Local SEO - Confirming an Address that Does Not Receive Mail

[toddmumford]

Hi guys, I have a question that might have been asked previously but warrants asking again.

What is the best workaround for Google Local verification for a business that is located at a physical address that does not receive mail. I have a friend who lives in an area that does not receive mail.

This particular person tried using a local PO box to verify, but as it turns out that is a poor option a) because it is not allowed within the guidelines of Google Local, and b) because the listing was not accepted as a unique address and is listed without an address in Local because of this.

Is there anyone with recent experience in terms of getting around this and verifying perfectly legitimate businesses in no-mail areas?

I would have thought Google would have provided a workaround for those types of businesses.

Any thoughts / experience would be appreciated!

[Syed1]

About 2 years ago I tried to validate 6 locations for clients - a month passes and there was no sign of any mail from Google. So I tried the verification by phone (SMS) and it worked. This might have changed now but find out if the SMS verification option is available for you as it depends if your listing is an old one or if you just created it (bad luck!).

You can also try phone verification if you haven't already used it to validate other locations for 3 times. Make sure you have enough citations (local directory listings, etc) to have a higher likelyhood of being considered as a legit place.

[MiriamEllis]

Hi Todd,
Thanks for coming to Q&A with your good question. I'm the Local SEO Associate here in the forum.

Interestingly, your question comes in at a time when Google has just made a rather major change to their guidelines. This update happened just a week or so ago. In 2010, Google's guidelines for physical address read this way:

Do not create listings at locations where the business does not physically exist. P.O. Boxes are not considered accurate physical locations. Listings submitted with P.O. Box addresses will be removed.

So, P.O. Boxes were totally out.

Then, on Feb 10 of this year, they published this new guideline (actually, they published a new guideline on the 8th, but then changed the wording of it on the 10th):

Do not create a listing or place your pin marker at a location where the business does not physically exist. P.O. Boxes are not considered accurate physical locations. If you operate from a location but receive mail at a mail box there, please list your physical address in Address Line 1, and put your mail box or suite number in Address Line 2.

So, according to most interpretations of the new guidelines, you are now allowed to put a P.O. Box as the second line in your address. Presumably, this means that if Google's verification postcard will reach you there. Now, this just happened, and I have yet to hear from anyone that they've successfully done it, but this would be the right time for you and your client to give it a shot. For the first time, there is a chance it will work.

You can read more about the guideline updates in this good article and discussion at Mike Blumenthal's blog:

http://blumenthals.com/blog/2012/02/10/google-places-rescinds-po-box-rule-change/

Hope this helps! The very real problem of areas of the country not receiving mail delivery is one I have blogged about in the past, and I'm glad to see Google trying to offer some type of solution. Hope it works!

Miriam

[toddmumford]

Thanks a ton Miriam! Totally makes sense...

Best.
Todd

[MiriamEllis]

You are very welcome, Todd. I hope this works out for you and your client.

Miriam