As a way to connect your business to local consumers actively looking for your products or services, Google Business Profile is the best tool around. But while most businesses know the basics of what it can do, there is a lot you may be missing out on.
Did you know that you can manage multiple different listings for each of your business locations for instance? If you didn’t and you run a chain of restaurants, stores and so on, you are missing out. Here’s how to get the most from this impressive feature.
Managing Google My Business for Multiple Locations
Google Business Profile, previously known as Google My Business, has a complete system in place for managing multiple locations from a single dashboard. Using the ‘Group’ function, you can create a separate listing for every location you own or operate.
Each one can be optimized for its specific location, you can set business hours for each one independently, make posts, add photos and videos and more, all without affecting any other location’s profile. Because you do it all from a single GBP account, the entire process is straightforward to manage as well.
Steps to Optimizing Google Business Profile Listings for Each Location
To get the most from your GBP, with local consumers from local searches and Google Maps, you need to optimize each profile to fit the location and create something unique.
Here is how to optimize each listing to be relevant for their specific location and customers.
Step 1: Claim and Verify Each Location
To optimize your profiles, you need to have verified ownership of each one. It is a simple process, just follow this guide:
1. Claim Each Location Individually
Log into your Googe Business Profile account and either create a new profile for each location in turn or if a profile exists for any location, claim it by clicking the ‘Claim this business’ button on the profile.
2. Bulk Verification for Multiple Locations
While you have to claim or create each listing manually, verification allows for multiple locations to be verified together. Just follow the instructions for whatever verification method Google suggests, and you will soon be verified on all your listings associated with that GBP account.
3. Accurate location information
Make sure all data regarding each location is accurate and present. Don’t leave any information gaps, and make sure that all information matches that on your website, directory listings, social media and so on.
Step 2: Optimize Each Location Profile Individually
Even though you only use a single account for all your business locations, each one can be entirely unique. That allows you to optimize for each specific location, here’s how:
1. Optimize Business Information
Make sure everything is accurate for that specific location. That includes Name, Address and Phone Number, but don’t forget things like business hours and attributes such as wheelchair access, parking and so on. We know being accurate is essential for your GBP, it applies to the GPP for each location too.
2. Manage Reviews and Ratings
With each location having its own Google Business Profile it will also receive its own customer reviews. You should always encourage customers to leave Google reviews, it’s great for optimization, but make sure you go further. Respond to reviews, thanking the good ones, and providing solutions for any customer with an issue. This kind of engagement offers real benefits in terms of Google rankings.
3. Add Photos and Videos
Photo and video content are excellent for building engagement, and you can use that to boost each location’s profile. Create video content of that location, or regularly update with photos. These will not only boost ranking but with each location being unique, help differentiate each location, giving them their own unique character.
4. Use Google Posts for Each Location
Following on from the idea of using photo and video content to help optimize and help customers build a connection with an individual location, Google posts can do the same. Regular posts are a great idea for optimization for any profile, as it is a strategy proven to work. But with multiple locations, it is another way to give each a unique feel, with their own posts and style helping consumers connect with a specific place. This is especially useful for restaurant chains and other hospitality businesses.
5. Service Area and Location-Specific Information
Highlight the unique elements of each location, including the service area it covers and specific information about it. That could be the manager’s name, facilities available, business hours and more. You can even vary the services offered from each location if that is relevant.
Step 3: Monitor Insights and Update Regularly
As with any Google Business Profile, you need to provide regular updates on each location’s profile to maintain engagement. You also need to track your analytics and adjust your profile, because optimizing is a constant process.
1. Track User Engagement
See what your audience responds to and shape your content to fit. If you get more views and clicks from photo and video content, then make sure you add more regularly. Don’t forget things like your Question-and-Answer section, reviews and direct messages. Always respond quickly with helpful solutions.
2. Adjust and Update Business Information Regularly
Make sure your business information is always up to date. If your business hours change, you switch to a toll-free number, change the services available or the area you cover from that specific location, and adjust the profile to match immediately.
3. Respond to Reviews
Reviews are misunderstood in many ways. A great score and wonderful reviews are always a good thing to have, and that can help build trust with customers. But a bad review doesn’t automatically mean disaster. Don’t be afraid of a bad review, it is how you deal with it that actually matters. Respond to the review, be fair and professional, offer to resolve the issue and follow through on your suggestions. Visitors to your profile will see a company that goes out of their way to make things right, and that is just as valuable as a positive review.
Conclusion
Google Business Profiles benefit any business that needs to attract local consumers. If you operate a chain of restaurants or other multi-location businesses, each location should have its own distinct profile, which can be administered using a single account.
Don’t fall into the trap of using the same content on everything though; to make the most of the GBP, each location’s profile should have unique content and optimization. This not only improves ranking performance, but gives each location its own character, and that helps build trust and engagement with your local audience.
Whether it’s setting up individual profiles for every location, managing profiles or optimizing for better outcomes, if you need help with Google Business Profile, our expert team are here to help. With vast experience and specialist knowledge, Grid Rankers can elevate your profile and deliver the results you need. Call today and see how we can take your profile to the next level.