GOOGLE BUSINESS PROFILE FOR MULTIPLE LOCATIONS.
Two shops, ten clinics or a growing chain: each location needs its own accurate Business Profile. Here is how Google's own help pages say to name them, group them, upload them in bulk and verify them, plus how to give each one a proper page on your website.
WHAT CHANGED RECENTLY
- Google discontinued the Business Profile Q&A API — Tools can no longer post answers to your profile for you.
- Google now shows why a review reply was rejected — Rejected replies come back with a reason and an edit option.
This guide covers what stays true. The blog tracks the changes as they land.
ONE PROFILE PER REAL LOCATION
- Same name everywhere. Google says all business locations within the same country must have the same name, unless some locations consistently use a different name on their storefront, website or stationery.1
- Local phone or local page. Provide a phone number that connects to the individual location, or a website that represents the individual location.1
- No redirect tricks. Don't use phone numbers or URLs that redirect or refer people to landing pages or numbers other than those of the actual business.1
- Departments and practitioners. Some departments and public-facing practitioners may have their own profiles; department names must differ from the main business and from each other.1
BUSINESS GROUPS
A business group is a select group of Business Profiles collectively managed by an organization or user group.2 Google says business groups, previously known as business accounts, let you safely share management of your locations with multiple users and run location-based ad campaigns.3
Group roles differ: for example, an organization owner can transfer locations and delete groups, while an organization member can create groups and add locations but not delete them.2
Keep ownership with the business. Put the primary owner in your company's own account and give agencies manager access. If you ever change agencies, your profiles stay with you. See how to choose a local SEO agency.
BULK UPLOAD AND STORE CODES
You can collect details for many profiles and upload them at the same time using Google's bulk upload spreadsheet, which you download in Business Profile Manager under Add profile, then Import profiles.4
| Spreadsheet field | What Google requires |
|---|---|
| Business code (store code) | Required for each business; different for each one; no longer than 64 characters; no special characters like < or > [4] |
| Business name | Required for each location [4] |
| Primary category | Required for each business [4] |
| Contact info | A primary phone number or website for each business [4] |
Each location must have a unique store code, which keeps changes accurate when you import a new spreadsheet.5 A store code can be anything from a place name to a number, as long as it stays the same for that location.5
Watch out: adding store codes by spreadsheet only works for new locations. Google warns that adding or changing a store code on an existing location through a spreadsheet will create a duplicate; change it in the profile's advanced settings instead.5
BULK VERIFICATION
Google's bulk verification page sets out who qualifies:6
- Your spreadsheet has 10 or more profiles from the same business, and it must include all the profiles you manage.6
- Duplicate, suspended or disabled profiles don't count toward the 10-profile minimum.6
- Agencies managing multiple businesses in one account, service-area businesses, and profiles already verified by someone else can't use it.6
- Only business owners or authorized representatives may verify a business.6
To request it, sign in to Business Profile Manager and go to Verifications, then Chain.6 Google reviews the account and contacts you if it needs more information; its page gives no set timeline.6
Fewer than 10 locations, or a service-area business? Verify each profile individually. See Google Business Profile setup.
A PAGE FOR EVERY LOCATION
Because Google asks for a website that represents the individual location,1 link each profile to its own location page rather than your homepage. A useful location page has:
- The address, phone number and hours that match that location's profile exactly
- What is genuinely different about that location: staff, services, parking, directions
- Real photos of that location, not stock images
- LocalBusiness structured data for that location; see LocalBusiness schema markup
Pages that only swap the city name are the doorway pages Google warns about. Read local landing pages before you build them.
FAQ
Can each location use a different name, like "Brand Downtown"?
Google says locations in the same country must share the same name, unless a location consistently uses a different name on its storefront, website or stationery.1
We have 6 locations. Can we bulk verify?
No. The bulk verification page requires 10 or more profiles from the same business.6
Can our agency bulk verify for us?
Google says agencies managing multiple businesses in one account can't bulk verify.6 Keep the profiles owned by your business and give the agency manager access.
Can you manage our locations?
Yes, as part of our local SEO service, with every profile owned by your business. We don't promise rankings.
SOURCES
- Google Business Profile Help, Guidelines for representing your business on Google.
- Google Business Profile Help, Manage agency business groups.
- Google Business Profile Help, Bulk location management overview.
- Google Business Profile Help, Create a bulk upload spreadsheet for Business Profiles.
- Google Business Profile Help, Add & manage Business Profile store codes for bulk uploads.
- Google Business Profile Help, Verify Business Profiles in bulk.
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