Organization Schema Markup: Example and Properties to Use
Which Organization schema properties to include, where to place the markup, and when to use LocalBusiness instead.
Organization schema describes your company itself: its official name, logo, website, contact details and profiles elsewhere on the web. It helps search engines connect the dots about your brand and choose the right logo and details when they show information about you.
Organization or LocalBusiness?
- Organization โ online businesses, brands, companies without a customer-facing location.
- LocalBusiness (and its subtypes like Restaurant or Dentist) โ businesses customers visit or that serve a local area. It includes opening hours and address details. See local business schema markup example.
A LocalBusiness is also an Organization, so you do not need both for the same business.
Properties to include
- name โ your official business name, exactly as used elsewhere.
- alternateName โ common short names or acronyms.
- url โ your homepage.
- logo โ a URL to your logo image. Use a clear, square-friendly logo that looks good on a white background.
- description โ one or two sentences about what you do.
- contactPoint โ phone or email for customer service, with the type of contact.
- address โ your registered or main address, if public.
- sameAs โ links to your official profiles: social media, business directories, app store pages.
- foundingDate, legalName and identifiers such as a tax or registration number where relevant.
Where to put it
Add Organization schema to your homepage, or to an about page, rather than repeating it on every page. Keep the details identical to your website footer, contact page and profiles.
Build and test it
Create the JSON-LD with the free schema generator, add it to your homepage, and test it with Google's Rich Results Test and the Schema Markup Validator. New to structured data? Start with what schema markup is.
What it does not do
Organization schema does not guarantee a knowledge panel or a logo in results. Those depend on how well known and consistent your brand is across the web. The markup simply gives search engines accurate, official details to work with.
A worked example
A software startup found Google showing an old logo and a former company name in some results. It added Organization schema to its homepage with the current legal name, new logo, support phone and sameAs links to its LinkedIn, X and app store pages, and updated those profiles to match. Over the following weeks, search features began showing the current name and logo.
Pair it with article schema for your blog posts, which references your organisation as publisher.
Keep your brand details consistent
Schema works best when it agrees with everything else about you online. Check that these match exactly:
- Business name on your website, profiles and invoices.
- Logo version across social profiles and your site.
- Phone number and email on your contact page and directories.
- Address format on your website and business listings.
When you rebrand or move, update the schema and all profiles at the same time so search engines see one clear picture.
Related guides
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Frequently asked questions
Should Organization schema be on every page?
No. The homepage or about page is enough.
Does Organization schema create a knowledge panel?
Not by itself. It provides official details that search engines may use.
What should sameAs include?
Your official profiles on other websites, such as social media and directories.
Can a local business use Organization schema?
It is better to use LocalBusiness or a more specific subtype.