A “location” is considered an individual office or business location. For example the “Sancho’s Pizza” at “777 Pizza St.” in Los Angeles, California would be considered one location.
A “profile” is considered to be an online profile (such as your Yelp or Google+ profile) that you want to drive reviews to. Examples of profiles for the Sancho’s Pizza Los Angeles location would be plus.google.com/sanchos-pizza, yelp.com/sanchos-pizza, etc. You may have up to ten profiles per location.