Google Business Profiles (formerly Google My Business) are a powerful way to help people discover and connect with your business. Each profile serves as your digital storefront, showing up on Google Maps, Google Search, and across the web with your address, hours, photos, reviews, and more. But when you run a franchise, manage multiple locations, or operate an agency handling client profiles, things get a little more complex. However, it is important to effectively manage multiple Google Business Profiles in such cases in order to have a strong local presence, keep your customer experience consistent, and your brand reputation intact.
To manage multiple Google Business Profiles, sign in to the Business Profile Manager and use the dashboard to create profiles, organize, update, and monitor each location. This centralized hub lets you edit details, respond to reviews, and track performance across all listings from one place. Whether you’re a multi-location business owner or managing different branches, these strategies will help you streamline the process and maximize the effectiveness of your online presence.
At V Digital Services, we specialize in helping businesses with multi-location SEO and reputation management. From verifying new profiles to optimizing them for maximum visibility, our Local SEO experts know how to streamline the complexity and turn it into measurable results. Contact us today and let’s make sure your business gets found in every city you serve!
This post will cover practical steps on how you can efficiently manage multiple Google Business Profiles. We’ll also cover how to create a second GBP and how you can merge your multiple GBPs.
Why Would You Need Multiple Google Business Profiles?
For businesses with multiple locations, having individual Google Business Profiles for each location is crucial. These profiles not only help to accurately represent each unique location on Google Maps and Search but also play a crucial role in local SEO. By tailoring each profile to its specific location, businesses can provide location-specific information, respond to local reviews, and engage with their community more effectively. This localized approach enhances visibility in local search results, driving foot traffic and increasing local engagement.
Also, individual profiles for each location allow for a more personalized customer experience. Customers searching for a business in their vicinity are more likely to engage with a profile that appears local and accessible, offering information like local promotions, events, or unique features of that location. It also enables the business to manage and showcase distinct characteristics of each site, such as different opening hours, services, or staff members, providing a clear and accurate picture to potential customers. This level of detail and personalization in each profile can significantly boost the relevance and appeal of a business in the eyes of local customers, further strengthening the business’s presence in local markets.
Can You Manage Multiple Google Business Profiles?
Yes, and if you’re running a business with more than one location, it’s not just allowed, it’s necessary. Each physical storefront, office, or service area deserves its own dedicated profile because Google treats each one as its own entity in local search, and so do your customers.
When you think about it, if someone is searching for your business in Phoenix, they want local information, not a profile that points them to your headquarters in Denver. By creating and managing multiple profiles, you’re giving each location its own chance to show up in local searches, earn reviews, and speak directly to its community.
The good news is you don’t need a separate email address or account for every location. Google makes this easy with the Business Profile Manager dashboard, where you can access and oversee all your listings from one place. Just make sure that each profile represents a unique location or business entity.
Additionally, if you’re managing profiles on behalf of clients or across departments, you can even set up user roles and permissions to control who can do what. It keeps things clean, organized, and secure. Whether you’re handling five profiles or 500, with the right systems in place, managing multiple Google Business Profiles can be a streamlined and even enjoyable part of your local SEO strategy.
How to Create a Second Google Business Profile
Creating a second Google Business Profile is totally allowed, and sometimes necessary, but only under the right circumstances. If you’re opening a second location under the same brand or launching a separate business with a different name and distinct services, then you’re in the clear. Google supports multi-location businesses and franchises, as long as each listing represents a real, physical location where customers can interact with your business.
That said, it’s important to maintain consistency across your listings when it comes to your NAP (Name, Address, and Phone number). Your business name should match your signage, and your address and phone number should be accurate and formatted consistently. This isn’t just a best practice, it’s a key part of building trust with both Google and your customers. Inconsistent info can hurt your local SEO and make you look unreliable.
Additionally, one major warning is to never create a second profile for the same business at the same address. That’s a red flag for Google, and your profile could be suspended or removed entirely. Keep it clean, consistent, and location-specific, and you’ll be set up for success. Here are some key steps to follow when creating a second GBP:
1. Sign In to Google Business Profile Manager
Start by heading over to business.google.com and signing in with your existing Google account. If you already manage another profile under this account, everything will be housed together in one dashboard, no need for multiple logins or extra Gmail addresses. Just make sure you’re using the account you want tied to the new location.
2. Click “Add Business”
Once you’re inside the dashboard, look to the left-hand menu. You’ll see an option labeled “Add business.” Click that, then select “Add single business.” This is the step where you’re telling Google: “Yes, I’m creating a new location, not editing an existing one.” It’s a small click, but an important distinction.
3. Enter the New Business Information
Now it’s time to fill out the essentials. You’ll need to enter the business name, address, phone number, website, and category. Take this step seriously, as even small inconsistencies in your information can confuse customers and hurt your visibility. We always recommend using the exact same format and tone you use across your website, signage, and social media. Remember, consistency equals trust.
4. Verify the New Listing
Google wants to confirm your new location is legit, so you’ll need to go through a quick verification process. Depending on your business type, you might be able to verify by postcard, phone call, or email. Follow the prompts carefully, and if you’re verifying by mail, expect the postcard to take about 5–7 days to arrive. Once you enter the verification code, your listing will officially be live!
5. Customize the Profile
This is where the magic happens. After verification, don’t stop at the basics; fill out every possible detail. Add high-quality photos of the new location, set accurate hours, list your services, and write a unique, location-specific business description. The more complete and tailored your profile, the better it will perform in local search. You can also include keywords your customers are likely to search for in your area, but keep it natural. Google favors profiles that feel authentic, not stuffed with buzzwords.
How to Merge Google Business Profiles
Merging Google Business Profiles is something many business owners don’t even realize they need to do until they stumble across a duplicate listing floating around the web. Whether you accidentally created more than one profile or someone else made one on your behalf, having duplicate listings for the same business at the same location can cause confusion for customers and damage your local search performance. If you see multiple listings for a single location, it’s time to clean things up.
The important part is that Google will only merge profiles that represent the exact same business at the same physical address. If you’re trying to consolidate different locations under one profile, that’s not going to work because each location needs its own listing. However, if it’s a true duplicate, you’re in luck. Here are the steps you need to take:
Confirm Both Profiles Are for the Same Business
Before you try to merge anything, double-check that both profiles refer to the exact same location. That means the same business name, the same address, and the same category. Google only merges duplicates, not different locations or businesses under the same brand. Furthermore, if there’s even a slight variation, like a different suite number or business name spelling, clean that up first so everything matches.
Claim and Verify Both Listings
To initiate a merge, you must have ownership of both listings, and they must both be verified under your Google Business Profile Manager account. If one profile isn’t claimed yet, you’ll need to go through the verification process for it first. Google wants to make sure you’re the rightful owner of both before it proceeds with any changes.
Contact Google Support
Once everything’s verified and consistent, it’s time to reach out to Google. Go to the Google Business Help Center, and select the option to chat or email support. Be clear and direct: provide the URLs of both listings, explain that they represent the same business, and specify which one you’d like to keep. We recommend using the listing that already has more reviews or a stronger presence as your main profile, Google will transfer everything over to that one.
Wait for Confirmation
After you submit your request, Google will take a few days to review everything. They’ll let you know when the merge is complete, usually via email. In most cases, reviews and other data from the duplicate listing will be merged into your main profile. If anything looks off afterward, you can always follow up with support for corrections. Patience is key here, but the end result is worth it. You get to have one strong, streamlined listing that gets you better visibility and avoids confusing your customers.
Best Tools for Multiple Google Business Locations
When you’re managing more than a handful of locations, logging into each Google Business Profile individually becomes unsustainable. That’s where the right tools can save you time, reduce errors, and give you a bird’s-eye view of everything that’s happening across your business locations.
Google Business Profile Manager is your starting point. It’s built by Google, free to use, and lets you manage all your profiles under one account. For smaller businesses with under ten locations, this might be enough. But as your location count climbs, the need for more powerful tools becomes obvious.
If you’re looking for extra functionality, platforms like LocalClarity, BrightLocal, and ReviewTrackers offer excellent solutions. These tools provide centralized dashboards where you can schedule posts, respond to reviews, track performance metrics, and even monitor brand sentiment across dozens (or hundreds) of locations. The real game-changer is automation. Instead of updating hours or promotions one location at a time, you can push changes to every profile with just a few clicks. That kind of efficiency adds up.
When to Consider Using a Third-Party Tool or Hiring an Agency
If you’re managing 10 or more Google Business Profiles, things can get out of hand fast. Logging in and out of accounts, manually updating hours, or responding to reviews one by one eats up time and opens the door for mistakes. That’s when it’s worth asking for a smarter way to handle the lot.
Third-party tools offer exactly that. They give you centralized dashboards where you can manage all your locations from one place. If you need to update holiday hours for 25 stores, you can do it in a few clicks instead of 25 separate logins. Many of these platforms also include automation for things like review monitoring, photo posting, and listing audits, which means less busywork and more consistency across the board.
But if local SEO isn’t your thing, or if your team is stretched thin, hiring a digital marketing agency can be a game-changer. Agencies that specialize in Google Business Profile management and local SEO bring deep experience and proven systems to the table. They know how to optimize listings, avoid common pitfalls, and keep your profiles compliant and competitive. When your brand’s visibility and reputation are on the line, it pays to have professionals in your corner.
Want to Boost Your Local SEO and Generate More Leads?
Learning how to manage your My Google Business account is just one of many steps you can take toward strengthening your online presence and enhancing local SEO. There are so many effective – and often straightforward – local SEO strategies you can use to connect with ideal customers in your area, and V Digital Services can help you put together a thoughtful plan to achieve measurable results.
From navigating the complexities of multi-location local SEO to elevating your existing strategy, our team of experts can help you take your digital marketing efforts to the next level. For more information about local SEO for businesses, connect with the V Digital Services team today!
FAQs – Managing Multiple Locations
Managing multiple Google Business Profiles comes with a lot of “what ifs,” especially around what’s allowed and what might get flagged. Below are quick answers to the most common questions we hear from business owners juggling more than one location or listing.
Can You Have Two Google Business Profiles at the Same Address?
Only if they are two distinct businesses with separate names, phone numbers, and services. Otherwise, Google may flag it as a duplicate and remove one of the listings.
Can I Have Multiple Google Business Listings?
Yes! You can have multiple listings if you operate more than one location or run different businesses. Each must meet Google’s guidelines and have unique business details.
How Many Google Business Profiles Can You Have?
There’s no official limit, but Google requires each location to represent a real-world business with its own identity. Many franchises and agencies manage hundreds, but what matters most is keeping each listing accurate and up to date.