name

name · Required

Appears in

LocalBusiness · Organization · Product · WebSite

What is it?

The official name of a business, product, or website. For LocalBusiness schema, name is one of only two Required fields (alongside address) per Google's structured data documentation. It should match the business name customers see on the storefront, website header, and Google Business Profile.

Why this matters for AEO

When a user asks "What is [business name]?" or "Is [business] open right now?", AI engines use the name field to confirm entity identity before pulling other fields like hours or address. A name mismatch between schema markup and visible page content can cause AI assistants to skip the business entirely or return conflicting information.

What the specs say

Schema.org: Text. The name of the item. schema.org/name

Google: Required. "The name of the business." Google LocalBusiness docs

How to find your value

• Single location — Your business registration, Google Business Profile, storefront signage
• Multi-location franchise — Use the location-specific name (e.g., "Starbucks Downtown Austin")
• DBA / trading name — Use the name customers know, not the legal entity name

Format and code

Plain text string. No HTML tags, no markdown formatting.

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Beachwalk Beachwear & Giftware"
}

What NOT to do:

{
  "name": "Beachwalk Beachwear & Giftware - Best Gifts in Mexico Beach FL"
}

Do not stuff keywords into name. Google may treat keyword-stuffed names as spam and suppress the rich result.

Webflow implementation

Static pages

Add the business name directly in your JSON-LD block in Page Settings > Custom Code > Before .

CMS template pages

Reference the CMS Name field:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "{{wf {&quot;path&quot;:&quot;name&quot;} }}"
}
</script>

In Schema HQ

The name field pulls the business name from your organization settings and applies it across all schema output. Updates propagate to every page when you change the name in settings.

Real examples

GreatFood (from schema.org/LocalBusiness):

{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "GreatFood",
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Sunnyvale",
    "addressRegion": "CA",
    "postalCode": "94086",
    "streetAddress": "1901 Lemur Ave"
  }
}

Beachwalk Beachwear & Giftware (from schema.org/LocalBusiness):

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Beachwalk Beachwear & Giftware",
  "telephone": "850-648-4200"
}

Related fields

• address · the other Required field for LocalBusiness
• description · longer text explaining what the business does
• url · the website for this business
• sameAs · social profiles confirming the entity identity

FAQ

Should name match my Google Business Profile exactly?

Yes. Google cross-references structured data with GBP data. Mismatches (abbreviations, extra words, different punctuation) can reduce trust signals and cause data conflicts.

Can I use my legal name instead of my trading name?

Use the name your customers recognize. If your legal entity is "BW Retail LLC" but customers know you as "Beachwalk Beachwear," use "Beachwalk Beachwear" in schema markup. Reserve legalName for the registered entity name.