Keyword in Your Google Business Name—A Key to Getting Found Locally?

Let’s imagine you’re an aspiring entrepreneur who just started a local business in your area. Your foundation is still a bit wobbly, and your top priority is simple: get as many customers as possible through the door to keep things running.

One of the best ways to do that is by setting up your Google Business Profile. And when it comes time to name that profile, chances are you’ve heard this tip:

“Slap some keywords next to your business name. That’ll help you rank on Google.” — Random Person, probably

When you add that extra keyword to your business name, you might think you’re doing a bit of local SEO. However, local SEO isn't just about keywords—there’s more to it. In fact, what you actually did is keyword stuffing—we’ll explain that shortly.

Now, adding keywords to your business name isn’t wrong—if Google still used its old playbook. But we’re not living in the ’90s or early 2000s anymore.

Google’s algorithm has changed. It no longer depends entirely on keywords, and clinging to outdated tactics may no longer work.

Worse still, following old strategies too closely might make your business look unprofessional—or worse, get your profile suspended by Google.

But hold on—not all hope is lost. The trick isn’t throwing the strategy away. It’s updating it and applying it more thoughtfully.

In this article, we’ll explore how things work now, what’s a no-no, and what to do instead.

What Google Says About Your Business Name 

According to Google’s latest official guidelines, the name on your profile must reflect your actual branding—the same name customers see on your signage, website, or business cards. That means no extra words, no marketing fluff, and definitely no keyword stuffing.

Here are a few examples:

Good Examples:

• Smith & Sons Plumbing

• The Corner Flower Shop

• Joe’s Coffee House

Bad Examples:

• Smith & Sons Plumbing – Best Pipe Repair in LA

• The Corner Flower Shop | Cheap Roses Fast Delivery

• Joe’s Coffee House – Best Coffee in Brooklyn

When you compare the two sets, you’ll notice the bad examples try too hard to grab attention—that’s keyword stuffing, not SEO.

Trying too hard can backfire—fast. Let’s look at why.

What If You Don’t Follow The Rule? 

Google isn’t being picky for no reason. It’s protecting trust—yours, and your customers’. Cutting corners with your name might win short-term clicks, but it risks long-term damage.

If your business name doesn’t match what customers would experience in the real world, Google outlines potential consequences, including profile suspension.

• Soft Suspension: Your business still shows up on Google, but you lose access to manage your profile.

• Hard Suspension: Your entire profile is removed from Google Search and Maps.

• Suppressed Visibility: Your profile might not be suspended, but it quietly drops in rankings or disappears from local search results.

• User or Competitor Reports: Anyone can flag your business if they notice keyword stuffing or misleading information.

Now that you understand the risks, it’s time to rethink your approach.

How To Add Keyword In Your Business Name The Right Way

You’ve now reached the fun part. There are a few ways you can include keywords without breaking the rules. The trick is to focus on authenticity and strategic naming. Let’s look at how.

1. Use Keywords That Are Part of Your Real-World Business Name

If your real-world business name includes a relevant keyword—great. That’s exactly what Google wants. And if you’re just starting out or rebranding, consider choosing a name that combines your brand identity with what you do.

Examples:

• Maplewood Dental Clinic

• East River Auto Detailing

• Downtown Boba & Tea

Why does this work?

• You include what you do (e.g., dental, auto detailing)

• You include a local cue like a neighborhood, street, or landmark (e.g., Maplewood, East River, Downtown)

This increases your relevance for location-based searches without violating guidelines.

2. Rebrand With Local SEO in Mind (If It Makes Sense)

If your current name is too generic—think “J&H Services” or “Quick Solutions”—you may be invisible to local customers. Rebranding to something more descriptive like “J&H Appliance Repair Austin” could boost your local visibility instantly.

Only do this if:

• You can legally and consistently use the name everywhere (signage, website, business cards, etc.)

• You plan to stick with it long term

• You’re committed to building brand recognition around the updated name

Bonus tip: Adding hyperlocal references like districts, landmarks, or neighborhood names (e.g., “Near Union Square,” “Old Town”) can help your listing stand out in map results.

3. Put Keywords Where Google Wants Them (Outside Your Name)

If rebranding isn’t an option, don’t worry. You can still win local searches by editing your Business Profile to add keywords in other high-impact places:

• Business Description: “We’re a family-owned bakery in Logan Circle known for sourdough and seasonal pastries.”

• Categories: Choose both primary and secondary (e.g., “Bakery,” “Coffee Shop,” “Wedding Cake Shop”)

• Services/Products: Add keywords like “custom birthday cakes” or “local wedding catering”

• Posts & Updates: Use weekly updates to reinforce your niche, location, or promotions
  
  

Keyword stuffing is no longer a smart shortcut—it’s a red flag. Today, Google rewards authenticity and consistency. If you want to be found, make sure your business name matches your real-world branding and use your keywords strategically where they count.

Want to boost your local visibility without risking a Google suspension? Start by reviewing your Business Profile name today—and make sure it truly reflects your real-world brand. Then, optimize the rest of your profile with the right keywords in the right places.

Need help? Let’s get your business found—the smart way.