The purpose of this task is to ensure the name shown for a business on Bing will make their identity

clear and reflect how they currently present themselves. Ideally you will confirm using an official
company website.

Please do not confirm business names using any of these: business listings on Bing, Google, or Baidu;
unapproved social pages (those with no inputs from the owner or none within 365 days); or
unclaimed review pages/aggregators* (like yelp.com, manta.com, superpages.com, etc).

You can use an active, matching social page (usually Facebook but may also be Dianping, Ctrip, Practo
only if claimed, Ekiten, Hotpepper, Gnavi, Tabelog, VK, OK); active pages have posts from the owner
within 365 days. If you see “posts about <the business>” on Facebook, that is a community page and it
cannot be used to confirm the name.

You can use claimed review pages/aggregators. *Aggregators are online business directories, while
review pages are aggregators that also have written user reviews (we’re not talking about star ratings).
You can tell a website is an aggregator when it has many of the same kind of page for different
businesses which the aggregator has made. Each directory will have its own claiming system, usually a
check mark – if you see ’claim this business’, it’s unclaimed. (Examples: claimed review Yelp, unclaimed
review Yelp, unclaimed aggregator Yelp; claimed aggregator Hotfrog, unclaimed aggregator Hotfrog.)

Your name judgment options in the hitapp are: to keep the name as it is (the top name); to take the
suggested name (bottom one); to manually enter a name; or to select ‘Unable to verify’.

For chains, we really want the main chain name and the service level (if any). Do your best to
determine the main chain name, looking at the logo, the main landing/contact/about pages, and page
tabs of the Chain CWS. Leave off store numbers/nicknames, specific location/category details, etc.
Make sure the address matches! (Hotels are an exception to this name rule, covered further down.)

Example: Walmart, 8118 Perry Hills Ct, Nottingham, MD 21236

 Walmart
 Walmart Supercenter Nottingham #2045
 Values above are missing or wrong Correct name: Walmart Supercenter
Provide Evidence: https://www.walmart.com/store/2045-nottingham-md

Example: Church’s, 2308 E. Princess Anne Rd., Norfolk, VA 23504

 Church’s
 Church’s Chicken (keep category word ‘chicken’ – it’s in main part of the logo/used chain-wide and on store pages)
Provide Evidence: https://locations.churchs.com/va/norfolk/2308-e-princess-anne-rd

Technical hint: some websites won’t allow you to copy/paste content or the text will be in image format.
You can copy/paste using view-source: or Inspect/Inspect Element (https://www.reliablesoft.net/view-
source-code/), and for images, you may wish to use an OCR tool (https://translate.yandex.com/ocr).

If you cannot confirm the original location and the suggestion can’t be confirmed either, please select
‘Unable to verify’. Neither of these places exist. The GameStop is at 3453 Cleveland Ave, not 453, and
this is more than 100 meters away. If the distance is that great, a user would likely not be able to see the
sign or find the business they intend to visit, and so it is not considered a match.

Example: GameStop, 453 Cleveland Ave, Columbus, OH 43224 (not within 100 meters of true location)
 GameStop (try to find it here https://www.gamestop.com/stores/)
 EB Games (EB Games stores are not currently found in the USA https://en.wikipedia.org/wiki/EB_Games)
 Unable to verify Provide Evidence:
https://www.google.com/search?q=(GameStop+OR+EB+Games)+453+Cleveland+Ave%2C+Columbus%2
C+OH+43224

Do not use chain branch nicknames as the store name or in the store name; stick to the chain name (and
service level if found).

Example: Starbucks, 3105 US 41 West, Marquette, MI 49855

 Starbucks
 Starbucks Marquette, MI-Hwy 41 & Hwy 492
 Marquette, MI-Hwy 41 & Hwy 492 (Severe error! Do not use this one!)
Provide Evidence: https://www.starbucks.com/store-locator/store/10263/marquette-mi-hwy-41-hwy-
492-3105-us-41-west-marquette-mi-498559494-us

For non-chains, update the name to the most commonly used CWS version (again looking at the logo,
the main landing/contact/about pages, and page tabs). In this case, the name we have is descriptive of
the matching location but it’s not a name they ever use, and the suggestion is good.

Example: Clavio Law Offices, 10277 W Lincoln Hwy, Frankfort, IL 60423

 Clavio Law Offices
 Clavio, Van Ordstrand & Associates, LLP
Provide Evidence: https://www.cvalawoffices.com/contact.html

Please do fix character corruptions like the one seen below, as well as misspellings.

Example: Jalape�os Tacos & More, 210 Paseo Del Pueblo Sur, Taos, NM 87571
 Jalape�os Tacos & More
 Jalapeños Tacos & More Provide Evidence: http://jalapenostaos.com/

Hotels often ‘stuff the name’ with nearby travel destinations as a selling point. To make things simple,
just use the name the hotel uses. It will be the one given on the main landing page of the hotel chain’s
parent company, or on its dedicated website (preferred, if found). Note that for hotel subchains, the
name of the hotelier who owns the subchain (Accor, in this case) is not needed in the name.

Example: Accor Hotel Sofitel, 20 East Chestnut St, IL 60611 Chicago

 Accor Hotel Sofitel
 Sofitel Chicago Magnificent Mile
Provide Evidence: https://all.accor.com/hotel/2993/index.en.shtml; https://www.sofitel-chicago.com/
When a business updates its chain name, we want the updated name so please accept valid suggestions
or supply the updated name. In this case, the business began to rename its stores from Top Foods to
Haggen (per https://en.wikipedia.org/wiki/Haggen) and you can tell they do not use the former name
any longer because the old CWS is drop caught (http://www.top-foods.com/) and the new CWS does
not mention it (put site:haggen.com "Top Food" into your search).

Example: Top Food & Drug, 26603 72nd Ave NW, Stanwood, WA 98292
 Top Food & Drug
 Haggen
Provide Evidence: https://www.haggen.com/store/stanwood/

Generic Names are not very helpful to users (ATM, City Hall, Department of Wildlife, etc), so please
enrich generic names with specifically who owns/operates the business; be sure to find a resource
with matching name that fits the category, and matching address, and please do not switch categories
(in this example, Bank <> ATM <> Drive-Thru <> Drive Up ATM).

Example: Drive Up ATM, 2711 Olive St, Pine Bluff, AR, 71603
 Simmons Bank
 Simmons Bank ATM
 Simmons Bank Drive-Thru
 Values above are missing or wrong Correct name: Simmons Bank Drive Up ATM
Provide Evidence: https://www.simmonsbank.com/locations/pine-bluff-jefferson-square

Don’t take the kind of bad name suggestion where the two names are referring to distinct, existing,
nearby businesses; in the case below, the restaurant and hotel are right next to one another, and the
hotel has put their sign on the corner of the building so people can find it more easily, but the diner
exists, too, so keep it how it is by selecting the top value.

Example: Ruby Slipper, 200 Magazine St, New Orleans, LA 70130

 Ruby Slipper
 Pelham Hotel
Provide Evidence: https://www.therubyslippercafe.net/location/200MagazineCBD/

Sometimes, users will give us bad suggestions as a way of saying “I couldn’t find the thing I wanted so it
must be missing.” This is another type of suggestion where, often, both locations really do exist, and
changing from one to the other effectively erases the old one and we don’t want that (if one really is
missing, it needs to be added as a separate request for a new business/missing location).

This one requires a bit of research – medical locations are challenging. (Note how we kept the parent
medical facility name so we would not leave a generic-sounding location like ‘Orthopedic Services’.)

Example: Northern Arizona Healthcare Orthopedic Services, 340 S. Willard St., Cottonwood, AZ 86326
 Northern Arizona Healthcare Medical Group – Orthopedic Services
 Northern Arizona Healthcare Medical Group – Endocrinology Services
Provide Evidence: https://www.nahealth.com/orthopedic-services/take-one-step-closer-living-pain-free-
and-call-us-today ; https://www.nahealth.com/endocrinology-services/contact-endocrinology-services
Sometimes a facility will change ownership and the new owners update the name. In this case, the
business with the old name doesn’t exist anymore while the one with the new name does, so it’s
beneficial to update. (Note the review “…until Ivy Park took it over” on the old Yelp page.)

Example: Sunrise Villa Salinas, 1320 Padre Dr, Salinas, CA 93901

 Sunrise Villa Salinas
 Ivy Park at Salinas
Provide Evidence: https://ivyparkatsalinas.com/

Google Street View is an excellent resource for determining business changes. The date can be changed
where it says “Street View – [Month] [Year]”, and so it can be used to prove that a business previously
existed at a location. In the screenshot below, you can see on the left in June 2015, the Travelers Motel
existed at the provided address. But the signage was changed years later, and future images show Eagle
Village at the location. The new residence is mentioned in posts on this page also
(https://www.facebook.com/pg/EPathwaysShelter/posts/), and user also mentions the change here
(https://goo.gl/maps/5ZRwboJ5vtHsQ5Rp6).

Example: Travelers Motel, 445 N Riverside Dr, Espanola, NM, 87532

 Travelers Motel
 Eagle Village
Provide Evidence: https://goo.gl/maps/5pH54aZyi2X8SVft5 ; https://www.facebook.com/EPathwaysShelter