A dental group with three locations does not have one shared local search presence on Google. Each location has its own address, opening hours, reviews, website entry point and way to get in touch.
Yet profiles are often managed as one collection. Changes are copied across every profile, website buttons lead to the same homepage, and figures are added together before anyone checks which location grew or encountered problems.
Management may look centralised, but patients at each location are actually less well served.
Short answer
Give each genuine practice location its own Google Business Profile. Keep the brand name and primary category consistent when locations share the same brand and provide the same care. Make the address, opening hours, phone number, photos, website link and appointment link specific to each location.
Manage the profiles through a business management structure with individual access. Measure results for each location first, then combine them for the group overview.
When should a location have its own profile?
For the practice itself, the general rule is one Business Profile per genuine location. A location must therefore be a real place where the practice receives patients during its stated opening hours.
Individual dentists or separate public-facing departments at the same address may also have their own profiles if they meet Google’s additional requirements. Do not automatically treat an existing practitioner profile as a duplicate. First check which person or department the profile represents.
Do not create an extra profile for:
- each treatment within the same practice, unless it is a separate public-facing department that meets Google’s requirements;
- a town or city where the practice wants to rank but has no location;
- a postal address or virtual office;
- an alternative version of the same location’s name;
- a profile that already exists but is temporarily inaccessible.
The official business listing guidelines explain both the general rule and the exceptions for individual practitioners and departments. Unintentional duplicate profiles can fragment reviews, management and visibility.
Before adding a profile, check whether the location is already listed on Google Maps and who has access.
Keep the brand name and categories consistent
Locations under the same brand should be recognisable as part of the same business. Do not give each location a different keyword-heavy name, such as:
- “De Linde — best cheap dentist Amsterdam”;
- “De Linde — implants and emergency care Amsterdam”.
Use the name that the practice actually uses on site, on its signage and on its website. Only add a location name if it is consistently part of the real-world business name.
The same applies to the primary category. If all locations provide the same main type of care, that category should generally be the same. Additional categories may differ where services genuinely vary by location.
Categories are not a list of keywords. They should describe what the location is.
Make practical information specific to each location
Consistency does not mean every profile should be a copy. The information a patient needs will vary by location.
Check the following for each location:
- the full address and correct map pin;
- regular and special opening hours;
- a phone number that reaches this location;
- treatments that are actually available there;
- appropriate photos of the entrance, team and practice premises;
- accessibility, parking and public transport;
- website and appointment links that lead to the correct location.
A patient viewing the West location should not unknowingly end up on the Central location’s form after clicking the website button.
For the general quality checks, see the checklist for a dental practice’s Google Business Profile.
Make every link lead to the right next step
For organisations with multiple locations, links to a general homepage are often too vague. After clicking, people have to search again for the right address, phone number or form.
Where possible, use a dedicated location page with:
- the location’s name and address;
- opening hours for that location;
- the care available at that location;
- a clear way to get in touch or register;
- explanation of what happens after the enquiry.
Google’s guidance on business links states that, for businesses with multiple locations, an appointment or other action link should lead to a landing page for that specific location. A standard website button and an action link therefore serve slightly different purposes. See the official business links policy.
Do not create an almost identical SEO page for every town or city. Only create a separate location page if it provides genuine local information.
Give people individual access, not a shared password
A group with multiple locations often involves several people: the practice owner, regional manager, receptionist and external partner. Do not give them a shared Google password.
Use individual Google Accounts with appropriate roles. Agree on:
- who retains ownership of the profiles;
- who can edit information;
- who replies to reviews;
- who checks holiday and special opening hours;
- what happens when a staff member or supplier leaves.
For larger organisations, business groups can help separate access permissions. Google explains how to choose between one central group and several management groups in its guidance on business groups.
Ten or more eligible locations of the same business may also qualify for bulk management and bulk verification. A collection of independent practices in one agency account does not automatically qualify. Every location must genuinely exist and meet the quality guidelines.
Reviews should reflect the experience at that location
Reviews do more than support the group’s brand. They tell prospective patients what to expect at a particular location.
For each location, assess:
- the number of reviews and how recent they are;
- recurring themes;
- replies from the practice;
- notable differences between locations;
- whether the experiences reflect the services actually offered at that location.
Do not automatically direct review requests to the location that already has the strongest profile. Ask for reviews of the location where the experience took place, without offering rewards or asking only satisfied patients.
A difference between locations is not direct evidence of a quality problem. A new location has less history, and a smaller practice may have fewer patient contacts. Look at trends, content and context.
Measure each location first, then the group
A group total can hide a weaker location. For each location, compare at least:
- profile views, using search terms and local services to assess relevance;
- website clicks, call clicks and requests for directions;
- new contacts;
- suitable enquiries;
- booked first appointments;
- review trends.
A call click does not prove that the phone was answered. A request for directions does not prove that someone became a patient. Relate profile data to what happens afterwards on the website and at reception.
For the full measurement process, see measuring patient growth across multiple locations.
Keep differences visible in your monthly management
Each month, check that the key information matches across:
- the Google Business Profile;
- the location page on the website;
- appointment and registration forms;
- online healthcare platforms and relevant directories;
- internal information for reception.
Pay particular attention to changes in opening hours, phone numbers, staff, treatments and available capacity. A profile can be technically complete yet still create the wrong expectations.
Consistency is not the only factor in local visibility. Google also tries to understand how relevant and prominent a location is for a search query. For the broader approach, see local SEO for dental practices.
Keep the workload small enough to sustain. Work through these points each month:
- Check opening hours, links and phone numbers.
- Reply to new reviews without confirming medical details.
- Review performance for each location.
- Check one location-specific journey from Google to getting in touch.
- Record one improvement for each location.
Whenever you make a significant change:
- Update the profile and location page at the same time.
- Test the website and appointment links on mobile.
- Check who has owner and manager access.
- Keep a record of what changed and when.
This keeps centralised management useful without overlooking differences between locations.
Frequently asked questions about Google Business Profiles for multiple locations
Does each location need its own Google Business Profile?
A genuine physical location that receives patients during its stated opening hours can generally have its own practice profile. Additional requirements apply to individual dentists and separate public-facing departments. Check existing profiles before treating them as duplicates.
Can each location use a different name?
Only if that different name is also used consistently in the actual business. Do not add place names or treatments purely to improve visibility.
What if a dentist at the same address already has their own profile?
Google allows individual practitioners to have a separate profile under certain conditions. Check that the profile genuinely represents the dentist, is named correctly and was not created merely as an extra keyword-targeted profile.
Should you measure results by location or across the group?
Do both, but start with each location. Only then combine the totals, so that a strong location does not hide a problem at another one.
Can appointment links for all locations lead to the same page?
For businesses with multiple locations, Google says that an appointment or other action link should lead to a landing page for that specific location. This helps people avoid ending up at the wrong address or form.
