Google Business Profile name rules: what you can and cannot put in the name
By Hamza Rivera, updated
Short answer: Use the name your business really goes by, the one on your sign, website and stationery. Google's guidelines say unnecessary information in the name is not permitted and can lead to suspension. That covers taglines, services, hours, phone numbers, URLs, store codes and location details.
Adding a keyword or a city to the business name is a common move, and Google's guidelines say not to do it. This page sums up what the guidelines say about the name field, with their own examples.
If a profile has been suspended or you are unsure about its name, see our Google Business Profile optimization.
The basic rule
Google says the name should reflect your business's real-world name, as it appears on your storefront, website and stationery. Including unnecessary information is not permitted, and Google says it can lead to a suspension.
What does not belong in the name
- Taglines. Google's example: "TD Bank, America's Most Convenient Bank" is not acceptable, "TD Bank" is.
- Services, products and keywords. "Midas Auto Service Experts" is not acceptable, "Midas" is.
- Hours. "Regal Pizzeria Open 24 hours" is not acceptable, "Regal Pizzeria" is.
- Phone numbers and URLs. "Airport Direct plus a phone number" is not acceptable, "Airport Direct" is.
- Store codes. "The UPS Store - 2872" is not acceptable, "The UPS Store" is.
- Location details. "Equinox near SOHO" is not acceptable, "Equinox SOHO" is.
- Where you are located inside another business. "Geek Squad (inside Best Buy)" is not acceptable, "Geek Squad" is.
- Trademark signs and all caps. "Burger King®" and "SUBWAY" are not acceptable, "Burger King" and "Subway" are.
Special characters and legal terms
Google says special characters and legal terms such as LLC are generally not allowed in the name. They are allowed only when you have real-world proof, such as signage, business cards or invoices, that consistently shows them as part of the name.
What this means in practice
If the sign says Smith Plumbing, the profile says Smith Plumbing. Words like "24 Hour Emergency Plumber Dallas" belong in the business description, the services list and your website. Categories do the job of telling Google what you are, as in our guide on choosing categories. Our plumber Maps guide covers what to work on instead.
If you already added extra words
Edit the profile back to your real name and save. If the profile is already suspended, that is a separate process, covered on our suspended Business Profile page.
Where to go from here
If you want someone to check your name, category and address against the guidelines, we can do that. See our Google Business Profile optimization service. Passieon is an independent agency and is not affiliated with Google.
Sources
- Business Profile Help: Guidelines for representing your business on Google, read November 11, 2026.
Frequently asked questions
Can I put my city in my business name?
Not as a keyword. Google says location details in the name are not acceptable. If your real name includes a place, such as a branch name that is on your sign, that is different from adding one to rank.
Can I add my main service to the name?
Google says products and services are not part of the name. Its example is Midas Auto Service Experts, which is not acceptable, versus Midas, which is.
Can I use LLC or Inc.?
Google says legal terms are generally not allowed in the name, unless real-world proof such as signage or invoices consistently shows them as part of the name.
What happens if I break the name rule?
Google says including unnecessary information is not permitted and can lead to a suspension of the profile.
Do I need to match my website and sign?
Google says the name should reflect your real-world name as it appears on your storefront, website and stationery, so yes, keep them consistent.
Where do my services go if not in the name?
In the categories, the services list, the business description and your website. Those are the places Google gives you for describing what you do.
Want this done for your site? See what our Google Business Profile optimization page covers, or read the client results.
Read next
- Someone else already manages your Google Business Profile: how to request access When a profile for your business already has an owner, Google says to request ownership. Here are the steps and the 3 day response window.
- Google Business Profile posts: types, how long they last and the rules Updates, offers and events, how to schedule them, and the 6 month archive rule. What Google says, and what it does not say about ranking.
- Google Business Profile photos: what to upload and the rules File types, sizes, video limits and the quality rule Google states: the image should represent reality. Plus why a photo can sit on Pending.