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Why is my business name different on some directories?

Why is my business name different on some directories?

In order to make sure our directory partners can publish our listing quickly and easily, we use a process called cleansing. In this process, we check and adjust the profile details of a location to make sure they meet the guidelines of our partner directories. One of the fields we might adjust is the Business Name.

Some directories accept any business name, while other directories have specific requirements. Here are some examples of when we are obliged to adjust the name:


Adjusted by Cleansing


Clear Pools LLC
Clear Pools Inc.
Clear Pools Co.

Clear Pools

Some directories prefer to omit corporate abbreviations that a customer would not use when referring to the business 

REWE Superstore
REWE Minimarkt
REWE Bonn Bad Godesburg


Some directoriesrequire only the brand name and will omit:

  • Location identifiers (ex: “Bonn”)
  • Information which is not included on the storefront signage or the website header

Apple Maps prefers all locations of a brand to have the same name in order to promote orderliness.

Chili’s Restaurant


Because the location’s category already denotes the nature of the business, some directories will not publish a business name with category details in the name unless it’s part of the brand name.

Dental practice Dr. med. dent. Martha Muster | Dr. med. dent. John Doe

Dr. med. dent. Muster & Doe

In this example the name is 70 characters long but the name should not exceed 40 characters to be published in all directories. In this example, the title & last names have been kept and rest were removed to shorten the name


Even when the clean Business Name is used, the branding, usually taken from the website, and store front are still equally important to some directories (for example Apple).

Directories to which we must send a clean Business Name are below:

  • Apple Maps
  • Bing Maps
  • Yelp
  • Foursquare
  • Uber
  • Yandex
  • Infogroup
  • HERE
  • TomTom
  • Justacote
  • MeineStadt

Not adjusting the name sent to these directories risks:

  1. the directory flagging the listing for review –  (a process which takes time to complete), or 
  2. the directory deciding to use other sources for its information (common among Data Aggregators like Bing Maps & Apple Maps)

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