Trying to Name a Local Business? Here’s How to Pick the Best One

Why the Name of a Local Business Matters

Your business name is like your handshake—it’s often the first thing people see when they find you online. But here’s the thing: it’s not just about making a good first impression. Your name also plays a huge role in how easily your business can be found through search engines like Google, but also LLMs like ChatGPT.

Search engines consider your business name when ranking you for local searches. If your name includes relevant keywords—like what you do and where you do it—it can help you show up higher in local search results. For example, if someone is searching for “roof repair in Evansville,” a name like “Honest Abe Roofing and Gutters Evansville” will naturally rank higher than something more generic like “Honest Abe LLC.”

In short, if your business name doesn’t clearly reflect what you offer or where you’re located, it could be costing you valuable visibility.

That said, be careful about “stuffing” too many keywords into your name just to rank higher. Google doesn’t like that and it could even get your business profile suspended. So keep it natural.

Good, Better and Best: Examples of Business Names for SEO by Industry

To make it more concrete for you, let’s have a look at examples from different industries. That way, you can see how the right business name can improve your visibility in local searches.

Remodeling company:

• Just OK: Precision Solutions
  This name is way too generic and it’s really not clear what type of service the company provides.
• Pretty Good: Precision Home Remodeling
  This specifies the service, but it could benefit from including the location for better local SEO.
• Best: Precision Home Remodeling Tampa
  This name leaves no ambiguity for people or search engines, clearly indicating both the service and location.

Roofing company:

• Just OK: Miller and Sons
  Too vague—potential customers and Google won’t have a clue this is a roofing business.
• Pretty Good: Miller and Sons Evansville
  More relatable, but it’s still unclear what services are offered and exactly where.
• Best: Miller Roofing and Gutters Evansville
  This name is specific, includes key roofing-related terms and mentions the location for better local search rankings.

HVAC company:

• Just OK: AC Experts
  The service is implied but lacks clarity on the specific location.
• Pretty Good: AC Experts Heating and Cooling
  This name better tells us what the company does, but still lacks a geographic clue to improve SEO.
• Best: AC Experts Heating and Cooling Phoenix
  This name is detailed, listing services and location, which helps potential customers and search engines find the business more easily.

Electrical company:

• Just OK: Bright Light
  This is too vague—it doesn’t explain the service or include a location.
• Pretty Good: Bright Light Electricians
  It’s clear the company offers electrical services, but it’s still missing a local keyword.
• Best: Bright Light Electricians Denver
  This version is specific, includes the service provided and helps with local SEO by adding the city.

Plumbing company:

• Just OK: Ace Plumbing
  The service is clear, but it’s generic and doesn’t mention the location.
• Pretty Good: Ace Hardware Plumbing
  Better, but it’s still missing the location, which is crucial for local rankings.
• Best: Ace Hardware Plumbing Houston
  This name clearly indicates the service and location, improving visibility in local searches.

Tree Services company:

• Just OK: Green Thumb LLC
  This name is too broad and doesn’t specify tree services, making it hard for search engines to rank.
• Pretty Good: Green Thumb Tree Services
  This name is clear about the services but lacks a location to optimize for local search.
• Best: Green Thumb Tree Services Orlando
  This name includes the service and location, improving SEO and making it easy for customers to find them.

Construction company:

• Just OK: Solid Foundations
  This is unclear—does the company provide construction services or something else?
• Pretty Good: Solid Foundations Atlanta
  This name specifies the location, but it would benefit from spelling out the service they offer.
• Best: Solid Foundations Construction Atlanta
  By including both the service and location, this name is well-optimized for local search and clear for customers.

Landscaping company:

• Just OK: Nature’s Care
  This name doesn’t specify the service, making it unclear to customers and search engines.
• Pretty Good: Nature’s Care Landscaping
  The service is clear, but without a location, it’s less effective for local SEO.
• Best: Nature’s Care Landscaping Austin
  This name clearly states the service and location, making it a lot easier for customers to find the business.

Excavation company:

• Just OK: Big Dig
  Even though it’s somewhat creative, it’s too vague and doesn’t explain what the company actually does.
• Pretty Good: Big Dig Nashville
  Now it’s clear what geographical area they serve, but not what they offer..
• Best: Big Dig Excavation Nashville
  This name includes the service and the location, making it much more likely to appear in local searches.

Painting company:

• Just OK: Color Pro
  This doesn’t make it clear that the business offers painting services and it lacks a location.
• Pretty Good: Color Pro Painting
  The service is now clear, but it still needs a location keyword for better SEO.
• Best: Color Pro Painting Miami
  This name clearly states both the service and the location, making it more likely to rank higher in local search results.

Concrete company:

• Just OK: Rock Solid
  This is too vague and doesn’t explain what the business does.
• Pretty Good: Rock Solid Phoenix
  Now the location is clear, but the service isn’t.
• Best: Rock Solid Concrete Services Phoenix
  This version clearly indicates the service and location, optimizing it for local search results.

Contractor:

• Just OK: Master Builders LLC
  This name is way too general and doesn’t specify where they operate.
• Pretty Good: Master Builders Contracting LLC
  Better, as it specifies the service, but lacks a geographic element for local SEO.
• Best: Master Builders Contracting LCC Charlotte
  This version is well-optimized, clearly stating the service and location for local search visibility.

Why These Names Work for SEO

As you can see, the best business names:

• Clearly state the service offered.
• Include a location to optimize for local search.
• Are concise and specific enough to help both customers and search engines understand what your business does and where it operates.

The SEO Pitfalls of a Poor Business Name

On the flip side, picking the wrong name can lead to a lot of headaches. Here are some common issues you’ll want to avoid:

• Legal trouble: If your name is too similar to another business, you could run into legal issues. Double-check by searching your state’s Secretary of State website. No one wants a lawyer knocking on their door.
• Missed opportunities: If your name doesn’t clearly say what you do, customers might not give you a second look. Make sure your name sets you apart from competitors.
• Marketing challenges: Names that are too quirky or specific can make it hard to market your business. Ideally, people should know what you offer just by hearing your name.

Tips for Picking the Perfect Business Name

Here’s how to choose a name that works for both your business and your local SEO:

1. Be clear about what you do: Make sure your name instantly conveys what services you offer. If you’re a plumber, for example, don’t shy away from including “plumbing” in your name.
2. Include location-based keywords: Local search is crucial for small businesses. Adding your city or region to your business name can help you show up when people search for services in your area.
3. Keep it short and memorable: A simple, easy-to-remember name is ideal for both customers and search engines. Avoid long or complicated names.
4. Plan for future growth: Think about where your business is headed and choose a name that allows for expansion into other services if needed.
5. Make sure it’s unique: Before settling on a name, make sure it’s not already in use. This prevents customer confusion and potential legal issues.

Already Named Your Business and Need to Make a Change?

Maybe you’ve already picked a name, but it doesn’t quite capture what your business does. Or you’re finding it isn’t helping you show up in local searches… If that’s the case, don’t worry; lots of small business owners find themselves in the same boat! 

If you’re thinking about renaming your business or want to keep your original name but add a more descriptive one online, a DBA (Doing Business As) might be exactly what you need. Not sure if a DBA is for you?

But please don’t make any changes to your Google Business Profile (GBP) without consulting us first. Changing your name on your GBP is a delicate process that requires careful steps to avoid account suspensions or losing valuable rankings. Olly Olly’s team of Google Business Profile experts is here to guide you every step of the way.

Choose a Name That Works for SEO and Customers

Naming (or renaming) your local business is a big decision. It’s important to pick a name that’s clear, memorable and works well for SEO. If you’re not sure where to start, don’t worry—we’ve helped thousands of small businesses like yours get found online. 

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The right business name matters—but optimizing your online presence is what helps customers find you.

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