Google Business Profile checklist for multiple locations
Use this branch-by-branch audit to check hours, contact details, map pins, links, services, and photos, then give every change an owner and verification date.
A location audit is useful when it catches a mismatch before a customer acts on it. Start with the details that change a visit, such as hours, entrance, phone, and destination link. Then check the less time-sensitive profile fields. The checklist below is built to work as a repeatable branch review, not a one-time cleanup.
Build a location record before editing Google
Keep one approved record for each branch, owned by someone who can confirm changes. Include the public business name, address and map pin, main phone, landing page, regular hours, special-hours owner, primary category, services, and date last checked. If branches share similar names, include an internal location ID so staff can tell them apart.
Use the record as a comparison source, not as proof that the live profile is correct. Google says edits may be reviewed before appearing, and some profile details can vary by device or business category. After submitting a change, check the customer-facing Search or Maps listing as well.
Check the fields that can send someone to the wrong place
Begin with a customer’s likely path: search for the branch, tap directions, call, and open the website link. This quick visit tests whether the map pin, phone destination, and location page make sense together. A spreadsheet comparison alone will not tell you if the entrance is hard to find or a link lands on the wrong branch.
- Name and address: match real-world signage and the actual customer entrance.
- Map pin: place it at the public entrance, not the center of a large property or a nearby road.
- Hours: compare regular hours and special hours against the approved branch schedule.
- Phone and website: call the number and open the URL; verify the page is for this location.
- Category and services: confirm they describe what customers can get at this branch.
- Photos: prioritize current exterior and interior images that help people recognize the place.
Prioritize fixes by customer impact
When a network has dozens of profiles, not every discrepancy needs the same response time. Fix a wrong address, closed-day hours, or disconnected phone before refreshing an older interior photo. A simple priority scheme keeps the team from spending the audit on easy cosmetic edits while visit-breaking errors remain open.
- Urgent: customers may arrive when closed, reach the wrong business, or be unable to find the entrance.
- Soon: the profile omits a service or directs people to a generic page that slows down booking.
- Routine: photos, descriptions, or secondary details need a planned refresh.
Track the change from request to live profile
A change request should say which branch, which field, the current value, the approved new value, its effective date, and who confirmed it. Then track four states: reported, approved, submitted, and verified live. This avoids the common gap where a spreadsheet is updated but the public listing is not, or where an edit is submitted but has not yet appeared.
If Google changes or suggests an edit, compare it with the approved location record and resolve the discrepancy. Keep a short note of what changed and when; that gives the next auditor context and prevents the same question from being reopened every month.
Choose a cadence that matches how often details change
Review hours and contact routes before busy periods, public holidays, and branch moves. Check the full record quarterly, then audit a location immediately after an opening, renovation, service change, or a report that customers are getting lost. A rotating sample can help a large team keep the work manageable, but every branch still needs a date for its next full check.
For each audit, record the last verified date and the next owner. That small piece of maintenance data is more useful than a checklist with no one responsible for closing it.