Branding Accuracy for Local Search

[FrankSweeney]

Hello Mozzers!

We have a hotel client who's brand is, say "The Moz". However, they appear online with a few different variations, e.g. "The Moz", "Moz Hotel", _"The Moz Hotel". _In the past, we have tried to include the word "hotel" in client names on local listings, for search purposes. However, does branding accuracy trump what may end up being a small gain in search?

Thanks for your thoughts!

Frank

[MiriamEllis]

Heads up on this thread > the descriptor has just been given the axe:

http://moz.com/community/q/heads-up-on-new-google-local-guidelines

[MiriamEllis]

Hi Frank,
You can read Google's descriptor guidelines here: https://support.google.com/business/answer/3038177?rd=1

These state:

Business Name:

• Your title should reflect your business’s real-world title.
• In addition to your business’s real-world title, you may include a single descriptor that helps customers locate your business or understand what your business offers.
• Marketing taglines, phone numbers, store codes, or URLs are not valid descriptors.
• Examples of acceptable titles with descriptors (in italics for demonstration purposes) are "Starbucks Downtown" or "Joe’s Pizza Delivery". Examples that would not be accepted would be "#1 Seattle Plumbing", "Joe’s Pizza Best Delivery" or "Joe’s Pizza Restaurant Dallas".

So, since Google offered this option early in 2014, there has been some leeway in cases like yours. That being said, if your client decides to be The Moz Hotel instead of just The Moz, I would suggest that they list themselves that way, across the board, for the sake of consistency. This means on their website, as well as their citations. Hope this helps!

[SC1234]

Google allows you a single descriptor, and it tends to help local results based on my experience.  So I'd keep the descriptor.