Managing multiple locations on Google Business Profile (GBP) can quickly become a headache if not set up correctly. Whether you’re a franchise owner or overseeing a multi-location business, ensuring consistency across all listings is key to maintaining visibility and preventing suspensions.

If you’re adding locations individually or managing a larger chain requiring bulk uploads, following the correct process and sticking to Google’s guidelines will save time and avoid unnecessary issues.

 

 

Setting Up Individual Locations
(Fewer than 10 Locations)

Each profile must be added and managed separately if your business operates fewer than ten locations. Google does not allow multiple locations under a single GBP listing, so every branch must have its own entry.

• Sign in to Google Business Profile – Log into the Google account used to manage your locations.

• Add a new location – Click ‘Add Location’ and enter the required details for your business, including name, address, and category.

• Claim existing listings – If a location is listed on Google Maps but unclaimed, claim ownership to prevent duplicate profiles.

• Verify ownership – Google will require verification, usually through a postcard, phone call, or email, to confirm you’re authorised to manage the listing.

• Optimise your profile – Once verified, ensure all details are accurate, add high-quality photos, and use a localised business description.

Managing each location individually is time-consuming but provides full control over each listing’s content, reviews, and updates.

 

Bulk Adding Locations
(10 or More Locations)

Google allows bulk uploading for businesses with ten or more locations, significantly reducing the effort required to create and maintain listings.

• Prepare a bulk upload spreadsheet – Gather details for all locations, including store codes, addresses, phone numbers, website links, and categories.

• Sign in to Google Business Profile – Use the same account to manage all listings.

• Upload the spreadsheet – Click ‘Import Businesses’ and select your file.

• Review and correct errors – Google will flag any inconsistencies or duplicates before finalising the upload.

• Submit for verification – Some locations may require additional verification before they appear live on Search and Maps.

Bulk uploads are ideal for larger chains but require careful formatting to ensure all listings are correctly set up.

 

Maintaining Consistency Across Multiple Locations

Having multiple locations means ensuring all listings follow the same brand standards while catering to local needs. To maintain consistency:

• Business Name – Keep the name identical across all locations unless slight variations are required (e.g. ‘Joe’s Coffee – Manchester’ and ‘Joe’s Coffee – London’).

• Primary Category – Use the same primary category for all locations to ensure consistency.

• Website Links – Link each location to its relevant page on your website, ideally with UTM tracking to monitor traffic.

• Photos – Upload high-quality images accurately representing the business, avoiding low-resolution or unrelated content.

• Business Descriptions – Keep the branding uniform but highlight unique elements specific to each location.

 

Managing Reviews and Customer Interaction

Each location will receive its reviews, so it’s essential to have a process in place for responding professionally and consistently. If reviews are handled centrally, ensure timely responses. If franchisees manage their reviews, provide clear guidelines on responding to both positive and negative feedback.

Messages can be enabled for each location, but someone must be responsible for responding. Google removes messaging capabilities if queries are left unanswered.

 

Monitoring Performance and Making Adjustments

Once profiles are set up, monitoring their performance helps improve visibility and customer engagement. Use Google’s analytics tools to track search impressions, engagement rates, and review trends. Third-party tools like Local Falcon can provide deeper insights into local ranking performance.

Regularly updating business details, posting local updates, and maintaining consistency across all profiles ensures each location remains optimised and competitive in local search.

 

Keeping Your Profiles Sharp

Setting up and managing multi-location Google Business Profiles correctly from the outset prevents long-term issues and improves local search performance. Whether adding locations individually or using bulk uploads, maintaining brand consistency and engaging with customers effectively will ensure your business stays visible and trusted across all locations.

 
Online Ownership provides Google business profile consulting, including multi location accounts. Having problems, give us a call for a no obligation chat.

 

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