Any search engine marketer who has attempted to register their client’s business web site with Google Local Business is met with some serious usability roadblocks. Google put into place several security and privacy steps, but they come at a price.

Before a listing is accepted, Google must call the business to verify they want their listing published. If you are the site owner and you’re entering your business information, you are likely also near a phone. When the automated phone call is placed, you’re there to answer it, retrieve the code it assigns you and finish your online application.

If you are a marketing company entering information for your clients, you can’t put in your phone number to get the code. There is no field for a third party to enter their number. One solution is to be on a conference call with your client while filling out the application and being present when they receive their Google phone call with their code. This is not a smooth or viable option.

If you have a client whose business is already in listed in Google Local and the information is in need of an update, the same annoying procedure applies. Google must call to assign a code before the changes are applied. They will only call the business owner.

Unless the code is immediately applied, the information on the screen is not accepted.

Cre8asiteforums members describe this, and other usability problems in a discussion called Completely And Utterly Farcical Google Local Verification Procedures.

A Google employee arrives to listen.