If you thought managing your Google Business Profile (GBP) was all about keeping your business hours up to date and responding to reviews, think again. Google’s stepping up its game to tackle a big issue—fraudulent business profiles. In a move that could shake things up for local businesses, Google is now testing a new “confirmed” label for businesses that pass additional verification.
This latest update not only signals Google’s intent to crack down on fake profiles but also gives legitimate businesses a chance to boost their trust factor. Let’s break down what this means for you and your local SEO strategy.
What’s the Deal with the “Confirmed” Label?
Picture this: you’re browsing Google for a nearby plumber, and right next to one of the business listings, you see a little label that says "confirmed by Google." That’s what’s happening in select profiles right now. The “confirmed” label shows that Google has recently verified the business details, likely through an automated phone call.
Why does this matter? Well, it’s all about trust signals. When potential customers see that a business has been verified, they’re more likely to believe the information is accurate and the business is legit. This could give verified businesses an edge over competitors that don’t have the label.
"This could be a big deal," local SEO expert Claire Carlile points out. "Anything that builds trust with consumers is a win, especially in competitive local markets." And with fake profiles cluttering up local results, this could be a smart move from Google to clean things up.
How Can Your Business Get “Confirmed”?
Here’s the kicker: you can’t request to be confirmed by Google. Yep, you read that right. This isn’t something you can apply for. The only way to get the “confirmed” label is by answering Google’s phone call when it comes through and confirming your business details.
Sounds simple, but there’s a catch: there’s no way to know when or if that call will come. It’s entirely at Google’s discretion. So, what’s the play here? Keep your contact details up to date, and make sure you’re answering those calls!
Why This Matters for Local Businesses
Let’s face it: fraudulent business profiles have been a thorn in the side of local SEO for a while. Fake listings take up valuable space in the Local Pack, pushing legitimate businesses further down the ranks. By introducing stricter verification requirements, Google is making it harder for bad actors to game the system.
But what does this mean for businesses like yours? Well, if you’re a legitimate business, you’ve got nothing to worry about. In fact, these changes could work in your favor by clearing out the competition from fake profiles.
Greg Gifford, a well-known local SEO expert, has this to say: “If Google’s new verification process can cut down on the noise in local search, that’s a massive win for legitimate businesses. It’s about time fake profiles stopped crowding the results.”
Google’s Double Verification: What You Need to Know
Along with the “confirmed” label, Google also announced that they’re beefing up their verification process. Now, in addition to the usual postcard verification, some businesses might be required to complete double verification using methods like:
Phone call
Text message
Email
Video recording
Live video call
While this might sound like extra hassle, it’s all about ensuring that only legitimate businesses are showing up in search results. So, if you’re asked to verify through these methods, don’t sweat it. Just follow the instructions, and you’ll be good to go.
What You Should Do Now
Whether or not you’ve received the “confirmed” label, now’s a good time to double-check your Google Business Profile. Here are some quick tips to make sure you’re ready for any updates Google throws your way:
Keep Your Contact Info Current – Make sure your phone number and other business details are correct.
Answer Your Phone – If Google tries to verify your business by phone, you don’t want to miss the call.
Stay Compliant with GBP Guidelines – Review Google’s verification help documents to ensure you’re meeting all requirements.
The bottom line? Google is raising the stakes when it comes to local business verification, and it’s a good thing for businesses that play by the rules.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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