Should we use "and" or "&"?

[vernonmack]

Our client has an ampersand in their brand name.  The logo has "&", their url is spelled out.  I'm trying to get them to standardize the use of the name for directories/listings.  Should we use "and" or "&"?

[IPROdigital]

I'd go for &.

I optimized a page for "Canada & New England Cruises" some years back. The results were:

canada and new england cruises = 24th of 6,300,000 results canada & new england cruises = 32nd of 7,660,000 results

This indicates to me that Google probably knows the difference.

[MiriamEllis]

Greetings VernonMack, Thanks for coming to Q&A with your question. I'm the Local SEO Associate here in the forum. Your question is a good one and, happily, the answer here is simple. You need to use whatever your legal business name is. If your DBA uses ampersand, then consistently use this to describe your business on your website, local listings and elsewhere. If it uses and, then use that. Be consistent and you will be fine.

[wojkwasi]

and = & (much of a muchness really)

I'd go with "&" i the directories if that's what's in the logo so consumers get familiar / see consistency with the brand - also it's shorter

[Vahe.Arabian]

Use at&t or at t (including spacing).

Let's refer to the At&t example

If you use "&" google will still read it as att or at&t however if you include "and" then this becomes a totally different term.

So try with spacing or &

Hope this helps,

Vahe

[vernonmack]

Hi Woj.  Thanks for the reply.  Looks like my first question was unclear.  URL is already established.  Please see clarification note to Francisco above.

[vernonmack]

Thanks, Francisco.  I need to use one or the other.  i.e.  "Heating & Air" or "Heating and Air" because HeatingAir would not be right.

To clarify, I am trying to determine the best way to add the client's NAME (not url) to listings/directories.  I was just noting that the url is already ...heatingandair.com.

[wojkwasi]

The "&" character is typically reserved for the querystring portion of the URL

I'd avoid using "and" or "&" in url's except for in the TLD if it's critical for the brand

Also, another tip.. if you use "and", make sure it doesn't get confused with the surrounding words, e.g.

• camelandhorse.com may be read as "came land horse" or "camel and horse"

(sorry, no real-word example came mind lol - except for the old expertsexchange.com URL)

[Francisco_Meza]

I would probably use AT&T's example (ATT). I believe Matt Cutts said the & is looked at as a character. I tried going straight to at&t.com and it sent me to a SERP. Using the word "and" in the domain sounds weird to me.