Google has become increasingly strict about verifying new Google Business Profiles (GBPs). In 2023 and 2024 many businesses have reported receiving only the dreaded video‑verification option, which requires filming signage, the interior of a facility and other details to prove legitimacy. The good news is that there are legitimate ways to make your business look trustworthy in Google’s eyes before you claim the GBP, making it more likely that you’ll be offered easier verification methods such as phone, text or email.
A Step‑by‑Step Process for Avoiding Video Verification
Local‑SEO practitioners have discovered that businesses with a robust online footprint often avoid video verification altogether. The underlying goal is to build trust signals before you claim the GBP so that Google can independently verify your business information.
- Build (or expand) your website and publish NAP details. Create a professional site for your business and include your Name, Address and Phone (NAP) on the home page, contact page and footer. Use schema markup to highlight the business information for search engines.
- Connect the site to Google Search Console and GA4. Verify your domain in Search Console and install Google Analytics 4. This signals to Google that you control the domain and that it is a legitimate, active website.
- Establish citations and social profiles. Create consistent listings on major directories (Yelp, Yellow Pages, Facebook, BBB) and any industry‑specific directories, and set up social profiles on platforms such as Facebook and LinkedIn. Submit your business information to data‑aggregator services (e.g., Data Axle, Neustar Localeze) so that the NAP propagates widely.
- Let Google index the citations. Wait a few weeks to allow Google to crawl and index your new citations. Tools like Whitespark’s Citation Finder can help check whether the listings have been indexed.
- Add the business to Google Maps using a different account. Using a Google account that will not manage the GBP, open Google Maps and click “Add a missing place”. Enter your business name, category, NAP and website. This organic submission helps create a record of your business in Google’s knowledge graph.
- Encourage early reviews. Ask a few customers to leave honest reviews on the newly created listing. A small handful of genuine reviews further demonstrates legitimacy.
- Claim the profile with the same email you used for GA4/Search Console. Once the business has some citations and reviews, sign into Google using the account linked to GA4 and Search Console and claim your GBP. Provide all requested information (hours, photos, services), and you will often be presented with options besides video verification.
This process takes patience. Google may need several weeks to process the external citations, but it drastically increases the odds of being offered phone or email verification. Note that there are no guarantees; some industries or locations may still be subject to video verification, and Google’s policies can change at any time. Also remember to follow Google’s guidelines; submitting fake information or reviews can lead to suspension.
Optimizing GBP Fields That Directly Influence Rankings
Once your GBP is claimed, your next priority is optimization. Darren Shaw’s 2025 tier‑list analysis of GBP fields provides a helpful framework for understanding which sections move the ranking needle.
1. Business Name
Keywords in the business name have become the single most powerful ranking factor in the local pack. Whitespark’s case studies show that adding a keyword to the business name can boost rankings dramatically. However, Google considers keyword stuffing a violation. The recommended approach is to legally change your business name or register a Doing Business As (DBA) name that includes the keyword. After updating the name with the state, bank and other official sources, update your signage, website and citations before editing the GBP. This ensures consistency and minimises suspension risk.
2. Primary and Additional Categories
Your primary category tells Google what your business does, so choose the one that most closely matches the keyword you want to rank for. Whitespark recommends selecting as many additional categories as legitimately apply to your business; each category gives Google another opportunity to match your profile to relevant searches. Categories directly influence rankings, so review the available options regularly and add new categories when appropriate.
3. Reviews
Reviews are both a ranking factor and a conversion factor. Whitespark’s optimisation guide notes that reviews are an increasingly powerful ranking factor and help your business stand out. Reviews can improve visibility because Google highlights review snippets that match user queries. Focus on obtaining a steady stream of genuine reviews. Aim for a high average rating, a large quantity and consistent recency. Respond to reviews to show engagement; this signals that your business is active and cares about customers.
4. Services
The “Services” feature allows you to list specific services associated with your categories. Whitespark notes that pre‑defined services suggested by Google have become a ranking factor. After adding relevant categories, list every service you offer and include detailed descriptions. Joy Hawkins’ research found a direct correlation between published services and rankings, so it’s worth filling out this section completely.
5. Attributes
Attributes (e.g., women‑owned, wheelchair accessible, curbside pickup) show up in multiple places in the profile and search results. Whitespark explains that identity and service attributes may trigger justifications in search results and can increase visibility for attribute‑specific queries. They also display eye‑catching icons on mobile. Add every attribute that applies to your business; these will help you rank for searches that include those attributes.
6. Website URL
Entering your website in the website field is critical. Whitespark points out that the GBP has limited space, and linking your website connects the profile to a much larger database of information about your business. This can improve both rankings and conversions because Google can corroborate the information on your site.
7. Products and Merchant Center Integration
The built‑in Products section of the GBP does not directly impact rankings; however, Whitespark notes that connecting a product inventory through Google Merchant Center or Pointy allows your GBP to rank for product‑specific searches. If you sell products, take advantage of Merchant Center to synchronize your inventory with Google and gain visibility in product searches.
8. Opening Hours
Recent research from Sterling Sky’s Joy Hawkins shows that a business’s open status at the time of a search can affect its ranking. Businesses that are open when the search occurs may rank higher than those that are closed. Whitespark echoes this finding: your hours are an impactful but hard‑to‑manipulate factor. You can consider extending your hours slightly or ensuring calls are answered during more hours, but you should always represent your true operating hours; setting your profile to “open 24 hours” when you are not truly open can mislead customers and risks account suspension.
9. Photos and Videos, Posts and Other Sections
While fields such as photos, videos, Google Posts, Q&A, description, social profile links and appointment URL do not directly influence rankings, they contribute to engagement and conversions. Whitespark notes that regularly uploading photos and videos shows Google that your business is active and provides additional relevance signals. Google Posts are a great way to promote offers and information; although they do not impact rankings, they increase visibility. The general rule of thumb is: if there is an empty field on your GBP, fill it; if there’s an unused feature, use it.
Takeaways for Your Team
- Prepare before you claim. Building a website, establishing citations, connecting GA4 and Search Console, and collecting a few reviews before claiming your GBP can help you avoid video verification.
- Optimise high‑impact fields. Legally incorporate keywords into your business name, pick the most relevant primary category and as many additional categories as possible, and obtain a steady stream of reviews.
- Leverage services, attributes and hours. Publish all relevant services, add every applicable attribute, and maintain accurate hours—being open when searchers look for you can boost visibility.
- Complete every field and stay engaged. Fill out the website field, add Merchant Center products if you sell physical items, upload photos and videos, and use posts to engage customers.
By following these steps and focusing on the GBP sections that genuinely affect rankings, your team can build stronger local visibility and make it easier for clients to find and choose your business.
Sources
https://www.socialspace.com.au/blog/how-to-verify-google-business-profile-no-video-upload
https://whitespark.ca/blog/how-to-outrank-99-of-local-competitors-google-business-profile-tier-list/
https://whitespark.ca/blog/keywords-in-business-name-impact-rankings/
https://whitespark.ca/google-business-profile-guide/business-information/
https://whitespark.ca/google-business-profile-guide/reviews/
https://whitespark.ca/google-business-profile-guide/products-services/
https://whitespark.ca/google-business-profile-guide/attributes-know-this-place/
https://www.brightlocal.com/blog/opening-hours-local-ranking-factor/