Bulk management of Google Business Profiles

When you’re managing multiple Google Business Profiles you have a few options – as you’re likely going to want to move beyond editing and managing on a one profile to one profile basis via the NMX.

Managing Google Business Profiles (GBP) in bulk generally requires moving away from the standard Google Search/Maps “in-line” editing experience and using specialised dashboards or external tools.

Native Bulk Management via Location Groups

This is Google’s built in, free, method for managing multiple locations. It uses a feature called ‘location groups’. If you’re managing multiple locations for your business or for a client, you’ve already get your set up, right?

You can read Google’s guidance on Location Groups here.

How it works

Once you have created your group you can manage *many* fields (but not all) by downloading the profile data, making your updates and then uploading the new file into Google Business Profile.

You won’t be able to edit these fields or add these functions:

• Google Posts
• Anything to do with reviews
• Adding or responding to Q&A
• Messages
• Products
• Services
• Hotel Attributes

However – you can easily edit name, address, phone number using this method. As always – be careful of making big changes because these can trigger suspensions. I recommend reading our guide to unverified, disabled and suspended profiles.

Google outlines the full process for importing and updating Google Business Profiles in bulk using location groups here.

TOP TIP: Store codes are essential here – you can’t update your profiles in bulk unless each location has a unique store code.

Bulk Verification

If you plan on managing more than 10 Google Business Profiles, you should also know about Google’s bulk verification. You can check their complete documentation for all the details, but we’ll provide you with the basics here.

Keep in mind that bulk verification is only for businesses with brick and mortar locations, NOT for pure service area businesses.  If you’re a SAB you won’t be able to get bulk verified.

There is one huge benefit to getting bulk verified: it gives you the ability to create new GBPs with instant verification. Yes – so no more video verification or other forms of verification that’ll give you a headache.

How to get bulk verified

To get bulk verified, you have to meet the following requirements:

1. You must have 10+ locations under the same brand/business.
2. All the locations need to have the same name when applying for bulk verification (no modifiers such as location names). However, once you get verified, you will be able to add modifiers to each business name.
3. All locations must comply with the guidelines:
   • Correct and consistent business name.
   • Physical address (no virtual offices or P.O. boxes).
   • Primary phone number unique to each location (if applicable).
   • Proper business category and other details.
4. You’ll need to have a page on your website that gives details of your locations. That number of location, and details of locations, must match the listings for the location group.
5. Make sure that each business listing has signage photos that clearly shows the business name – which of course matches the business name in Google Business Profile and on the website.
6. Make sure you had a brand domain email (something like “listings@easycheasy.com” rather than “easycheasy@gmail.com”) to manage all of this shizzle, and that brand domain email must also be the primary owner of each listing.

Once you’ve ensured you meet the requirements, you need to submit for verification:

1. Sign in to Business Profile Manager on desktop.
2. Click Verifications > Chain.
3. Fill out the form. ◦ Business Name ◦ Business Countries / Regions ◦ Contact Name ◦ Contact Phone ◦ Business manager email ◦ Google Account Manager Email
4. Submit the form. You will receive an email when you’re verified.

Sound easy? Well – these ARE the steps but in our experience there can be some hoop jumping before you’ll get given bulk verified status. Google Business Profile support might ask for extra details and for further proof – just make sure that you answer their questions and get everything over to them as quickly as you can.

Keep in mind that it is the EMAIL that is bulk verified, rather than the location group. Make sure you keep that email as the primary owner, if you lose the email address or swap out the primary owner for a different email address you will likely lose your bulk verification.

Third Party Management Software for making bulk edits

Given the limited functionality of bulk updates via location groups for most brands or agencies managing multiple locations turn to SaaS to get things done.

Third party software connects to the Google Business Profile API and then can pull and push your Google Business Profile information in and out accordingly, and you’ll be able to manage your profiles via the SaaS dashboard.

Choosing your SaaS provider will depend on your number of locations, what you actually need the software to do, your budget, and your internal resource to actually get things done.

At this point we want to mention how we have a big bunch of happy clients who use Whitespark’s Local Platform to push their updates. Local Platform lets you edit all your locations’ hours, description, categories, services, phone numbers, etc. from one place. Agencies in particular love this feature because you don’t need to be bulk verified on Google to use it.

If Local Platform sounds like something you’d like, you’ll be happy to know that it only costs $1/mo, and it comes with a bunch of other GBP functions that you can learn about here.