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Google Business Profile (GBP) Connect Guide

Connect your GBP locations to start managing them via Direction Local

For us to be able to keep your location data updated, a Google Business Profile (GBP) location needs to be createdverified, and connected to the platform.

The user establishing the connection must be the owner or manager of the listing or they will be prompted to request access to the listing after connecting to the platform. Only an owner or administrator can grant us access to successfully send updates to Google Business Profile profiles.

We will guide you step-by-step through the process!

The first step is to connect your account!

If you manage multiple locations as a Brand, you will have the possibility to connect all locations at once with the click of a button. If you manage individual locations, you will have the option to connect them individually. 

Connect Individual Locations

Checklist Overview

  • Have “Manager” Access
  • Should be logged-in the Google account containing the locations
  • Make sure the location data matches existing listing data for our system to recognise the existing location
  • Make sure the store codes on Google and the location identifiers on Direction Local match
  • Allowing all permissions in the connect flow is extremely important, otherwise, we might not be allowed to successfully push updates to the listings.

Step 1

Go to the ‘Directories’ tab of the location and click “Connect” on the Google Business Profile widget to start the process.
connect google business profile to direction local

Step 2

If you wish to connect a Google Business Profile location managed by someone else by sending them the link, move to step 8

In all other cases, click “Start“. 

connect GBP to direction local

Step 3

Make sure you log in to the Google account you manage the location(s) already or wish manage the location(s) with.
login to GBP

Step 4

A window will open in which you are asked to grant the Local Listing Connector access to the Google account. 

Click “Allow”. 

If you have previously allowed access, this step will be skipped. 

allowing GBP to connect

If you are connecting a verified location which you are managing, move on to step 7.

If you are creating and connecting a new location, move on to step 5a.

If you are connecting a location managed by you that is unverified, move on to step 5b.

If you are connecting a location that exists but you do not manage at the moment, move on to step 5c.

Step 5

Step 5A: Create and Connect New Location

If you are creating and connecting a location that does not have an existing listing, click “Create and connect“. 

The location is now created and connected.

Move on to step 6 to verify the location. 

create google business profile locationcreate GBP location

Step 5B: Connect Unverified Location 

To connect an unverified listing that is managed by you, click on “Confirm” next to the location name. 

Move on to step 6 to verify the location

Step 5C: Connecting a Verified Location Managed by a Third Party (Request Access)

If you wish to connect a location that is managed by a third party, you can also request access to this location directly in the Connect Flow! 

For more information on requesting access via our platform, please click here (step in the linked article).

Step 6

Click on “Verify this location” in the Connect Flow.

You can request the verification code directly in the Connect Flow! 

You will be prompted with the verification methods available for your location.

verify GBP

Step 7

If you manage multiple locations groups, you will be asked to select a location group first, otherwise, this step will be skipped.

If you have a bulk verified Google Business Profile account, you will see the option to “Connect only one location” or “Connect all locations“, otherwise this step will be skipped. Please select “Connect only one location” if you have this option.

You will be able to see the location and click on the “Confirm” button next to it.

If you have not moved the location to a location group, the location will be found in the personal section of your Google Business Profile account. To search the personal, ungrouped section when trying to connect to Google Business Profile, click on the highlighted message “Manage this location in your ungrouped location” where you can select the location you wish to connect.

grouping GBP locations 1536x149 1

Step 8

If someone else owns or administers your Google Business Profile and they don’t have access to the platform, you can give them a link that will help them connect.

They can then sign in to the respective Google account and confirm with a few clicks that the platform is granted the access to successfully update the profile. 

As soon as the owner/administrator has approved the account connection the process is completed. 

In case the profile is not verified yet, they can also start the verification process and follow the process as stated Step 6.

GBP management Direction Local

Connect Locations in Bulk

To have the possibility to connect your locations in bulk, you must have a bulk verified Google Business Profile account. 

The bulk connection enables all locations in one account to connect to one location group.

The recommended structure to connect is to mirror the Accounts and Location Groups 1:1. However, you have the flexibility to connect multiple accounts to one location group. 

It is not possible to connect one account to multiple location groups.


It is important that the location information in the platform is matching the GBP location address data (including pin placement). 

The identifier in Direction Local must match the Store Code in Google.

If these are differing greatly the system will not recognise the location and potentially create a duplicate. 

Before proceeding, make sure you go through our checklist for connecting Google Business Profile.

Once you have read the information above and are ready to connect your Google Business Profile, please proceed to the steps below.

Step 1

Log in the platform and, if you manage multiple accounts, filter for the Account you wish to connect. 

This step is important because you want to make sure you are connecting the account to the right location group.

Next, select one of the filtered locations and go to the ‘Directories’ tab.

Step 2

Click on “Connect”

connect google business profile to direction local

Step 3

Click on “Start”

connect GBP to direction local

Step 4

Enter account details and sign in to Google

login to GBP

Step 5

Enter account details and sign in to Google

allowing GBP to connect

Step 6

Select the location group that contains the location

selecting location group 768x320 1

Step 7

Click on “Connect all locations”

connecting groupped locations 768x526 1

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