Google Business Multiple Locations: How to Optimize and Manage Multiple Listings

For businesses with multiple locations, Google My Business Profile (GBP) is a powerful tool for getting found. It puts each location on the map (literally!) helping customers find accurate details, directions, and reviews. Done right, it boosts local SEO, drives foot traffic, and keeps your brand visible in every market you serve.

But managing multiple profiles? That’s where things may get tricky!

Keeping hours, addresses, and services updated across locations takes time. Responding to customer reviews at scale can feel overwhelming. Duplicate or outdated listings? They confuse customers and hurt rankings…

That’s why this guide breaks down how to set up, optimize, and manage multiple locations on GBP without the headaches so that you can focus on growing your business, not juggling listings.

Can a Google My Business Profile have multiple locations?

If you manage online reputation for a business with more than one location, you have probably wondered: can I create multiple Google My Business Profile (GBP) listings?

✅ The answer is yes, BUT there are some important rules and best practices to follow.

Google allows businesses with multiple physical locations to have separate GBP listings for each one. This helps customers find the right location, get accurate directions, and see location-specific reviews and business hours. However, before creating multiple profiles, it’s essential to understand Google’s eligibility criteria and when it makes sense to have separate listings.

Google’s eligibility criteria for multiple locations

Google has specific rules about when businesses can and cannot have separate profiles. To qualify for multiple GBP listings, you must meet the following criteria:

1. Each location must have a unique physical address. A business operating in multiple cities, such as a restaurant chain, dental clinic, or retail store, can list each location separately.

2. Each location must be staffed during business hours. If customers can visit or interact with staff at a location, it qualifies for its own listing.

3. The location must be verifiable. Google requires verification through mail, phone, or email to ensure that the location is legitimate and operational.

For businesses that don’t have a public-facing storefront, the guidelines can be even more restrictive.

When a business should and should not create multiple listings

There are clear cases where creating multiple Google My Business Profiles is beneficial and compliant with Google’s policies, while in other cases, it’s unnecessary or even against Google’s guidelines.

✅ When to create separate listings

• Brick-and-mortar businesses with multiple locations. Businesses such as coffee shops, gyms, salons, or car dealerships, where customers can physically visit, should create separate GBP listings for each location.

• Service-based businesses with physical offices. A law firm with offices in different cities can list each one separately, as long as clients can visit them.

• Franchises operating under the same brand but with different owners. Each franchise location is run independently, so each can have its own GBP.

❌ When not to create separate listings

• Online-only businesses. If a business doesn’t have a physical address where customers can visit, it isn’t eligible for a GBP listing.

• Multiple locations inside the same building. If a hair salon and its beauty spa operate under the same business name and address, they should usually have one profile instead of two.

• Virtual offices or co-working spaces. If a business is renting a desk at a WeWork or Regus and isn’t staffed there full-time, it isn’t eligible for a GBP listing.

Should you add multiple locations?

If a business has real, staffed locations that customers can visit, creating separate GBP listings can improve local visibility and search rankings. 

However, for businesses that operate remotely or have a single headquarters, maintaining one listing is the best approach to avoid violating Google’s guidelines.

Managing multiple Google My Business Profiles can become complex, especially when it comes to keeping business hours, reviews, and updates consistent across locations. Using AI-powered tools can help automate listing updates, monitor customer feedback, and ensure accuracy across all profiles. 

Understand and follow Google’s best practices to maximize your online presence and make it easier for customers to find you.

How to set up multiple locations on Google My Business Profile

Managing multiple locations on Google Business Profile (GBP) takes a structured approach to get each location showing up correctly in search results. Setting up a few locations manually or managing dozens at scale? The right process keeps everything consistent, improves visibility, and helps avoid mistakes.

Google provides two main ways to add multiple locations to GBP: manual setup for small businesses and bulk verification for larger businesses with 10 or more locations. Below you’ll find a step-by-step guide for both methods.

Setting up multiple locations manually (for small businesses)

If your business has just a few locations, adding them manually is the most straightforward option. Here’s how you can do it:

1. Sign in to Google Business Profile Manager

Go to Google Business Profile Manager and log in with your business account.

2. Click “Add Business” to create a business account

In the left-hand menu, select Businesses and then click the “Add business” button.

Choose “Add single business” and enter the details for the new location, including:

• Business name (should be consistent with existing locations)

• Address

• Phone number (can be location-specific or centralized)

• Business category

• Website URL

3. Enter accurate business details

Make sure all information matches your existing branding, including the name, hours, and description. If each location has different offerings, you can customize the services or menu accordingly.

4. Verify each location individually

Google will require you to verify each location, usually through a postcard verification sent to the address. Other verification methods, such as phone or email, may be available depending on Google’s criteria.

5. Optimize the profile for each location

Add location-specific photos, such as storefront images and interior shots. Customize business hours and any unique services for that location. Encourage customer reviews to build credibility for each location.

Setting up each location manually works well for businesses with just a few locations, but if you are managing 10 or more locations, the manual process can become overwhelming. That’s where bulk verification comes in.

💡 Need more details? Read Google’s instructions on how to add or claim Business Profile.

Setting up multiple locations using bulk verification (for large businesses)

If your business has 10 or more locations, Google allows you to upload all locations at once using a CSV file. This is especially useful for chains, franchises, and multi-location service providers.

Here’s how to do it:

1. Prepare a CSV file with location details

Download Google’s CSV template for bulk location uploads from the Google Business Profile Manager.

Instructions on how to create a file are available here.

Fill in the required fields, including:

• Business name (should be identical across locations unless franchise rules apply)

• Address

• Phone number

• Website URL

• Categories (should match your business type)

• Business hours

Special attributes (for example, wheelchair accessibility, online appointments).

2. Upload the file to Google Business Profile Manager

In your GBP dashboard, go to “Manage locations” and select “Import businesses.” Upload your CSV file and check for any errors. Google may highlight missing fields or incorrect formatting.

3. Request bulk verification

Once all locations are uploaded, you will need to request bulk verification. This process is different from the postcard method used for individual locations.

Google will review the submitted information and may require additional proof of business ownership, such as official documents or a business email domain.

The verification process may take a few days to a couple of weeks, depending on the complexity of your locations.

4. Manage and update locations regularly

Once verified, all locations will appear in Google Search and Maps. You can edit details in bulk through the GBP Manager, ensuring consistency across all locations. Monitor reviews and customer engagement for each location and respond promptly.

💡 Need more details? Read Google’s instructions on verifying locations in bulk.

Choosing the right method for your business

➡️ If you manage fewer than 10 locations, the manual method is best for ensuring each profile is optimized individually.

➡️ If you manage 10 or more locations, bulk verification will save time and make it easier to update information across all locations.

Setting up multiple locations correctly on Google Business Profile makes it easier for customers to find accurate information, boosts credibility, and improves local SEO. Managing a few locations or a nationwide network? An organized approach keeps your business visible, consistent, and professional online.

How to optimize your business for multiple locations on Google

Managing multiple locations on Google Business Profile (GBP) goes beyond simply setting them up. Optimizing each location improves visibility, drives customer engagement, and boosts local search rankings. A well-optimized profile attracts more traffic, builds trust, and increases conversions. Here are key strategies to help your locations perform at their best on Google.

1. Ensure NAP consistency

One of the most important factors in local SEO is NAP consistency so that your business name, address, and phone number (NAP) remain the same across all locations and online listings. Inconsistencies can confuse Google’s algorithm and negatively impact your rankings.

a) Keep NAP details uniform across all listings. Each location should have the same business name format (for example, “Smith & Co. Plumbing” should not appear as “Smith and Co Plumbing” on another listing). In this case, add another location to Google My Business to keep things clear.

b) Use a single website domain with location-specific pages instead of separate websites for each location. 

Take a look at the examples:

• yourbusiness.com/los-angeles

• yourbusiness.com/chicago

• yourbusiness.com/miami

c) Update all directories (Google, Yelp, Facebook, Apple Maps, and so on) with the same information to avoid discrepancies.

If Google detects different names, addresses, or phone numbers across the web, it may lower the trustworthiness of your listings, affecting rankings and visibility.

👀 Read our complete guide to online presence management to be always ready! 

2. Create location-specific Google Business Profiles

Each location should have its own optimized GBP listing with location-specific details to help customers find the right branch.

a) Optimize business descriptions with location keywords

Instead of using the same generic description for all locations, customize it. So, for example, instead of “We offer top-quality HVAC services,” use “We provide top-quality HVAC services in Dallas, specializing in residential and commercial solutions.” Can you see the difference? 

b) Add location-specific photos and services

Upload images of the storefront, interior, team members, and local landmarks for each location. Highlight services or products unique to that area and business group.

c) Keep business hours accurate

Ensure hours reflect local time zones and holiday hours for each location. Regularly update hours for special events or seasonal changes.

Having well-optimized GBP profiles for each location helps Google distinguish between them and improves their chances of ranking in relevant local searches.

3. Use Google posts and localized content

Google Posts is an underutilized but powerful tool for keeping customers informed and improving engagement. Businesses with multiple locations should create localized Google Posts to boost relevance and visibility.

a) Publish Google Posts regularly for each location.

Share updates on store events, new products, or local news. Add images, links, and call-to-action buttons (such as “Call Now” or “Book an Appointment”).

b) Share location-specific offers, events, or updates.

For example a restaurant chain might post “Join us for happy hour in our Miami location from 5-7 PM” rather than posting the same content for all locations.

c) Use geo-targeted keywords in posts.

Include city and neighborhood names to make posts more relevant to local searches.

Regular Google Posts show that a business is active, which can increase engagement and improve search rankings.

4. Collect and manage reviews for each location

Customer reviews are a major factor in local SEO rankings. Businesses with multiple locations should ensure that they’re actively managing and responding to reviews for each individual profile.

a) Encourage location-based Google reviews

Ask satisfied customers to leave a review for the specific location they visited. Also, provide a direct link to the review page in follow-up emails or SMS messages.

b) Respond to reviews promptly to build trust

Personalized responses to positive and negative reviews show that the business values customer feedback. Instead of a generic reply such as “Thanks for your review,” try “Thank you for visiting our Denver location. We are glad you enjoyed the service, and we look forward to seeing you again.”

c) Monitor reviews across all locations

Use tools like Google Business Profile Manager or third-party platforms to track and manage reviews in one place. Plus, address any negative reviews quickly to prevent reputational damage.

Businesses with consistently high ratings across multiple locations tend to rank better in local search results and attract more customers.

Can you have multiple locations on Google My Business with the same name?

For businesses growing across multiple locations, a common question is using the same business name on Google Business Profile (GBP) for each spot. The answer depends on Google’s naming guidelines, the type of business, and if slight modifications are needed to keep locations distinct.

Google allows businesses to use the same name across multiple locations if they meet specific criteria, but incorrect use can lead to duplicate listings, inconsistencies, or even account suspensions. Understanding these guidelines can help businesses maintain a strong and compliant local SEO strategy.

Google’s naming guidelines for multi-location businesses

Google’s official guidelines state that business names should reflect the real-world name of the business as customers would recognize it on storefront signage, branding, and legal documents. However, when a business has multiple locations, it is essential to ensure that each listing remains distinct and accurate without violating Google’s policies.

Google allows the same business name to be used across different locations if:

• The business is a franchise or chain with a standardized brand name (for example, Starbucks, McDonald’s, Holiday Inn).

• The business has multiple physical locations that operate under the same name (for example, Smith & Sons Auto Repair in multiple cities).

• The brand name is well-established and does not include unnecessary keywords, location names, or descriptors that violate Google’s policies.

However, if businesses fail to follow these guidelines, they may face issues such as suspension, duplicate listing conflicts, or incorrect merging of locations by Google.

When using the same name is allowed

If a business operates as a franchise, retail chain, or national brand, it can maintain the same name across all locations without modifications. For example:

✅ Allowed:

• Starbucks

• Best Buy

• Walmart

• The Home Depot

These businesses do not need to modify their names based on location because Google recognizes them as widely known brands with multiple verified locations.

For service-area businesses, professional firms, or locally recognized brands, using the same name may be permitted if there is no risk of confusion. However, additional location identifiers might still be necessary in some cases.

When modifications are necessary

For businesses with multiple locations that are not large, nationally recognized chains, adding location identifiers to the business name is often required to help customers find the correct location.

Businesses should modify their names if:

• The brand name is generic and could create confusion.

• Multiple locations in the same city or state exist under one brand, requiring distinction.

• Google’s system flags them as potential duplicates.

Examples of appropriate modifications:

✅ Allowed modifications:

• ABC Plumbing – Dallas

• ABC Plumbing – Austin

• GreenLeaf Spa – Chicago

• GreenLeaf Spa – New York

❌ Not allowed (violates Google’s policies due to keyword stuffing):

• Best Electrician Service Los Angeles

• Dallas’ #1 Plumbing & Repair

• Cheap Car Repair Miami

Google discourages the addition of extra keywords, promotional phrases, or descriptive terms (such as “best,” “cheapest,” or “#1”) in business names. Listings that violate these rules risk being flagged, suspended, or removed from search results.

Avoiding duplicate listings and Google suspensions

Duplicate listings are one of the most common reasons for Google suspensions. When businesses with multiple locations fail to differentiate their listings properly, Google may merge them, remove duplicates, or suspend them entirely. To prevent this:

• Ensure each location has a unique and accurate address listed on Google.

• Use location-specific identifiers when necessary, but avoid unnecessary keyword stuffing.

• Keep contact details and business hours accurate to prevent confusion between locations.

• Use GBP’s bulk management tools for businesses with more than 10 locations to streamline updates and maintain consistency.

If a listing is suspended for duplicate content or naming issues, businesses can appeal the suspension through Google Business Profile Support and provide documentation to verify that each location is distinct.

How to manage multiple business locations on Google (five steps)

Managing multiple business locations on Google can feel overwhelming, but with the right approach and tools, it becomes much easier. Keeping all your locations updated, optimized, and engaging for customers is key to improving visibility and driving more business. Here’s how you can stay on top of it all.

1. Centralize your location management

Manually updating each Google Business Profile (GBP) location one by one is time-consuming and can lead to inconsistencies. A platform like Center AI helps streamline the process and allows you to manage multiple locations from one business dashboard.

With a centralized tool, you can:

• Update business hours, contact details, and services across all locations at once.

• Bulk publish posts and photos to keep each profile fresh.

• Prevent unauthorized changes to your listings.

Having everything in one place saves time and ensures all your locations stay accurate and up to date.

2. Keep business information consistent and accurate

Consistency is key when managing multiple business locations. Your business name, address, and phone number (NAP) should be identical across all listings, as discrepancies can confuse Google and hurt your rankings.

To avoid issues:

• Use the same format for your business name (no variations).

• Keep addresses and phone numbers up to date.

• Ensure hours of operation reflect holidays and special hours.

Using a tool like Center AI makes it easy to update all locations in just a few clicks, ensuring every profile remains accurate and in sync.

3. Optimize each location’s profile

Each of your locations should feel personalized and relevant to its local audience. Simply copying and pasting the same business description won’t cut it.

To boost local business search rankings:

• Use location-specific keywords in the description (for example, “Dallas-based plumbing services” instead of just “plumbing services”).

• Upload photos that are unique to each location, including storefronts and interiors.

• Keep business hours updated and reflect any location-specific differences.

A well-optimized profile helps customers find and trust your business in their area. Also, An intelligent management platform can help ensure that each location is optimized properly, so your business doesn’t miss out on local search traffic.

👀 Read 8 proven drive-to-store marketing strategies to boost foot traffic.

4. Engage with customers at each place

The location group engagement is key to standing out. Customers want to interact with businesses that feel connected to their community.

Here’s how to stay engaged:

• Post regular updates for each location using Google Posts (such as events, promotions, and news).

• Encourage customer reviews for every location and make it easy for satisfied customers to leave feedback.

• Respond to all reviews, both positive and negative, to build trust and show customers you value their input.

Combining local engagement with tools like Store Locator in Center AI ensures a seamless experience for customers while strengthening your business’s online presence.

5. Track performance and make improvements

Monitoring how each location performs on Google helps you identify trends, improve weak spots, and maximize customer engagement.

With tools like Center AI, you can:

• See how many people are finding and clicking on your locations.

• Track customer calls, directions requests, and website visits.

• Compare performance between locations and spot opportunities for growth.

Using data to fine-tune your strategy ensures that each of your locations is performing at its best.

Master your multilocation Google My Business Profiles

Managing multiple business locations on Google means keeping them accurate, engaging, and optimized to stay competitive. Consistent listings, active customer engagement, and localized content help improve visibility and build trust. As businesses expand, handling multiple profiles manually becomes time-consuming and prone to errors.

AI-powered solutions like Center AI simplify multi-location management by automating updates, maintaining accuracy, and providing real-time insights. Businesses can keep listings fresh, interact with customers, and strengthen their online presence without the hassle of constant manual updates.

Need help managing multiple locations? Explore AI-powered solutions with Center AI.