Benefits of a verified listing vs. unverified

[GSO]

Is there any additional benefit to claiming a business listing other than locking it from being edited? It would seem to me that as long as the business information is consistent and crawlable, the SEO value would be the same right?

[LindaBuquet]

Good to hear and happy to help!

[GSO]

Thanks for the detailed response Linda! Big fan of your search forum too by the way haha.

[GSO]

Okay I understand, thanks again Miriam!

[LindaBuquet]

"Is there any additional benefit to claiming a business listing other than locking it from being edited?"

Claiming does not lock it from being edited. Still can be by either Google or users.

As far as SEO and ranking - no benefit really. I see unclaimed listings in the A spot all the time.

Except for 2 important things.

1. Categories are one of the most important local ranking signals. If you don't claim, all you get is whatever standard category Google gives you, no additional ones.

2. As far as conversions, click-though and stick rate - claiming can make a HUGE difference. (Adding great images, a compelling description, hours, etc.)

Click-though and stick rate are both important ranking factors.

The data/image from the page shows up in the Knowledge panel, so a surfer comparing listings in Google search could be swayed more by a nice KP, especially if there are the additional elements added of having a G+ Post and image show up. That's just extra free ad space you aren't using if you don't claim and post to G+.

So all the above could help get either more calls or clicks and again click-through is now one of the strongest ranking factors. So I would assume click-through from SERPs to G+ would also count.

[MiriamEllis]

Hi GSO!

Nice of you to say about my articles. I'm grateful:)

Yep - the remarks of Darren/Calen/Greg are pretty much along the lines of what I am saying about unverified businesses ranking. While I'm not aware of any actual dedicated study that has been done of this, I think all of us have seen those unverified businesses ranking well, but to me it always seems kind of without rhyme or reason why they are. To be honest, I sometimes suspect that it may be owing to some sort of 'laziness', for lack of a better word, on Google's part and that those unverified businesses are in danger of being knocked down by new competitors who are more on the ball. So, while I wish there was a comparison study I can point to, I'm afraid I'm left with gut feelings like the smart guys you've quoted. I do believe it's important to claim your listing, for a variety of reasons, but I can point to instances in which my gut feeling doesn't prove out! Kind of weird, huh?

[GSO]

Thanks a lot for the response Miriam! I have seen the local ranking survey before and read through the commentary at the bottom and the experts seem to differ on the verification importance. For example Darren Shaw says- "I don't believe that owner verification of the Local Plus page is a ranking factor. I think it just gives the business owner the ability to improve the listing - primarily through categories. When you see a lot of owner verified listings ranking well, think of that as correlation, not causation." But Calen Donegan says "The difference between bulk and individual owner verification, in our findings, is negligible. The important aspect is that listings are verified regardless of the way this is accomplished."

Anything you've run across that promotes verification over not?

I really like this answer the best though- Greg Gifford "Claiming your Plus Local page isn't a ranking factor – I think it's more of a reflection that business owners who have claimed their page will have more info on the page (and more accurate info). The ranking boost is a result of the content, not the claiming."

Big fan of your articles by the way! Thanks again!

[MiriamEllis]

Hi GSO,

Good question! Local Search Rankings Factors 2013 cited having an 'Individually Owner-verified Local Plus Page' as the 8th most important ranking factor (see: http://moz.com/local-search-ranking-factors) so this is having the importance of this being real on pretty high authority

That being said, this question does come up from time to time because in less competitive verticals (and sometimes even in competitive ones!) one does see unverified Google+ Local pages ranking well. Who can really say why this is but Google, right, but basic rule of thumb in the Local SEO world is that you should claim all listings pertaining to your business.

[cptops]

The biggest reason is because an unverified business can be modified, or even closed down, by anyone online.

Be being verified you get to:

• Upload pictures
• Upload videos
• Make coupons
• See stats about your Google Places listing
• Post events or specials to your page