Understand how to set up and manage multiple Google Business Profile locations.
Module 11 · Lesson 1
Multi-Location Businesses
Manage Google Business Profile effectively across multiple business locations.
Learning Outcomes
Use the Business Group feature to manage multiple profiles efficiently.
Develop consistent brand standards across all location profiles.
Understand the unique challenges and opportunities of multi-location optimisation.
Key Concepts
Multi-Location Profile Management
If your business operates from more than one physical location, each location needs its own separate Google Business Profile. A profile at your Auckland location cannot represent your Wellington location — Google Maps requires individual profiles for each distinct address. Managing multiple profiles adds complexity, but also multiplies your local search presence across different geographic markets.
Business Groups (Bulk Management)
For businesses with more than a few locations, Google provides Business Groups — accessed through the Google Business Profile Manager at business.google.com. Business Groups allow you to manage all your locations from a single dashboard, making it efficient to update information, upload photos, manage reviews and track performance across all locations simultaneously.
Bulk Uploads
Businesses with 10 or more locations can use Google's bulk upload feature to create or update multiple profiles simultaneously using a spreadsheet template. This is essential for retail chains, franchise networks or any business with many locations. Download the template, populate it with location data, and upload it to create or update all profiles in one action.
Consistent Branding, Localised Content
The most successful multi-location strategies maintain consistent brand presentation (same logo, same core description structure, same category selections) while allowing location-specific customisation (local phone numbers, local photos, location-specific services, local staff information). Each location's profile should feel like a genuine local business, not a cookie-cutter copy.
Performance Monitoring Across Locations
In your Business Group dashboard, you can view performance data across all locations, identify your best and worst performing profiles, and apply lessons from high-performing locations to improve underperforming ones. Create a monthly comparison report of key metrics across locations to identify issues and opportunities early.
Step-by-Step Practice
List all your business locations and confirm each has its own Google Business Profile.
Set up a Business Group in Google Business Profile Manager if you have 3 or more locations.
Audit all location profiles for consistency — logo, description structure, categories, photo quality.
Identify your highest and lowest performing locations by comparing Insights metrics.
Create an improvement plan for any location profiles that are below your standard.
Ian's practical tip: All business locations have their own Google Business Profile. I have set up Business Group management for efficiency. I have audited all profiles for consistent branding and completeness. I have a performance comparison process across all locations.
Practical Activity
Complete and record this task
Treat each location profile as its own local business, not as a branch of a national brand. Local photos, local staff names in Q&A, local contact numbers, and local service descriptions all contribute to the local relevance that drives Local Pack appearances at each location.