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iVET360

VETERINARY MARKETING BENCHMARK REPORT

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2020

Veterinary Marketing
Benchmark Report

Google Short Name

The industry saw an increase of over 177% in the use of the short name URL. 100% of iVET360 clients have a short name for their Knowledge Panel.

23%

OF HOSPITALS HAVE A GOOGLE SHORT NAME

8.3%

2019

N/A

2018

N/A

2017

The What

To fully complete your business profile, you should claim a Google Short Name, which will direct current and prospective clients straight to the fabulous Google Knowledge Panel you’ve created.

The Short Name is a unique, simplified URL that can easily be recalled and shared. Initially, the URL for your Knowledge Panel is a lorem ipsum of letters and numbers. To be more accessible and visible, it’s pertinent that you go into your Google My Business Profile and change it to one that starts with “g.page/” and ends with the name of your hospital or some adaptation of it. Oh, and there’s a 32 character limit—with nothing in between. An example of a Google Short Name would be “g.page/CityVet/”

The Why

Hospitals that have a Google Short Name saw a 12% increase in number of reviews over those that did not. The key here is to claim your Google Short Name ASAP, before another business with a similar name takes yours out from under you.

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The How

To claim a Google Short Name on a computer, sign in to your Google My Business account, then open the location that you want to create a Short Name for. From the menu, click “Info” and then “Add profile Short Name”. Now you can enter your Short Name (If your name isn’t available, it will prompt you to choose a different name.) and click “Apply.”

If you’re on mobile, you’ll first need the Google My Business app. Once you have that, open it and click on “My Business.” Next, tap “Profile” and “Add profile Short Name.” This is where you can enter your desired Google Short Name before pressing “Save.” Whether you’re on computer or mobile, your Short Name will be pending at first, but will eventually show up on your Business Profile when it’s ready.

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