proof of existence:

Shop front & hybrid business formats: Approach and record clear footage of your business name printed on permanent fixtures, e.g., on a signboard, a window, or wall.

If your permanent signage is located inside only, you can combine this step with step 3.

Service area business formats: Capture evidence of business operations, from branded work equipment and products, to marketing materials or relevant tools, e.g.:

• Unlocking a delivery or service vehicle with your business name on it
• Branded staff clothing
• Any other branded items you use to carry out your service or sell as a product

Note: Showing generic entities, such as an unmarked/locked van or a computer workstation, will not be sufficient.

Again, carry on recording as you move to the next step.

Step 3: Proof of affiliation

Shop front & hybrid business formats: Prove that you’re authorised to represent the business as a verifier by recording yourself doing one or more of the following actions:

• Unlocking the shop front with a key and entering the building
• Entering staff-only areas, such as staff rooms, kitchens, or storage rooms; just showing them will not suffice
• Using staff-only equipment, i.e., opening a cash register or using a point-of-sale system

Service area business formats: Prove that you’re authorised to represent your business as a verifier by recording:

• Business documents that show the name of your business as logged on your Google Business profile, e.g., invoices, utilities bills, business registration, etc.

Or

• You providing your service in a manner that clearly shows your affiliation with the business

Note: Documents or services that cannot be directly associated with your business will not qualify for verification.

Step 4: End your recording

All business formats: Stop the recording as you normally would on your device.

5. Uploading your video

Tap the blue “Upload your video” button.

If you require more information about the video verification process, review Google’s help sheet.

How long will verification take?

Once your video is uploaded, Google reviews it to make sure it meets all their requirements. This process can take up to five working days.

If successful, you’ll get a notification telling you that your Google Business Profile has been verified. Shortly thereafter, your profile’s visibility will recover.

If unsuccessful, the “Get verified” button will return to your profile. Tap it to restart the verification process, taking extra care to meet Google’s criteria.

Video verification isn't working - What should I do?

If Google is consistently rejecting your verification videos, consider the following:

• Ensure the information in the video matches information in your Google Business Profile.
• Try and keep your video between 1–2 minutes.
• Do what you can to improve the quality of your recording.
• If possible, try to record and submit with a different mobile device.
• Check that your profile follows all of Google’s guidelines.
• Check that your business is eligible for a Google Business Profile.
• Contact Google for additional support.

Are verification videos secure?

Google uses uploaded videos for verification purposes only. They are not shown publicly — and can be deleted by the uploader at any point via the below steps:

1. Tap “More” at the top right of your Business Profile interface
2. Tap “Advanced settings”
3. Tap “Video uploads”
4. Tap “Delete videos”

All uploaded videos are eventually deleted automatically by Google.

How often will Google ask you to verify your Business Profile?

Google typically asks for re-verification after you or your agency make any significant changes to your profile as part of your local SEO efforts. Re-verification helps Google make sure any changes were made by appropriate persons and that the new information is trustworthy.

Business owners may have also received this particular request in support of Google’s plans for the future of GBP.

Why does my Google Business Profile suddenly require video verification?

Video verification for Google Business Profiles isn’t a new requirement, but we are seeing a sudden influx in requests sent to a variety of account holders.

This is primarily to improve Google’s local search service by weeding out spam and fraudulent GBP accounts, but it could also relate to other goals. 

For instance, it’s possible that Google may be preparing to make changes to GBP that steer the service towards truly local, customer-serving businesses, as opposed to larger outfits with national reach or those that do not deal directly with customers.

Although unconfirmed, Google's goal may be to prompt larger nationwide businesses to invest in Google Ads to regain visibility lost from being ineligible for a Business Profile.

It’s also possible that Google is laying the foundation to introduce paid GBP accounts for non-consumer-facing businesses.

Final thoughts

Follow the steps and advice laid out in this guide, and your Google Business Profile should be back to normal as soon as Google approves your video. 

As approval can take up to 5 working days, it’s important to submit your video as soon as possible to limit the impact of this temporary loss of local visibility.

Contact TDMP today for further digital marketing support.