How do I suggest a site name to Google?

Definition: A site name identifies the website a Google Search result comes from. As of 17 October 2026, Google documents homepage WebSite structured data as the main way to suggest a preferred site name to its automated selection system.

Key facts

• Google's site name documentation requires name and url in the homepage markup and recommends the optional alternateName property.
• Schema.org defines WebSite as related web pages and other items typically served from a single web domain and accessible through URLs.
• Schema.org defines alternateName as an alias for an item. Google's site name guidance uses it for alternatives such as an acronym or shorter name.

What markup belongs on the homepage?

Structured data is a standardized format for describing page information. JSON-LD is one of the formats Google accepts for site name markup, alongside RDFa and microdata. Google's required properties guidance specifies name for the website name and url for its canonical homepage address, meaning the preferred homepage URL.

The following JSON-LD reproduces Google's example with alternative names. It belongs on the homepage; the values represent Google's example website.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "WebSite",
  "name": "Burnt Toast",
  "alternateName": ["BT", "B-T", "Burnt Toast Shop"],
  "url": "https://www.example.com/"
}
</script>

The alternateName list places alternatives in preference order. An existing WebSite object should contain these properties in the same object, rather than introducing another WebSite block. Duplicate homepages, such as HTTP and HTTPS versions, should carry the same structured data.

Which names and homepage locations qualify?

Google's technical guidelines support one site name per domain or subdomain. A subdomain such as https://news.example.com/ can have its own name. A subdirectory such as https://example.com/news cannot. The markup belongs at the domain or subdomain root, and Google must be able to crawl that homepage.

The same documentation recommends a concise, commonly recognized name used consistently across the homepage. Google also considers og:site_name, the HTML title element, headings and other homepage text, together with references elsewhere on the web. A generic label such as Google's example “Best Dentists In Iowa” is unlikely to be selected unless it is a well-recognized brand name.

How is the implementation checked?

Google's testing instructions recommend Schema Markup Validator for syntax checks. The Rich Results Test does not support site names.

The URL Inspection tool checks how Google sees the homepage. Google's instructions call for a homepage accessible without a robots.txt block, a noindex directive or a login requirement. After validation, a recrawl request lets Google revisit the page. The documentation says finding and crawling a published page can take a few days to a few weeks.

Related terms

• WebSite structured data
• Structured data
• JSON-LD
• Why can Google display a different title from a page's title element?

FAQ

Do I need this markup on every page?

Google's placement guidance requires it on the homepage only. If you have duplicate homepages, use the same markup on those duplicates too.

Can I supply a domain name as an alternative?

Yes. The same documentation's troubleshooting guidance allows a domain or subdomain in alternateName as a backup preference. Use all lowercase, such as example.com.

Does changing this markup set my page titles?

The same documentation distinguishes the site name, which identifies the whole site, from the title link specific to each page. Site name selection remains automated.

Sources

1. Google Search Central, "Provide a site name to Google Search", updated 10 December 2025
2. Schema.org, "WebSite", undated
3. Schema.org, "alternateName", undated

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