Earlier this year Google added short names as an option for businesses in Google My Business. So if you wanted to give someone a quick way to see your business on Google Maps you would send them g.page/[yourcustomname]. Now this short name shows in the about tab in your Google My Business listing.
Here is a screen shot:
Joy Hawkins in the Local Search Forums said "I have no idea how many people even click on this tab, but if they do, this will be a new option for them to see." Andy Simpson said "So, the importance of having your "From the business" field and "shortname" updated in GMB dashboard." Forum discussion at Local Search Forums.
