Structured data
Machine-readable annotations on a page, usually Schema.org vocabulary in JSON-LD, that describe entities and make pages eligible for rich…
Technical
Site name
The name Google displays for a website above the result URL, derived from WebSite structured data, og:site_name, the title element and other signals.
In full
Google supports declaring a site name with `WebSite` structured data including `name` and optional `alternateName` on the homepage, and honours it for the whole domain rather than per page. It applies to results on both mobile and desktop. Getting it right is a small branding win that also reinforces the site's entity identity, since the same names appear in knowledge panel and AI attributions.
Example
A homepage declares `"name": "Example Outdoors", "alternateName": "EO"` in WebSite JSON-LD and the display name changes within a few crawls.
Related terms
JSON-LD
A W3C-standard JSON syntax for linked data, embedded in a `<script type="application/ld+json">` block; Google's recommended structured…
Knowledge panel
An information box about an entity — person, organisation, place, work — assembled from the Knowledge Graph and shown beside or above…
Entity
A distinct, uniquely identifiable thing — a person, place, organisation, product or concept — that a search engine can reason about…
Title tag
The `<title>` element describing a page, used as the primary input to the clickable headline in search results — which Google may rewrite.
Where to read more
- Site Names in Google Search · Documentation · developers.google.com