Managing Multiple Profiles

Managing multiple GBP locations requires organization, consistent processes, and the right tools.

Account Structure

Business Groups

Google allows organizing locations into groups:

• Create logical groupings (by region, brand, franchise)
• Assign user access at group level
• Manage multiple locations from one dashboard

User Access Levels

Assign appropriate permissions:

• Owner: Full control, can delete
• Manager: Can edit all information
• Site Manager: Limited editing, location-specific

Access Best Practices

• Use group-level access for efficiency
• Limit owner access to essential personnel
• Document who has access to what
• Review access quarterly

Organizational Strategies

By Geography

Group locations by:

• Region (Northeast, Southwest)
• State or province
• Metropolitan area
• Country (for international)

By Brand

For multi-brand companies:

• Separate groups per brand
• Maintain brand-specific guidelines
• Different teams for different brands

By Franchise Structure

For franchise systems:

• Corporate-owned vs franchisee-owned
• Regional franchise groups
• Individual franchisee access

Consistency at Scale

Brand Guidelines

Create documentation covering:

• Approved business name format
• Description templates
• Photo requirements and style
• Response templates for reviews

Naming Conventions

Maintain consistent format:

• "Brand Name - City" or "Brand Name City Location"
• Mixing formats across locations
• Adding keywords to names (violates guidelines)

Information Standards

Standardize:

• Category selection across locations
• Attribute usage
• Hours format
• Service lists

Bulk Management

Google Business Profile Manager

Native tools for bulk operations:

• Upload changes via spreadsheet
• Download all location data
• Bulk verification requests
• Multi-location posting

Spreadsheet Management

Use spreadsheets for:

• Tracking all location information
• Planning updates
• Auditing consistency
• Change documentation

Third-Party Tools

Consider tools that offer:

• Centralized dashboard
• Automated posting
• Review management
• Analytics aggregation

Common Challenges

Keeping Information Current

Problem: Information gets outdated across locations

Solutions:

• Regular audit schedule
• Change notification process
• Automated monitoring
• Clear ownership per location

Maintaining Consistency

Problem: Different locations have inconsistent information

Solutions:

• Central approval process
• Template requirements
• Regular consistency audits
• Training for local managers

Local Customization vs. Brand Standards

Problem: Balancing local needs with brand consistency

Solutions:

• Define what can be customized
• What must stay consistent
• Approval process for exceptions
• Clear documentation

Workflows

New Location Launch

1. Gather all required information
2. Create GBP listing
3. Apply brand standards
4. Request verification
5. Add to management system
6. Train local staff

Regular Maintenance

Weekly:

• Check for new reviews
• Monitor Q&A
• Review messages

Monthly:

• Verify hours accuracy
• Update seasonal information
• Post fresh content

Quarterly:

• Full information audit
• Photo refresh
• Category review

Closing a Location

1. Update hours to "Permanently Closed"
2. Respond to remaining reviews
3. Remove from active management
4. Document closure date
5. Monitor for duplicate creation

Team Structure

Centralized Model

One team manages all locations:

• Pros: Consistency, efficiency, expertise
• Cons: Less local knowledge, slower response

Distributed Model

Local teams manage their locations:

• Pros: Local knowledge, quick response
• Cons: Inconsistency, training needs

Hybrid Model

Central oversight with local execution:

• Corporate sets standards
• Local teams execute
• Central team monitors
• Best of both worlds

Reporting and Analytics

Aggregate Metrics

Track across all locations:

• Total searches and views
• Direction requests
• Phone calls
• Website clicks

Location Comparison

Compare performance:

• Top performers
• Underperformers
• Trends by region
• Seasonal patterns

Actionable Insights

Use data to:

• Identify best practices
• Spot problems early
• Allocate resources
• Measure ROI

Key Takeaways

1. Organize locations logically using Google's group structure
2. Create and enforce brand standards documentation
3. Use bulk management tools for efficiency
4. Establish clear workflows for common tasks
5. Balance central control with local flexibility