diff --git a/cmd/gazelle/diff_test.go b/cmd/gazelle/diff_test.go
index 6a6b58886..ed5a755ea 100644
--- a/cmd/gazelle/diff_test.go
+++ b/cmd/gazelle/diff_test.go
@@ -55,7 +55,7 @@ func TestDiffExisting(t *testing.T) {
  # gazelle:prefix example.com/hello
  
 +go_library(
-+    name = "go_default_library",
++    name = "hello",
 +    srcs = ["hello.go"],
 +    importpath = "example.com/hello",
 +    visibility = ["//visibility:public"],
@@ -91,7 +91,7 @@ func TestDiffNew(t *testing.T) {
 +load("@io_bazel_rules_go//go:def.bzl", "go_library")
 +
 +go_library(
-+    name = "go_default_library",
++    name = "hello",
 +    srcs = ["hello.go"],
 +    importpath = "example.com/hello",
 +    visibility = ["//visibility:public"],
@@ -138,7 +138,7 @@ func TestDiffReadWriteDir(t *testing.T) {
  # gazelle:prefix example.com/hello
 +
 +go_library(
-+    name = "go_default_library",
++    name = "hello",
 +    srcs = ["hello.go"],
 +    importpath = "example.com/hello",
 +    visibility = ["//visibility:public"],
diff --git a/cmd/gazelle/fix_test.go b/cmd/gazelle/fix_test.go
index 10482dda2..ecd7e2371 100644
--- a/cmd/gazelle/fix_test.go
+++ b/cmd/gazelle/fix_test.go
@@ -257,13 +257,13 @@ load("@io_bazel_rules_go//go:def.bzl", "go_binary", "go_library")
 
 go_binary(
     name = "hello",
-    embed = [":go_default_library"],
+    embed = [":repo_lib"],
     pure = "on",
     visibility = ["//visibility:public"],
 )
 
 go_library(
-    name = "go_default_library",
+    name = "repo_lib",
     srcs = ["hello.go"],
     importpath = "example.com/repo",
     visibility = ["//visibility:private"],
@@ -291,7 +291,7 @@ load("@io_bazel_rules_go//go:def.bzl", "go_binary", "go_library")
 # src build file
 
 go_library(
-    name = "go_default_library",
+    name = "repo_lib",
     srcs = ["hello.go"],
     importpath = "example.com/repo",
     visibility = ["//visibility:private"],
@@ -299,7 +299,7 @@ go_library(
 
 go_binary(
     name = "repo",
-    embed = [":go_default_library"],
+    embed = [":repo_lib"],
     visibility = ["//visibility:public"],
 )
 `,
@@ -324,13 +324,13 @@ load("@io_bazel_rules_go//go:def.bzl", "go_binary", "go_library")
 
 go_binary(
     name = "hello",
-    embed = [":go_default_library"],
+    embed = [":repo_lib"],
     pure = "on",
     visibility = ["//visibility:public"],
 )
 
 go_library(
-    name = "go_default_library",
+    name = "repo_lib",
     srcs = ["hello.go"],
     importpath = "example.com/repo",
     visibility = ["//visibility:private"],
diff --git a/cmd/gazelle/integration_test.go b/cmd/gazelle/integration_test.go
index 90b2d81d4..13823e709 100644
--- a/cmd/gazelle/integration_test.go
+++ b/cmd/gazelle/integration_test.go
@@ -524,11 +524,11 @@ import _ "golang.org/x/baz"
 			Content: `load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "foo",
     srcs = ["a.go"],
     importpath = "example.com/foo",
     visibility = ["//visibility:public"],
-    deps = ["//vendor/golang.org/x/bar:go_default_library"],
+    deps = ["//vendor/golang.org/x/bar"],
 )
 `,
 		}, {
@@ -536,12 +536,12 @@ go_library(
 			Content: `load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "bar",
     srcs = ["bar.go"],
     importmap = "example.com/foo/vendor/golang.org/x/bar",
     importpath = "golang.org/x/bar",
     visibility = ["//visibility:public"],
-    deps = ["//vendor/golang.org/x/baz:go_default_library"],
+    deps = ["//vendor/golang.org/x/baz"],
 )
 `,
 		},
@@ -898,11 +898,11 @@ import (
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "bar",
     srcs = ["bar.go"],
     importpath = "bar",
     visibility = ["//visibility:public"],
-    deps = ["//foo:go_default_library"],
+    deps = ["//foo"],
 )
 `,
 	}})
@@ -1007,7 +1007,7 @@ import _ "example.com/foo"
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "foo",
     srcs = ["foo.go"],
     importmap = "example.com/repo/sub/vendor/example.com/foo",
     importpath = "example.com/foo",
@@ -1020,11 +1020,11 @@ go_library(
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "bar",
     srcs = ["bar.go"],
     importpath = "example.com/repo/sub/bar",
     visibility = ["//visibility:public"],
-    deps = ["//sub/vendor/example.com/foo:go_default_library"],
+    deps = ["//sub/vendor/example.com/foo"],
 )
 `,
 		},
@@ -1140,11 +1140,11 @@ import _ "example.com/bar"
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "foo",
     srcs = ["foo.go"],
     importpath = "example.com/foo",
     visibility = ["//visibility:public"],
-    deps = ["@custom_repo//:go_default_library"],
+    deps = ["@custom_repo//:bar"],
 )
 `,
 		},
@@ -1179,6 +1179,7 @@ import _ "example.com/bar"
 	extDir := filepath.Join(dir, "ext")
 	args := []string{
 		"-go_prefix=example.com/foo",
+		"-go_naming_convention=import_alias",
 		"-mode=fix",
 		"-repo_root=" + extDir,
 		"-repo_config=" + filepath.Join(dir, "main", "WORKSPACE"),
@@ -1194,11 +1195,17 @@ import _ "example.com/bar"
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "foo",
     srcs = ["foo.go"],
     importpath = "example.com/foo",
     visibility = ["//visibility:public"],
-    deps = ["@custom_repo//:go_default_library"],
+    deps = ["@custom_repo//:bar"],
+)
+
+alias(
+    name = "go_default_library",
+    actual = ":foo",
+    visibility = ["//visibility:public"],
 )
 `,
 		},
@@ -2246,7 +2253,7 @@ import _ "example.com/bar"
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "bar",
     srcs = ["bar.go"],
     importpath = "example.com/bar",
     visibility = ["//visibility:public"],
@@ -2272,11 +2279,11 @@ go_library(
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "foo",
     srcs = ["foo.go"],
     importpath = "example.com/repo/foo",
     visibility = ["//visibility:public"],
-    deps = ["//vendor/example.com/bar:go_default_library"],
+    deps = ["//vendor/example.com/bar"],
 )
 `,
 	}})
@@ -2311,7 +2318,7 @@ import (
 
 # this should be ignored because -index=false
 go_library(
-    name = "go_default_library",
+    name = "baz",
     srcs = ["baz.go"],
     importpath = "example.com/dep/baz",
     visibility = ["//visibility:public"],
@@ -2342,11 +2349,11 @@ go_library(
 			Content: `load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "foo",
     srcs = ["foo.go"],
     importpath = "example.com/repo/foo",
     visibility = ["//visibility:public"],
-    deps = ["//vendor/example.com/dep/baz:go_default_library"],
+    deps = ["//vendor/example.com/dep/baz"],
 )
 `,
 		},
@@ -2394,13 +2401,13 @@ load("@io_bazel_rules_go//go:def.bzl", "go_library")
 # gazelle:prefix example.com/sub
 
 go_library(
-    name = "go_default_library",
+    name = "sub",
     srcs = ["sub.go"],
     importpath = "example.com/sub",
     visibility = ["//visibility:public"],
     deps = [
-        "//sub/missing:go_default_library",
-        "//vendor/example.com/external:go_default_library",
+        "//sub/missing",
+        "//vendor/example.com/external",
     ],
 )
 `,
@@ -2564,8 +2571,11 @@ func TestMapKind(t *testing.T) {
 		{
 			Path: "WORKSPACE",
 		}, {
-			Path:    "BUILD.bazel",
-			Content: "# gazelle:prefix example.com/mapkind",
+			Path: "BUILD.bazel",
+			Content: `
+# gazelle:prefix example.com/mapkind
+# gazelle:go_naming_convention go_default_library
+`,
 		}, {
 			Path:    "root_lib.go",
 			Content: `package mapkind`,
@@ -2654,6 +2664,7 @@ go_library(
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 # gazelle:prefix example.com/mapkind
+# gazelle:go_naming_convention go_default_library
 
 go_library(
     name = "go_default_library",
@@ -2820,7 +2831,7 @@ func TestMinimalModuleCompatibilityAliases(t *testing.T) {
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "foo",
     srcs = ["foo.go"],
     importpath = "example.com/foo/v2",
     importpath_aliases = ["example.com/foo"],
@@ -2833,7 +2844,7 @@ go_library(
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "bar",
     srcs = ["bar.go"],
     importpath = "example.com/foo/v2/bar",
     importpath_aliases = ["example.com/foo/bar"],
@@ -2880,7 +2891,7 @@ go_repository(
 load("@io_bazel_rules_go//go:def.bzl", "go_library", "go_test")
 
 go_library(
-    name = "go_default_library",
+    name = "version",
     srcs = ["version.go"],
     importpath = "example.com/m/internal/version",
     visibility = [
@@ -2890,9 +2901,9 @@ go_library(
 )
 
 go_test(
-    name = "go_default_test",
+    name = "version_test",
     srcs = ["version_test.go"],
-    embed = [":go_default_library"],
+    embed = [":version"],
 )
 `,
 	}})
@@ -3101,7 +3112,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "foo",
     embed = [":foo_go_proto"],
     importpath = "example.com/foo",
     visibility = ["//visibility:public"],
@@ -3159,7 +3170,7 @@ load("@io_bazel_rules_go//go:def.bzl", "go_library")
 # gazelle:lang
 
 go_library(
-    name = "go_default_library",
+    name = "bar",
     srcs = ["bar.go"],
     importpath = "",
     visibility = ["//visibility:public"],
@@ -3173,7 +3184,7 @@ load("@io_bazel_rules_go//go:def.bzl", "go_library")
 # gazelle:lang go,proto
 
 go_library(
-    name = "go_default_library",
+    name = "baz",
     srcs = ["baz.go"],
     importpath = "",
     visibility = ["//visibility:public"],
@@ -3241,7 +3252,7 @@ proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "proto",
     srcs = ["foo.pb.go"],
     importpath = "example.com/proto",
     visibility = ["//visibility:public"],
@@ -3249,3 +3260,50 @@ go_library(
 		},
 	})
 }
+
+func TestGoMainLibraryRemoved(t *testing.T) {
+	files := []testtools.FileSpec{
+		{
+			Path: "WORKSPACE",
+		},
+		{
+			Path: "BUILD.bazel",
+			Content: `
+# gazelle:prefix example.com
+# gazelle:go_naming_convention import
+`,
+		},
+		{
+			Path: "cmd/foo/BUILD.bazel",
+			Content: `load("@io_bazel_rules_go//go:def.bzl", "go_binary", "go_library")
+
+go_library(
+		name = "foo_lib",
+		srcs = ["foo.go"],
+		importpath = "example.com/cmd/foo",
+		visibility = ["//visibility:private"],
+)
+
+go_binary(
+		name = "foo",
+		embed = [":foo_lib"],
+		visibility = ["//visibility:public"],
+)
+`,
+		},
+	}
+	dir, cleanup := testtools.CreateFiles(t, files)
+	defer cleanup()
+
+	args := []string{"update"}
+	if err := runGazelle(dir, args); err != nil {
+		t.Fatal(err)
+	}
+
+	testtools.CheckFiles(t, dir, []testtools.FileSpec{
+		{
+			Path:    "cmd/foo/BUILD.bazel",
+			Content: "",
+		},
+	})
+}
diff --git a/internal/gazellebinarytest/gazellebinary_test.go b/internal/gazellebinarytest/gazellebinary_test.go
index c0cbb4867..6f5688f4f 100644
--- a/internal/gazellebinarytest/gazellebinary_test.go
+++ b/internal/gazellebinarytest/gazellebinary_test.go
@@ -55,7 +55,7 @@ load("@io_bazel_rules_go//go:def.bzl", "go_library")
 # gazelle:prefix example.com/test
 
 go_library(
-    name = "go_default_library",
+    name = "test",
     srcs = ["foo.go"],
     importpath = "example.com/test",
     visibility = ["//visibility:public"],
diff --git a/internal/runner_test.go b/internal/runner_test.go
index 4daf5e91d..77a7f1ceb 100644
--- a/internal/runner_test.go
+++ b/internal/runner_test.go
@@ -34,7 +34,7 @@ func TestRunner(t *testing.T) {
 	for _, target := range strings.Split(strings.TrimSpace(string(out)), "\n") {
 		got[target] = true
 	}
-	want := []string{"//:m", "//:go_default_library"}
+	want := []string{"//:m", "//:m_lib"}
 	for _, target := range want {
 		if !got[target] {
 			t.Errorf("target missing from query output: %s", target)
diff --git a/language/go/config.go b/language/go/config.go
index 04c12ac22..251fa71e9 100644
--- a/language/go/config.go
+++ b/language/go/config.go
@@ -268,8 +268,11 @@ func (f *namingConventionFlag) String() string {
 type namingConvention int
 
 const (
+	// Try to detect the naming convention in use.
+	unknownNamingConvention namingConvention = iota
+
 	// 'go_default_library' and 'go_default_test'
-	goDefaultLibraryNamingConvention = iota
+	goDefaultLibraryNamingConvention
 
 	// For an import path that ends with foo, the go_library rules target is
 	// named 'foo', the go_test is named 'foo_test'.
@@ -296,6 +299,8 @@ func (nc namingConvention) String() string {
 
 func namingConventionFromString(s string) (namingConvention, error) {
 	switch s {
+	case "":
+		return unknownNamingConvention, nil
 	case "go_default_library":
 		return goDefaultLibraryNamingConvention, nil
 	case "import":
@@ -303,7 +308,7 @@ func namingConventionFromString(s string) (namingConvention, error) {
 	case "import_alias":
 		return importAliasNamingConvention, nil
 	default:
-		return goDefaultLibraryNamingConvention, fmt.Errorf("unknown naming convention %q", s)
+		return unknownNamingConvention, fmt.Errorf("unknown naming convention %q", s)
 	}
 }
 
@@ -456,7 +461,12 @@ Update io_bazel_rules_go to a newer version in your WORKSPACE file.`
 		for _, repo := range c.Repos {
 			if repo.Kind() == "go_repository" {
 				if attr := repo.AttrString("build_naming_convention"); attr == "" {
-					repoNamingConvention[repo.Name()] = goDefaultLibraryNamingConvention // default for go_repository
+					// No naming convention specified.
+					// go_repsitory uses importAliasNamingConvention by default, so we
+					// could use whichever name.
+					// resolveExternal should take that as a signal to follow the current
+					// naming convention to avoid churn.
+					repoNamingConvention[repo.Name()] = importAliasNamingConvention
 				} else if nc, err := namingConventionFromString(attr); err != nil {
 					log.Printf("in go_repository named %q: %v", repo.Name(), err)
 				} else {
@@ -543,6 +553,7 @@ Update io_bazel_rules_go to a newer version in your WORKSPACE file.`
 				setPrefix(d.Value)
 			}
 		}
+
 		if !gc.prefixSet {
 			for _, r := range f.Rules {
 				switch r.Kind() {
@@ -565,6 +576,10 @@ Update io_bazel_rules_go to a newer version in your WORKSPACE file.`
 			}
 		}
 	}
+
+	if gc.goNamingConvention == unknownNamingConvention {
+		gc.goNamingConvention = detectNamingConvention(c, f)
+	}
 }
 
 // checkPrefix checks that a string may be used as a prefix. We forbid local
@@ -615,3 +630,85 @@ Update io_bazel_rules_go to a newer version in your WORKSPACE file.`
 }
 
 var errRulesGoRepoNotFound = errors.New(config.RulesGoRepoName + " external repository not found")
+
+// detectNamingConvention attempts to detect the naming convention in use by
+// reading build files in subdirectories of the repository root directory.
+//
+// If detectNamingConvention can't detect the naming convention (for example,
+// because no build files are found or multiple naming conventions are found),
+// importNamingConvention is returned.
+func detectNamingConvention(c *config.Config, rootFile *rule.File) namingConvention {
+	if !c.IndexLibraries {
+		// Indexing is disabled, which usually means speed is important and I/O
+		// should be minimized. Let's not open extra files or directories.
+		return importNamingConvention
+	}
+
+	detectInFile := func(f *rule.File) namingConvention {
+		for _, r := range f.Rules {
+			// NOTE: map_kind is not supported. c.KindMap will not be accurate in
+			// subdirectories.
+			kind := r.Kind()
+			name := r.Name()
+			if kind != "alias" && name == defaultLibName {
+				// Assume any kind of rule with the name "go_default_library" is some
+				// kind of go library. The old version of go_proto_library used this
+				// name, and it's possible with map_kind as well.
+				return goDefaultLibraryNamingConvention
+			} else if isGoLibrary(kind) && name == path.Base(r.AttrString("importpath")) {
+				return importNamingConvention
+			}
+		}
+		return unknownNamingConvention
+	}
+
+	detectInDir := func(dir, rel string) namingConvention {
+		var f *rule.File
+		for _, name := range c.ValidBuildFileNames {
+			fpath := filepath.Join(dir, name)
+			data, err := ioutil.ReadFile(fpath)
+			if err != nil {
+				continue
+			}
+			f, err = rule.LoadData(fpath, rel, data)
+			if err != nil {
+				continue
+			}
+		}
+		if f == nil {
+			return unknownNamingConvention
+		}
+		return detectInFile(f)
+	}
+
+	nc := unknownNamingConvention
+	if rootFile != nil {
+		if rootNC := detectInFile(rootFile); rootNC != unknownNamingConvention {
+			return rootNC
+		}
+	}
+
+	infos, err := ioutil.ReadDir(c.RepoRoot)
+	if err != nil {
+		return importNamingConvention
+	}
+	for _, info := range infos {
+		if !info.IsDir() {
+			continue
+		}
+		dirName := info.Name()
+		dirNC := detectInDir(filepath.Join(c.RepoRoot, dirName), dirName)
+		if dirNC == unknownNamingConvention {
+			continue
+		}
+		if nc != unknownNamingConvention && dirNC != nc {
+			// Subdirectories use different conventions. Return the default.
+			return importNamingConvention
+		}
+		nc = dirNC
+	}
+	if nc == unknownNamingConvention {
+		return importNamingConvention
+	}
+	return nc
+}
diff --git a/language/go/fix.go b/language/go/fix.go
index b00c75f62..760e80221 100644
--- a/language/go/fix.go
+++ b/language/go/fix.go
@@ -30,27 +30,31 @@ func (_ *goLang) Fix(c *config.Config, f *rule.File) {
 	flattenSrcs(c, f)
 	squashCgoLibrary(c, f)
 	squashXtest(c, f)
-	migrateNamingConvention(c, f)
 	removeLegacyProto(c, f)
 	removeLegacyGazelle(c, f)
+	migrateNamingConvention(c, f)
 }
 
-// migrateNamingConvention renames rules according to go_naming_convention directives.
+// migrateNamingConvention renames rules according to go_naming_convention
+// directives.
 func migrateNamingConvention(c *config.Config, f *rule.File) {
+	// Determine old and new names for go_library and go_test.
 	nc := getGoConfig(c).goNamingConvention
-
-	binName := binName(f)
-	importPath := importPath(f)
+	importPath := findImportPath(f)
 	if importPath == "" {
 		return
 	}
-	libName := libNameByConvention(nc, binName, importPath)
-	testName := testNameByConvention(nc, binName, importPath)
+	var pkgName string // unknown unless there's a binary
+	if fileContainsGoBinary(c, f) {
+		pkgName = "main"
+	}
+	libName := libNameByConvention(nc, importPath, pkgName)
+	testName := testNameByConvention(nc, importPath)
 	var migrateLibName, migrateTestName string
 	switch nc {
 	case goDefaultLibraryNamingConvention:
-		migrateLibName = libNameByConvention(importNamingConvention, binName, importPath)
-		migrateTestName = testNameByConvention(importNamingConvention, binName, importPath)
+		migrateLibName = libNameByConvention(importNamingConvention, importPath, pkgName)
+		migrateTestName = testNameByConvention(importNamingConvention, importPath)
 	case importNamingConvention, importAliasNamingConvention:
 		migrateLibName = defaultLibName
 		migrateTestName = defaultTestName
@@ -58,37 +62,74 @@ func migrateNamingConvention(c *config.Config, f *rule.File) {
 		return
 	}
 
+	// Check whether the new names are in use. If there are rules with both old
+	// and new names, there will be a conflict.
+	var haveLib, haveMigrateLib, haveTest, haveMigrateTest bool
+	for _, r := range f.Rules {
+		switch {
+		case r.Name() == libName:
+			haveLib = true
+		case r.Kind() == "go_library" && r.Name() == migrateLibName:
+			haveMigrateLib = true
+		case r.Name() == testName:
+			haveTest = true
+		case r.Kind() == "go_test" && r.Name() == migrateTestName:
+			haveMigrateTest = true
+		}
+	}
+	haveLibConflict := haveLib && haveMigrateLib
+	haveTestConflict := haveTest && haveMigrateTest
+	if haveLibConflict {
+		log.Printf("%[1]s: Tried to rename %[2]s to %[3]s, but %[3]s already exists.", f.Path, migrateLibName, libName)
+	}
+	if haveTestConflict {
+		log.Printf("%[1]s: Tried to rename %[2]s to %[3]s, but %[3]s already exists.", f.Path, migrateTestName, testName)
+	}
+
+	// Rename the targets and stuff in the same file that refers to them.
 	for _, r := range f.Rules {
 		// TODO(jayconrod): support map_kind directive.
 		// We'll need to move the metaresolver from resolve.RuleIndex to config.Config so we can access it from here.
 		switch r.Kind() {
 		case "go_binary":
-			replaceInStrListAttr(r, "embed", ":"+migrateLibName, ":"+libName)
+			if !haveLibConflict {
+				replaceInStrListAttr(r, "embed", ":"+migrateLibName, ":"+libName)
+			}
 		case "go_library":
-			if r.Name() == migrateLibName {
+			if r.Name() == migrateLibName && !haveLibConflict {
 				r.SetName(libName)
 			}
 		case "go_test":
-			if r.Name() == migrateTestName {
+			if r.Name() == migrateTestName && !haveTestConflict {
 				r.SetName(testName)
+			}
+			if !haveLibConflict {
 				replaceInStrListAttr(r, "embed", ":"+migrateLibName, ":"+libName)
 			}
 		}
 	}
 }
 
-// binName returns the name of a go_binary rule if one can be found.
-func binName(f *rule.File) string {
+// fileContainsGoBinary returns whether the file has a go_binary rule.
+func fileContainsGoBinary(c *config.Config, f *rule.File) bool {
+	if f == nil {
+		return false
+	}
 	for _, r := range f.Rules {
-		if r.Kind() == "go_binary" {
-			return r.Name()
+		kind := r.Kind()
+		if mappedKind, ok := c.KindMap[kind]; ok {
+			kind = mappedKind.KindName
+		}
+		if kind == "go_binary" {
+			return true
 		}
 	}
-	return ""
+	return false
 }
 
-// import path returns the existing import path from the first encountered Go rule with the attribute set.
-func importPath(f *rule.File) string {
+// findImportPath returns the existing import path from the first encountered Go
+// rule with the attribute set.
+func findImportPath(f *rule.File) string {
 	for _, r := range f.Rules {
 		switch r.Kind() {
 		case "go_binary", "go_library", "go_test":
diff --git a/language/go/fix_test.go b/language/go/fix_test.go
index ed7a48e84..48f91b514 100644
--- a/language/go/fix_test.go
+++ b/language/go/fix_test.go
@@ -103,6 +103,49 @@ go_test(
     srcs = ["foo_test.go"],
     embed = [":foo_lib"],
 )
+`,
+		}, {
+			desc:             "go_naming_convention=go_default_library -> import conflict",
+			namingConvention: importNamingConvention,
+			old: `load("@io_bazel_rules_go//go:def.bzl", "go_library", "go_test")
+load(":build_defs.bzl", "x_binary")
+
+go_library(
+    name = "go_default_library",
+    srcs = ["foo.go"],
+    importpath = "foo",
+    visibility = ["//visibility:private"],
+)
+
+x_binary(
+    name = "foo",
+)
+
+go_test(
+    name = "go_default_test",
+    srcs = ["foo_test.go"],
+    embed = [":go_default_library"],
+)
+`,
+			want: `load("@io_bazel_rules_go//go:def.bzl", "go_library", "go_test")
+load(":build_defs.bzl", "x_binary")
+
+go_library(
+    name = "go_default_library",
+    srcs = ["foo.go"],
+    importpath = "foo",
+    visibility = ["//visibility:private"],
+)
+
+x_binary(
+    name = "foo",
+)
+
+go_test(
+    name = "foo_test",
+    srcs = ["foo_test.go"],
+    embed = [":go_default_library"],
+)
 `,
 		}, {
 			desc:             "go_naming_convention=import -> go_default_library for lib",
diff --git a/language/go/generate.go b/language/go/generate.go
index 301f06aa4..4de83d6e8 100644
--- a/language/go/generate.go
+++ b/language/go/generate.go
@@ -127,7 +127,7 @@ func (gl *goLang) GenerateRules(args language.GenerateArgs) language.GenerateRes
 						// if a go_proto_library rule already exists for this
 						// proto package, treat it as if the proto package
 						// doesn't exist.
-						pkg = emptyPackage(c, args.Dir, args.Rel)
+						pkg = emptyPackage(c, args.Dir, args.Rel, args.File)
 						break
 					}
 					pkg = &goPackage{
@@ -139,7 +139,7 @@ func (gl *goLang) GenerateRules(args language.GenerateArgs) language.GenerateRes
 					break
 				}
 			} else {
-				pkg = emptyPackage(c, args.Dir, args.Rel)
+				pkg = emptyPackage(c, args.Dir, args.Rel, args.File)
 			}
 		} else {
 			log.Print(err)
@@ -255,19 +255,18 @@ func (gl *goLang) GenerateRules(args language.GenerateArgs) language.GenerateRes
 			_, rs := g.generateProto(pcMode, pkg.proto, pkg.importPath)
 			rules = append(rules, rs...)
 		}
-		binName := pathtools.RelBaseName(pkg.rel, getGoConfig(g.c).prefix, g.c.RepoRoot)
-		lib := g.generateLib(pkg, binName, protoEmbed)
+		lib := g.generateLib(pkg, protoEmbed)
 		var libName string
 		if !lib.IsEmpty(goKinds[lib.Kind()]) {
 			libName = lib.Name()
 		}
 		rules = append(rules, lib)
-		if r := g.generateAlias(pkg, libName); r != nil {
+		if r := g.maybeGenerateAlias(pkg, libName); r != nil {
 			rules = append(rules, r)
 		}
 		rules = append(rules,
-			g.generateBin(pkg, binName, libName),
-			g.generateTest(pkg, binName, libName))
+			g.generateBin(pkg, libName),
+			g.generateTest(pkg, libName))
 	}
 
 	for _, r := range rules {
@@ -374,9 +373,18 @@ func selectPackage(c *config.Config, dir string, packageMap map[string]*goPackag
 	return nil, err
 }
 
-func emptyPackage(c *config.Config, dir, rel string) *goPackage {
+func emptyPackage(c *config.Config, dir, rel string, f *rule.File) *goPackage {
+	var pkgName string
+	if fileContainsGoBinary(c, f) {
+		// If the file contained a go_binary, its library may have a "_lib" suffix.
+		// Set the package name to "main" so that we generate an empty library rule
+		// with that name.
+		pkgName = "main"
+	} else {
+		pkgName = defaultPackageName(c, dir)
+	}
 	pkg := &goPackage{
-		name: defaultPackageName(c, dir),
+		name: pkgName,
 		dir:  dir,
 		rel:  rel,
 	}
@@ -446,12 +454,9 @@ func (g *generator) generateProto(mode proto.Mode, target protoTarget, importPat
 	return goProtoName, []*rule.Rule{goProtoLibrary}
 }
 
-func (g *generator) generateLib(pkg *goPackage, binName, embed string) *rule.Rule {
-	var bn string
-	if pkg.isCommand() {
-		bn = binName
-	}
-	name := libNameByConvention(getGoConfig(g.c).goNamingConvention, bn, pkg.name)
+func (g *generator) generateLib(pkg *goPackage, embed string) *rule.Rule {
+	gc := getGoConfig(g.c)
+	name := libNameByConvention(gc.goNamingConvention, pkg.importPath, pkg.name)
 	goLibrary := rule.NewRule("go_library", name)
 	if !pkg.library.sources.hasGo() && embed == "" {
 		return goLibrary // empty
@@ -468,7 +473,7 @@ func (g *generator) generateLib(pkg *goPackage, binName, embed string) *rule.Rul
 	return goLibrary
 }
 
-func (g *generator) generateAlias(pkg *goPackage, libName string) *rule.Rule {
+func (g *generator) maybeGenerateAlias(pkg *goPackage, libName string) *rule.Rule {
 	if pkg.isCommand() || libName == "" {
 		return nil
 	}
@@ -479,13 +484,15 @@ func (g *generator) generateAlias(pkg *goPackage, libName string) *rule.Rule {
 	alias := rule.NewRule("alias", defaultLibName)
 	alias.SetAttr("visibility", g.commonVisibility(pkg.importPath))
 	if gc.goNamingConvention == importAliasNamingConvention {
-		alias.SetAttr("actual", ":" + libName)
+		alias.SetAttr("actual", ":"+libName)
 	}
 	return alias
 }
 
-func (g *generator) generateBin(pkg *goPackage, binName, library string) *rule.Rule {
-	goBinary := rule.NewRule("go_binary", binName)
+func (g *generator) generateBin(pkg *goPackage, library string) *rule.Rule {
+	gc := getGoConfig(g.c)
+	name := binName(pkg.rel, gc.prefix, g.c.RepoRoot)
+	goBinary := rule.NewRule("go_binary", name)
 	if !pkg.isCommand() || pkg.binary.sources.isEmpty() && library == "" {
 		return goBinary // empty
 	}
@@ -494,12 +501,9 @@ func (g *generator) generateBin(pkg *goPackage, binName, library string) *rule.R
 	return goBinary
 }
 
-func (g *generator) generateTest(pkg *goPackage, binName, library string) *rule.Rule {
-	var bn string
-	if pkg.isCommand() {
-		bn = binName
-	}
-	name := testNameByConvention(getGoConfig(g.c).goNamingConvention, bn, pkg.name)
+func (g *generator) generateTest(pkg *goPackage, library string) *rule.Rule {
+	gc := getGoConfig(g.c)
+	name := testNameByConvention(gc.goNamingConvention, pkg.importPath)
 	goTest := rule.NewRule("go_test", name)
 	if !pkg.test.sources.hasGo() {
 		return goTest // empty
diff --git a/language/go/generate_test.go b/language/go/generate_test.go
index a65b9e173..0581ba318 100644
--- a/language/go/generate_test.go
+++ b/language/go/generate_test.go
@@ -105,7 +105,7 @@ func TestGenerateRules(t *testing.T) {
 }
 
 func TestGenerateRulesEmpty(t *testing.T) {
-	c, langs, _ := testConfig(t)
+	c, langs, _ := testConfig(t, "-go_prefix=example.com/repo")
 	goLang := langs[1].(*goLang)
 	res := goLang.GenerateRules(language.GenerateArgs{
 		Config: c,
@@ -125,11 +125,11 @@ filegroup(name = "go_default_library_protos")
 
 go_proto_library(name = "foo_go_proto")
 
-go_library(name = "go_default_library")
+go_library(name = "foo")
 
 go_binary(name = "foo")
 
-go_test(name = "go_default_test")
+go_test(name = "foo_test")
 `)
 	if got != want {
 		t.Errorf("got:\n%s\nwant:\n%s", got, want)
@@ -151,7 +151,7 @@ func TestGenerateRulesEmptyLegacyProto(t *testing.T) {
 }
 
 func TestGenerateRulesEmptyPackageProto(t *testing.T) {
-	c, langs, _ := testConfig(t, "-proto=package")
+	c, langs, _ := testConfig(t, "-proto=package", "-go_prefix=example.com/repo")
 	oldContent := []byte(`
 proto_library(
     name = "dead_proto",
@@ -187,11 +187,11 @@ filegroup(name = "go_default_library_protos")
 
 go_proto_library(name = "foo_go_proto")
 
-go_library(name = "go_default_library")
+go_library(name = "foo")
 
 go_binary(name = "foo")
 
-go_test(name = "go_default_test")
+go_test(name = "foo_test")
 `)
 	if got != want {
 		t.Errorf("got:\n%s\nwant:\n%s", got, want)
@@ -266,7 +266,7 @@ func prebuiltProtoRules() []*rule.Rule {
 		proto.Package{
 			Name: "foo",
 			Files: map[string]proto.FileInfo{
-				"foo.proto": proto.FileInfo{},
+				"foo.proto": {},
 			},
 			Imports: map[string]bool{},
 			Options: map[string]string{},
diff --git a/language/go/package.go b/language/go/package.go
index 2b4575ff2..806365d84 100644
--- a/language/go/package.go
+++ b/language/go/package.go
@@ -25,6 +25,7 @@ import (
 
 	"github.com/bazelbuild/bazel-gazelle/config"
 	"github.com/bazelbuild/bazel-gazelle/language/proto"
+	"github.com/bazelbuild/bazel-gazelle/pathtools"
 	"github.com/bazelbuild/bazel-gazelle/rule"
 )
 
@@ -159,13 +160,6 @@ func (pkg *goPackage) inferImportPath(c *config.Config) error {
 		return fmt.Errorf("%s: go prefix is not set, so importpath can't be determined for rules. Set a prefix with a '# gazelle:prefix' comment or with -go_prefix on the command line", pkg.dir)
 	}
 	pkg.importPath = InferImportPath(c, pkg.rel)
-
-	if pkg.rel == gc.prefixRel {
-		pkg.importPath = gc.prefix
-	} else {
-		fromPrefixRel := strings.TrimPrefix(pkg.rel, gc.prefixRel+"/")
-		pkg.importPath = path.Join(gc.prefix, fromPrefixRel)
-	}
 	return nil
 }
 
@@ -187,29 +181,42 @@ func libNameFromImportPath(dir string) string {
 	return name
 }
 
-// libNameByConvention returns a suitable lib name based on go_naming_convention
-// If go_default_library, "go_default_library" is returned.
-// Else if this is a 'main' package, 'foo_lib' is returned, where 'foo' is the name of the go_binary rule.
-// Else it is a regular package, the last segment of the importpath is returned. Major version suffixes (eg. "v1") are dropped.
-func libNameByConvention(nc namingConvention, binName, imp string) string {
+// libNameByConvention returns a suitable name for a go_library using the given
+// naming convention, the import path, and the package name.
+func libNameByConvention(nc namingConvention, imp string, pkgName string) string {
 	if nc == goDefaultLibraryNamingConvention {
 		return defaultLibName
 	}
-	if binName != "" {
-		return binName + "_lib"
+	name := libNameFromImportPath(imp)
+	isCommand := pkgName == "main"
+	if name == "" {
+		if isCommand {
+			name = "lib"
+		} else {
+			name = pkgName
+		}
+	} else if isCommand {
+		name += "_lib"
 	}
-	return libNameFromImportPath(imp)
+	return name
 }
 
-// testNameByConvention works like libNameByConvention, but always appends '_test'.
-func testNameByConvention(nc namingConvention, binName, imp string) string {
+// testNameByConvention returns a suitable name for a go_test using the given
+// naming convention and the import path.
+func testNameByConvention(nc namingConvention, imp string) string {
 	if nc == goDefaultLibraryNamingConvention {
 		return defaultTestName
 	}
-	if binName != "" {
-		return binName + "_test"
+	libName := libNameFromImportPath(imp)
+	if libName == "" {
+		libName = "lib"
 	}
-	return libNameFromImportPath(imp) + "_test"
+	return libName + "_test"
+}
+
+// binName returns a suitable name for a go_binary.
+func binName(rel, prefix, repoRoot string) string {
+	return pathtools.RelBaseName(rel, prefix, repoRoot)
 }
 
 func InferImportPath(c *config.Config, rel string) string {
diff --git a/language/go/resolve.go b/language/go/resolve.go
index 1d74c7268..801c17f84 100644
--- a/language/go/resolve.go
+++ b/language/go/resolve.go
@@ -156,7 +156,7 @@ func ResolveGo(c *config.Config, ix *resolve.RuleIndex, rc *repo.RemoteCache, im
 		// current repo
 		if pathtools.HasPrefix(imp, gc.prefix) {
 			pkg := path.Join(gc.prefixRel, pathtools.TrimPrefix(imp, gc.prefix))
-			libName := libNameByConvention(gc.goNamingConvention, "", imp)
+			libName := libNameByConvention(gc.goNamingConvention, imp, "")
 			return label.New("", pkg, libName), nil
 		}
 	}
@@ -264,20 +264,25 @@ func resolveExternal(c *config.Config, rc *repo.RemoteCache, imp string) (label.
 		pkg = pathtools.TrimPrefix(impWithoutSemver, prefix)
 	}
 
-	// Determine what naming convention is used by the go_repository rule.
-	// If none is specified with "build_naming_convention", the either naming convention
-	// can be used, so we'll default to whatever's used in the current workspace to avoid churn.
-	nc := gc.goNamingConvention
-	if rnc, ok := gc.repoNamingConvention[repo]; ok {
-		nc = rnc
+	// Determine what naming convention is used by the repository.
+	// If there is no known repository, it's probably declared in an http_archive
+	// somewhere like go_rules_dependencies. Use the old naming convention.
+	nc, ok := gc.repoNamingConvention[repo]
+	if !ok {
+		nc = goDefaultLibraryNamingConvention
+	}
+	if nc == importAliasNamingConvention {
+		// If the repository is compatible with either naming convention, use
+		// whichever is preferred in this directory to avoid churn.
+		nc = gc.goNamingConvention
 	}
 
-	name := libNameByConvention(nc, "", imp)
+	name := libNameByConvention(nc, imp, "")
 	return label.New(repo, pkg, name), nil
 }
 
 func resolveVendored(gc *goConfig, imp string) (label.Label, error) {
-	name := libNameByConvention(gc.goNamingConvention, "", imp)
+	name := libNameByConvention(gc.goNamingConvention, imp, "")
 	return label.New("", path.Join("vendor", imp), name), nil
 }
 
@@ -307,7 +312,7 @@ func resolveProto(c *config.Config, ix *resolve.RuleIndex, rc *repo.RemoteCache,
 	if from.Pkg == "vendor" || strings.HasPrefix(from.Pkg, "vendor/") {
 		rel = path.Join("vendor", rel)
 	}
-	libName := libNameByConvention(getGoConfig(c).goNamingConvention, "", imp)
+	libName := libNameByConvention(getGoConfig(c).goNamingConvention, imp, "")
 	return label.New("", rel, libName), nil
 }
 
diff --git a/language/go/resolve_test.go b/language/go/resolve_test.go
index a72e9388f..b6b5e27d2 100644
--- a/language/go/resolve_test.go
+++ b/language/go/resolve_test.go
@@ -462,8 +462,8 @@ go_binary(
 go_binary(
     name = "bin",
     deps = [
-        ":go_default_library",
-        "//sub:go_default_library",
+        ":resolve",
+        "//sub",
     ],
 )
 `,
@@ -532,7 +532,7 @@ go_binary(
 			want: `
 go_binary(
     name = "bin",
-    deps = ["//vendor/example.com/outside/prefix:go_default_library"],
+    deps = ["//vendor/example.com/outside/prefix"],
 )
 `,
 		}, {
@@ -575,7 +575,7 @@ go_binary(
 			want: `
 go_binary(
     name = "bin",
-    deps = ["//vendor/example.com/foo:go_default_library"],
+    deps = ["//vendor/example.com/foo"],
 )`,
 		}, {
 			desc: "proto_override",
@@ -1084,31 +1084,45 @@ func TestResolveExternal(t *testing.T) {
 	ix.Finish()
 	gl := langs[1].(*goLang)
 	for _, tc := range []struct {
-		desc, importpath string
-		repos            []repo.Repo
-		moduleMode       bool
-		namingConvention namingConvention
+		desc, importpath     string
+		repos                []repo.Repo
+		moduleMode           bool
+		namingConvention     namingConvention
 		repoNamingConvention map[string]namingConvention
-		want             string
+		want                 string
 	}{
 		{
 			desc:       "top",
 			importpath: "example.com/repo",
 			want:       "@com_example_repo//:go_default_library",
+		}, {
+			desc:             "top_import_naming_convention",
+			namingConvention: goDefaultLibraryNamingConvention,
+			repoNamingConvention: map[string]namingConvention{
+				"com_example_repo": importNamingConvention,
+			},
+			importpath: "example.com/repo",
+			want:       "@com_example_repo//:repo",
+		}, {
+			desc:             "top_import_alias_naming_convention",
+			namingConvention: goDefaultLibraryNamingConvention,
+			repoNamingConvention: map[string]namingConvention{
+				"com_example_repo": importAliasNamingConvention,
+			},
+			importpath: "example.com/repo",
+			want:       "@com_example_repo//:go_default_library",
 		}, {
 			desc:       "sub",
 			importpath: "example.com/repo/lib",
 			want:       "@com_example_repo//lib:go_default_library",
 		}, {
-			desc:             "top go_naming_convention=import",
-			namingConvention: importNamingConvention,
-			importpath:       "example.com/repo",
-			want:             "@com_example_repo//:repo",
-		}, {
-			desc:             "sub go_naming_convention=import",
+			desc:             "sub_import_alias_naming_convention",
 			namingConvention: importNamingConvention,
-			importpath:       "example.com/repo/lib",
-			want:             "@com_example_repo//lib",
+			repoNamingConvention: map[string]namingConvention{
+				"com_example_repo": importAliasNamingConvention,
+			},
+			importpath: "example.com/repo/lib",
+			want:       "@com_example_repo//lib",
 		}, {
 			desc: "custom_repo",
 			repos: []repo.Repo{{
@@ -1118,10 +1132,10 @@ func TestResolveExternal(t *testing.T) {
 			importpath: "example.com/repo/lib",
 			want:       "@custom_repo_name//lib:go_default_library",
 		}, {
-			desc: "custom_repo go_naming_convention=import",
+			desc: "custom_repo_import_naming_convention",
 			repos: []repo.Repo{{
-				Name:                  "custom_repo_name",
-				GoPrefix:              "example.com/repo",
+				Name:     "custom_repo_name",
+				GoPrefix: "example.com/repo",
 			}},
 			repoNamingConvention: map[string]namingConvention{
 				"custom_repo_name": importNamingConvention,
diff --git a/language/go/testdata/allcgolib/BUILD.want b/language/go/testdata/allcgolib/BUILD.want
index 29f9dd58a..730e3789d 100644
--- a/language/go/testdata/allcgolib/BUILD.want
+++ b/language/go/testdata/allcgolib/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_library", "go_test")
 
 go_library(
-    name = "go_default_library",
+    name = "allcgolib",
     srcs = [
         "foo.c",
         "foo.go",
@@ -16,8 +16,8 @@ go_library(
 )
 
 go_test(
-    name = "go_default_test",
+    name = "allcgolib_test",
     srcs = ["foo_test.go"],
     _gazelle_imports = ["testing"],
-    embed = [":go_default_library"],
+    embed = [":allcgolib"],
 )
diff --git a/language/go/testdata/bin/BUILD.want b/language/go/testdata/bin/BUILD.want
index 6f03dfca5..51ae87700 100644
--- a/language/go/testdata/bin/BUILD.want
+++ b/language/go/testdata/bin/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_binary", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "bin_lib",
     srcs = ["main.go"],
     _gazelle_imports = [
         "example.com/repo/lib",
@@ -14,6 +14,6 @@ go_library(
 go_binary(
     name = "bin",
     _gazelle_imports = [],
-    embed = [":go_default_library"],
+    embed = [":bin_lib"],
     visibility = ["//visibility:public"],
 )
diff --git a/language/go/testdata/bin_with_tests/BUILD.want b/language/go/testdata/bin_with_tests/BUILD.want
index decc3eeeb..2dd826d1d 100644
--- a/language/go/testdata/bin_with_tests/BUILD.want
+++ b/language/go/testdata/bin_with_tests/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_binary", "go_library", "go_test")
 
 go_library(
-    name = "go_default_library",
+    name = "bin_with_tests_lib",
     srcs = ["main.go"],
     _gazelle_imports = [
         "example.com/repo/lib",
@@ -14,13 +14,13 @@ go_library(
 go_binary(
     name = "bin_with_tests",
     _gazelle_imports = [],
-    embed = [":go_default_library"],
+    embed = [":bin_with_tests_lib"],
     visibility = ["//visibility:public"],
 )
 
 go_test(
-    name = "go_default_test",
+    name = "bin_with_tests_test",
     srcs = ["bin_test.go"],
     _gazelle_imports = ["testing"],
-    embed = [":go_default_library"],
+    embed = [":bin_with_tests_lib"],
 )
diff --git a/language/go/testdata/cgolib/BUILD.want b/language/go/testdata/cgolib/BUILD.want
index fdfce5336..85f192c54 100644
--- a/language/go/testdata/cgolib/BUILD.want
+++ b/language/go/testdata/cgolib/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_library", "go_test")
 
 go_library(
-    name = "go_default_library",
+    name = "cgolib",
     srcs = [
         "asm.S",
         "foo.c",
@@ -25,8 +25,8 @@ go_library(
 )
 
 go_test(
-    name = "go_default_test",
+    name = "cgolib_test",
     srcs = ["foo_test.go"],
     _gazelle_imports = ["testing"],
-    embed = [":go_default_library"],
+    embed = [":cgolib"],
 )
diff --git a/language/go/testdata/cgolib_with_build_tags/BUILD.want b/language/go/testdata/cgolib_with_build_tags/BUILD.want
index ea09c8e13..ca21cdf92 100644
--- a/language/go/testdata/cgolib_with_build_tags/BUILD.want
+++ b/language/go/testdata/cgolib_with_build_tags/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_library", "go_test")
 
 go_library(
-    name = "go_default_library",
+    name = "cgolib_with_build_tags",
     srcs = [
         "asm_linux.S",
         "asm_other.S",
@@ -90,8 +90,8 @@ go_library(
 )
 
 go_test(
-    name = "go_default_test",
+    name = "cgolib_with_build_tags_test",
     srcs = ["foo_test.go"],
     _gazelle_imports = ["testing"],
-    embed = [":go_default_library"],
+    embed = [":cgolib_with_build_tags"],
 )
diff --git a/language/go/testdata/default_visibility/BUILD.want b/language/go/testdata/default_visibility/BUILD.want
index 324a907f9..199f1e6df 100644
--- a/language/go/testdata/default_visibility/BUILD.want
+++ b/language/go/testdata/default_visibility/BUILD.want
@@ -16,7 +16,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "default_visibility",
     srcs = ["lib.go"],
     _gazelle_imports = [],
     embed = [":default_visibility_go_proto"],
@@ -24,8 +24,8 @@ go_library(
 )
 
 go_test(
-    name = "go_default_test",
+    name = "default_visibility_test",
     srcs = ["a_test.go"],
     _gazelle_imports = [],
-    embed = [":go_default_library"],
+    embed = [":default_visibility"],
 )
diff --git a/language/go/testdata/default_visibility/cmd/BUILD.want b/language/go/testdata/default_visibility/cmd/BUILD.want
index 0844ac38d..cd846f144 100644
--- a/language/go/testdata/default_visibility/cmd/BUILD.want
+++ b/language/go/testdata/default_visibility/cmd/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_binary", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "cmd_lib",
     srcs = ["main.go"],
     _gazelle_imports = [],
     importpath = "example.com/repo/default_visibility/cmd",
@@ -10,5 +10,5 @@ go_library(
 go_binary(
     name = "cmd",
     _gazelle_imports = [],
-    embed = [":go_default_library"],
+    embed = [":cmd_lib"],
 )
diff --git a/language/go/testdata/gen_and_exclude/BUILD.want b/language/go/testdata/gen_and_exclude/BUILD.want
index 0cfb1a0ae..490a47ed6 100644
--- a/language/go/testdata/gen_and_exclude/BUILD.want
+++ b/language/go/testdata/gen_and_exclude/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "gen_and_exclude",
     srcs = [
         "gen.go",
         "gen_linux.go",
diff --git a/language/go/testdata/importmap/BUILD.want b/language/go/testdata/importmap/BUILD.want
index 32c02e68e..356e7e5fa 100644
--- a/language/go/testdata/importmap/BUILD.want
+++ b/language/go/testdata/importmap/BUILD.want
@@ -19,7 +19,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "importmap",
     srcs = ["extra.go"],
     _gazelle_imports = [],
     embed = [":hello_go_proto"],
@@ -29,8 +29,8 @@ go_library(
 )
 
 go_test(
-    name = "go_default_test",
+    name = "importmap_test",
     srcs = ["extra_test.go"],
     _gazelle_imports = [],
-    embed = [":go_default_library"],
+    embed = [":importmap"],
 )
diff --git a/language/go/testdata/lib/BUILD.want b/language/go/testdata/lib/BUILD.want
index bb448d306..ad456bab9 100644
--- a/language/go/testdata/lib/BUILD.want
+++ b/language/go/testdata/lib/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_library", "go_test")
 
 go_library(
-    name = "go_default_library",
+    name = "lib",
     srcs = [
         "asm.h",
         "asm.s",
@@ -19,7 +19,7 @@ go_library(
 )
 
 go_test(
-    name = "go_default_test",
+    name = "lib_test",
     srcs = [
         "lib_external_test.go",
         "lib_test.go",
@@ -28,5 +28,5 @@ go_test(
         "example.com/repo/lib",
         "testing",
     ],
-    embed = [":go_default_library"],
+    embed = [":lib"],
 )
diff --git a/language/go/testdata/lib/internal/deep/BUILD.want b/language/go/testdata/lib/internal/deep/BUILD.want
index 604c0a47c..3e4c80217 100644
--- a/language/go/testdata/lib/internal/deep/BUILD.want
+++ b/language/go/testdata/lib/internal/deep/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "deep",
     srcs = ["thought.go"],
     _gazelle_imports = [],
     importpath = "example.com/repo/lib/internal/deep",
diff --git a/language/go/testdata/lib/internal/go_visibility/BUILD.want b/language/go/testdata/lib/internal/go_visibility/BUILD.want
index b3b3242ca..8d6fc1776 100644
--- a/language/go/testdata/lib/internal/go_visibility/BUILD.want
+++ b/language/go/testdata/lib/internal/go_visibility/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "go_visibility",
     srcs = ["thought.go"],
     _gazelle_imports = [],
     importpath = "example.com/repo/lib/internal/go_visibility",
diff --git a/language/go/testdata/lib/relativeimporter/BUILD.want b/language/go/testdata/lib/relativeimporter/BUILD.want
index a0254cbdd..5a8e9df52 100644
--- a/language/go/testdata/lib/relativeimporter/BUILD.want
+++ b/language/go/testdata/lib/relativeimporter/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_library")
 
 go_library(
-    name = "go_default_library",
+    name = "relativeimporter",
     srcs = ["importer.go"],
     _gazelle_imports = [
         "../internal/deep",
diff --git a/language/go/testdata/main_test_only/BUILD.want b/language/go/testdata/main_test_only/BUILD.want
index a6d5d6f67..7dd520bd9 100644
--- a/language/go/testdata/main_test_only/BUILD.want
+++ b/language/go/testdata/main_test_only/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_test")
 
 go_test(
-    name = "go_default_test",
+    name = "main_test_only_test",
     srcs = ["foo_test.go"],
     _gazelle_imports = [],
 )
diff --git a/language/go/testdata/naming_convention/import_alias/lib/lib.go b/language/go/testdata/naming_convention/import_alias/lib/lib.go
index 9c41e7826..f4a3c179d 100644
--- a/language/go/testdata/naming_convention/import_alias/lib/lib.go
+++ b/language/go/testdata/naming_convention/import_alias/lib/lib.go
@@ -13,7 +13,9 @@ See the License for the specific language governing permissions and
 limitations under the License.
 */
 
-package lib
+// Package libbbbb has a name that doens't match its import path. It shouldn't
+// appear in the build file.
+package libbbbb
 
 // Answer returns the ultimate answer to life, the universe and everything.
 func Answer() int {
diff --git a/language/go/testdata/naming_convention/import_alias/lib/lib_test.go b/language/go/testdata/naming_convention/import_alias/lib/lib_test.go
index d88361f18..d0e0f5556 100644
--- a/language/go/testdata/naming_convention/import_alias/lib/lib_test.go
+++ b/language/go/testdata/naming_convention/import_alias/lib/lib_test.go
@@ -13,7 +13,7 @@ See the License for the specific language governing permissions and
 limitations under the License.
 */
 
-package lib
+package libbbbb
 
 import (
 	"testing"
diff --git a/language/go/testdata/platforms/BUILD.want b/language/go/testdata/platforms/BUILD.want
index 10265e914..5198b5583 100644
--- a/language/go/testdata/platforms/BUILD.want
+++ b/language/go/testdata/platforms/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_library", "go_test")
 
 go_library(
-    name = "go_default_library",
+    name = "platforms",
     srcs = [
         "cgo_generic.c",
         "cgo_generic.go",
@@ -52,11 +52,11 @@ go_library(
 )
 
 go_test(
-    name = "go_default_test",
+    name = "platforms_test",
     srcs = [
         "generic_test.go",
         "suffix_linux_test.go",
     ],
     _gazelle_imports = [],
-    embed = [":go_default_library"],
+    embed = [":platforms"],
 )
diff --git a/language/go/testdata/proto_package_mode_extras/BUILD.want b/language/go/testdata/proto_package_mode_extras/BUILD.want
index d23b2eaac..b4c2ae1b2 100644
--- a/language/go/testdata/proto_package_mode_extras/BUILD.want
+++ b/language/go/testdata/proto_package_mode_extras/BUILD.want
@@ -41,15 +41,15 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "proto_package_mode_extras",
     _gazelle_imports = [],
     embed = [":foo_go_proto"],
     importpath = "example.com/repo/proto_package_mode_extras",
 )
 
 go_test(
-    name = "go_default_test",
+    name = "proto_package_mode_extras_test",
     srcs = ["foo_test.go"],
     _gazelle_imports = [],
-    embed = [":go_default_library"],
+    embed = [":proto_package_mode_extras"],
 )
diff --git a/language/go/testdata/protos/BUILD.want b/language/go/testdata/protos/BUILD.want
index fb798e856..8251f96c7 100644
--- a/language/go/testdata/protos/BUILD.want
+++ b/language/go/testdata/protos/BUILD.want
@@ -24,7 +24,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "protos",
     srcs = ["extra.go"],
     _gazelle_imports = [],
     embed = [":protos_go_proto"],
diff --git a/language/go/testdata/protos_explicit_default/BUILD.want b/language/go/testdata/protos_explicit_default/BUILD.want
index bf3bb89c8..fa6560c51 100644
--- a/language/go/testdata/protos_explicit_default/BUILD.want
+++ b/language/go/testdata/protos_explicit_default/BUILD.want
@@ -25,7 +25,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "protos_explicit_default",
     srcs = ["extra.go"],
     _gazelle_imports = [],
     embed = [":protos_explicit_default_go_proto"],
diff --git a/language/go/testdata/protos_gogo/BUILD.want b/language/go/testdata/protos_gogo/BUILD.want
index 94ed66b29..f99c368ca 100644
--- a/language/go/testdata/protos_gogo/BUILD.want
+++ b/language/go/testdata/protos_gogo/BUILD.want
@@ -25,7 +25,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "protos_gogo",
     srcs = ["extra.go"],
     _gazelle_imports = [],
     embed = [":protos_gogo_go_proto"],
diff --git a/language/go/testdata/protos_gogo_subdir_reset/BUILD.want b/language/go/testdata/protos_gogo_subdir_reset/BUILD.want
index 110b916cd..b3528e5d5 100644
--- a/language/go/testdata/protos_gogo_subdir_reset/BUILD.want
+++ b/language/go/testdata/protos_gogo_subdir_reset/BUILD.want
@@ -22,7 +22,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "protos_gogo",
     _gazelle_imports = [],
     embed = [":protos_gogo_go_proto"],
     importpath = "example.com/repo/protos_gogo",
diff --git a/language/go/testdata/protos_gogo_subdir_reset/sub/BUILD.want b/language/go/testdata/protos_gogo_subdir_reset/sub/BUILD.want
index 12c9ff22d..6977c52f2 100644
--- a/language/go/testdata/protos_gogo_subdir_reset/sub/BUILD.want
+++ b/language/go/testdata/protos_gogo_subdir_reset/sub/BUILD.want
@@ -18,7 +18,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "protos_gogo",
     _gazelle_imports = [],
     embed = [":protos_gogo_go_proto"],
     importpath = "example.com/repo/protos_gogo",
diff --git a/language/go/testdata/service/BUILD.want b/language/go/testdata/service/BUILD.want
index 28afb1d9b..9c24d4cda 100644
--- a/language/go/testdata/service/BUILD.want
+++ b/language/go/testdata/service/BUILD.want
@@ -25,7 +25,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "service",
     srcs = ["extra.go"],
     _gazelle_imports = [],
     embed = [":service_go_proto"],
diff --git a/language/go/testdata/service_gogo/BUILD.want b/language/go/testdata/service_gogo/BUILD.want
index e547b2af5..c77511078 100644
--- a/language/go/testdata/service_gogo/BUILD.want
+++ b/language/go/testdata/service_gogo/BUILD.want
@@ -25,7 +25,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "service_gogo",
     srcs = ["extra.go"],
     _gazelle_imports = [],
     embed = [":service_gogo_go_proto"],
diff --git a/language/go/testdata/service_gogo_subdir_reset/BUILD.want b/language/go/testdata/service_gogo_subdir_reset/BUILD.want
index b8db28fdf..16c3a75df 100644
--- a/language/go/testdata/service_gogo_subdir_reset/BUILD.want
+++ b/language/go/testdata/service_gogo_subdir_reset/BUILD.want
@@ -22,7 +22,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "protos_gogo",
     _gazelle_imports = [],
     embed = [":protos_gogo_go_proto"],
     importpath = "example.com/repo/protos_gogo",
diff --git a/language/go/testdata/service_gogo_subdir_reset/sub/BUILD.want b/language/go/testdata/service_gogo_subdir_reset/sub/BUILD.want
index 9ee49e09b..1845fec8b 100644
--- a/language/go/testdata/service_gogo_subdir_reset/sub/BUILD.want
+++ b/language/go/testdata/service_gogo_subdir_reset/sub/BUILD.want
@@ -19,7 +19,7 @@ go_proto_library(
 )
 
 go_library(
-    name = "go_default_library",
+    name = "protos_gogo",
     _gazelle_imports = [],
     embed = [":protos_gogo_go_proto"],
     importpath = "example.com/repo/protos_gogo",
diff --git a/language/go/testdata/tests_import_testdata/BUILD.want b/language/go/testdata/tests_import_testdata/BUILD.want
index aa6feff65..bf32ce8cc 100644
--- a/language/go/testdata/tests_import_testdata/BUILD.want
+++ b/language/go/testdata/tests_import_testdata/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_test")
 
 go_test(
-    name = "go_default_test",
+    name = "tests_import_testdata_test",
     srcs = [
         "external_test.go",
         "internal_test.go",
diff --git a/language/go/testdata/tests_with_testdata/BUILD.want b/language/go/testdata/tests_with_testdata/BUILD.want
index 3a0dcd7e3..32b52f589 100644
--- a/language/go/testdata/tests_with_testdata/BUILD.want
+++ b/language/go/testdata/tests_with_testdata/BUILD.want
@@ -1,7 +1,7 @@
 load("@io_bazel_rules_go//go:def.bzl", "go_test")
 
 go_test(
-    name = "go_default_test",
+    name = "tests_with_testdata_test",
     srcs = [
         "external_test.go",
         "internal_test.go",