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Google to Display Real World Names of Site Instead of Domain Name in Mobile Search Results

Mobile is ringing... Google is making most of the changes that are catered towards the mobile audience. From April 16th, 2015 Google has started to roll out a new update to the presentation of mobile search results. The new algorithms will display the real-world name of the site instead of the domain name, and the URL structure of the sites in a breadcrumbs-like format.

Domain Name Displayed Before the Algo Update

Site Name & Breadcrumbs Displayed After the Algo Update

How to Display Your Site Name in the Search Results ?

You will have to use structured data markup on your site to indicate the preferred name you want Google to display in Search results. While naming your site, please keep in mind of the following guidelines:

  • Be reasonably similar to your domain name
  • Be a natural name used to refer to the site, such as "Google," rather than "Google, Inc."
  • Be unique to your site—not used by some other site
  • Not be a misleading description of your site
Once you have decided on the site name, use the JSON-LD script and add in anywhere on the site either in the head or the body.

  <script type="application/ld+json">
    {  "@context" : "",
       "@type" : "WebSite",
       "name" : "Your WebSite Name",
       "alternateName" : "An alternative name for your WebSite",
       "url" : ""

You may also use the Microdata and add it in the head section of your webpage:
  <head itemscope itemtype="">
    <title itemprop='name'>Your WebSite Name</title>
    <link rel="canonical" href="" itemprop="url">

Also See:

SEO Guide For Schema Vocabulary
Schema Creator Tool
Add Phone Number Support Using Structured Data