Google is preparing to remove a feature launched nearly seven years ago: the display of short names on Google Business Profile listings. This change, which will be rolled out in the coming weeks, is part of a simplification of the business management interface on Google Maps and Google Search.
What to remember:
- Short names will no longer be visible on business profiles, for owners or customers
- Existing custom URLs (type g.page/BusinessName) will continue to function normally
- It has already been impossible for several months to create or modify short names, only to delete them
- This removal is part of an effort to simplify the user experience
What are Google Business Profile short names?
Short names are a feature introduced by Google in 2019 allowing businesses to create custom, easy-to-remember URLs for their business profile. Instead of using a long, complex string of characters, owners could set a simplified address like "g.page/BusinessName", making it easier to share and promote their online presence.
This feature aimed to make business profiles more accessible and improve their marketing visibility. Companies could display these short URLs on their communications, business cards, or social networks.
Upcoming changes
According to theofficial announcement published by Dan Boguslavsky in the Google Business Profile forums, several changes will take effect gradually:
- Display removal : Short names will disappear completely from the business profile interface. Neither business owners nor customers will see this information displayed anymore.
- Retention of functionality : Despite their visual disappearance, existing short names and URLs will continue to work. If you had set up "g.page/YourBusiness", that link will remain active and will still redirect to your profile.
- Removal of reports : Users will no longer be able to report or dispute an existing short name. This option will be removed from the interface.
- Freeze on changes : As has already been the case for several months, it remains impossible to create new short names or to modify those that already exist.
A gradual simplification
Google justifies this decision by its desire to "simplify the product experience." This removal is part of the company’s broader trend of streamlining its professional tools by removing underused or redundant features.
The deployment timeline will span over the coming weeks, allowing for a gradual transition. Google indicated that more information will be available in the Google Business Profile help center.
What impact for businesses?
For businesses that invested in promoting their short name, this change raises questions. Although the URLs remain functional, their lack of public display reduces their marketing usefulness and organic visibility.
Companies that actively used their short names in their communications may need to adjust their strategy. It is still recommended to keep these URLs in your existing marketing materials since they will continue to redirect properly, but promoting them in the future loses its appeal.
This development highlights the importance for businesses not to rely on a single feature or communication channel in their online visibility strategy. Diversification remains the best protection against changes in tools and platforms!
The article "Google Business Profile: removal of short name display from business profiles" was published on the site Abondance.
