Trading As Business Name

[GrouchyKids]

Some businesses are set us with a company name but trade under another name (or numerous other names).

What's the best way to handle this when it comes to Knowledge Graph & Schema.org and what about NAP consistency?

Am assuming the only way to handle this is to do something like this:

Blue Widgets Ltd trading as Cars UK

Or is there a better way?

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[MiriamEllis]

Hi Justin,

So sorry you were unwell and I hope you're feeling better. I'm afraid I'm not quite understanding your follow-up regarding citations. Your initial question was about use of DBAs. If you have a second question, please share a few more details and I'm happy to keep chatting!

[GrouchyKids]

Hi Mirriam,

Sorry for the delay have been unwell, great answer as always.

The business generally works outside of their local area,  but they currently have no central index listing and limited local presence.

It seems crazy not to build some of the basic citations to raise their profile online.

Justin

[MiriamEllis]

Hey There,

So, when a business is local, it's typical that we consider what Google wants first, because of their dominant role in local search.

What Google wants you to put on your listings is whatever name appears on your street signage, how you answer the phone, etc. So, if you are Cars UK on the sign above the door, you should be Cars UK on your Google listing. This then, would make sense as how you brand yourself in other areas, as well, such as in your schema, so that Google can associate your listing name with all other assets belonging to the business.

What I can't answer for you is questions related to legal requirements in your country. That would be something to discuss with a government official or business attorney.