Google My Business Playbook I: How NOT to Choose Your Name

Welcome to Google, your name, please.

How often do you change your actual business name?

I doubt it happens very often.

Take similar precautions with your Business Profile. Google dislikes name changes for a reason, so it's no surprise that editing on this section results in an immediate suspension more often than not.

Follow the guidelines to protect your business account. Fancy names, keyword-filled "surnames," and other shenanigans are not only discouraged but also punished by Google.

Constant edits to your business name are a surefire way to get it suspended; in order to avoid upsetting Google, let's look at what one should avoid when (re)naming a business:

1. Marketing Taglines

A catchy slogan, tagline, or marketing copy may be hip to customers, but what about Google?

Being a bot, it doesn't fully comprehend the meaning hidden in those clever words of yours.

Avoid such clever marketing under your business name just to be sure.

2. Trademark/Registered Signs®

Consider copyrighting your business's name if you haven't already. You, your business, and Google will all benefit greatly from this single action in the future.

Done that already? Well done; you can now rest assured knowing that it won't make much difference if your business's name doesn't have that fancy ® on it anymore.

Oh, and don't hesitate to report anyone stealing your name; Google will gladly take care of those copycats for you.

3. FULLY CAPITALIZED WORDS

NO ONE LIKES BEING YELLED AT.

Neither does Google, so ALL CAPS are strictly prohibited in business names, descriptions, and pretty much everywhere on Google's premises.

Good actions speak louder than words.

4. Business Hours Information

Keeping a business open nonstop for hours is challenging, to say the least. Fortunately for you, there is an entire section reserved specifically for such busy businesses to display their busy schedules to the public.

There's this neat little thing called "Business Description" where everyone can check your closing-opening hours, special hours of attendance, and so on.

Keep such vital info in its proper space, away from your name (and Google's eyes).

5. Phone Numbers and Website URL’s

Have you ever met someone who goes by the name "Jhon Smith TopPlumbing.com"?

If you do, you must be a very interesting person because such unusual names aren't that common around, at least not in the real world.

When naming your business, avoid odd surnames, and if you really think it sounds too good to give it up, consider giving it to your website instead.

It goes without saying that adding phone numbers is equally ridiculous (and not allowed).

6. $pecial Ch@ract3rs and Irrelevant Terms

Wr1ting l1k3 Thi$ used to be so cool back in the day, wasn't it?

Our writing skills have (hopefully) improved since then, and such "cool" characters have been relegated to our elementary school days. Google was not one of the "cool kids" back then, and it hasn't gotten any cooler since.

With its restrictions spanning from "silly" characters to more "serious" terms like "LLC and "LTD," playing it safe is the right way to go.

7. Service or Product Information

Again, you can always show additional important information about your company elsewhere other than your company name.

The Services tab was created to showcase your services, while the Products tab was created to showcase your... products!

They had already laid the groundwork, and by dedicating various sections to cater to specific purposes, Google has crafted a well-organized structure for you to experiment with.

There's no need to name your business after your products or services; it's redundant (and prohibited).

8. Location Information

You may be aware by now that each Business Profile has sections dedicated to a specific type of information, your address being one of the most obvious ones.

As we're going to see next, there are some exceptions to this rule but most businesses have no choice but to follow this guideline to the letter.

Putting your location on your business name will not only not benefit you, but will also get you suspended in no time.

Like in the real world, your location information gets its own dedicated area.

9. Containment Information

Shopping malls are still relevant for businesses, especially those housed inside such massive facilities.

People will be able to connect the dots between your business and the building in which it is located if you provide such information in your Business Profile.

Including extra details, such as the Mall's name, is irrelevant, unnecessary, and forbidden. 

10. Chains and Brands

When it comes to chain brands, there are two (2) situations to keep in mind:

1. The Nature of the Business

From Google: "If you have multiple types of businesses, sub-brands, multiple departments, or various types of operations such as retail and wholesale, they may also have a distinct name so long as it is consistently applied to all locations of that business".

Large corporations, such as Walmart, use distinct names for their subsidiaries since they each work on different aspects of the business, and they do it every time, which leads us to the second topic of discussion:

2. Sub-Divisions in the Real World

From Google: "If some of your locations consistently use a different name on their storefront, website, or stationery, these locations can use this different name".

If your company already uses different names for each of its subsidiaries, such as a different name for each city where they are located, you can easily apply this policy throughout your business profiles on Google.

Google will accept such variations as your corporate policy as long as you do so consistently across your real-world business.

Consistency is King.

Conclusion

There is no need to try to trick the system by naming your Google Business Profile something other than its genuine name.

Although it is doable, it is safer to follow the guidelines and avoid having your business suspended on the world's largest advertising platform.

Yes, there are (many) businesses out there violating those rules and possibly boosting their rankings in the short term. You can always follow their lead and cram your business name with keywords, "near me" surnames, and other such nonsense, it's your call.

Remember that by following their lead, you are allowing them (rather than Google) to set the rules of the game for you.

Plan a well-thought-out Local SEO approach to carve your own ranking route. Taking ownership of your business profile protects you from so-called "experts" and "secret formulas" so common these days.

Throughout this Local SEO Series, we'll look at strategies to play it safe (and smart) around Google's guidelines and boost your Local SEO results without following others into the SEO abyss.

See ya at the top.

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