Blog / Google My Business23 April 2019

How to make a short profile name in Google My Business and what it will bring

In April, Google presented an update to My Business service – a shortened name and URL for the company at Google. The main goal of this innovation is to simplify the search. You will also get the opportunity to share a short link to your profile.

What is a short name?

If you your company the short name, users will be able to find your profile by typing the following URL into the address bar:[short name].

To go directly to the reviews, you need to add /review/ at the end of the URL (i.e. it will look like: "[short name]/review/").

Короткое имя компании в Google My Business

Short profile name editing in Google My Business. Source: Barry Schwartz Twitter

What does this give to business?

  • The main advantage of the new feature is to facilitate the promotion of the company in the search engine. Visitors will find it easier to access the page and reviews: they can easily type the name into the address bar.
  • Moreover, the shortened name looks better in advertising materials, on business cards and when sharing a link to a profile in any other sources. This is another element of corporate identity.
  • In the future, companies could use short names in reviews, posts on social networks, as photo captions, etc. This will simplify the process of redirecting a client to a specific section in Google My Business listing.

Note that if you are not familiar with Google My Business yet and want to know more about what this service offers to companies, then we recommend that you read this article in our blog.

How to create a short name for a company?

Google My Business Help Center already has the detailed step-by-step instructions for creating a short name.

Please note that this service is available only to those companies whose profiles have been verified.

To change the name, you need to:

  1. log in to your My Business profile;
  2. open the address to which you are going to assign a name;
  3. select: "Menu" – "Info" – "Add a short name";
  4. enter a new name. You can choose a short name from 5 to 32 characters and use the name of the brand, the address of the company in it, or combine them with one another so that users can easily remember it;
  5. click "Apply".

If you want to change the name, press the "Change" button near your short name and enter a new one.

At the same time, Google warns that when you enter a new name, there is no guarantee that the former will be available again.

You can delete a short name or complain if someone uses your name or distributes false information.

What else should you pay attention to in the new function?

  • You can use the new Google My Business feature both on your computer and on mobile devices.
  • If you are caught using someone else’s name or violating a service policy, your account may be blocked.
  • You can change a short name no more than three times a year.
  • There are no statistics on the use of short names yet.

As of April 20, 2019, not all users (even confirmed ones) have the short name feature available. In Ukraine, it is not there yet, and in the US, only some clients of My Business can use it.

Added 06/26/2019. In June 2019, adding short names became available in Ukraine. However, at the time these changes appear, the short name is not displayed in the company profile, which means only the owner can see it. However, you can already share links to profiles, for example, give them to customers for quick access to the review form.

Added 11/11/2019. In early November 2019, specialists noticed another update: now the short names of companies can be seen in their profiles, but only on mobile devices. The link can be found on the most right tab of the profile – "About". Why such a location was chosen is not entirely clear, since it is quite difficult to find: it is likely that mobile device users visit this tab rarely.

Stay tuned for updates on our blog and social networks: we will continue to inform you about the latest changes to this functionality.

Iryna Tyschenko
Marketer, Copywriter

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