Open your site, your Google Business Profile, and the last three directories that list you. Read the business name on each. If they don't match character for character, this post is for you.

Why it matters

Search engines build confidence in a local business by cross-referencing it: the name, address and phone on your site against the name, address and phone everywhere else. Mismatched names don't get the benefit of the doubt. They get treated as noise — or worse, as an attempt to game the algorithm.

The fix

1. Pick one name. The legal name, or the trading name, but one.
2. Put it in the site's title tags, H1s and footer, and in the meta on every page.
3. Update the Google Business Profile, then every directory and platform that lists you — wedding sites, travel platforms, review sites, chambers of commerce.
4. Wire on-site testimonials to your Google reviews so the trust you've already earned counts.

It's tedious, it takes a few weeks to be picked up, and it is one of the highest-return things a local business can do. It's inside our retainer, because it should be.