Managing multiple businesses at the same address on Google My Business (GMB) can be a complex challenge for many entrepreneurs and business owners. As the digital landscape evolves, it’s becoming increasingly common for companies to share physical locations, whether in coworking spaces, shopping centres, or professional office buildings. However, this arrangement can create unique hurdles when it comes to maintaining accurate and distinct online presences for each business entity.

Understanding how to navigate GMB’s guidelines and optimize local SEO for businesses sharing an address is crucial for maintaining visibility and attracting customers. This knowledge is particularly vital in today’s competitive market, where a strong online presence can make or break a business’s success. Let’s delve into the intricacies of managing multiple GMB profiles at a single location and explore strategies to ensure each business stands out in local search results.

GMB guidelines for multiple businesses at one address

Google has established specific guidelines for businesses operating from the same address to maintain the integrity of its local search results. These rules are designed to prevent spam and ensure that users receive accurate information when searching for local businesses. The primary principle is that each business must be a distinct entity, operating independently with its own branding, staff, and customer base.

For businesses to qualify for separate GMB listings at the same address, they must meet certain criteria. Each business should have a unique business name, phone number, and ideally, a separate entrance. Google also looks for evidence of distinct signage and separate operating hours. It’s important to note that departments or divisions within a single company typically do not qualify for individual listings unless they operate as genuinely separate entities.

In cases where multiple legitimate businesses share a location, such as in a coworking space or a multi-tenant office building, each business can have its own GMB profile. However, they must be careful to differentiate themselves clearly and avoid any appearance of trying to manipulate search results through duplicate or misleading listings.

Differentiating service area businesses vs. physical locations

When it comes to GMB listings, there’s a significant distinction between service area businesses (SABs) and businesses with physical locations. SABs are companies that travel to their customers to provide services, such as plumbers or mobile hairdressers. These businesses can use their home address or a central office as their GMB address without displaying it publicly.

On the other hand, businesses with physical locations where customers visit them must display their address on their GMB profile. This distinction becomes particularly important when multiple businesses share an address. For example, a coworking space might host several SABs that don’t need to display the address, alongside businesses that do require a visible location.

It’s crucial for businesses to accurately represent their service model on GMB. Misrepresenting a SAB as a storefront business, or vice versa, can lead to penalties from Google and confusion among potential customers. When multiple businesses share an address, each must clearly define whether they are a SAB or a physical location to ensure compliance with GMB guidelines and provide the most useful information to users.

Strategies for unique GMB profiles despite shared address

Creating distinct GMB profiles for businesses sharing an address requires careful planning and execution. The key is to emphasize the unique aspects of each business while adhering to Google’s guidelines. Here are several strategies to help differentiate your business:

Distinct business names and signage requirements

One of the most crucial elements in distinguishing businesses at the same address is having unique and clearly displayed business names. Each business should have its own distinct branding and signage visible at the location. This not only helps with GMB compliance but also assists customers in identifying the correct business when they arrive at the shared address.

Consider using permanent signage that’s visible from the street or in the building directory. If possible, having separate entrances for each business can further solidify their distinct identities. Document these unique identifiers with photos, which can be added to your GMB profile and used as evidence if Google requires verification of your separate business status.

Separate phone numbers and contact information

Maintaining separate contact information is essential for businesses sharing an address. Each business should have its own dedicated phone number, email address, and website. This separation not only complies with GMB guidelines but also ensures that customer inquiries are directed to the appropriate business.

When setting up your GMB profile, use a unique phone number that rings directly to your business, not a shared reception or answering service. Similarly, your website should be specific to your business and not a page on a shared domain. This distinct contact information helps Google recognize your business as a separate entity and improves the user experience for potential customers.

Unique business descriptions and categories

Crafting a unique and detailed business description is crucial for differentiating your GMB profile. Focus on what makes your business distinct from others at the same address. Highlight your specific services, expertise, and target audience. Use relevant keywords naturally throughout your description to improve your visibility in local search results.

Selecting the most appropriate business category is equally important. Choose a primary category that best represents your core business function, and add additional categories if they accurately describe other significant aspects of your business. Avoid using the same categories as other businesses at your address unless absolutely necessary, as this can help prevent confusion and potential GMB conflicts.

Individual operating hours and special features

Listing accurate and specific operating hours for your business is another way to distinguish it from others at the same address. If your hours differ from those of neighboring businesses, make sure this is clearly reflected in your GMB profile. This information helps customers understand when they can access your services and can be particularly useful for businesses in shared spaces with varying schedules.

Additionally, highlight any special features or amenities specific to your business. This could include accessibility options, parking information, or unique services you offer. By providing detailed and accurate information about your business operations, you not only differentiate yourself from others at the same address but also improve the overall user experience for potential customers searching for your services.

Managing GMB verification process for co-located businesses

Verifying GMB profiles for multiple businesses at the same address can be challenging, but it’s a crucial step in establishing legitimate online presences. Google’s verification process is designed to confirm that businesses are genuine and located where they claim to be. For co-located businesses, this process requires extra attention to detail and sometimes additional steps to prove the distinct nature of each entity.

Postcard verification challenges and solutions

Postcard verification is Google’s primary method for confirming business locations. However, this can present challenges when multiple businesses share an address. To navigate this:

• Ensure each business has a unique suite number or identifier within the shared address
• Coordinate with other businesses or the building management to properly handle incoming postcards
• Consider using a virtual mailbox service that can receive and forward verification postcards
• Be prepared to provide additional documentation to Google if requested

If postcard verification fails, don’t hesitate to contact Google My Business support for assistance. They may offer alternative verification methods or guidance specific to your situation.

Phone and email verification alternatives

In some cases, Google may offer phone or email verification as alternatives to postcard verification. These methods can be particularly useful for businesses sharing an address. For phone verification, ensure that the number listed is unique to your business and can be answered during Google’s verification call. Email verification requires access to the email address associated with your business domain, so make sure you have control over the email account listed on your GMB profile.

Both phone and email verification methods are typically faster than postcard verification, which can be advantageous when setting up multiple business profiles. However, be prepared for Google to potentially request additional verification steps or documentation, especially if there are several businesses verifying at the same address within a short period.

Bulk verification for Multi-Location businesses

For businesses with multiple locations or franchises sharing addresses, Google offers a bulk verification process. This can streamline the verification of numerous listings simultaneously. To qualify for bulk verification:

• You must have 10 or more locations
• All locations must be part of the same business
• You need to have a Google Account Manager or work with a Google My Business API Partner

Bulk verification can significantly reduce the time and effort required to manage multiple GMB profiles, especially for businesses with a large number of co-located franchises or branches. However, it’s important to note that even with bulk verification, each location must still adhere to Google’s guidelines for distinct businesses at shared addresses.

Optimising local SEO for businesses sharing an address

Optimizing local SEO for businesses sharing an address requires a strategic approach to ensure each entity stands out in search results. While the physical location may be the same, there are several techniques you can employ to differentiate your business and improve its visibility in local searches.

Creating distinct NAP citations

NAP (Name, Address, Phone number) citations are crucial for local SEO. For businesses sharing an address, it’s essential to create distinct citations across various online directories and platforms. Ensure that each business has its own unique phone number and, if possible, a slight variation in the address format (e.g., including suite numbers or floor designations). Consistency in NAP information across all platforms is key to building trust with search engines and improving local search rankings.

Regularly audit your NAP citations to ensure accuracy and consistency. Use tools like Moz Local or BrightLocal to track and manage your citations across the web. This ongoing maintenance helps reinforce the distinct identity of your business, even when it shares a physical location with others.

Leveraging schema markup for location disambiguation

Schema markup is a powerful tool for providing search engines with detailed, structured information about your business. For co-located businesses, using appropriate schema can help disambiguate your location from others at the same address. Implement LocalBusiness schema on your website, including specific details such as:

• Unique business name and description
• Precise address information, including suite numbers if applicable
• Operating hours and contact details
• Specific services or products offered

By providing this structured data, you help search engines understand the distinct nature of your business, potentially improving your visibility in local search results. Ensure that your schema markup is accurate and up-to-date, as incorrect information can negatively impact your SEO efforts.

Building Location-Specific backlink profiles

Developing a strong, location-specific backlink profile is crucial for differentiating your business in local search results. Focus on acquiring backlinks from local sources relevant to your business and geographic area. This could include local business associations, chambers of commerce, industry-specific directories, and local news websites.

When building backlinks, emphasize the unique aspects of your business that set it apart from others at the same address. This could include specific services, areas of expertise, or target demographics. By creating a diverse and relevant backlink profile, you not only improve your local SEO but also reinforce your business’s distinct identity within the shared location.

Case studies: successful Multi-Business GMB management

Examining real-world examples of successful GMB management for multiple businesses at the same address can provide valuable insights and strategies. Let’s look at how different types of businesses have navigated this challenge effectively.

Coworking spaces: WeWork and regus strategies

Coworking giants like WeWork and Regus have successfully managed GMB listings for numerous businesses operating within their spaces. Their approach typically involves:

• Creating a main GMB listing for the coworking space itself
• Assisting tenant businesses in setting up individual GMB profiles with unique suite numbers
• Providing clear guidelines to tenants on how to differentiate their listings
• Implementing a system to manage mail and verification processes for multiple businesses

These strategies have allowed coworking spaces to maintain their own strong online presence while supporting the individual visibility of their tenant businesses. The key to their success lies in clear communication with tenants and a systematic approach to managing multiple listings at scale.

Shopping centres: westfield’s approach to tenant GMB listings

Westfield, a major shopping centre operator, has developed effective strategies for managing GMB listings for their numerous tenant businesses. Their approach includes:

• Creating a comprehensive GMB listing for the shopping centre as a whole
• Providing tenants with specific unit numbers to use in their individual GMB listings
• Offering guidance to tenants on optimizing their GMB profiles within the context of the shopping centre
• Utilizing the shopping centre’s website to create individual pages for each tenant, enhancing their online presence

This structured approach has allowed Westfield to maintain a strong overall presence for their shopping centres while enabling individual tenants to benefit from location-specific search visibility. The strategy demonstrates how large, multi-business locations can effectively manage their digital presence on GMB.

Professional services: law firms and medical practices in shared offices

Professional service providers, such as law firms and medical practices, often share office spaces while maintaining distinct businesses. Successful GMB management strategies in these cases often include:

• Using precise suite numbers or floor designations in GMB listings
• Emphasizing unique specializations or areas of practice in business descriptions
• Maintaining separate phone lines and reception services for each practice
• Leveraging individual practitioner listings where appropriate, especially for medical professionals

These businesses have found success by clearly differentiating their services and expertise, even when sharing a physical address. By focusing on their unique offerings and maintaining distinct contact information, they’ve been able to create separate, effective GMB profiles that accurately represent their individual practices.

Through these case studies, we can see that successful management of multiple GMB listings at the same address requires a combination of clear differentiation, adherence to Google’s guidelines, and strategic use of available GMB features. By learning from these examples, businesses in similar situations can develop effective strategies for maintaining strong, distinct online presences.