Manage location profile content
How do I add photos, services, attributes, and descriptions to a location?
Four things decide whether someone picks your listing once they've found it: the description, the photos, the attributes and the services. For each one, you need to know where to edit it and which publishers actually take it. The answers are different for all four.
All of it is edited in the location editor. Open Clients → All locations, choose a location, and use the row of tabs at the top: Master, then one tab per publisher.
Key facts
| Where it lives | Clients → All locations → a location, then Master or a publisher tab |
| Master | The shared record that syndicates everywhere. It holds the Description and Media cards. It has no Attributes or Services card |
| Publisher tabs | Attributes on Google, Bing and Apple; Services and Menus on Google only. The Media card also appears on the publisher tabs |
| Media card on all four publisher tabs | Photos. Google, Facebook and Bing take them; Synup does not confirm Apple displays them |
| Description limits | Google 750 characters, Apple 500. Bing takes no description. Facebook has no limit in the editor |
| When it goes out | Saving queues a send to the connected publishers after a short wait. Save & Publish at the bottom of the editor pushes to Google straight away |
Why this matters
Each piece of content is worth a different amount depending on how many publishers take it. A description is accepted by three publishers and photos by three (Google, Facebook and Bing), but a services list reaches Google alone. Knowing the card's reach tells you whether the work is a network-wide improvement or a Google one, and it explains why a field you filled in on one tab seems to be missing on another.
Steps
Open Clients → All locations and select the location.
Stay on Master for the description and the photos. Select Edit on the Description card, write or change the text, then select Save to Master. The card tells you what that does: Saves to Master — syndicates to all publishers.
Still on Master, select Edit on the Media card to add or file photos (see below), then select Save.
Switch to the Google tab for services. In Services, pick a service type Google defines for your category from + Add a Google service for this category..., or choose Add custom service, fill in the name, description and price, then select Save on the card.
Select Add attributes (or Edit) on the Attributes card of the Google tab to switch on the amenities that apply. To use the same ones on Bing and Apple, save them first, then choose Map to Bing & Apple.
To send the changes to Google straight away, select Save & Publish at the bottom of the editor. Without it, the update still goes out after the short wait. When changes go live covers how long each publisher then takes.
Each publisher takes a different subset
Only photos have a card on all four publisher tabs. Everything else is accepted by some publishers and not others, and that is what decides how much a given piece of work is worth.
Photos
- Who takes it
- Google, Facebook and Bing. The Media card also appears on the Apple tab, but Synup does not confirm Apple displays the photos
- Where you edit it
- the Media card, on Master
- Worth knowing
- Photos are filed into Google's own categories, and the drawer says that saving publishes them to Google for connected locations
Description
- Who takes it
- Google, Facebook and Apple — not Bing
- Where you edit it
- Master
- Worth knowing
- Google takes 750 characters and Apple 500. Facebook has no limit in the editor, and its short About line is cut to 95 characters automatically. Bing has no description field
Attributes
- Who takes it
- Google, Bing and Apple — not Facebook
- Where you edit it
- a publisher tab, not Master
- Worth knowing
- Google is the source and maps out to the other two; Apple accepts a limited set and needs an Apple connection first
Services and menu
- Who takes it
- Google only
- Where you edit it
- the Google tab
- Worth knowing
- No other publisher receives a structured service or menu list from Synup
A services list is worth building, but it only improves Google. A description reaches three publishers.
Description, on Master
Description is marked From the business · optional. Optional describes where it comes from, not how much it matters: it is the one place you get to say why someone should choose you. It is edited in place on the card, and Generate with AI (agency accounts only) drafts text for you to review. Write it once on Master and Google, Facebook and Apple all take it.
Synup checks the text against each publisher's limit as you type. If the text is too long for one of them, a red line appears under the box, for example 1 publisher requirement not met. Select it to read which one, such as Apple allows 500 characters in the description; this has 873. While a requirement is unmet, Save to Master is greyed out, so shorten the text, or give that one publisher its own shorter version on its tab, and then save.
Photos, on Master
The Media card lists the photos by category, with a count beside each name. Edit opens the Edit media drawer.
Photos are filed into Google's fixed categories, such as Cover, Profile, Logo, Outside, Inside, Product, Menu, Team and Additional, and you move one by dragging it onto a category. Upload accepts images and MP4 video. Google only takes video in Additional, so Synup files videos there when it publishes. Uploading isn't enough on its own: the drawer says what finishes the job, Saving publishes to Google for connected locations.
Attributes and services, on the publisher tabs
Switch to the Google tab and two cards appear that Master doesn't have.
Attributes are the amenities and facilities that put you into filtered searches, the "free WiFi", "wheelchair accessible", "pet friendly" kind of thing. The list you can choose from comes from your primary Google category, so set that before you open this card. Without one, the card asks you to pick a Google category first.
The attributes drawer has a column of publisher icons on the left, so you can switch between Google, Apple and Bing without leaving it.
Google is also the source for everywhere else. The Google drawer says so at the bottom: Map to Bing & Apple does the fanning out, with the hint Save to Master first, then map — fan-out preserves publisher-only attributes. Save first and map second: that order keeps attributes that only exist on one publisher. A value set only on the Bing tab is marked Overridden for Bing. Apple accepts a limited set and asks you to connect Apple before you can manage its attributes.
Services takes Google's structured service types for your category plus any custom ones you add, each with a name, description and price. If Google defines none for your category, the card says so; add custom services instead. Google limits the text: a structured service's description is cut at 300 characters, and a custom service's name at 140 and description at 250. Synup warns you if a service is over those limits when you save.
Menus appears below it for food and drink businesses. It needs a food category before it will publish.
What you'll see when it's done
- The saved description shows on the Description card and, after the send, on Google, Facebook and Apple.
- The photos sit under their categories on the Media card.
- On a publisher tab, the Attributes card lists what is on, with a small publisher icon on each chip, and Services lists each service with its price. A value that exists only on one publisher is labelled as an override on that tab.
- Each directory still publishes on its own schedule, so check the Published tab before assuming a directory already shows the change.
Watch out for
Questions people ask
Will this raise my Google Business Profile score?
Synup no longer shows a Google Business Profile score card on the Listings Overview, so there is no single number to watch. A complete profile does still depend on these four things, and the per-publisher Profile completeness rings on the Locations list count the fields you have filled in. See Understand Profile completeness.
Do my photos appear on every directory?
Google receives them on publish. Facebook takes the logo, cover and extra photos when the location is next sent, and Bing takes the cover and additional photos, in PNG or JPEG format only. The Media card is available on the Apple tab too, but Synup does not confirm that Apple displays them, so treat Google, Facebook and Bing as the directories your photos reach. In every case a successful publish to Google is not confirmation that another directory has updated.
Why can't I find Attributes or Services on Master?
They are not edited there. Attributes is on the Google, Bing and Apple tabs and Services is on the Google tab only, because Master has no card for either. Switch to the publisher tab.
Why does the attributes list look empty on the Google tab?
The choices come from Google's list for the location's primary Google category, which Synup reads from Google through a connected Google account. If that list can't be loaded, the drawer says No attributes for this category. Check that the location has a primary Google category and that its Google connection is healthy.
Next
Once the content is in, when changes go live covers sending it and how long each publisher takes. To see how complete each publisher's profile is across your locations, see Understand Profile completeness, and for the rest of the Listings tabs, start from the Listings Overview.