Conor Treacy

Feb 25, 2014
Reaction score
Hi folks,

I saw on the Google+ feed for Local Search Pros a link to a "Google Guideline Checker by Synup" - and it performs well (Google Guideline Checker - Synup)

However, when checking our name as listed on Google+, it gives me a red flag warning for the Business Name. Our official name is "Big Red SEO, LLC" and it's listed as such everywhere. Every directory listing should include the LLC as well as all our signatures, invoices, audits, letterhead, outdoor signage, office entrance and vehicle wraps.

It's the first time that I've seen that "LLC, Inc, etc" should not be used in the Business Name. The guidelines from Google state: "Represent your business as it?s consistently represented and recognized in the real world across signage, stationery, and other branding." -

Any thoughts? Should we have killed the "LLC" portion and update our directory & business listings etc?

Linda Buquet

Local Search Expert
Jun 28, 2012
Reaction score
Hi Conor,

I'm with you. This is my understanding as well.

"It's the first time that I've seen that "LLC, Inc, etc" should not be used in the Business Name. The guidelines from Google state: "Represent your business as it’s consistently represented and recognized in the real world across signage, stationery, and other branding."


Apr 1, 2015
Reaction score
Hi Conor:

We too are an LLC and when we first started out on the SEO journey, we used "LLC" in our name. Then a funny thing happened... Over time the LLC was being dropped by aggregators. We found ourselves being truncated to "Equitable Mediation Services" and in some cases "Equitable Mediation."

Over the years, we're dropped the LLC (just following along with what InfoExpress did) and to date, it has worked well. We run across the occasional listing where "Services" has been dropped and we politely correct it, but the LLC has been long disappeared even though it is our official name.

In short - be consistent across the web and you should be fine. Even if your contract or the sign on your truck (not sure what business you're in) says "LLC."

Good luck!
Oct 25, 2013
Reaction score
Sounds to me like the tool is getting a little overzealous. You're right, there's definitely no explicit recommendation by Google to use or not to use LLC, aside from what was mentioned (use what your business is known as in the real world). That said, many businesses with an LLC in their official name don't actually use it in the real world, so that might be why the creator thought to include that in the tool. That's my guess at least. I'm with Linda, stay consistent and you'll be fine.


LocalU Faculty
Top Poster Of Month
Jul 18, 2012
Reaction score
I doubt Google would ever care enough to enforce that so you are totally fine. With or without the LLC, they would be able to figure out that Big Red SEO LLC is the same as Big Red SEO.

Worse case scenario is that they don't like it and remove it off your name. It's not a serious violation or anything that would get your listing removed.

The actual rule says: "Your name must not include: Special characters (e.g. %&$@/") or irrelevant legal terms unless they are part of your business?s real world representation

So you're fine.


Jan 6, 2015
Reaction score
I doubt this is even a factor Google takes into account. As long as you maintain consistency, you should be fine.
Similar threads
Thread starter Title Forum Replies Date
S Using Inc or LLC in business name for citations Citations 5
DigitalMarketer LLC & Google My Business Listing Showing Ownership Google My Business & Google Maps 1
B GMB not showing up in search (Charles E. Boyk Law Offices, LLC - Fremont) Google My Business & Google Maps 4
hannahmoen "Work" Replacing Business Name on GMB for Business Owner Help & Support for Google Local 1
BekahBerry Multiple service providers with separate books of business, sharing one office, under one company name - What is the best approach to avoid filtering? Ask a LocalU Expert [PRIVATE] (LocalU) 8
B Rebranding: same services, same team, same address, new name, new URL Moving or Name Changes 9
Matt Chauhan Knowledge Panel Not Appearing for Brand Name Search Google My Business & Google Maps 5
K GMB Adding Old Business Name & Putting True Name in Parathesis Only In English Browser Google My Business & Google Maps 1
J Wrong GMB Listing Appearing when Searching for Physician by Name Google My Business & Google Maps 4
micromano Will changing a business name in GMB cause reviews to be lost? Moving or Name Changes 3
Ryan Steinolfson How do you get the business name to show up next to the map pin? Google My Business & Google Maps 2
G Registering a DBA name as a Search Term Spam on Google 5
Geeman What to do about a GMB that continuously adds the location to their name? Google My Business & Google Maps 3
S Clients Business name now has an "A" in front of all it's YEXT site listings Citations 1
liorenda Icons in GMB name Google My Business & Google Maps 5
NevenaIvanova Bus Stop Names Update NAP, Categories, Dashboard Data 2
D Is adding emojis to business name gets penalty from GMB? Local Search 1
SpectateSwamp Long Business Name & Citations Recycle Bin 0
TriciaClements Long Business Name & Citations Citations 9
ashikjibon Can I create another GMB page by using the same Business name? (Different Location) Multi-Location Issues 4
S Mentioning Employees Name Local Reviews 2
Ben Walsh Branding name change for local attorney ( legalities) Ask a LocalU Expert [PRIVATE] (LocalU) 1
J Change Name Request Contact Us Messages 0
coachmarino Keywords in Name NAP, Categories, Dashboard Data 5
coachmarino DUP Keywords in Name Recycle Bin 0
nathangdavidson Need to change the building name for a client Google My Business & Google Maps 2
E Re-naming Facebook Location Pages for a Multi-Location Brand Citations 11
Y My rival manipulates google autocomplete and now whenever I write keywords on google his name appears Local Search 14
Creativedge Is the Facebook page name important for local search? Local Search 1
Frank Jones Wrong Google Listing Showing For Brand Name Multi-Location Issues 2
Monica Simpson Optimizing Name - do citations matter? All Things Google My Business [PRIVATE] (LocalU) 7
Ben Walsh GMB business name keeps getting reverted back to old name after branding change Ask a LocalU Expert [PRIVATE] (LocalU) 4
lincolnchan Ideas for outranking competitor with same business name Ask a LocalU Expert [PRIVATE] (LocalU) 8
H Ranks better for (city name) than for near me . . .which means....? Organic SEO 3
Nick 11 Best Name To Use In GMB Google My Business & Google Maps 3
Scott ClientClicks Move + Name Change: Possible to keep GMB? Moving or Name Changes 3
Ann Schmitter Change name Contact Us Messages 2
Lanerizz GMB Removing Short Names Google My Business & Google Maps 5
C GMB listings with common name "splits" authority? Multi-Location Issues 1
K Google Keeps Changing my Business Name Google My Business & Google Maps 7
Hammer GMB keeps reverting name and other info Moving or Name Changes 12
L Yelp merging two listings with the same name Citations 1
E API - Notification Settings Resource Name Google My Business & Google Maps 0
L Similar named competitor Local Search 5
Peter Hill Naming changes for COVID-19 Moving or Name Changes 4
M Adding "Teletherapy" to mental health practice GMB name? Google My Business & Google Maps 10
Craig McBreen Two businesses, different names, point to same website Google Duplicates & Merges 1
Lachlan_Wells How to keep your reviews after a name change Moving or Name Changes 3
haileym Appearing For Branded Searches After Name Change Moving or Name Changes 1
ianscott Incorrect Business Names/Duplicate Listings - When To Escalate To Spam Report? Spam on Google 1

Similar threads

Login / Register

Already a member?   LOG IN
Not a member yet?   REGISTER

Most UpVoted Answers

Trending: Most Viewed

LocalU Podcasts

  Promoted Posts

New advertising option: A review of your product or service posted by a Sterling Sky employee. This will also be shared on the Sterling Sky & LSF Twitter accounts, our Facebook group, LinkedIn, and both newsletters. More...
Google Product Exert

Top Bottom