• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Resources
    • More
    • Home
  • Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • Live
  • More
  • Events
  • SUBSCRIBE

Search Engine Land

Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • More
  • Newsletters
  • Home
Local

Google’s ‘My Business Provider’ program replaces ‘Trusted Verifier’ for GMB outreach

But agencies, SEOs, and resellers are not eligible to become MBPs.

Greg Sterling on January 13, 2020 at 10:13 am
  • More

Over the weekend Darren Shaw pointed out and Mike Blumenthal posted about the new Google My Business Provider program (MBP) being rolled out. It supplants the now shuttered Google Trusted Verifier Program.

Both programs have the same goal: simplify verification of local business listings at scale for Google My Business by allowing third parties to expedite the process. According to several studies over the past few years, a substantial number of GMB profiles remain unclaimed (e.g., 56% in 2016, 32% in 2018).

Seeking those with lots of SMB relationships. The program, like its predecessor, enlists “groups or organizations handling large amounts of business data” to help local businesses claim their GMB profiles. My Business Providers must apply, be approved and onboarded and then they can obtain and distribute verification codes for businesses they work with.

My Business Providers can verify individual businesses or locations in bulk. The FAQs lists several categories of potential MBPs but doesn’t foreclose others:

  • banks
  • auto-dealers
  • delivery and distribution companies
  • telephone companies
  • tourism and governmental organizations
  • malls
  • airports

SEOs need not apply. Significantly, “Agencies, SEOs, and resellers are not eligible for this program.” And the proposed MBP “must not have access to the business listings they are verifying.”

Google says MBPs cannot charge for the service or display any kind of partner badge, but sees the program as a competitive advantage for those involved: “If you are helping local merchants succeed through a strong online presence, this partnership with Google can help you distinguish yourself from other competitors.”

Google also offers a range of talking points for MBPs. These include, “one-liner introductions” such as: “We partner with Google to help small businesses build a successful online campaign on Google Search and Maps that attracts customers’ attention,” as well as more detailed pitches.

No SABs or online-only businesses. The program is only available to those working with local businesses that have a physical storefront, “Online-only businesses and pure Service Area Businesses are not eligible.” Google adds, “The proposed partner must interact with businesses in the real world, not only digitally. “

Mike Blumenthal notes in his post, “It was long thought that the Trusted Verifier Program was an on-going source of Local Listing Spam. It is not clear what if any additional protections Google put in place to prevent this program from becoming the same.”

Why we care. Third party aggregators are often (though not always) motivated by profit in approaching local businesses owners and this has created numerous problems over the years. Google is trying to leverage third parties with lots of relationships to improve the data in search and Maps but without creating incentives to spam or exploit SMBs (i.e., charging for profile claiming).

But as Mike suggests with his spam comment, Google will need to be highly vigilant to prevent opportunistic entities from exploiting the program for their own benefit.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Channel: LocalGoogleGoogle: Google My BusinessGoogle: SEOSEO - Search Engine Optimization

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Lorem ipsum doler this is promo text about SMX events.

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

Discover actionable tactics that can help you overcome crucial marketing challenges. Our next conference will be held:

Next Event: Sept. 14-15, 2021

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • Nielsen Annual Marketing Report: Era of Adaptation
  • Global Social Media Advertising Trends Among Retailers in 2021
  • 2020 Hispanic Market Report
  • Delivering Audio Success: Industry Trends in Streaming Audio & Podcast Performance
  • Ten Tips for Acquisition Email Success
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $149

h
Receive daily search news and analysis.

Channels

  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social

Our Events

  • SMX
  • MarTech

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok