Key Takeaways:

• Verification unlocks full editing capabilities and significantly boosts your clinic's credibility online
• Multiple verification methods are available depending on your practice's specific setup
• Maintaining consistent business information across all platforms improves search rankings
• Avoiding keyword stuffing in your business name prevents Google penalties
• Choosing the correct primary category directly impacts your local search visibility
• Verification typically takes 5-7 business days when using the postcard method
• You can still claim listings that already exist through Google's ownership request process

Taking Control of Your Online Presence

Are you finding it difficult to manage how your veterinary practice appears in Google searches? Perhaps you've noticed inaccurate information about your clinic displaying to potential clients? Taking ownership of your Google Business Profile (formerly GMB) is the crucial first step to controlling your digital presence and attracting more pet owners to your practice.

The verification process might seem intimidating at first, but following a systematic approach will ensure you gain full control of your listing quickly and efficiently.

Step-by-Step Claiming Process

To claim your Google Business Profile listing:

1. Visit business.google.com
2. Click "Add your business to Google"
3. Enter your business name and select your category (Veterinarian)
4. Add your physical location and/or service area
5. Input your contact information
6. Submit and begin the verification process

According to Google's business support documentation, businesses with verified profiles are twice as likely to be considered reputable by consumers compared to unverified listings (Google 2023)​.

Understanding Verification Options

Google offers several verification methods:

Postcard Verification (Most Common) This method involves Google sending a physical postcard with a verification code to your business address. The postcard typically arrives within 5-7 business days.

Phone or Email Verification For some businesses, Google may offer the option to verify via phone call or email. This option appears only when your business meets specific eligibility criteria.

Instant Verification If your website is already linked to Google Search Console, you might qualify for instant verification.

Best Practices for a Smooth Verification Process

When setting up your profile, ensure your clinic's name, address, and phone number (NAP) remain consistent across all online platforms. Research by BrightLocal found that NAP consistency ranks as the fourth most important factor for local search success (BrightLocal Local Search Ranking Factors, 2022).

Avoid stuffing keywords into your business name, as Google explicitly prohibits this practice in their guidelines. Rather than "London Best Emergency Vet Clinic," simply use your official business name: "London Veterinary Clinic."

Select the most accurate primary category. While you can add supplementary categories later, your primary category significantly influences your search ranking for relevant queries.

What If Your Clinic Is Already Listed?

If you discover an existing Google Business Profile for your veterinary practice:

• Request access from the current profile manager (Google will guide you through this procedure)
• If you find outdated or incorrect information, suggest edits or request ownership through Google's support channels
• Be prepared to provide documentation proving your connection to the business

Maintaining an accurate, verified Google Business Profile is crucial, as 87% of consumers read online reviews for local businesses, and 67% of purchase decisions are influenced by online reviews. Additionally, businesses with complete Google Business Profiles are 70% more likely to attract location visits and 50% more likely to lead to purchases from potential customers. (searchendurance 2025 Trends & Insight)

Preparing for Optimisation

Once your verification is complete, you'll gain access to powerful features that allow you to showcase your practice effectively. In our next article, we'll explore how to optimise your newly verified profile with compelling descriptions, strategic category selections, and structured business hours that build client trust.

Maintaining your verified listing isn't just about accuracy—it's about creating a compelling first impression for pet owners searching for veterinary care in your area.

Looking Ahead

Tomorrow's article will cover profile optimisation techniques, including selecting secondary categories, crafting descriptions that convert searchers into clients, and structuring your business hours to maximise appointment requests.