Adding Schema to multi-location Wordpress Website using Schema Pro

[morciuoli]

All, we're building a new version of our existing website using Wordpress and have both Yoast SEO Premium and Schema Pro installed.  Our site has 70, a medical practice, has 70 different locations.

Each one of our locations has a page tile like the following: "Los Angeles | ABC Dental". The first part of the site title is the town we're located in followed by our site name.

Using Schema Pro, we're not sure about what to place into the "Name" field.  You can see the direction from Schema Pro for local businesses here, https://wpschema.com/docs/add-schema-markup-for-a-local-business-page/

By default Schema Pro has the name field set to Site Title.  However, using this on all 70 or our landing pages wouldn't provide the local aspect we want.  It would just say ABC Dental.  We changed this to use a new custom field where we could enter a more descriptive name.

Using our page title example of "Los Angeles | ABC Dental", would we simply enter this into the name field of Schema Pro? If not, would we format this another way such as "ABC Dental Los Angeles"

We could use some help in a strategy for Schema markup for multi-location businesses, in particular, the name field.  All other information such as address, phone number, etc seems rather straight forward.

Thank you for the assistance

[effectdigital]

This schema defines the name of your business, it should just contain your business name (and nothing else)

"Name:_ This is the name of the business you are talking about_"

If the name of your business (legally, the name you trade with) is "ABC Dental", then this should be set to "ABC Dental"

Editing your business name for SEO is something that Google frowns upon at the GMB / schema level. Lots of the information which affects a businesses' prominence in the SERPs is cross-fed from schema, but also from Google My Business

• https://cognitiveseo.com/blog/20273/google-my-business-tips/

For Google My Business, it's frowned upon to conjoin your location and business name (indeed this can cause GMB penalties)

"[Don't] Stuff only keywords in the title: Don’t take the advice above badly. If you have multiple keywords, just focus on the main one and keep the secondary ones for your website’s pages. A good example of keyword stuffing which you should avoid is the following: “Arcadia: Hotel, Motel, Bed and Breakfast, B&B, Restaurant in London. Google doesn’t like that and will often hard suspend pages that do this, so avoid it." ~ Cognitive SEO

• https://support.google.com/business/answer/3038177?hl=en-GB

"Your name should reflect your business’ real-world name, as used consistently on your shop front, website, stationery and as known to customers. Accurately representing your business name helps customers find your business online.

_Add additional details like address and/or service area, opening hours and category in the other sections of your business information. _

For example, if you were creating a listing for a 24-hour coffee shop in Southampton city centre called Shelly’s Coffee, you would enter that business information as:

• Business name: Shelly’s Coffee
• Address: 324 Poppy Street, Southampton
• Hours: Open 24 hours
• Category: Coffee shop

Including unnecessary information in your business name is not permitted, and could result in your listing being suspended. Refer to the specific examples below to determine what you can and can't include in your business name." ~ Google

Since Google frown on building out the business name with keywords (yes, EVEN location based ones) for GMB, and since LocalBusiness schema and GMB data serve similar functions for Google - why would they think any differently?

As such I'd personally not include your location in your business name specifically (either through schema or on GMB) as the benefit of doing so will be slight, whilst the risks may be more substantial (GMB / rich snippet spam penalties)