Follow these steps and review all guidelines to ensure your Google Business Profile can be updated easily with your new "Doing Business As" name
Step 1. File the DBA with Your State
DBA stands for 'Doing Business As.' Think of it as a business alias. If you want your GBP to rank well you may need to operate under a new company name that is different than your legal name, therefore you’ll need to register a DBA. Across most U.S. states and territories, you might hear a DBA referred to as an 'assumed name,' 'fictitious name,' or 'trade name.'
Every business has its official, legal name. Let’s break it down: If you’re a sole owner or in a partnership, the legal business name could be your own name. For corporations or LLCs (Limited Liability Companies), the legal name is typically what’s written in the foundational documents, like the articles of incorporation or organization.
Before you can conduct business and represent yourself under the new DBA name, you must complete, and file required DBA forms and pay a filing fee in the state(s) where you want to operate your business. You can obtain multiple DBAs and it will not change your legal entity name. The average cost of a DBA is in the $50- $100 range, a small price to pay for a greater GBP ranking.
Important things to consider when filing a DBA
Each state has its own forms and requirements, so be sure to check the forms and requirements carefully for your state. Here are important things you should consider when filing a DBA:
- Your legal business entity must be in good standing (you can get a certificate from your state or registration showing this).
- Your DBA cannot claim you have a corporation or LLC unless your actual business entity is a corporation or LLC.
- Many states require that you notify people that you've registered a DBA by posting a notice with a local newspaper or publication.
- Although you can identify your business in your initial registration documents under your Social Security Number, you should get an EIN (Employer Identification Number, also known as a Federal Tax ID Number) instead and use the EIN instead of your Social Security Number.
- You may not operate under an assumed name unless you've registered that name as a DBA name in the state in which you're operating.
- DBA registrations don't last forever. In many states, they are for five years and must be renewed before they expire. Check the specific state requirements carefully.
- Most states require that you amend your DBA filing if your legal business information changes. This includes your business address, legal name, change in officers, etc.
Step 2. Get Permanent Signage Matching Your DBA
Per Google Guidelines "Businesses showing their address on Google should maintain permanent fixed signage of their business name at the address."
There are no size or placement requirements, but Google maintains that signage must be a permanent fixture displayed prominently on the building. Exterior signage is always the preference and should be visible from the road so a new visitor can complete the final navigation to your office location. However, in some cases where exterior signage is not possible (e.g. in a multi-floor office building) then you must procure permanent interior signage such as an wall mounted sign near the entrance and be listed in any building directory signage seen in hallways, elevators etc.
Make sure all signage matches the exact name of your company matching your DBA paperwork. If there is any small discrepancy in the name in your DBA documents vs the signage google will deny the change.
**Crucial Note**: Google can be finicky on what constitutes "permanent" signage. Hanging vinyl banners, cling-on window vinyls and painted signs may not be accepted. Additionally, printed paper signs even if displayed in an acrylic mount on a wall may be denied. Google wants to see a sign that cannot easily be taken down or destroyed by the elements.
Examples of Unacceptable Signage
Examples of Acceptable Signage
Step 3. Amend and Gather Required Documents as Evidence
Before updating your Google Business Profile (GBP) to reflect your new "Doing Business As" (DBA) name, it is imperative that you gather the necessary proof to ensure this change is both accurate and compliant with Google's Guidelines. Google will typically not accept any alterations to your profile without a thorough verification process.
To secure approval for your business name change from Google—whether through verification or reinstatement/appeal—you must provide clear evidence in one of the following forms:
1️⃣ Utility Bill
You must present a utility bill that displays your new DBA name as you intend to use it on your Google Business Profile. Acceptable utility bills include electricity, phone, gas, water, sewage, trash, recycling, TV, or internet.**Crucial Note**: The address on the utility bill must precisely match the address currently listed on your GBP. If either the company name or address on the bill does not match the GBP exactly, Google will deny your request and may suspend your listing. For example, if you pay for internet service for "John's Cooling and Heating," but the billing address is your personal home address instead of the office address on your GBP, it will be deemed unacceptable proof. Additionally, if you intend to list your GBP name as "John's Plumbing," but the water bill shows your legal business name as "John's Services LLC," it will not serve as valid proof to Google.
2️⃣ Business Registration Documents
You must provide a copy of a business registration documents, accompanied by an additional page of the DBA paperwork. This serves as evidence that the DBA name is an official alias of your legal business name. Every state and legal entity type (LLC, S-Corp, Sole Prop, Partnership etc) has different regulations and verbiage used to describe these founding documents of a business. Accepted legal documents to use alongside your DBA proof include: official business registration, business license or permit, articles of incorporation, certificate of business entity or tax certificates.
**Crucial Note**: Ensure that every page of the documents if showing an address is consistent and matching throughout and that it exactly matches the address seen on your Google Business listing. Any mismatching addresses seen in the paperwork may result in Google deeming it as unacceptable proof. For example, if your original business registration doc lists your home address instead of the office address seen on the GBP, even if the DBA properly displays the office address - Google may still deem this as unacceptable proof. In this scenario, you would need to reach out to the Secretary of State's office to update your business address so all documents display a matching consistent address throughout.
While providing just one of the two options outlined above is sufficient, having both options of consistent and matching documentation strengthens your case significantly. Prepare as many documents as you can to minimize the risk of your Google Business Profile being suspended or experiencing downtime during the verification process.
➡️ Not sure where to start?
Use your Secretary of State's DBA lookup tool to find your official legal company name, any active DBAs held and the principal designated office address associated with your business entity. Most Secretary of State websites offer the ability to update your address, file a DBA and pay for an additional copy of your business registration online. You can use this site to find your state's unique link: https://www.northwestregisteredagent.com/start-a-business/secretary-of-state
➡️ What if the address on my documents doesn't match my Google Business Profile?
If any address on your business registration documents does not align with the address on your Google Business Profile, you must take immediate action to amend your paperwork to ensure consistency before making any changes to your GBP.
Whenever you relocate your office, you need to:
1. Notify the IRS You will need to notify the IRS about your business address change. The IRS recommends filing Form 8822-B. This form is for change of address or responsible party.
2. Notify the Secretary of State It is essential to inform the Secretary of State in the state where your business is registered about your address change. Each state has its own procedure for updating official documents.
3. Notify State & Local Business Licenses OfficesYou must also update your business address with any state licenses you hold. Additionally, contact the local city or county offices where you have obtained business licenses or permits to verify whether an address update is necessary.
Always take these steps to ensure your Google Business Profile remains compliant and functional.
Step 4. Update the Google Business Profile
Once you've taken the steps necessary to gather and amend your documents, please provide them to Relentless Digital. Only then when we've deemed it safe to proceed will we update the Google Business profile ourselves. We will handle any communication with Google necessary and keep you updated as additional steps for verification become necessary.