How to Choose the Best Name for Your Local Business

By Dipa Gandhi

 

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A good business name is more than a label on a truck or a sign on your office door. It’s a marketing asset, a trust signal, and — increasingly — a ranking factor in local search. Yet many service contractors choose names that fail to help them get found online, particularly on Google Business Profile (GBP). Let’s explore what makes a strong local business name — and why getting it right can lead to more calls and jobs.

The Challenge of Choosing the Right Name

Contractors often pick names for sentimental reasons or to sound fancy. “Smith & Sons” or “Quality Services” might feel personal or professional, but they don't tell Google — or customers — what you do or where you do it.

As a result:

• Customers searching for your services might never see you.
• Your business may blend in with competitors who also use vague or generic terms.
• Your marketing dollars go further just to overcome this naming disadvantage.

Consider a real-world example. A plumber in Denver operating under "J&J Services" might struggle to rank on Google when people search "Denver plumber" — because the name itself offers no SEO clues. A competitor called “Denver Pro Plumbing” has an instant relevance signal baked in.

Why the Wrong Name Hurts You

Local SEO is highly competitive. Google uses many factors to decide which businesses appear in the coveted local pack (the map results) and GBP profiles. One of these is “business name relevance.”

When your business name includes the service you provide and your location, you give Google (and customers) clear signals:

• Relevance: Google’s algorithm favors businesses whose names match the search query. For example, "Bob’s Roofing Charlotte" will be more relevant for “roofers in Charlotte” than "Bob’s Services."
• Clarity: Customers instantly know what you do and where you do it, reducing confusion and making them more likely to choose you.
• Competitive Edge: In industries with lots of similar providers, having a keyword-rich name can help you stand out in search.

A 2023 BrightLocal study showed businesses with relevant keywords in their names often ranked better in local packs. While Google frowns on spammy, misleading names (like stuffing unrelated keywords), an honest, descriptive business name is a proven SEO booster.

How to Choose a Name That Helps You Get Found

Naming isn’t just branding — it’s strategy. Here’s how to do it right:

Include a Major Keyword

• Your primary service is your keyword. A painting company should include “painting” or “painters.”
• Avoid overly creative or abstract names that hide what you do.

✅ Good: “Elite Austin Painting”
❌ Risky: “Color Works Innovations”

Add Location If Possible

• Including your city or region helps with local search relevance.
• This is especially valuable if you work in a competitive area.

✅ Good: “Phoenix Landscape Pros”
❌ Risky: “Creative Grounds”

Keep It Clear and Honest

• Don’t “keyword stuff” with irrelevant services or cities.
• Make sure it reflects what you do and where you do it.

✅ Honest: “Boston Plumbing & Heating”
❌ Spammy: “Boston Plumbing Best Cheap HVAC AC Water Heater Repair”

Think About Long-Term Use

• Choose a name you can live with for years.
• Be cautious about naming too narrowly if you might expand your service area or offerings.

Check Availability

• Search for other local businesses to avoid confusion.
• Check domain names and GBP for conflicts.

Real-Life Success Story

One landscaper in Florida struggled with low visibility under the name “Sunshine Services.” After rebranding to “Palm Bay Landscaping Pros,” he saw:

• A jump in GBP rankings for “Palm Bay landscaping” searches.
• More clicks and calls directly from his Google Business Profile.
• Fewer confused customers who thought he did cleaning or other unrelated services.

The change turned a generic label into a local SEO advantage.

A Checklist for Your Business Name

✅ Includes your primary service (roofing, plumbing, painting, etc.)

✅ Includes your city or service area if possible

✅ Is clear, honest, and not misleading

✅ Is easy to read and remember

✅ Avoids unnecessary jargon or fluff

✅ Is unique in your area to prevent confusion

Your business name is one of the most cost-effective SEO tools you have. Make it work for you, not against you.

Call to Action

Before you order new business cards or launch a website, evaluate your name. Does it tell Google and your customers what you do and where you do it? Take the time to choose strategically, because getting found online starts with getting named right.