Local Memo: Google’s New Review QR Code, Video Verification Process, Local Pack Feature

Google Wants To Help Businesses Get More Reviews

The News With all the stories over the past few months about Google cracking down on fraudulent reviews (and maybe some legitimate ones), you may have gotten the impression that Google doesn’t want brands to actively solicit reviews from their customers. A new feature appearing on business profiles this week seems a clear indication from Google that this is absolutely not the case.

Google recently added a QR code to the existing “Get more reviews” feature in Business Manager, making it even easier for businesses to direct customers to leave reviews on their Business Profiles.

Customers that scan the code are taken directly to the add review form for that business. Google recommends businesses remind customers to leave reviews by sharing links or QR codes in thank you emails, at the end of chat interactions, and on receipts.

 Just remember, any incentives to leave a review or actions to prequalify customers that will only leave good reviews, are against Google’s review policies and could get your profile suspended, or worse, your reviews shut off and a warning posted.

Why This Matters When asked directly, “what is the #1 thing a business can do to improve their Local SEO?” My answer is always the same: get more reviews. Reviews not only boost your local relevance in search, they provide Google additional context about your business and power features that improve customer engagement, like review snippets and the new Ask Maps feature.

Obviously, getting more reviews is easier said than done. You can’t make a customer leave a review, but you can create an environment where it’s easy for them to do so, and Google is trying to help with that.

You can find your QR code by accessing Read Reviews > Get more reviews in your GBP Manager.

Finally, Google is Assisting Businesses with Video Verification

The News GBP video verification requires careful planning and coordination, in order to provide proof of a business name, location, and authorization to manage the profile, all in one continuous shot that runs no more than three minutes. When this type of complex verification has failed in the past, managers and owners have been left scratching their heads on why their video was rejected, and crossing their fingers in the hopes that the next one will be accepted.

In another instance of Google stepping up to help business owners in 2025, businesses that fail GBP video verification will now get an email from Google explaining why verification failed and what needs to be included in a new video.

Along with bullet points on what to focus on when resubmitting, Google’s linked GBP Help page provide businesses with additional context and examples of what verification videos should include:

• Show the location of your business. Capture the official street and number signs, nearby businesses, recognizable landmarks, or the area around your business that shows your business is at the correct Google Maps location listed in your Business Profile.
• Show evidence that your business exists. Capture the storefront, showroom, or business signage. Show your business name printed on permanent fixtures, such as a signboard, wall, or window. The business name shown in the video must match the name of your Business Profile.
• Demonstrate proof of management. You can show that you’re authorized to represent your business by recording employee-only items or areas. Record yourself opening a cash register, accessing a point-of-sale system, unlocking the store, staff room, kitchen, or storage room.

For Service Area Businesses without physical locations:

• Show the location where you offer your services. Good examples include signs in your service area that advertise your business or street signs and landmarks next to your business. A bad example is land that can be present anywhere or unmarked land.
• Show evidence that your business exists. Capture branded work equipment, marketing materials, services or products for sale, or tools you use to serve your customers. Good examples include recording yourself unlocking a van with your business name on it or branded t-shirts for employees or customers.
• Demonstrate proof of management. You can record yourself providing the service or showing business documents. For example, business registration, invoices, or utility bills that match the name on your Business Profile.

Why This Matters Issues with verification can cost a business time and money. This new notification should help owners get verified more quickly so they can focus on what matters: growing their new business.

New Local Pack Feature Provides Insight into Local Data Sources

The News For the past year, I’ve been tracking a feature Google has been testing on some Business Profiles called “About this place” that highlights popular services, features or dishes through customer photos, videos & reviews.

First spotted early last March in mobile finder results, the feature seems tailored toward an experiential overview of a business, highlighting what a customer can expect from their visit using the words and photos of previous customers rather than the business itself.

The latest iteration of this feature, spotted this past week, is appearing only in local pack results on desktop for businesses where customer experience is important, like restaurants, gyms and trampoline parks. While this update by itself isn’t major news, what Google has chosen to include in this latest version of the feature certainly is; and it provides new insight into where Google is sourcing information about your business.

Along with the expected customer reviews, photos and videos that have been included in this feature from the start, we were surprised to find that Google has not only added relevant links to Reddit, Quora and other message boards big and small, but to Q&A content on Yelp and Tripadvisor.

Why This Matters It’s long been assumed that Google looks to other search engines and listings providers like Yelp and Tripadvisor to validate NAP (name, address and phone number) and other basic information about a local business. This feature provides evidence that Google is indexing a lot more than just the basic information; and though Google’s Q&A feature seems to be on the way out, business owners will want to monitor and answer questions that appear on other popular local search platforms.

The inclusion of forum content isn’t as surprising, we’ve seen a shift in organic search results toward user generated forum content over the past year, but this is the first time we’ve seen links appearing directly on a business profile. Business owners looking to supercharge their local relevance should familiarize themselves with, and become more active on local and industry forums.