Your Business Profile name should be your real business name, exactly as customers see it on your signage, vehicle and invoices. Adding keywords or suburbs that aren't part of your real name breaks Google's guidelines and can get your profile suspended.
Allowed
- "Smith Electrical", if that's your registered or trading name.
- "Joondalup Plumbing Co.", if that genuinely is the business name.
Not allowed
- "Smith Electrical | Emergency Electrician Joondalup"
- "Smith Electrical - Best Electrician Perth"
- Adding phone numbers, taglines or special offers to the name.
Why it's tempting
Keywords in a business name can help rankings, which is why some businesses add them. It's a short-term trick with a real risk: a suspension takes the profile off Google until it's fixed. See fixing a suspended profile.
If you want the keyword in your name
The legitimate way is to register and trade under that name, with signage, invoices and your website to match. Think carefully: it's a branding decision, not just an SEO one.
Competitors breaking the rules
You can suggest an edit to a competitor's profile on Google Maps, with the correct name. For repeated or serious cases, Google has a redressal form for reporting spam.
See the Business Profile checklist.
Want this done for you? See our Google Business Profile setup and management, or get a free audit.