Businesses and professionals have always been trying and making constant changes to fit Google’s local search recommendations, updates and guidelines. An example of these efforts is the trend in which they include all the most relevant keywords that describe what they do, also known as Keyword stuffing, in their Google My Business name. These keywords are more likely not to be in their business’s legal name. It goes without saying that having relevant and highly searched-for keywords in a Google My Business listing will always have a great positive impact in terms of local search. However, Google never ceased to sanction Google My Business profiles that add Search Engine Optimization elements that don’t make sense vis-à-vis their businesses. This includes the business name, description, and FAQs. In a case study entitled “How Does Google My Business Penalize Keyword Stuffing: 50 Examples” by Sterling Sky, the researcher found that Google sanctioned only 40% of the 50 keyword span examples examined throughout the case study. The suspensions against these businesses were divided into soft and hard suspensions. According to Sterling Sky, in an article exploring the difference between soft and hard suspensions, “If you’re talking to Google, they refer to this (soft suspension) as a listing being “disabled”.  This is when you log in to Google My Business and see the “suspended” label and no longer have the ability to manage your listing. However, your listing still shows up on Google and Google Maps. While Hard suspensions are much worse because it means the listing itself has been removed from Google Maps and the reviews generally disappear with it.” The Concrete Effects of Keyword Stuffing Many law firms have faced a common local SEO occurrence. Many of them have started rebranding efforts in order to make the most out of keywords in their Google My Business names without taking the risk of any suspension. Google My Business guidelines instruct and insist that businesses should be represented on the platform as they are represented in the real world. This includes all the branding identity starting with the business’s name. This has not stopped businesses from boosting their Search Engine Optimization strategies in terms of keyword usage. At the same time, the majority didn’t break any Google rules. The Real Problem The real problem with keyword stuffing is that it loses all value when everyone starts doing it. In this case, businesses that made rebranding efforts to rank higher will lose a part of their identity, the ranking benefit, and multiple other resources.