Google Introduces @shortnames (and Other GMB Announcements)

Google is moving quickly in shifting the emphasis on GMB – and increasing its power as a local engagement platform. The latest in local branding comes with their announcement of @shortnames – searchable quick links to get people to your GMB profile faster.

So, what does all this positive momentum mean for your own local SEO? Read on to get the details you need to stay on top of things.

Understanding @shortnames

According to a Google company post, @shortnames are the latest method for prospective and current customers to get to your GMB and business website faster.

Businesses can register for a short name (and associated URL). These will typically look like the following formats:

• g.page/shortname
• @shortname

When users search for these, searches will refer directly back to your business's profile. It's an even more direct way to get from a search to a business.

While it’s not here yet, Google will also be connecting @shortnames with Maps. Users will soon be able to search these easy URLs directly in Maps. This integration is especially helpful in making faster connections between customers and your business.

Vetting @shortnames for Verification

One immediate question with the introduction of short names is the problem of cybersquatting with business names. What’s to stop some nefarious e-ransom from scooping up popular @shortnames and demanding a high payment to release them?

Google says it’s aware of this risk. They’ve set up multiple vetting processes through GMB to help stop this sort of risk. You must already have a verified GMB profile to even register your short-name URL.

Addressing Business Name Conflicts

Let’s say your business is Joe’s Hot Dogs in Minneapolis. You want to register for the @JoesHotDogs short name. But then you find out that Joe’s Hot Dogs in Honolulu has already registered that short name, too?

What do you do? If you’re adding qualifiers like @JoesHotDogsMinneapolis, that’s not exactly a short URL anymore.

Google’s answer to this question is that @shortnames will be connected to local searches in a way that prevents such conflicts. They were pretty vague with an answer here, but hopefully, the details will clear the smoke. 

Most likely, the way local results come up on SERPs will directly connect to relevant local @shortnames too. Again, this all is working toward making GMB a better local engagement platform for users.

Other New Local Branding and Promotion

Beyond the @shortnames announcement, GMB will have plenty of other new and useful tools. These include the following:

• Cover Photo: You can use a great featured photo to quickly attract viewers to your profile. The visual imagery with a well-planned cover photo is another excellent method to attract people to your business.
• Featured Logo: This feature allows businesses to also include their personalized logo on the page. This connects right to other important core information like your phone number and business hours. If you have a snappy logo, it's a great association and brand recognition tool.
• IRL Promo Assets: Google has also announced a launch of a new marketing website where you can order promotional assets connected to your GMB profile. This includes things like posters and stickers to get people to your page, engage, leave reviews, etc. The easy-to-follow @shortname URLs make this type of physical merch-marketing much more effective.
• Integrated Photos: A dynamic photo module will now be integrated directly on your GMB page. They're a prominent new feature, so use these in tandem with your Cover Photo for a bigger impact. Google also says they're adding a caption feature to the photo displays shortly.

Get Your GMB Ducks in Order Now

Again, all these changes in GMB are happening fast. Now is the time to get your affairs in order with your GMB profile:

• Figure out your @shortname
• Develop a custom logo if you haven’t
• Get some pictures done – especially an attention-grabbing one for your Cover Photo
• Register your @shortname ASAP

Get on the ball right now, and you’ll get a jump on your local business marketing.

Stay visible my friends!

This article on Google My Business shortnames originally appeared on The Local Lighthouse.