Generate WebSite structured data markup to specify your preferred site name display in Google search results.
When a page ranks in Google, the site name shown with the title is whatever Google derives from your domain and content. This tool turns three inputs - the site's name, shorter alternates, and the homepage URL - into a schema.org WebSite JSON-LD block you paste into the home page's head. The surprise is that it is a strong signal, not a guarantee: Google may still display a different name, and the markup does nothing for rankings. The usual mistake is entering the company's legal name when the site is known by something shorter; Google's guidance is to use the exact name as it appears on the site.
A concrete input and expected output from the current implementation.
Input
Site name: Willow & Finch Specialty Coffee Roasters / Alternate name: Willow & Finch / URL: https://example.com
Expected output
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "WebSite",
"name": "Willow & Finch Specialty Coffee Roasters",
"alternateName": "Willow & Finch",
"url": "https://example.com"
}
</script> Each entered value lands on the matching WebSite property: name is the property Google's site-name feature requires, alternateName is the recommended fallback for shorter or localized display, and url anchors the markup to the home page. Google uses the alternate when the full name is too long to fit in the results.
Each form field maps to a property of the WebSite object: the site name becomes the required name, each alternate name becomes an alternateName entry (a single string or an array of strings), and the URL becomes url. The generator serializes the object as JSON and wraps it in a script tag with type application/ld+json, ready for the home page's head. Quotes, apostrophes, and ampersands in your text are JSON-escaped, so they survive the round trip.
Google reads the WebSite object from the home page and uses name to label your site in results, falling back to a shorter alternateName when the full name is too long to display or for localized variants. It is one signal among several: Google can ignore the markup and derive a name from your domain and titles, and it may truncate site names longer than 110 characters.
No. The site-name feature reads the WebSite type specifically; an Organization block with a name does not set what Google displays under your results. You can include both types on the home page - they serve different purposes - but the site name comes from WebSite.
No, not immediately. Google must re-crawl and re-index the home page before the name can change, typically days to weeks, and even then the markup is advisory: if Google's own signals disagree, it may keep its derivation. There is no way to force the display.
The example and behavioral notes were checked against the browser implementation. Standards and primary references below define the relevant format, formula, or platform behavior.
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