Google Business Profile setup and verification

Google Business Profile Verification Steps in 2025: What to Expect (and How to Pass)

Verifying your Google Business Profile (GBP) is no longer quick or simple. Google recently tightened its verification process, especially for service-based businesses, and that means you’ll need to be well prepared to keep your listing live and visible in search results.

We recently had to go through the process ourselves, and it was more involved than expected. A minor update to our map pin led to a full re-verification that included documentation, video walkthroughs, and eventually a live call. If you’re going through verification or preparing to, here’s what you can expect and how to make it go smoothly.

Why Google Changed Its Verification Process

Google’s stricter approach is intended to protect users and clean up spam or fake business listings. That is good news in the long run, but it also means legitimate businesses need to be more thorough and follow a clear set of steps in order to get verified.

What Triggered Our GBP Reverification? One Simple Edit

We noticed our map pin for Roe Digital had been moved, so we updated it to the correct location through the GBP dashboard. That one change triggered Google’s re-verification process and instantly removed our listing from Google Search and Maps.

Although Google has improved how it handles map pin changes, you can still be required to reverify your business whenever you update sensitive information. And for most companies, the main path to re-verification is now through video.

How Google Business Profile Verification Works in 2025

Step 1: Video Verification is the Default

Google now uses video verification as the primary method to confirm business legitimacy. This can be a recorded video or a live video call with a Google representative.

  • You must use a mobile device to record. Desktop recording or uploading a pre-recorded video is not allowed.
  • Videos must be at least 30 seconds long and no more than 5 minutes.
  • Google will guide you through what to show in your video, such as signage, tools, workspaces, and proof of business operations.

Our Real Experience with the Process

We tried submitting three separate video walkthroughs and failed each time. Eventually, Google gave us the option to do a live video call.

Here is what happened during our verification call:

What Google Asked to See

The Google rep, Bella, walked us through each step. Here is what she requested during the call:

  • A walkthrough of our office space to confirm that we had a legitimate workspace.
  • Documentation, including our business license, invoices, and branded business cards.
  • A look at our mailbox and building to confirm our signage.
  • A view of our vehicle, including the license plate and interior.

What to Show in Your Verification Video

Whether you’re submitting a video or joining a live call, Google wants to confirm three key things:

1. Your Location Exists

  • Show nearby street signs or recognizable landmarks in your area.
  • If you are a service-area business, film your garage, workspace, storage, or vehicle setup.

2. Your Business is Active and Legitimate

  • Record equipment, uniforms, or tools you use.
  • Show invoices, utility bills, or a business license with your company name.
  • Demonstrate access to your location, such as unlocking a door or accessing a computer system.

3. You Are the Business Owner or Manager

  • Film yourself unlocking your office or vehicle.
  • Show access to internal systems or supplies.
  • Hold the camera steady on documents so they are readable for a few seconds.

Signage is Critical to Passing

One of the most common reasons businesses fail video verification is a lack of signage. Google expects to see a business name clearly displayed at the location.

When we first attempted verification, we did not have a sign, which caused us problems. To resolve this, we purchased a small but professional sign that we could display near our entrance. We recommend that all businesses do the same, even if they don’t have a lot of walk-in traffic. A simple, inexpensive sign can make the difference between passing or failing.

Watch Out for These 2025 Policy Changes

Business Name Restrictions

Google has become stricter about business names. You should avoid including terms like “Inc.” or “LLC” unless they appear on your legal documents and physical signage. Geographic keywords like “Tennessee” or “USA” should also be avoided unless part of your official name.

Our listing was flagged for using “Roe Digital Inc.” and we were advised to remove the suffix unless it matched our signage and documentation exactly.

Service Area Rules

Google now limits you to listing up to 20 specific cities within a two-hour radius. Broad service areas like entire states are no longer accepted. The more specific and accurate your listing is, the better your chances of verification and ranking in search results.

What Happens If You Fail Verification?

You may be locked out of further attempts if you submit a video that does not meet Google’s standards. In that case, you’ll see a message that says:

“No More Ways to Verify”

At that point, your only option is to contact Google Support, submit documentation, and request a live video call. This can take time, so it’s best to get it right the first time.

Here’s the direct URL to the Google Business Profile support form:

Final Tips to Get Verified Successfully

  • Have a sign, even if it’s small and mounted near or on the front door.
  • Avoid keyword stuffing in your business name. Use your real business name exactly as shown on legal documents.
  • Use a mobile phone, not a desktop.
  • Don’t show faces in the video. Google recommends keeping the focus on your location and tools.
  • Preview your video before uploading it. Make sure everything is clear and readable.
  • Allow up to 7 days for verification to process, though many are reviewed faster.

Google’s verification process is more demanding than it used to be, but it’s designed to protect businesses and consumers. If you follow the current steps, prepare ahead of time, you can avoid delays and keep your listing active.

We understand how frustrating it can be to deal with these changes firsthand. But with the proper preparation and patience, you can complete the verification process and ensure your business remains visible and credible online.

Similar Posts