Managing Google Business Profiles for 20, 50 or 200 locations

A network with 50 Google Business Profiles isn't 50× the work of one. It's closer to 5× if you set it up right and 200× if you don't. The difference is governance, not effort.

The two layers

Multi-location GBP management splits cleanly into a "data" layer (NAP, categories, attributes, hours) that benefits from centralisation, and an "activity" layer (reviews, Q&A, posts, photos) that benefits from local execution.

What to centralise

• NAP (name, address, phone): must be byte-identical across the source of truth and Google.
• Categories and attributes: pick once at the brand level, push everywhere.
• Default opening hours: locals only override exceptions (holidays, events).
• Brand description and keywords: same everywhere, locally tagged.
• Bulk photo uploads at brand launches.

What to decentralise

• Local photos: staff, products, customers (with consent), neighbourhood.
• Reviews and Q&A replies: local context, local language, local first names.
• Holiday hours adjustments: only the local manager knows when they close for the village fête.
• Local events and posts: the centrally produced ones don't feel local.

The 10 rules of multi-location hygiene

1. One source of truth for NAP. Not the spreadsheet: the platform.
2. No duplicate listings. Audit quarterly.
3. Same category structure everywhere.
4. Default hours updated within 24h of changes.
5. Local manager named on every profile.
6. Photos refreshed monthly per location.
7. Reviews replied to within 48h, by location.
8. Posts published weekly, mix of national and local.
9. NAP audited against website, Yelp, Apple, Bing every quarter.
10. Quarterly review of bottom-10% performers.