As part of Google’s efforts to providing a better user experience they are ditching the domain name in search results and favoring the Schema site name value.

“To help mobile searchers understand your website better when we show it in the mobile search results, today we’re updating the algorithms that display URLs in the search results to better reflect the names of websites…”

As you can see in the search engines results Google is already replacing URL’s with easier to read and understand labels.

Domain Replacement in Google SERP

Google will eventually assign all sites with a site name, if you would like to control this process you need only leverage Schema markup to tell the search engines the desired name for them to use.  My preferred method is using the “name” snippet as JSON+LD, which you can see below.

By placing this code in your header (changing the bolded items with your own values).


To help the search engines identify the sub pages, recommend leveraging schema markup type BreadcrumbList.  While JSON+LD version is available I prefer the Microdata version:

Test your Schema markup

Be sure to test your sitemap using Google’s Structured Data Testing Tool to ensure that the code validates correctly.