In short. Service keywords belong in a Google Business Profile name only when they form part of the business's real-world name and comply with Google's naming guidelines.
Definition: Service keywords are words describing services a business offers. As of October 2026, Google's Business Profile naming guidelines allow service wording that belongs to the business's real-world name and prohibit unnecessary service or product additions.
Key facts
- Google's representation guidelines require a name consistent with the storefront, website, stationery and customer recognition; unnecessary additions can lead to profile suspension.
- Google's profile editing documentation says that changing a verified business name may require verification again.
- Google's services editor documentation provides a separate place for service offerings, including descriptions and prices, for businesses with access to that feature.
Which service words belong in the name?
Google's naming examples list “Midas Auto Service Experts” as unacceptable and “Midas” as acceptable. They also accept “Advance Auto Parts” and “Best Buy Mobile.” Service or product wording can therefore belong to an established name; the requirement is accurate real-world representation.
The prohibited additions include marketing taglines, store codes, opening hours, phone numbers and website URLs. Extra location directions and descriptions of a business's position inside another establishment also appear among the unacceptable examples.
Special characters or legal terms require real-world proof that consistently shows them as part of the name. Google gives signage, business cards and invoices as evidence examples.
Where do service descriptions belong?
Google's services documentation describes suggested services tailored to the business type, with “Install faucet” and “Repair toilet” as plumbing examples. Businesses can also add custom services and group offerings into categories.
The documented route for adding an offering is:
Edit services
Select the services you want to add.
Save
Prices and descriptions have separate service detail fields. Custom service names containing prices, phone numbers or personal information are subject to automatic rejection under the documented policy.
Google's profile editing guide also provides a business description field for explaining offerings. It has a limit of 750 characters and excludes URLs and HTML code. The primary category should specifically represent the main business; Google prohibits using categories solely as keywords.
How is an inaccurate profile name corrected?
Google's editing instructions require signing in to the Google Account linked to the profile. On Google Search, the documented controls are:
Edit profile
Save
The business name entry should match real-world signage, stationery and branding. Google reviews changes before making them live, and a name change after verification can trigger another verification requirement.
Related terms
- Google Business Profile
- How do I choose categories for a Google Business Profile?
- How do I add services and descriptions to a Google Business Profile?
FAQ
Can I add a city name beside my service keywords?
Google's location examples accept “Holiday Inn Salem” but reject added directions such as “Holiday Inn (I-93 at Exit 2).” Your profile name must reflect the business's real-world name.
Can I add a service missing from Google's suggestions?
Yes. Google's services instructions provide an “Add custom service” option when your service is absent from the list.
Sources
- Google Business Profile Help, "Guidelines for representing your business on Google", undated
- Google Business Profile Help, "Edit your Business Profile", undated
- Google Business Profile Help, "Manage your services on your Business Profile", undated
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