If you’re in the local SEO game, you’ve probably heard about Google’s Vicinity update by now. This 2021 update came in hot, reshaping the local search landscape by cranking up the importance of proximity and cracking down on keyword-stuffed business names in Google Business Profiles (GBP). For a lot of businesses, this update was a shake-up—a shift that left some winning big and others, well, falling off the map.
But what really went down? Did the keyword-stuffed business names get a reality check? And how did proximity become the new boss in local search rankings? We’re diving deep into the data to answer those questions and more.
What Exactly Happened with the Vicinity Update?
In December 2021, Google sent out a vague tweet, hinting that they had “rebalanced various factors” in local search. The result? A bunch of businesses saw their rankings change overnight. The big idea behind Vicinity was to prioritize proximity and local relevance over just keyword dominance in a business’s name.
In simple terms, Google said, “Enough with the keyword-stuffing. We’re giving smaller, local businesses a better chance in the spotlight, even if they don’t have ‘Best Plumber in [City]’ shoved into their profile name.”
The Impact on Keyword-Stuffed Names
Let’s get to the juicy part: How did keyword-heavy GBP names fare? Spoiler alert: Not great. Our data from analyzing 5,019 keyword data points from 391 US-based GBPs shows that businesses with keyword-stuffed names got hit hard.
Keyword-rich GBP names dropped an average of 7.9 places in search results.
Spammy keyword names fell 5.5 places.
Meanwhile, business names with no keywords actually moved up 4.1 places.
Yup, Google wasn’t playing around. If your business name looked like it was written by an SEO bot, you likely saw your ranking take a nosedive.
Does This Mean Keywords Are Dead?
Not exactly. Keywords still matter, but Google is finally rewarding businesses that follow the rules. The Vicinity update seems to have been designed to combat businesses trying to game the system with overly descriptive, keyword-stuffed names.
Our data shows that businesses without any keywords in their name actually saw the most positive movement, ranking for more keywords and improving their overall visibility. Those businesses, on average, ranked for two additional new keywords after the update.
As Claire Carlile, Local Search Expert, puts it:“The propensity for businesses to legally change their business names to pure keywords and modifiers looked, quite frankly, ridiculous in the map pack. Businesses lost their ability to make their brand stand apart from the melange of ‘me too’ businesses.”
Size Matters: The Impact of Name Length
Here’s something we found fascinating: Length matters. GBP names longer than 30 characters got hit the hardest, moving down an average of 25.2 places in search rankings. But shorter names, especially those under 20 characters, actually saw a boost.
So, if you’ve been thinking about stuffing a long string of keywords into your business name, it’s probably time to rethink that strategy. Google is now associating longer names with spam tactics, even if they’re legit.
What Should Businesses Do Now?
The Vicinity update teaches us one clear lesson: Keep it clean and local. If you’ve been relying on keyword-heavy GBP names to boost your rankings, it’s time to pivot. Here’s what you should focus on:
Keep Your GBP Name Short and RelevantAvoid stuffing your business name with unnecessary keywords. Keep it under 30 characters if possible, and make sure it reflects your real-world business name.
Double Down on Your Local SEO GameThe Vicinity update rewards businesses that are truly local. Focus on optimizing your GBP listing, getting more reviews, and building local citations. Proximity is the name of the game now.
Monitor Your PerformanceTrack your GBP listing closely to see how you’re ranking post-update. If you’ve seen a drop, consider tweaking your business name and investing more in localized content.
As Claire Carlile advises:“Businesses need to re-engage with the basic marketing tenets of business naming conventions. A unique brand name plus the primary service keyword can work really well—think ‘Porter’s Pizza Place’ or ‘Sparkle Co Cleaning Services.’”
The Bottom Line
The Vicinity update made it clear: Proximity and authenticity are king. Google’s not playing favorites with keyword-stuffed business names anymore, and that’s good news for businesses that play by the rules. It’s time to focus on delivering real value to local consumers, keeping your GBP name clean, and showing up where it matters most.
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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