WebSite is a Schema.org type for an entire website. Google uses WebSite markup on the homepage as one of its sources for the site name shown above results. It used to also power the sitelinks search box, which Google retired in 2024. Today its main jobs are stating the site name and acting as the parent that individual pages belong to.
Site names in search
Google shows a site name next to the favicon in many results. It chooses the name from several sources, and WebSite structured data on the homepage is one Google documents. Set name to your preferred site name and alternateName to an acceptable alternative, such as an acronym or short form. The markup belongs on the homepage at the domain or subdomain level, not on inner pages or subfolders.
{
"@context": "https://schema.org",
"@type": "WebSite",
"@id": "https://www.tallowgrange.example/#website",
"name": "Tallowgrange",
"alternateName": "TG",
"url": "https://www.tallowgrange.example/"
}WebSite in a connected graph
Each WebPage can declare isPartOf the WebSite, and the WebSite can declare its publisher, the Organization. This makes the relationship between brand, site and pages explicit. The SearchAction markup once used for the sitelinks search box is still valid Schema.org but no longer triggers a Google feature.
Example
A site name showing the domain
Search results for Tallowgrange show its domain instead of the brand name. The homepage has no WebSite markup and its title tag leads with a slogan. Adding WebSite markup with the brand name, and making the homepage title and logo text consistent, gives Google clearer signals. Google may still pick another name if its other sources disagree.
Common mistakes
Adding WebSite markup to every page
Google reads the site name from the homepage. Repeating full WebSite definitions sitewide adds noise; reference the homepage node instead.
Keeping SearchAction for a feature that is gone
It does no harm, but do not expect a search box in results from it anymore.
Questions
Google's site name feature works at the domain and subdomain level. A blog in a subfolder shares the main site's name.
