Multi-location Google Business Profile playbook: how to publish at scale without duplicate content

Managing Google Business Profile (GBP) posts for 5, 50, or 500 locations comes down to one challenge: keep posts consistent so you can work fast, but tailor them locally so they don’t feel copy-pasted or generic.

This playbook gives you a practical system you can run every month: location-based templates, rotating evergreen local series, review-response snippets, and store-level approvals.

What “duplicate content” means for multi-location GBP posts

In practice, “duplicate content” isn’t just about using the same text everywhere. It’s the combination of:

• Identical offers and captions across dozens of locations
• The same image creative repeated week after week
• One central feed that doesn’t feel “owned” by each store

Your goal is simple: keep the core message consistent while making every post feel like it belongs to that location. When in doubt, align your approach with Google’s official guidance in All Business Profile policies & guidelines.

The scalable model: 70% shared core + 30% local variables

A reliable approach is to standardize what should stay the same (your brand promise, offer mechanics, and CTA) and localize what should change (the place, proof, and key details).

Shared core (about 70%)

• Campaign hook and offer
• Brand voice and CTA
• Design system (fonts, layout style, photo guidelines)

Local variables (about 30%)

• Location name, neighborhood, city
• Store-specific inventory or availability
• Team member spotlight, local photo, behind-the-scenes content
• A local review excerpt
• Location-specific hours, parking, “near X” landmarks
• Local event tie-ins

Tip: If you’re including business details like address, service area, or categories in your workflow, keep them aligned with Google’s Guidelines for representing your business on Google.

Build your location-based template kit

Create templates that are intentionally fillable, not finished. Each template should have a fixed structure and a small set of variables that a local manager can confirm quickly.

Template categories that work well for GBP

• Offer template (promo, seasonal, limited-time)
• What’s new template (new arrival, new service, new hours)
• Proof template (review highlight, before/after, case snippet)
• Evergreen local template (best-sellers, FAQs, parking tips)
• Community template (local partnership, event, sponsorship)

Rule: Every template must include at least two local variables (not just the city name). Also make sure your copy and creative follow Google’s rules in Business Profile photos & videos policy and posts content policy.

Create a rotating evergreen local series

Evergreen content saves you when promotions slow down. A rotation also prevents accidental repetition.

Pick 4–8 evergreen series and cycle them weekly. Example rotation:

• Week 1: “Local favorite” — top service or product at that location
• Week 2: “FAQ” — one common customer question plus an answer
• Week 3: “Before you visit” — hours, parking, what to bring, how it works
• Week 4: “Meet the team” — a staff highlight or behind-the-scenes look
• Week 5: “Best for…” — use-case framing (great for families, busy professionals, etc.)
• Week 6: “Neighborhood guide” — a nearby landmark and why locals choose you
• Week 7: “Quick tips” — a maintenance tip, how-to, or checklist
• Week 8: “Local proof” — a review snippet and what it means

To keep it scalable, define each series with:

• A fixed format (headline + three bullets + CTA)
• A local variable list (2–4 required inputs)
• A photo guidance rule (store photo, team photo, local exterior, etc.)

If you want a reference point for what Google supports in posts, use Create & manage posts on your Business Profile.

Turn reviews into ready-to-post review-response snippets

Reviews are the fastest source of local uniqueness because they’re naturally location-specific.

How to convert reviews into content

• Pick a short excerpt (one clear sentence).
• Write a brand-safe response that mirrors the customer’s words.
• Add one concrete local detail (team member, service, time frame).
• End with a soft CTA (get directions, call, book).

For the official workflow and requirements for replying to reviews, see Manage customer reviews.

Review-to-post structure

• Review excerpt (1 sentence)
• Response summary (what you did and what you’re proud of)
• Local detail (who, where, when, and what’s available)
• CTA (call, book, get directions)

Safety tip: Don’t overshare personal information. Keep names minimal and avoid specifics that could identify a customer beyond what they posted. If you reference reviews in marketing materials, follow Google’s guidance in User reviews (Brand Resource Center).

Set up store-level approvals without slowing everything down

Approvals are where multi-location publishing usually breaks. Central teams don’t know store realities, and stores don’t have time to rewrite everything.

Use a two-tier approval model:

• Central team owns: templates, brand voice, campaign calendar, design rules
• Store manager owns: local variables and “Is this accurate right now?”

The 48-hour local check workflow

• The central marketing team schedules the next 2–4 weeks using templates.
• Each store gets a short checklist to confirm only what’s local:
  • Is the offer available at this location?
  • Are the hours and phone number correct?
  • Is the local detail true this week?
  • Is the image relevant to this store?
• If a store doesn’t respond within 48 hours:
  • Default to evergreen-safe content (FAQ, tips, review proof)
  • Avoid time-sensitive claims (inventory, same-day availability)

Store approval checklist

• Offer availability confirmed
• Local detail updated (landmark/team/parking/seasonal note)
• Image matches the location/service
• No outdated information (hours, phone, pricing)
• CTA matches the location’s actual next step

Quality control: a quick anti-duplication checklist

Before scheduling across many locations, scan for:

• The same opening sentence across all locations
• The same image repeated for more than 2–3 locations in a row
• No local proof (review, photo, team member, local fact)
• No location-specific phrasing anywhere in the post
• Overuse of city names without real relevance

A simple rule that works: Every location should publish at least one proof post per month (review, case snippet, testimonial, or local photo).

Measuring what matters

Don’t overcomplicate it. Track a small set of signals by location and by template type:

• Post views and interaction trends by location
• Direction requests and calls (where available)
• Which series drives consistent engagement (FAQ vs. proof vs. promo)
• Which local variables correlate with better performance (team photo vs. exterior vs. review excerpt)

For Google’s definitions of performance metrics and how they’re reported, see Understand your Business Profile performance.

How you can run this workflow inside Postoria

Postoria can be your operational layer for multi-location GBP publishing because it’s built to schedule across many accounts from one place while keeping content organized. You can connect each location’s Google Business Profile in the Postoria app, organize locations with posting groups, and plan everything in a visual calendar using the Google Business Profile scheduler. To speed up localization, store reusable copy blocks and variable-based captions in Postoria’s Text Library, then assemble location-specific versions quickly. For recurring evergreen series, use Postoria automations. If you need store-level collaboration, use Teams on Pro/Agency and reference plan details on the pricing page.

Conclusion

Publishing GBP posts across many locations doesn’t require a massive content team. It requires a repeatable system: templates that force local variables, an evergreen rotation that prevents repetition, review-response snippets that create natural uniqueness, and a lightweight approval flow that protects accuracy without slowing you down.