Should you add keywords or a city to your business name to show up more in search?
Not on your Google Business Profile. Google's guidelines say the name should reflect your business's real-world name, and that adding unnecessary information, such as a service or a location, is not permitted and could get the profile suspended. Renaming the business itself to include a service or a city is a separate business decision, best made for your customers and your brand, not for search.
What Google's guidelines say
Google's "Guidelines for representing your business on Google" say your name should "reflect your business's real-world name", as known to customers. Details such as your address, service area, hours and category belong in the other sections of the profile, not in the name.
The guidelines are direct about the risk: "Including unnecessary information in your business name isn't permitted", and it "could result in the suspension of your Business Profile".
Some of what Google says to leave out of the name
- Marketing taglines.
- Store codes, phone numbers and website addresses.
- Business hours, such as "Open 24 hours".
- Service or product information that is not part of the real name.
- Location information, such as a nearby landmark or area.
- Special characters or legal terms such as LLC, unless you can show real-world proof, like signs or invoices, that they are part of the name.
When the service is already in your name
Google's own examples draw the line at the real name. Google lists "Advance Auto Parts" as acceptable, while it shows the service words added in "Midas Auto Service Experts" as not acceptable. If your business has always traded under a name that includes your trade or your town, that is simply your name.
Renaming the business is a different question
Changing the name on your signs, vehicles, paperwork and invoices to add a service or a city is a business decision. It is worth weighing how customers remember you, whether you might grow into other services or towns, and what the change costs you.
It also affects your profile. Google's guidelines say a minor change, where the proper nouns, the services described and the category stay the same, may count as rebranding. A bigger change is treated as a new business: you mark the old profile as closed and create a new one. That alone is a reason to think it through, and no one can promise a new name will change where you appear.
Sources
Related answers
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SEO for service businesses
Get found on Google by the people already looking for what you sell, in the places you serve, and see which searches turned into inquiries.