Spam has been prevalent in the local search landscape for a long time.
Why? Because everyone is looking for ways to cut corners.
Many businesses unfairly employ spammy tactics like keyword stuffing, multiple Google Business Profiles (formerly known as Google My Business), lead generation websites, and falsified reviews to manipulate local search results and get ahead of their competitors.
It’s not just local SEOs who notice these tactics. The wider world is catching on too:
"The degree to which commercial services like locksmithing, window cleaning, and general handyman work have been dominated by scammy referral businesses that use SEO to crowd out actual businesses is extraordinary." — Cory Doctorow
Google Business Profile (GBP) spam isn’t just unfair; it risks damaging the reputation of Google Business Profile as a trustworthy source of information. Industries like legal, health, and home services are particularly vulnerable to this kind of manipulation.
One of the most common tactics? GBP name spam.
What is Google Business Profile Name Spam?
GBP name spam happens when the business name on a GBP listing doesn’t match the business’s registered name. Sometimes, this can be accidental. Other times, it’s intentional keyword stuffing to rank higher in search results.
Google’s guidelines are clear:
“Your name should reflect your business’ real-world name, as used consistently on your storefront, website, stationery, and as known to customers. … Including unnecessary information in your business name is not permitted and could result in your listing being suspended.” — Google
Changing your business name on GBP is easy. All it takes is a quick log-in, a few clicks, and boom—you’re stuffing keywords into the listing name to game the system.
But here’s the thing: Google is onto this tactic, and they’re actively working to stop it.
Types of Google Business Profile Name Spam
Let’s break down some of the most common types:
1. Stuffing Synonyms into the Business NameThere are many ways to say the same thing, and spammers love this. They’ll add synonyms into their GBP business name to rank for more keywords.
2. Inserting Location into the Business NameThis is another sneaky tactic. Businesses will add their location to the name to outrank local competitors. While this seems harmless, it’s still considered spam.
3. Using Emojis or Special CharactersAdding emojis or special characters might seem like a fun branding move, but when done to influence search results, it’s a shady practice that leads to unfair advantages.
4. Using Subjective AdjectivesWords like “Best” or “#1 Rated” are subjective and not factual. But some businesses will toss them into their names, trying to sway potential customers.
What Can We Do About Google Business Profile Name Spam?
The best way to tackle name spam is to report it. Google’s algorithms aren’t perfect at spotting spam, so they rely on users, business owners, and marketers to call it out.
According to the most recent Local Search Ranking Factors survey, fighting spam is one of the most important activities you can do to boost your rankings. Rather than sinking to the spammer’s level, focus your efforts on getting their spammy listings removed.
How to Spot and Report GBP Spam
Tools like BrightLocal’s Local Search Grid make it easy to spot spammy listings. This tool shows the top competitors for each keyword, giving you insight into names that don’t quite fit.
If you think a competitor is spamming, check out their business name on GBP and compare it with their website. If the names don’t match, you have two options:
Suggest an edit through GBP and hope Google’s algorithm catches it.
Use Google’s Business Redressal Form, where a real human will review your report and take action if necessary.
Wrapping Up
Spam might seem like a minor issue, but it has a huge impact on businesses that play by the rules. By reporting name spam, you’re keeping the playing field level and helping to maintain the integrity of local search.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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