Updating a Google Business Profile: A Long and Frustrating Journey

Keeping your Google Business Profile (GBP) updated is essential for maintaining online visibility, but what should be a simple process can quickly turn into a frustrating ordeal. Our experience updating a business listing—from September 2024 to February 2025—revealed numerous obstacles, including verification failures, unclear policies, and a lengthy resolution process.

If you’re planning to update your business name, address, or phone number (NAP) on Google, here’s what you need to know to avoid unnecessary delays.

Challenges Faced When Updating Our Google Business Profile

When we attempted to update our business name and address, we expected a quick verification process. However, what followed was months of back-and-forth with Google, failed verification attempts, and unexpected hurdles.

1. The Mystery of the Missing Postcard

Traditionally, Google sends a postcard with a verification code to confirm address changes. However, despite multiple requests, we never received one.

• It’s unclear if Google Postcard for Google Business Profile, but if you’re relying on this method, be prepared for potential delays.
  

2. The Video Verification Struggle

After failing to receive a postcard, we tried video verification, but this process proved equally frustrating.

• Google requires a short video showcasing the business location, signage, and office setup (see Google’s video verification guidelines).
  
• Our initial videos (lasting 2+ minutes) were rejected.
  
• A shorter 30-second clip was accepted but didn’t provide enough proof for approval.
  
• After multiple failed attempts, we received a prompt to do a live video call with a Google representative.

3. Live Verification with a Google Agent

Google’s live video verification felt surprisingly intrusive.

• The representative requested a 360-degree office tour to confirm our business location.
  
• We had to show signage, office directories, and our suite number.
  
• Even after providing all requested details, our verification was still pending for weeks.
  

If you’re preparing for a live verification, make sure you:
✅ Have visible signage inside and outside your office.
✅ Show any building directories listing your business.
✅ Have official business documentation on hand, just in case.

4. The Endless Waiting Game

After completing video verification, we waited weeks without updates. Google’s lack of communication made it impossible to know whether our request was still being processed or if another step was required.

By mid-February 2025, we finally received confirmation that our GBP update was successful—a five-month process for a simple address change.

Key Takeaways: How to Avoid Delays

If you’re planning to update your Google Business Profile, here’s how to streamline the process:

✅ Be prepared for live video verification. Postcard verification may no longer be an option.
✅ Ensure your signage, office directory, and suite number are clear and visible. Google agents will ask for proof.
✅ Keep your video short and concise. A 30-second clip showing your business name, address, and workspace is ideal.
✅ Don’t expect quick approval. Plan for weeks (or months) of waiting, and be persistent with follow-ups.

Updating your GBP shouldn’t be this difficult, but understanding the process can help you avoid unnecessary frustration.

Need Help Managing Your Google Business Profile?

If you’re struggling with GBP updates, verification issues, or need expert local marketing solutions, we can help! At Snowdrift, we specialize in digital marketing services, including:

✅ Google Business Profile setup & management
✅ Local SEO & marketing strategies
✅ Reputation management & online visibility

📩 Contact us today at SnowdriftCO and let’s get your business in front of the right audience!