Google have updated its Places Business Guidelines to allow an additional single descriptor to qualify the business name in search.
Before you rush off to change your Places entry Business Name, and in its associated + Local Business page, you need to know how to re-brand properly to show the search results Google+ page with your new name.
Googles primary business model is to copy and merge public web data, from a set of sources, to create the free main body of a search result. They then sell placement of adverts round these result.
In order to monetise part of these placed adverts they added the Places and Your Business entry on top of Maps. And then sell enhanced appearance in search for these entries via Adwords.
Your Places entry data is used as an indication of what you want to appear in search BUT the over-riding source is the merged data Google finds out on the web.
So the best method, once you have chosen a suitable NEW business name, is to first go out and change all you other web directory data to the new business name.
Leave your + Local Business page, Places entry, website and blog alone at the moment.
After a few weeks or months, depending on the breadth and depth of your web presence, you will find the new name appearing on your search result Google+ page. Google may even update your Places entry name. You can then safely change you own Places entry, + Local Business page, website and blog names.
In the USA this can be a big administrative effort because of the large upstream directories, Acxiom, Localeze and ExpressUpdate. These push and pull data so you have to break into this cycle.
I resell the Yext Power Listing which automates this update process for you. One advantage its makes it easy to do additional seasonal, topical or promotional changes throughout the year. I offer 60 minutes of consultancy in addition for buying the book through my Google site.
My own Places entry shows the Google merge process in action. When Google+ was introduced I had to re-brand to include the + Local Business page as in my blog:http://andrewhuskinson.com/new-google-plus-places-and-maps-ebook/
However as you see from my original Google site entry I had a 'descriptor' of Consultant.
Despite me changing Googles change of 'Help' to 'Consultant' in the + Local Business page and Places entry a couple of times Googles choice rules:https://plus.google.com/u/0/+AndrewHuskinson/posts
While you are updating your web directory data take the opportunity to re-fresh your descriptions to detail your offering, essential with Googles now mandatory choice of their Categories. And to take in Googles new Semantic Web conversion as well. My Ebook marketing partner is a psychologist and specialises in writing web site landing pages for conversion and of course this feeds back into the texts semantic value in search.
If you have an old Edit screen Places entry, not yet updated with a + Local Business page, you need to go in and remove any custom categories you have set up, as this may affect the conversion to the new Edit screen. #Maps #localbusiness #semanticweb