Thursday 4 February 2010

Google Maps Business Name basics

Hi,

Before you put finger to keyboard on, or shout at, your web enabled device you need to think carfully about your proposed business name.

google have designed Maps and the underlying Local Busines Centre (LBC) entry to be a simple entry to your small or local branch business.

Their business model is the local coffee shop and the interface of choice a Web enabled camera phone.

Do you run more than one small business at your address? Is your business located in a shared office or business park?

Every entry you make needs to be as unique as possible to forestall many painful problems.

An ideal business name is 'Einstein Cleaners in Boston'. You can use 'near' in place of 'in' as they both parse to 'near'.

1. If your name contains a unique non-category related word you are less likely to be merged by a google algorithm with another business, either your own or one nearby who may be a competitor. google seems to use the initial part of a field for determining uniqueness. Do not use your family name or business type such as 'accountancy' if you want to keep your entry as you want it.

2. Clearly state the category your business is trading in. If you do not then you are not going to place well in searches for your category. If you have multiple skills or clearly different business areas then create a separate Maps or LBC entry for them.

3. Maps and the LBC are a local listing so work off your post/zip code but there is no harm to state the location you aim to work in. You may live or have business premises in a suburb but supply or provide a service to the whole of your local town or conurbation.

More about addresses to come.

Cheers. Andrew.

5 comments:

  1. You made three original observations about optimal business name selection for new users of Google maps:

    ONE: Every entry you make needs to be as unique as possible

    Seems reasonable, and analogous to the concept of "long tail" phrases for search engine discovery.

    TWO: If your name contains a unique non-category related word you are less likely to be merged by a google algorithm with another business, either your own or one nearby who may be a competitor

    There is an unresolved request for assistance in Maps Help Forum right now that is associated with all sorts of grief. Part of the root cause is due to non-unique non-category words in a business name (the other part is due to something more along the lines of unfair competition or fraud. Not on Google's part, and not by the participants in the Maps help forum, don't want to sound like I'm being accusatory!). This is the Maps Help Forum entry: multiple duplicates of business name issue

    Pondering this:
    THREE: Google seems to use the initial part of a field for determining uniqueness.

    I wonder if that continues to be true even now, over nine months since you wrote this. I wouldn't know how to verify, other than empirically!

    Finally, I'd like to request the follow-up post that was promised by HandyAndy: "more addresses to come" as this one was very worthwhile!

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  2. Hi Ellie K,

    1. This a bit of 'Defensive' programming. Of course google make regular changes to the code and even their search model so any choice now can be invalidated. Of course your name must be the actual trading or registered business name with official and web listings out there. A new business should research Web listing advice before choosing a name. A legacy business may find a name without category and maybe location, I have tested location inclusion and it was not worthwhile then but who knows now, does not work well in a google world. Also google are picking category information out of the Business Name for the 'Lucky 1 Pack' listings which disadvantages other listings which do not show even tho the 1 Pack may be 10 miles away.

    2. I am not advocating multiple names or spamming. There is tax avoidance and tax evasion.

    3. I have experimented with longer business names which did not trigger a re-validation which triggered this thought. How ever other users have changed business name without re-verification so probably not a feature.

    I will do an address entry. It is just a question of 'Roundtuit' supply.

    Cheers. Andrew.

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  3. I also reference Mike Blumenthals business naming blog entry in my MUST read pinned post at the top of the google Places Help Forum 'Rejected - Needs Action: Advice' which everyone with a Places entry needs to review now because of a recent change to google business guidelines. Otherwise at some point you may be Rejected.

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  4. Interesting thoughts. People should certainly consider the online benefits when naming their companies. Although I am not sure how much the "uniqueness" of a name really plays into mergers. I've seen some very unoriginal names go on with no merge problems whatsoever, where as the unique names see mergers.

    Perhaps you'd consider this post for a reference: http://www.searchenginepeople.com/blog/why-google-local-listings-merge-and-how-to-unmerge-listings.html

    ReplyDelete