Step-by-Step Guide: Setting Up Your Multi Location GMB Profile

TL;DR
This article is a step-by-step guide for businesses managing a multi location gmb (now Google Business Profile, or GBP) setup. For companies with 10+ locations, Google offers a “Location Group” (formerly a Business Account) for bulk management, which is essential for any chain business Google listing. This guide details the prerequisites, the bulk verification process, and how to properly format and upload Google’s bulk spreadsheet. It also covers the critical, non-negotiable step of optimizing each listing individually after the upload. This is the only way to ensure your business listing multiple locations are consistent, accurate, and optimized to rank in local search. A cohesive multi-location GBP strategy is the foundation of local SEO at scale.

Introduction

Managing a single Google Business Profile is a job in itself. Managing ten, fifty, or hundreds of locations can feel like a logistical nightmare… unless you know the system. For multi-location brands, a disorganized approach leads to inconsistent data, duplicate listings, and frustrated customers. This is where a proper multi location gmb strategy comes in. This guide provides the step-by-step blueprint for taking control of your brand’s entire local footprint, the right way.

What is a “Location Group”? (The GMB to GBP Shift)

First, let’s clear up the terminology. “Google My Business” (GMB) is now officially “Google Business Profile” (GBP). The old multi location gmb dashboard, which was a separate website, has been retired.

Today, all local profile management is done directly in Google Search or Google Maps. For businesses with 10 or more locations, Google provides a feature called a “Location Group” (what was once called a “Business Account”). This is the official tool for managing a multi-location GBP setup. It is a “folder” that allows you to manage all your locations from a single dashboard, apply changes in bulk, and manage permissions for different teams (e.g., regional managers, local store managers).

Before You Begin: Prerequisites for Bulk Management

Before you can build your chain business Google listing, you need to have your ducks in a row. A lack of preparation is the #1 reason for failure and profile suspensions.

You must have:

1. A Single, Central Account: You need one primary Google account that will “own” the Location Group. This should be a corporate email (e.g., marketing@yourbrand.com), not a personal Gmail account.
2. A Master List of Locations: Create a master spreadsheet with the 100% accurate and finalized Name, Address, and Phone Number (NAP) for every location. This must be the “single source of truth.”
3. Unique Store Codes: Every single location must have a unique ID, or “store code.” This is how Google’s system identifies each specific profile. It can be a number or a name (e.g., “WMA-NYC-001” or “WMA-LA”).
4. No Duplicate Listings: You must do your best to find and remove any old, duplicate, or “unofficial” listings for your locations that may have been created by past employees or customers.

Step 1: Request Bulk Verification (10+ Locations)

This is the key that unlocks the entire multi location gmb process. For businesses with 10 or more locations, you do not need to verify each one with a postcard in the mail. You can apply for bulk verification.

1. Sign in to Google Business Profile with your primary corporate account.
2. Create a “Location Group” to hold your profiles.
3. Add one of your locations and verify it (you may need to do one manually to start).
4. Once you have 10+ locations in your dashboard (even if unverified), you can contact Google’s support team to request bulk verification.

They will review your business, confirm you are a legitimate chain, and then (if approved) mark all your listings as verified. This is a crucial step in the multi location gmb process.

Step 2: Creating Your Location Group

Inside the main Google Business Profile dashboard, you will “Create a group.” This is the central “folder” that will hold your business listing multiple locations. This centralizes management and is a modern replacement for the old multi location gmb dashboard. Once you create the group, you can give it a name (e.g., “Your Brand – US Stores”). This is the first step in your google business profile multi location setup.

Step 3: The Bulk Upload Spreadsheet

This is the technical core of the process. Google provides a spreadsheet template that you must download and fill out meticulously. This file is how you will manage your chain business Google listing data.

The key fields in this spreadsheet are:

• Store Code: Your unique ID for each location. This is the most important field and cannot be changed easily.
• Business Name: Your exact brand name (e.g., “Wildnet Marketing Agency”).
• Address Fields: (Line 1, Line 2, City, State, ZIP, Country).
• Primary Phone: The direct, local phone number for that specific store.
• Website: You can use your homepage, but it is much better to use a unique local landing page (e.g., yourbrand.com/locations/nyc).
• Primary Category: The most specific category for your business (e.g., “Pizza Restaurant,” not “Restaurant”).
• Secondary Categories: Other services you offer (e.g., “Catering,” “Pizza Delivery”).

A single error in this file, like a typo in a ZIP code, can cause your upload to fail or create incorrect listings. This is the heart of managing a multi location gmb system.

Step 4: Individual Optimization (The Non-Negotiable Part)

This is the step most businesses miss. The bulk upload is just the start. You still need to go into each profile individually (or empower a local manager) to truly optimize it. This is the “optimization” part of your google business profile multi location strategy. A successful multi location gmb strategy depends on this local touch.

This includes:

Uploading Unique Photos: Do not use the same stock photo for all 100 locations. Upload high-quality, real photos of the actual storefront, interior, and team for each location.

Managing Local Reviews: You must respond to reviews for each store. This shows Google and customers that you are engaged.

Creating Local Google Posts: Post offers, events, or updates that are specific to that location.

Answering Local Q&A: Monitor and answer questions posted to each individual profile.

Common Mistakes with Multi Location GMB Setups

Even with these steps, pitfalls are common. Avoid these errors:

• Mistake 1: Inconsistent NAP: Your Name, Address, and Phone number must be identical across your spreadsheet, your website, and all other directories. Inconsistent NAP is a killer for a business listing multiple locations and your entire multi-location GBP strategy.
• Mistake 2: Forgetting Store Codes: Failing to create unique, permanent store codes is the most common reason for upload failures and duplicate listings. This is a fatal multi location gmb error.
• Mistake 3: “Set it and forget it.” The most successful chain business Google listing profiles are the ones that are managed daily. You must manage reviews, photos, and posts to build local trust.
• Mistake 4: Creating Duplicate Listings: Before uploading, you must search for and claim (or request removal of) any unofficial duplicate listings. A messy multi location gmb profile will be penalized in rankings.

Conclusion

Managing a multi location gmb profile is complex but vital for any brand with a physical footprint. The shift to GBP has streamlined this with Location Groups, but the need for 100% accuracy and deep local customization remains. A consistent multi-location GBP profile is a massive asset. This guide provides the blueprint for your setup. This is how you manage your google business profile multi location at scale. Are you ready to take control of your multi location gmb listings? This entire process is key to your local SEO. At Wildnet Marketing Agency, our Local SEO Services are designed for this exact challenge.

FAQs

Q.1 What is the difference between a multi location gmb and a single listing?

Ans. A single listing is managed individually. A multi location gmb (now a Location Group) allows a business to manage 10+ locations from a single dashboard, using tools like bulk uploading to ensure consistency.

Q.2 How do I manage a business listing multiple locations without creating duplicates?

Ans. The key is using a unique, permanent “Store Code” for each location in your bulk spreadsheet. This code is the unique identifier that Google uses to track each specific profile.

Q.3 What is the best way to handle a chain business Google listing?

Ans. The best way is to use Google’s “Location Group” feature. This requires having 10+ locations and applying for bulk verification, which then allows you to manage all listings via a spreadsheet or an API

Q.4 Does Google offer support for a google business profile multi location setup?

Ans. Yes, Google provides dedicated support for businesses with 10+ locations that are eligible for bulk verification. This support can help you troubleshoot upload errors or manage ownership conflicts.

Q.5 How does a multi-location GBP strategy affect my local SEO?

Ans. A strong multi-location GBP strategy is the foundation of your local SEO. It ensures all your locations are visible, accurate, and trustworthy, allowing each one to rank individually for “near me” searches in its specific service area.

Q.6 What is the biggest mistake for a chain business Google listing?

Ans. The biggest mistake is inconsistent NAP (Name, Address, Phone) data. The second biggest is “setting and forgetting”—failing to manage individual reviews, photos, and posts for each location.

Q.7 How do I add a new location to my existing business listing multiple locations?

Ans. Once you have a bulk-verified account, you simply add a new row to your master spreadsheet with the new location’s information (including a new, unique store code) and re-upload the spreadsheet to your Location Group.