Primary Website (PWS)

Your goal is to say if a given website is a good match for the business details. Try the Workflow. Watch for One-Offs.

Judgment Options
Common scenarios are given here but the sections (indicated with §) have more detail so be sure to read them.
Yes § Name matches and Address or Phone match
Different Business § Name does not match, unrelated business
Bad Site § Page fails to load or we don't allow it
Not Sure § Temporary maintenance and Name matches

Yes
Name matches and either Address or Phone match (including fax numbers) (for large entities like colleges and
universities, hospitals, headquarters of large corporations, large parks, airports, malls, & office parks, any address within
the grounds matches) (for automatic redirects, consider that a Name match §)
• Includes Service Area Businesses (SABs) § - Address match will be a City within 50 mile radius
Chain locations
• Includes locations confirmed to be current or former branches (as shown by user photos, street images, etc)
Hint: Try portions of the address or phone using site: search, like site:gap.com "543 Wilmington", to match old locations
• Also, where the address/phone cannot be confirmed but where this chain has/had locations in the same
state/province (see §)
Well-Known Entities
• "Blockbuster Video", which used to have nationwide coverage and is now down to a single store (per Wikipedia), can
be judged Yes if their website http://www.blockbuster.com/ is provided
• Well-known brands like Dish https://www.dish.com/ can be marked Yes, even if name/phone match can't be found
• Attractions may have Wikipedia pages (like this https://en.wikipedia.org/wiki/Cheewhat_Giant)
Social Media (this is the approved list)
• Can be Facebook with owner activity like postings, events, or updates to profile, a company website links to this
page, or the page is marked official (avoid unclaimed pages with no owner activity which are Bad Site)
• Approved sites outside the U.S., if there is owner activity, company websites link to it, or if the page is claimed or
marked official
Dianping and Ctrip (China) Practo (India) Ekiten, Hotpepper, Gnavi, and Tabelog (Japan) VK and OK (Russia)
Containment – Named Entity is a portion of the business and has a page on the Website somewhere
• Name is for a contained entity that is under the umbrella of a business, while the Website is for the main business;
note the container page may give a list of contained entities which is acceptable (compare to Reverse Containment
under Different Business below)
Includes Cases Like Specific Examples (assume Address or Phone matches)
a department of a university Bapst Library
https://www.bc.edu/
THERE IS A DEEPER LINK FOR THIS LIBRARY ON THE SAME DOMAIN
(HTTPS://LIBGUIDES.BC.EDU/BAPST) SO JUDGE AS YES
a professional working in an office Joseph Tagliarini, DMD
https://www.compdentalhealth.com/
THIS DOCTOR WORKS FOR COMPREHENSIVE DENTAL HEALTH (AS SEEN HERE) SO JUDGE AS YES
an on brand pharmacy Walmart Pharmacy

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 Primary Website (PWS)

https://www.walmart.com/store/137-stillwater-ok
THIS STORE HAS A PHARMACY DEPARTMENT, AS MENTIONED ON THIS PAGE, SO JUDGE AS YES
an event the business runs 8th Annual Craft Spirits Celebration
https://flaviar.com/
FLAVIAR RUNS THE CRAFT SPIRITS CELEBRATION (AS SEEN HERE) SO JUDGE AS YES
a spa, restaurant, bar, etc in a hotel The Rose & Crown Restaurant
https://www.roseandcrownwimbledon.co.uk/
https://www.roseandcrownwimbledon.co.uk/food-drink/
THIS HOTEL INDICATES IT HAS A RESTAURANT BUT DOESN’T GIVE ITS NAME, SO IT’S JUST THE NAME
OF THE HOTEL + “RESTAURANT”, SO JUDGE THESE AS YES
a medical facility within a network Levine Children's Hospital
https://atriumhealth.org/
THIS MEDICAL NETWORK OWNS/OPERATES THE GIVEN HOSPITAL (AS SEEN HERE) SO JUDGE AS YES
• This does not include stores in a mall, shopping center, open market, etc where there is only a lease agreement but
the store isn’t really part of the business otherwise. For example, “Spencer's” with URL:
o https://www.shopeastlandmall.com/ would be Different Business (give https://www.spencersonline.com/)
o https://www.shopeastlandmall.com/Directory/Details/359709 would be Bad Site since it’s unapproved

Different Business
Name does not match, page represents a different business; also includes:
• Wrong branch page – provided page is for a specific branch of the chain, while the target entity is a different branch
of the same chain
• Wrong country/domain – provided page brand matches, but only has locations in a different country or region; the
target entity won't be found there, but is found at a different domain (the correct country or main .com page)
• Parent domain – a parent corporation (like Darden Restaurants https://www.darden.com/) is a Different Business
from the restaurants they run (such as Olive Garden, whose Website is https://www.olivegarden.com/)
• Old URL + new business name § will also be Different Business, and give the new URL
Chain out of area
• Chain name matches, but the website indicates coverage that doesn’t overlap the hit’s address (if it’s a former
location, as seen in street view or another means, judge Yes instead)
Virtual Containment – Website Too Specific
• Website is for a contained entity that is under the umbrella of a business, while the Name is for the main business,
making the page too specific (this is the reverse of the Containment rule in the Yes section above)
Includes Cases Like Specific Examples (assume Address or Phone matches) Give this as “URL found?”
a university with a Boston College https://www.bc.edu/

specific department's https://libguides.bc.edu/bapst

website
a medical facility with
one of its department's
websites
a discount department
THIS IS FOR THE BAPST LIBRARY AT BOSTON COLLEGE, SO IT’S TOO SPECIFIC; JUDGE
AS DIFFERENT BUSINESS
St. Elias Specialty Hospital https://alaska.providence.org/
locations/anchorage/st-elias-
https://www.providence.org/doctors/profile/187488-gregory-d-gerboth
specialty-hospital/st-elias-mission
THIS IS FOR A SPECIFIC DOCTOR WHO WORKS AT THE NAMED HOSPITAL, SO IT’S
TOO SPECIFIC; JUDGE AS DIFFERENT BUSINESS
Walmart https://www.walmart.com/

store with its dedicated https://www.walmart.com/pharmacy/

THIS IS FOR A PHARMACY DEPARTMENT OF THE CHAIN, SO IT’S TOO SPECIFIC; JUDGE
department page AS DIFFERENT BUSINESS
a business with the page Flaviar https://flaviar.com/

for their event https://flaviar.com/craft-spirits-celebration

a hotel with a page for
one of its spas,
restaurants, bars, etc
If you can find the URL for the named business, please provide it under "URL found?" Otherwise, uncheck the box.
THIS PAGE IS FOR AN ANNUAL EVENT THAT’S PUT ON BY THE BUSINESS, SO IT’S TOO
SPECIFIC; JUDGE AS DIFFERENT BUSINESS
Gaylord Rockies Resort & Convention Center https://www.marriott.com/hotels/
travel/dengr-gaylord-rockies-
https://www.marriott.com/en-us/hotels/dengr-gaylord-rockies-resort-and-
resort-and-convention-center/
convention-center/spa/
THIS PAGE COVERS SPA & FITNESS LISTINGS WITHIN THE RESORT, SO IT’S TOO
SPECIFIC; JUDGE AS DIFFERENT BUSINESS

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Bad Site
Page fails to load properly
• Obvious page load failures like "404 Not Found", " This page isn’t working", " This site can’t be reached", "This site
can't provide a secure connection", page tries to load and never does, page is completely blank, etc
• Soft 404s like https://www.ascensionliving.org/404 where the base page content loads but it displays an error
• Suspect Security Checks, especially ones that change URLs and indicate you are agreeing to a policy when you click
• Parked Domains will say "this page is for sale" or similar content
• Drop-Caught pages usually have a URL that seems to apply but the page content is a blog, often in another language,
and contact information has been removed from all pages, or the page content is advertising unrelated merchandise
• Pages that direct to an account log in or registration form, or automatically download content to your computer
• Pages that redirect and then ask you to approve a download or notifications before showing you the page (but slider
captchas and "I'm not a robot" reCaptcha tasks like Cloudflare uses are okay though)
• Store locator search result pages that inform you that the indicated store could not be found, that the search failed
Important: Please be sure your web browser works, as you will be penalized for marking Bad Site on pages that load
successfully (if the page loads using incognito/inprivate mode, or a checker like isup.me says the page is up, it's likely
your browser). Do basic troubleshooting and/or use a VPN (like this one, which can be used in Chrome or Bing).
Unapproved Pages
• Link shorteners (like http://bit.ly/1c92v5e)
• Social media like Instagram, Tik-Tok, Twitter, WhatsApp, Tumblr, Reddit, YouTube, Vimeo, LinkedIn, etc
• Social Media (all those listed under Yes above), but the page is unclaimed with no owner activity
• Aggregators. Claimed or unclaimed review pages or aggregators §: Yelp, Hotfrog, Foursquare, Yell, Whitepages, etc
• Store pages on mall or shopping center websites
• CWS subpages about specific products or services the entity provides, when the target is the entity overall

Not Sure
Temporary maintenance §
• Name matches, contact information is missing or too general to match (not including SABs §), it isn't clear if the page
is for a chain, group, or other well-known entity, and the page says it's under maintenance, temporarily unavailable,
or some other phrase which suggests the page content will be back soon or coming soon (if Name and Address or
Phone match, judge as Yes)
Competing Chains
• Name matches for more than one chain with location coverage overlapping the given address (for example, "BJs"
could be the wholesale club or the restaurant), address or phone cannot be matched to either, and you are not able
to confirm the location by user reviews, street images, etc
Name Match Only
• Name matches (including automatic redirects §), but address and phone do not match, and the addresses may or
may not be in the same City or metro area (these are usually singletons but may sometimes be apparent members
of large groups or chains)

One-Offs
Aggregators. Usually Bad Site. If the URL specializes in listing many unrelated businesses, like restaurants, it's probably
an aggregator which is unapproved (rarely judgment will be Yes if the Name and Address or Phone Match to the
aggregator business itself, like Yelp 140 New Montgomery Street, San Francisco, CA 94105 https://www.yelp.com/ ↗; if
only Name matches, it is still Bad Site).

Chain Geographic Area. Where the Target address/phone cannot be confirmed on the CWS chain locator, judge:
• Not Sure where two or more chains with the same name have coverage areas overlapping with the Target Address
• Different Business if the Target address and chain area (of the given website) does not overlap
• Yes if only the chain indicated by the website has locations in the same area as the Target address
If another resource (social page, review page, street image, etc) identifies the target's relation to the chain, you can use
that information.

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Target Target Target Target Website locations Judgment

Name Address Website
6927 N 9th Alabama, Arizona, Arkansas, California, Not Sure – no BJs can be confirmed
Ave, Colorado, Connecticut, Florida, at this address, and both chains are
Pensacola, FL Indiana, Kansas, Kentucky, Louisiana, active in this area
32504 https://www. Maryland, Massachusetts, Michigan,
bjsrestaurants Nevada, New Jersey, New Mexico, New
990 N Center Different Business – even though
.com/ York, North Carolina, Ohio, Oklahoma,
Ave, Gaylord, Oregon, Pennsylvania, Rhode Island,
both chains operate in Michigan, this
MI 49735- South Carolina, Tennessee, Texas, location belongs to neither chain, per
9375 Virginia, Washington (per the locator) street view and their correct CWS
BJ's
6927 N 9th Connecticut, Delaware, Florida, Not Sure – no BJs can be confirmed
Ave, Georgia, Maine, Maryland, at this address, and both chains are
Pensacola, FL Massachusetts, Michigan, New active in this area
32504 https://www. Hampshire, New Jersey, New York,
990 N Center bjs.com/ North Carolina, Ohio, Pennsylvania, Different Business – even though
Ave, Gaylord, Rhode Island, South Carolina, both chains operate in Michigan, this
MI 49735- Virginia (per the locator) location belongs to neither chain, per
9375 street view and their correct CWS
1221 Brickell Currently Illinois, New York, North Yes – logo matches in street view
http://us.vapi
Vapiano Ave, Miami FL Carolina, Washington D.C. (per the (location has closed permanently)
ano.com/
33131 locator)
13 W Main St, Maine (ME), New Hampshire (NH), Yes – no address/phone match but
Conway, NH Massachusetts (MA), (per the the chain is active in this area (and
https://www. locator) only this chain)
03818
shopmarketb
332 Hedges St, asket.com/ Different Business – this chain
Natchitoches, does not operate in Louisiana
Market LA 71457
Basket 13 W Main St, Texas (TX), Louisiana (LA), (per the Different Business – this chain
Conway, NH locator) does not operate in New
https://marke
03818 Hampshire
tbasketfoods.
332 Hedges St, Yes – no address/phone match but
com/
Natchitoches, the chain is active in this area (and
LA 71457 only this chain)

Containment. Pages for a virtually contained entity, when the named entity is the main business, are too specific and
should be judged as Different Business (see examples in Virtual Containment – Website Too Specific § and the reverse
case in Containment – Named Entity is a portion of the business and has a page on the Website somewhere §).

Entities with Service Areas (SABs). Many businesses offer services at the user's location ("we come to you": service
contractors, party rentals, food trucks, taxis, etc); contact is by phone, email, or on-site at the person's home; and a
formal place of business does not exist. For these, a city match is sufficient (they usually give only the service area or a
PO Box), and if the exact service area city is not named, it has to be within a 50 mile radius to match.

Flash Player. Many pages still use Adobe Flash Player which no longer works. It might impact modules on a page or the
entire page. Judge according to the site content you can see.

Redirects. When you have an entity's old name and the URL redirects automatically to load an updated URL, consider
this a Name match. Then if Address or Phone matches, it will be Yes. If neither Address or Phone matches, it will be Not
Sure. If the redirect is not automatic but they give a link to the new site, if Address or Phone matches on either site, it
will be Yes, and otherwise Not Sure. If you have an entity's new name but old URL, judge as Different Business and give
the new URL.

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Temporary Maintenance. Will be Not Sure or Yes. Judge Yes if the named business is a chain, a group, or a well-known
entity (such as if it has a dedicated Wikipedia page), or if the page gives enough matching details, so that you're sure the
page represents them and not some other business (watch for same-named chains/groups). Judge Not Sure otherwise.

Workflow

Not Sure
Under Temp Check your browser!
Site loads?
Maintenance?
No – Bad Site

Yes

Unapproved No – Bad Site

Site?

No

Name match? No – Different Business

Yes

Page represents
No – Different Business
Entity?

Yes

Address or
Yes
Phone match?

No

Chain Website? Chain Covers

Wrong Branch? Yes
Address?

No Yes
No
No – Different Business

Only Possible Well-known Yes

Group? entity?

No

Not Sure

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