Google My Business Update Promises Agencies More Ease In Managing Multiple Locations

All registered agencies can now manage thousands of locations within a single Organization Account with fast performance—you’re no longer limited to 100 locations per account, says Google My Business.

Google My Business, the program that contains members’ online and offline shopping information from store hours to addresses across all Google Maps and search, is offering more tools intended to appeal to agencies and platform companies, particularly ones managing businesses with more than 100 locations.

The list of enhancements to the API include a new GMB agency dashboard as well as sections for merchant description and a store’s opening date.

The latest update reflects the growing demand for a greater and deeper range of Digital Knowledge Management services by enterprises as opposed to just independent SMBs.

Among the new features the GMB agency dashboard includes is the ability to manage all of a business’s locations under one account: All registered agencies can now run “thousands of locations within a single Organization Account,” eliminating the limit to 100 locations per account.

Agencies can also send and receive invitations to manage listings within an organization.

“The new Agency Dashboard makes sending and receiving invitations to manage Google listings easier ,” writes Aditya Tendulkar, a GMB product manager, in a blog post. “You can view the status of all of these requests right from the agency dashboard.”

To further simplify location management, all locations within an Organization account are now required to be contained within a location group (previously known as a business account), Tendulkar adds. Agencies can request access to a customer’s location through a location group or customers can invite an agency’s location group to co-manage their listing.

This is part of a series of improvements to the GMB service.

Recent updates have included granting store operator clients the ability to edit and access their local listings information directly from Google Search; last June, GMB merchants and brands were presented with a new discovery tool dubbed “Google Post” that lets businesses create short  announcements, promotions, events, and other news be found directly in query results and on their Google Maps listings.

Before that, GMB began allowing restaurants to publish their entire, detailed menus within their search results across Google, changing the way eateries are ultimately discovered by patrons interested in specific meals.

As all businesses become more sophisticated about managing their digital presence, which includes everything from critical info such as hours of operation to more general marketing aspects governing images and reviews, marketers and their agencies are seeking greater speed and clarity. As agencies and platforms also try to differentiate themselves on speed and comprehensive coverage, the latest GMB management options help tighten up loose ends.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.