Your Site Name in Search Results

Your Site Name in Search Results

Google has announced an update to their mobile search engine results page (or SERP). They will now be displaying the site name, not the domain name for sites using the correct semantic markup. Let’s take a look at that markup.

The Backstory

Before we get into the markup itself, let’s take a quick look at what we’re trying to achieve. As we mentioned in our news post, “Don’t Sweat the Domain Name,” Google has added support for schema.org structured data that signals their algorithms the actual website name (not the domain name) and the URL structure as breadcrumbs (not just subdirectories, like /about/company/history/).

google domain replacement

Implement via a Plugin

The WordPress SEO by Yoast plugin (a personal favorite of ours), has already added support for this schema to their plugin settings. Just make sure you’re using the latest version and complete the information under “General Settings.”

yoast general settings

Hand Implement (the markup)

If you’re not one of the lucky ones using WordPress as your CMS and the Yoast WordPress SEO plugin, the Site Name markup is pretty simple to hand implement the markup.

Using JSON-LD

<script type="application/ld+json">
{
"@context" : "http://schema.org",
"@type" : "WebSite",
"name" : "Your WebSite Name",
"alternateName" : "An alternative name for your WebSite",
"url" : "http://www.your-site.com"
}
</script>

Be sure to replace the BOLD text with your own, of course.

Using Microdata

Microdata is a way of adding this same information using itemscope, itemtype, and itemprop markup to the HTML itself.  Be sure to check your work with Google’s own structured data testing tool.

<head itemscope itemtype="http://schema.org/WebSite">
<title itemprop='name'>Your WebSite Name</title>
<link rel="canonical" href="http://example.com" itemprop="url">

More than just Site Name

Using structured data, you can add a lot more signals than just your site’s preferred name.  You can tell it the preferred category names for various posts and post types, the kind of website it is (book, reviews, website, shopping), and so much more.

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