Are Virtual Service Businesses Eligible for a Google Business Profile?

No, virtual service businesses are not officially eligible for a Google Business Profile, as Google requires businesses to serve customers face-to-face, though some exceptions for formerly in-person service providers operating online may exist on a case-by-case basis.

I consider this one of the slipperiest slopes in Google’s local environment. Historically, Google’s position has always been that listed businesses need to serve the public face to face (with the exception of models like kiosks and ATMs). Then COVID happened and so many professionals like psychologists, therapists, counselors, and even doctors, transitioned to virtual meetings with their clientele. 

During the early days of the pandemic, I reached out to Google about this and was told by a rep that it was okay for these businesses to continue to create GBPs so long as they planned to resume “normal” operations later. Unfortunately, “normal” has yet to materialize and I know multiple therapists and even medical practitioners who have had to keep the virtual business models for the long haul rather than expose themselves and their high-risk patients to continued COVID infections. They operate from home and provide care via secure online meetings. These professionals are offering essential services, and I personally believe they should continue to be eligible for GBPs, but the scenario is complex.

If Google were to come out with an official statement that virtual businesses were now eligible for listings, there would be nothing to prevent fully virtual enterprises (like major ecommerce brands) from creating GBPs, and these don’t really belong in the local business environment. Unless I have missed it, Google has yet to adapt to this long-standing change in how formerly in-person service providers have altered operations to continue to see patients as safely as possible. It would be good to see the bright minds at Google hash this out so that specific new guidelines were officially offered for professionals like MFTs who have transitioned to seeing all of their patients online.

If your business has had to make this transition, the best advice I can offer is to gather as much proof as possible of the legitimacy of your business (see the above advice for home-based businesses) and then cross your fingers that Google will allow you to verify. The one bit of solid advice we have from the guidelines is that businesses that only see clients by-appointment should not list their open hours. Good luck with this endeavor, and if you need extra help navigating eligibility, create a post in the Google Business Profile Help Community.

Miriam Ellis is a local SEO columnist and consultant. She has been cited as one of the top five most prolific women writers in the SEO industry. Miriam is also an award-winning fine artist and her work can be seen at MiriamEllis.com.