A GBP short name gives your business a clean, shareable URL that makes review requests and profile sharing dramatically easier.
Google Business Profile short names give your business a clean, memorable URL for sharing, replacing the long, randomized Google Maps URL with something like g.page/yourbusiness. This short URL appears in your GBP, can be shared in marketing materials, and simplifies the process of directing customers to your Google reviews or Maps listing.
This guide covers everything about GBP short names: how to create one, best practices for choosing the right name, and how to use it in your local SEO strategy.
A GBP short name is a customizable identifier that creates a shortened, personalized URL for your business listing. The URL format is:
g.page/[yourbusiness]
Example: g.page/sunriseplumbing
This short URL redirects to your Google Business Profile listing on Maps. It's easier to share, easier to remember, and more professional-looking in marketing materials than the default Google Maps URL.
Primary use cases:
Eligibility requirements:
Steps to create:
Step 1: Sign in to business.google.com
Step 2: Click on your business profile
Step 3: Click "Edit profile" then navigate to "Profile information" or look for the "Share profile" option
Step 4: Look for "Custom short URL" or "Short name" field
Step 5: Enter your desired short name (5–32 characters, letters and numbers only, no spaces)
Step 6: Click "Apply" to claim the name
If the short name you want is already taken, try variations: your business name + city, your business name + service type, or an abbreviation.
The short name should be recognizable, easy to type, and aligned with your business identity.
Best practices:
Keep it simple: Use your business name or the closest simple variation. "sunrise-plumbing" is better than "sunriseplumbing-austin-tx-bestplumber."
Be consistent with your brand: Your GBP short name should match or closely relate to your other online identifiers, website URL, social media handles, etc.
Include your business name: Customers should recognize it. g.page/milestonedental works; g.page/dentistaustin2026 doesn't.
Avoid keyword-stuffing: Google prohibits short names that are misleading or contain keyword stuffing. "bestplumberaustin" is borderline; "sunriseplumbing" is clean.
What to avoid:
The most common use for your GBP short name is generating review request links. The review request link format is:
g.page/[yourbusiness]/review
This URL takes customers directly to the review submission interface, they don't need to search for your business or navigate through Google Maps. It's the most friction-free path to a Google review.
How to use it:
📊 Flento Data: Review requests with a direct link (g.page/[business]/review) convert at 3.2x the rate of requests that just say "find us on Google and leave a review."
A QR code linking to your GBP short name creates a physical touchpoint for review requests, particularly useful for in-person businesses.
How to create a GBP QR code:
Step 1: Go to your GBP dashboard and find your review link (g.page/[yourbusiness]/review)
Step 2: Use any QR code generator (Google has one built into GBP under "Get more reviews") to create a QR code for that URL
Step 3: Add the QR code to:
Printed materials that work: A laminated QR code card at checkout: "Happy with your visit? Scan to leave us a Google review, it takes 30 seconds."
Use Flento's Smart QR Code Generator to create tracked QR codes that show how many scans and conversions each placement generates.
Use your short name (g.page/business) when:
Use your full GBP listing URL when:
Some businesses encounter issues creating short names:
Alternatives while waiting: Use Google's review request link generator in your GBP dashboard, this creates a slightly longer but still direct URL to your review form. The GBP dashboard has a "Share review form" button that generates this automatically.
For businesses without short name eligibility: Your full review request link can be shortened using a URL shortener (bit.ly, tinyurl, etc.) for easier sharing. This creates similar friction reduction to the short name approach.
Once you've created a short name, it's yours as long as you maintain an active, verified GBP. However:
Things that can affect your short name:
Best practice: Document your short name and use it in all customer-facing materials. If your GBP is ever suspended or requires re-verification, having the short name on record helps you recover it or claim a consistent replacement.
Is a GBP short name available for all businesses? No. Short names are available to verified businesses in most categories, but some categories are excluded. Businesses must typically have a verified profile that has been active for some period before short names become available.
Can I change my short name after creating it? Yes, but with limitations. You can update your short name up to 3 times per year. Changing it frequently breaks the URLs in any marketing materials you've already distributed.
What happens to g.page/[name] if I change my short name? The old short name URL stops working, it returns a "not found" error. This is why you shouldn't change your short name after you've distributed it in materials with a long shelf life (business cards, signage).
Can a competitor claim my short name if I delete my GBP? Yes. If your GBP is deleted or becomes inactive, your short name may become available for others to claim. Keeping your GBP active and verified protects your short name.
A GBP short name is a small administrative task with ongoing practical value. The review request link alone, g.page/[yourbusiness]/review, makes every review request more likely to convert by eliminating the search step that causes prospects to abandon the review process.
Set it up in 5 minutes, update all your customer-facing materials to include the review link, and you've improved your review acquisition rate for every future customer interaction.
