Managing Multiple Locations: Best Practices for Using Google My Business for Multi-Location Businesses

August 20, 2024

Today’s consumers are inundated with information about spotting and avoiding online scams, which has made them hyper-aware of authenticity. They want reassurance that the brand or store they interact with is genuine and has a solid reputation.

This presents a unique challenge and opportunity for multi-location businesses. Consumers are going to double-check your store’s genuineness every time they stumble upon multiple stores; but at the same time, consistent Google My Location listings can give them the confidence shift to go for your brand.

What we are talking about is basically engagement and uniform brand identity. You can inspire confidence in consumers only if you are prominently visible on platforms they are engaging with.

Google search is often the first thing consumers interact with when looking for a product, and every step in the user flow adds to your bounce rates. If you can present your brand and products directly on the search results page, you will get an advantage over competitors using other platforms.

Google My Business listings and posts provide the perfect solution to these visibility and engagement challenges. Slow redirects cannot hurt your bounce rates if you are not redirecting users in the first place!

Best Practices for Using Google My Business for Multi-Location Businesses

Here are some best practices for using Google My Business for local businesses expanding to multiple locations. These are primarily aimed at helping you maintain a consistent brand identity while also catering to local SEO for multiple locations.

Optimize Individual Listings for Local Search Rankings

When it comes to multi-location SEO, each location needs its unique Google My Business (GMB) listing. This is crucial for local search optimization. Ensure that each listing contains:

Accurate and consistent Name, Address, and Phone number (NAP) information
Detailed business description tailored to each location
High-quality photos of the specific location
Correct business categories
Updated business hours, including special holiday hours

By optimizing each listing, you increase the chances of appearing in local search results, which is vital for attracting consumers to each specific location. You can use product offerings like SingleInterface to efficiently manage and automate these processes. More about that in the next paragraph!

Implement a Structured Approach for Managing Multiple GMB Listings

Managing multiple GMB listings can be challenging, especially for franchises or businesses with numerous branches. To streamline this process, local businesses can:

Use GMB’s bulk upload feature for adding multiple locations at once
Utilize GMB’s location groups to organize and manage similar locations
Implement a centralized system for tracking and updating information across all listings
Consider using third-party tools designed for managing multiple GMB listings efficiently

Maintain Consistency Across All Locations

Consistency is key when it comes to multi-location SEO and brand management. Local business owners should ensure that:

Your brand voice and messaging are uniform across all listings
Visual elements like logos and color schemes are consistent
The quality of information and level of detail is similar for each location

This consistency helps build consumer trust and reinforces your brand identity across different geographical areas.

Leverage GMB Posts for Location-Specific Promotions

GMB posts are an excellent way to engage with local consumers and promote location-specific offers. Multi-location businesses can:

Create unique posts for each location highlighting local events or promotions
Use posts to showcase products or services that are popular in specific areas
Share local community involvement or sponsorships to build local connections

Encourage and Manage Reviews for Each Location

Reviews play a crucial role in local SEO, consumer decision-making, and online reputation.

Encourage consumers to leave reviews for specific locations
Respond to reviews promptly and professionally, addressing location-specific feedback
Highlight how you are resolving issues in negative comments to create a reputation for great consumer service
Use review insights to improve operations at individual locations

Utilize GMB Insights for Location-Specific Strategies

GMB insights provide valuable data about how consumers interact with your listings. Local businesses with multiple stores can use this to:

Analyze performance metrics for each location separately
Identify trends or patterns specific to certain areas or types of locations
Use these insights to tailor your multi-location SEO and marketing strategies for each location

Implement a Robust GMB Branch Management System

For effective management of multiple locations, you should consider the following strategies:

Assign location-specific managers to oversee individual GMB listings
Establish clear guidelines and processes for updating and maintaining listings in alignment with those of Google’s
Regularly audit all listings to ensure accuracy and compliance with brand standards

Shaping Brand Identity and Reputation for Local Businesses

As your local business expands, you will naturally look at the possibility of opening multiple stores. One common challenge that local business owners face while expanding is maintaining a consistent brand identity across locations. In fact, at this stage you are actively creating your brand identity rather than simply maintaining it.

Google My Business listings offer several benefits for multi-location businesses and franchises. The chief among them is visibility — the GMB profile is the first point of contact for most consumers. This is why it is critical to manage GMB listings for all your locations meticulously.

Consistent Google My Business listings build a strong brand identity while helping you convert consumers. It allows you to attain the sweet spot between having the brand backing of a large brand and the personalized experience of a local business.

However, multi-location brands often face difficulties in managing large amounts of digital data, including but not limited to their online business listings. The resources and bandwitdth this takes is generally better spent elsewhere in a growing business.

Handing over these digital last mile processes like presence management, local visibility, and consumer engagement to specialized platforms like SingleInterface can help you grow your business through optimal resource allocation.