What the rules say
Google's guidelines say the name should be your real-world business name, the one on your signage, invoices and vehicles. No extra keywords, no locations, no taglines, unless they're genuinely part of the registered name.
- Fine: Smith & Sons Plumbing.
- Not fine: Smith & Sons Plumbing | 24/7 Emergency Plumber Melbourne.
- Not fine: Best Electrician Geelong, if that isn't what's on your van.
Why people do it anyway
Because it works, for a while. Keywords in the name are a known ranking boost, which is exactly why Google watches for it. Competitors report it, Google reviews the name, and the profile can be suspended or have its name reset.
Changing your name properly
- Make sure the new name is real: registered, on your signage and on your website.
- Edit the name on your profile.
- Expect it to be reviewed. Major changes can trigger re-verification.
- Update the name everywhere else your business is listed, so it matches.
If a competitor is stuffing their name
You can suggest an edit on their listing in Google Maps with their real name. If they keep doing it, Google has a business redressal complaint form for repeated issues. Keep it factual and include a photo of their signage if you can.
Getting the same boost honestly
Put your services and areas where they belong: categories, services list, description, your website and the reviews customers leave. Those don't put the profile at risk.
Rather not do this yourself? Our Google Business Profile management handles the profile, the posts and the reviews every week, for one monthly fee.