What influences Google search to show site name rather than domain on a serp result?

[RodneyUK]

When you search for something in Google, generally a serp result will show the site name or domain, and below it the actual URL, and then the title and meta.

Eg

Site name (Franchise Planet) OR domain name
URL of the page
Title tag Directory of Franchises For Sale
Meta tag Meta description

However rather than showing the site name, Google often shows the domain name instead.

What factors are used to influence how Google shows either a site name or a domain name?

Using WordPress, I have my site name set on WP admin, I have an opengraph site_name tag, is there anything else meta wise I should have to make this show my site name?

 

[John_Collinson]

Google's decision to display either a site name or domain name in search results is based on several factors. These include the site's overall authority, brand recognition, and how consistently the site name is used across the website and in external references. Google also considers the presence of structured data like Schema.org markup and how the site name is configured in various places like the title tag and meta tags. To improve the chances of Google displaying your site name instead of the domain, ensure your WordPress site name is set correctly in the admin panel and that you're using the OpenGraph site_name tag. Additionally, implement Schema.org markup, particularly the WebSite entity with a name property. Consistently use your site name across all pages, in title tags, and in external references to build brand recognition. However, ultimately, Google's algorithm makes the final decision on what to display.

 

[MPsf]

Google uses a few different factors, including the site's branding and presence, the content of the page's title tag, and the site's overall structure and organization. For WordPress sites, making sure your site title is properly set and your OpenGraph tags are configured correctly should help Google recognize and display your site name.

 

[MabelCastro]

To influence Google to show your site name instead of the domain name, ensure you have:

1. Structured Data – Use WebSite schema with the name and url properties.
2. Title Tag Consistency – Include your site name at the end of page titles (e.g., "Franchise Directory - Franchise Planet").
3. Meta OpenGraph – Ensure og:site_name is correctly set.
4. Branding – Build strong brand recognition through backlinks and mentions.
5. Google Search Console – Specify your preferred site name using the "Site Name" section.

Sometimes, Google defaults to the domain if it thinks it’s clearer for users.