We ask for this information so that we can still identify your business even when your URL is not included in the search result (e.g. Bing local). We also use these to spot mentions of your business within other search results – for local directories or secondary site.
Obviously we know that most businesses have 1 name; however, we also know that online directories often list your business using slight variations of your name – e.g. Bill’s Cafe, Bills Cafe, Bill’s, Bill’s Cafe Bristol. To ensure that we report your ranking results as accurately as possible we search against variations of your name so we don’t overlook any of your rankings.