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Site names in Search

Also known as: site name

A site name is the name Google shows for a whole website in search results, separate from the title link of each page.

How does Google choose it?

Google’s system is automated and considers the home page content and references to the site on the web. It prioritizes WebSite structured data with name, url and optionally alternateName, and also looks at og:site_name, title tags and headings. The markup belongs on the home page of a domain or subdomain. Pages in a subdirectory cannot have their own site name.

The home page must be crawlable, not blocked by robots.txt and not set to noindex. If Google does not pick the preferred name, it may show an alternative or the domain name. Google notes that crawling can take several days to several weeks before changes show.

Two Google results about canonical tags, each with favicon, site name and URL with breadcrumb path above the title
Google Search. Last checked: .

Example

HTML
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "WebSite",
  "name": "Example Corp",
  "alternateName": ["Example"],
  "url": "https://example.com/"
}
</script>

Sources

  1. Site names in Google Search – Google Search Centraldevelopers.google.com
  2. WebSite – schema.orgschema.org
  3. Search Central documentation updates (July 2023)developers.google.com

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