If your Google My Business currently uses short names, the links and campaigns you have associated with them won’t be affected as a result of the new updates from Google. According to Google My Business’s updated help documentation, short names are being phased out and will no longer be available to GMB users going forward.
Discovered initially by Ben Fisher, the Help Centre update says: “You can no longer create or edit short names. Short names and URLs that already exist will still work accordingly though.
What was the purpose of Short Name in Google My Business?
The main purpose of short names was to help businesses make their Google My Business (GMB) profiles more accessible to potential customers or clients. Short names made it easier for businesses to use the short URL on materials like business cards, posters, brochures, etc, in order to help customers easily find the business and leave reviews, access contact information, get directions and more. Thus, it served as a good short url for getting reviews from clients, just add /review at the end and it takes users directly to submit a review on the businesses GMB profile.
But why does this matter?
As for now, if your business currently uses short names, the links and campaigns you have associated with them won’t be affected – as you’re safe for now. However, when on-boarding new local SEO clients or something you haven’t done for your own business, it won’t be available any longer.
How to us Google My Business Short URL and the Benefits
To use your business short names, you just need to add it to the end of g.page/YourShortName
You then have an easy way to give your business details to your customers or clients. This has various benefits and uses including:
Once you create a short name, you’ll also get access to a short URL to request reviews from customers. Reviews are an important part of the Google local business algorithm and short names make it easier for your customers to leave them
The short name link is useful for sending driving directions too, since your Google Maps location appears
Add it to business cards, email signatures, autoresponders.