Who Can Edit Your Google Business Profiles?
Anyone who is an owner or manager of your Google Business Profile can change your hours, phone number, posts and review replies, and AI assistants such as Gemini can now make some of those edits too. Conqueror Capital's advice for every business, and especially for brands with several locations, is to list who has access, keep one source of truth for your details, and check the profiles on a schedule.
AT A GLANCE
By Conqueror Capital · Published
The short answer: Owners and managers can edit almost everything on a Business Profile; only owners can add or remove people or delete the profile. Multi-location businesses should keep their profiles in a business group, give each person their own Google account and the lowest role they need, keep the correct hours, phones and links in one master list, and compare every profile against it each month.
THE ROLES GOOGLE GIVES YOU
Google's help page says a Business Profile can have multiple owners but only one primary owner. Owners have full control, including adding or removing users and deleting the profile. Managers have mostly the same access, except they cannot add or remove users or remove the profile.1 In practice that means a manager can still edit hours, phone numbers, services, posts and photos, and respond to reviews.
Google also says each user needs their own Google Account, so nobody has to share a password, and that Google Groups cannot be added as owners or managers.1 Our article on who owns your Google Business Profile explains why the business itself should hold primary ownership.
BUSINESS GROUPS FOR SEVERAL LOCATIONS
Google describes a business group as a shared folder for your profiles and recommends one if you manage multiple businesses. Anyone added to the group as an owner or manager can access all current and future profiles placed in it.2 That is convenient, and it is also why group access should be reviewed carefully: one invitation covers every location in the group.
AI TOOLS CAN EDIT TOO
Google's help page for the Gemini web app says that, once connected, Gemini can update business hours, contact information and action links, draft review replies and create posts. Google currently limits this to people who own or manage only one verified profile, signed in with a personal Google account, and says it is not available with work or school accounts.3 Google's rules can change, so check that page before planning around it.
The practical point is the same for any tool: every new way to edit a profile is another way for a wrong hour or an old phone number to slip in. Changes made through an assistant still need a person to confirm them.
A SIMPLE CONTROL PLAN
- List everyone with access. Open People and access on each profile and remove anyone who has left.
- Give the lowest role that works. Staff and agencies are managers; the business keeps ownership.
- Keep one master list. Name, address, phone, hours, holiday hours and links for every location, matching your website. Our name, address and phone cleanup guide shows what to compare.
- Check monthly. Compare each profile against the master list and note who changed what.
SMALL, MID-SIZE AND ENTERPRISE
Small businesses: one owner, one backup owner you trust, and managers for anyone else. A ten-minute check each month is enough.
Mid-size businesses: put profiles in a business group, keep the master list in a shared sheet, and make one person responsible for approving changes.
Multi-location and enterprise brands: separate who can edit brand-wide details, such as the name, categories and website links, from who updates local details, such as hours and photos. Agree on how location managers request changes, and keep a dated log so a wrong edit can be traced and fixed quickly. See how we work with enterprise teams.
FAQ
Who can edit a Google Business Profile?
Its owners and managers. Managers can edit most details and reply to reviews, but only owners can add or remove users or delete the profile.
What is a Google business group?
Google describes it as a shared folder for Business Profiles. People added to the group can access all current and future profiles placed in it.
Can Gemini change my Business Profile?
Google says the Gemini web app can update hours, contact information and action links and create posts once connected, for people who manage only one verified profile with a personal Google account.
Should my agency be an owner of my profile?
No. Keep ownership in the business and give the agency manager access, so you can remove it at any time.
How often should a multi-location brand check its profiles?
At least monthly, comparing every profile against one master list of names, addresses, phones, hours and links.
SOURCES
- Google Business Profile Help, Manage your Business Profile owners & managers.
- Google Business Profile Help, Create & manage business groups.
- Google Business Profile Help, Manage your Business Profile on Google with the Gemini web app.
Platforms change often. Check the sources for the current version before acting.
KEEP READING
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