Google has updated its Google Business Profile guidelines with an important new rule for business names.
According to the latest update, businesses should not repeat the same business name in multiple languages or writing scripts within their Google Business Profile name.
The change appears in the name section of Google’s guidelines for representing a business on Google.
Google has added a new restriction called “Repeated Bilingual Names / Script Transliterations.”
According to Google, the following practice is not allowed:
Repeating the same business name in multiple scripts or languages, even if it appears this way on physical storefront signage.
What Business Names Are No Longer Allowed?
Google provided a few examples to make the new rule easier to understand.
Names that are not acceptable include:
- Kafiex / カフィエクス
- Burger King バーガーキング
In both examples, the same business name appears twice using different scripts.
Instead, Google says businesses should use a single version of the name.
Acceptable examples include:
- Kafiex
- Burger King
This means businesses operating in multilingual areas may need to review how their names currently appear on Google Business Profile.
The Rule Applies Beyond Japanese Business Names
The update was spotted by Hiroko Imai on LinkedIn.
Although Google’s examples use Japanese characters, the rule can affect businesses in many countries and languages.
For example, businesses using English together with Arabic, Chinese, Cyrillic, Japanese, or another writing system may need to check their profile names.
Hiroko highlighted that the policy is relevant to businesses operating in multilingual or multi-script markets.
One of the most important parts of this update is that Google says repeated bilingual names are not allowed even when the bilingual version appears on the company’s physical storefront sign.
Previously, some business owners may have used storefront photos as evidence that their bilingual Google Business Profile name matched their real-world branding.
However, Google’s updated guidance makes it clear that this may no longer be enough.
Why This Google Business Profile Update Matters?
Business names are an important part of Google Business Profile compliance.
Adding extra words, keywords, locations, services, or unnecessary variations to a business name can create problems with a listing.
Now, repeated translations or transliterations of the same name may also be considered a violation.
For businesses managing multiple Google Business Profiles, this update is especially important. A naming format that was previously used across dozens or hundreds of locations may now need to be reviewed.
Local SEO agencies should also check client profiles that contain the same brand name in two different scripts.
For example, if a company’s official name is written once in English and then immediately repeated in another language, it may be worth updating the listing to use one primary version.
What Businesses Should Do Now?
Business owners and local SEO teams should review their Google Business Profile names and look for repeated bilingual or transliterated versions.
In particular, check for:
- The same business name written in English and another language
- The same name displayed in two different scripts
- Transliterated versions added directly beside the primary business name
- Multi-location profiles using the same bilingual naming format
If you find this type of naming structure, compare it with Google’s latest name guidelines and consider using one primary version of the business name.
This is especially important because business name violations can potentially create profile compliance issues.
Final Thoughts
Google’s new Google Business Profile naming rule makes its expectations around bilingual and multi-script business names much clearer.
Repeating the same business name in different languages or scripts is now specifically listed as something businesses should avoid, even when the same format appears on physical signage.
For companies operating in multilingual markets, reviewing Google Business Profile names now could help prevent unnecessary listing problems later.
The update and discussion were also shared on LinkedIn, where Hiroko Imai highlighted the potential impact on businesses using multiple scripts.
Forum discussion at LinkedIn.
