What should my estate agency’s name be on Google?
Use your genuine, real-world business name, the one on your signage, website and marketing, and nothing more. Adding keywords ("Best Estate Agents Guildford | Smith & Co") breaches Google’s guidelines and risks suspension. If you’re a self-employed agent trading under an agency brand, a name like "[Your name] – [Brand]" that reflects how you genuinely trade is fine; that’s your real name, not keyword stuffing.
The rule, and the nuance
Google wants your name to be your real-world name, full stop. Keyword-stuffing is a common cause of suspension. But "real-world name" includes how you genuinely trade, so a self-employed agent operating as "[Name], the Estate Agent – [Brand]" is using their real name, not gaming the system.
Frequently asked questions
Can I add my town or "estate agents" to my Google name?
Not as keywords. Your name must be your real-world business name. Use categories, services and your description to signal location and services instead.
I’m self-employed under an agency brand, is "[My name] – [Brand]" allowed?
Yes, if that genuinely reflects how you trade and appears on your real-world branding. That’s your real name, not keyword stuffing, and we wouldn’t recommend changing it on the strength of a generic flag alone.
Run a free GBP audit for your agency
Get a full, prioritised breakdown of your reviews and every other local-SEO signal, free, in about a minute.