Does your business require multiple Google Business Profiles for locations with multiple departments? This is a common question that many brands are asking. According to the annual Moz Local Search Rankings study, a Business Profile has the greatest impact on a location’s visibility during “near me” searches online. Moz also states that the influence of Business Profiles is increasing.
Having separate departmental Profiles can provide advantages for businesses that offer different services under one roof. However, businesses must manage these Profiles carefully to avoid any branding or visibility issues.
Departmental Profiles are recommended for departments within businesses, universities, hospitals, and government institutions that operate as distinct entities. Google encourages this practice for publicly-facing departments. The following stipulations apply:
1. Each department must have a unique name that is different from the main business and other departments.
2. Departments with separate customer entrances should have distinct categories.
3. The operating hours of departments may differ from those of the main business.
For instance, various departments such as the Walmart Vision Center, Sears Auto Center, and Massachusetts General Hospital Department of Dermatology should have their Profiles as they function as distinct services. These Profiles coexist with the main business Profiles at each location, namely Walmart, Sears, and Massachusetts General Hospital.
Each type of Profile corresponds more accurately to how people search online. For example, when someone searches for a “retailer near me,” the main Profile for Walmart should appear as a result. However, if someone is specifically looking for vision care, the “Walmart Vision Center” Profile would be a more relevant result. Google aims to provide quality search results, which is why it allows multiple Profiles for a single location. On the other hand, certain entities cannot be published as separate Profiles. Examples include the Apple products section of Best Buy and the hot food bar inside Whole Foods Market. Google also emphasizes that each department’s specific category must differ from that of the main business and other departments. For instance, the main business “Wells Fargo” has the category “Bank,” while the department “Wells Fargo Advisors” has the category “Financial Consultant.” Similarly, “South Bay Toyota” has the category “Toyota Dealer,” whereas “South Bay Toyota Service & Parts” has the category “Auto Repair Shop” (along with “Auto Parts Store”). Another example is “GetGo,” which has the category “Convenience Store” (and “Sandwich Shop”), while the department “GetGo Fuel” has the category “Gas Station,” and the department “WetGo” has the category “Car Wash.” Automotive dealerships serve as a prime example of departmental Profiles in action. According to Google, dealerships can have one Profile for each brand of new cars they sell. Additionally, dealerships can have separate Profiles for their sales, service, or parts departments. Before the implementation of multiple Profiles, businesses had to rely on a single Profile, which often did not accurately represent the various services they offered.
