
At The Web Guys, we understand the importance of the role your business name can play in your digital marketing efforts. So, how do you choose a business name to improve search rankings? Choosing a business name that enhances online rankings requires applying key SEO principles and effective branding strategies. What you name your local business will be more significant in its overall success than you might initially think. According to a 2023 study by Whitespark, your business name is the #2 ranking factor in how you rank online on Google and other search engines. Here’s a guide on how, as a small business, you can choose a business name that enhances SEO and helps your company improve search rankings.

1. Use Relevant Keywords
Identify Core Keywords: Start by understanding your business’s most relevant keywords. Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find terms your potential customers are searching for.
Include Local Keywords: If you are a local business, consider including your city or region in the business name (e.g., “Austin Plumbers”). This can improve your visibility in local search results.
Be Descriptive: Choose a business name that clearly indicates what your business does. For example, a name like “Chicago Roof Repair” will have more SEO value than a vague name like “Sunshine Services.”
2. Make It Memorable and Brandable
Keep It Unique and Easy to Remember: A unique business name that stands out and is easily recalled will encourage word-of-mouth promotion, repeat visits, and backlinks.
Avoid Overused Words: Avoid common or generic terms that may be highly competitive or used by numerous other businesses. Instead, focus on a distinctive name that reflects your brand.
Make It Short and Simple: A shorter name is more likely to be typed correctly into search engines and fits nicely into URLs, social media handles, and search result snippets.
3. Check Domain Name Availability
Choose a Domain-Friendly Name: Ensure your business name has a matching or close domain name available, ideally with a `.com` extension. A clear, concise domain that matches your business name helps users find you online.
Include Keywords in the Domain: If possible, include a relevant keyword in your domain name, enhancing your website’s relevance in search results (e.g., “SanDiegoCarWash.com”).
Avoid Hyphens or Numbers: Keep the domain simple to type and avoid hyphens, numbers, or complex spellings that might confuse potential visitors.
4. Consider Long-Term Growth
Make It Scalable and Flexible: Choose a name that allows for future expansion. For example, a name like “Denver Plumbing Experts” is specific but flexible enough to cover various services, whereas “Denver Faucet Repair” may limit your scope.
Avoid Hyper-Specific Names: Names that are too narrow or niche might limit you if you expand your product or service offerings later.
5. Check for Trademark and Social Media Availability
Check for Trademark Search: Before settling on a name, check if it’s already trademarked. A unique, non-trademarked name will prevent legal issues and confusion with other brands.
Review Social Media Handles: Ensure the name is available across social media platforms (Facebook, X, Instagram). Consistent branding across all online channels is critical for SEO and visibility.
6. Think about Search Intent
Consider Your Target Audience: Consider how your target audience searches for products or services like yours. Does your business name align with their search patterns? Including customers’ standard terms in your name can increase your chances of appearing in search results.
Consider Voice Search Optimization: As voice search becomes more popular, a simple and easy-to-pronounce name can help your business get found in voice searches on platforms like Siri, Alexa, or Google Assistant.
7. Avoid Keyword Stuffing
Balance Keywords and Branding: While including keywords in your business name can be helpful, avoid stuffing too many. Google’s algorithms can recognize keyword stuffing, which may negatively affect your ranking. Aim for a natural and user-friendly name.
8. Analyze Competitor Names
Research Competitors: Look at the top-ranking businesses in your industry to see what naming conventions they follow. While you shouldn’t copy them, you can gain insights into what works and find opportunities to differentiate your name for better rankings.
9. Keep It Mobile-Friendly and Search-Friendly
Ensure It’s Readable on Mobile: Ensure your business name is easily read and understood on mobile devices. Most searches now happen on mobile, so your name needs to stand out on small screens.
Make It Search Engine Friendly: Your name should be easy to search for. Avoid complex words, obscure spellings, or phrases that are hard to remember, as they may lower your chances of being found easily online.
By aligning your business name with SEO best practices, you can enhance your visibility, attract more traffic, and establish a solid online presence from the start. Contact our Michigan office today at (616) 426-6536 to learn more about improving your business’ online search rankings and optimizing your digital marketing efforts. We provide performance-driven digital strategies to help you succeed from our regional offices throughout the U.S., including Indiana, Arizona, and Florida.