Google My Enterprise phases out quick names


According to the updated help documentation, short names are no longer available in Google My Business. The Help Center update was originally discovered by Ben Fisher and says, “You can no longer create or edit short names. Existing short names and URLs continue to work. “

Short names made it easier for companies to share URLs for review requests. “They’re a good short URL for getting reviews from customers. Just add a review at the end and users have to leave a review directly on the company’s GMB profile, ”Andy Simpson tweeted in response to the find.

The feature was first added in 2019 and aims to help companies make their GMB profiles more accessible to potential and existing customers. “Companies can use the short URL for materials like business cards, posters, brochures, and more to help customers find the company easily, leave reviews, access contact information, get directions, and more,” wrote Barry Schwartz of Search Engine land when short names were originally announced.

However, many of the responses to Fisher’s tweet have the same feeling: well. “I never really got upset about it,” said Adam J. Humphreys.

Why we care. If your company currently uses short names, the links and campaigns associated with them are not (yet) affected. If it’s part of your process of onboarding new local SEO clients or something you haven’t already done for your own business, it will no longer be available. You may need to use another link shortening tool like to make it easier for you to contact customer reviews.

About the author

Carolyn Lyden is Director of Search Content for Search Engine Land and SMX. With expertise in SEO, content marketing, local search, and analytics, she focuses on making things easier for marketers with critical news and educational content.

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