Crawvix

Organization Schema Markup: Add Your Name, Logo and Profiles

Crawvix Editorial Team · Published October 29, 2026 · Last updated October 29, 2026 · 10 min read

Organization schema is a small block of structured data that tells search engines who is behind a website. It names your organization, points to your logo and home page, lists official profiles elsewhere on the web and can carry contact details. Google uses it to understand and tell apart organizations, and some properties can influence things such as the logo shown in search and the knowledge panel.

This guide is for site owners, marketers and developers who want to add organization schema to a company, charity, shop or club website without breaking anything. You will choose the most specific type, write the JSON-LD, place it on the right page, test it and know what to expect afterwards. Expectations matter here: the markup helps Google understand your site, but Google does not promise that any feature will appear because you added it.

The format used throughout is JSON-LD, the format Google recommends when your setup allows it. It sits in a script block, separate from the visible text, so it is easy to add and easy to remove.

Before you begin

You need edit access to the template of your home page or your About page, or a CMS plugin that outputs structured data. You also need the facts to put in the markup, and every fact must match what a visitor can see on the site or on the profiles you link to. Google's general guidelines say not to mark up content that readers of the page cannot see, and not to use structured data to mislead.

Gather these items before you start:

  • Your organization's public name and, if different, its registered legal name.
  • The canonical URL of your home page, written the way your site actually redirects (for example https://www.example.com/ if that is your chosen host).
  • A logo file that is public and crawlable, at least 112 x 112 pixels, in a format Google Images supports.
  • Links to official profiles you control, such as social accounts or a business directory entry.
  • A public contact email or phone number you are happy to publish. Include the country and area code on phone numbers.

Allow about 30 minutes. The risk is low: a wrong block is ignored or flagged, it does not take the page down. Keep a copy of the template before you edit it so you can roll back.

What organization markup does and does not do

Google's documentation says the markup helps it understand administrative details about your organization and disambiguate it from other organizations. Some properties are used behind the scenes. Others can affect visible elements, such as which logo is shown and what appears in a knowledge panel.

Several limits are worth stating plainly:

  • There are no required properties. Google recommends adding every property that applies to you, but a short, accurate block is better than a long, doubtful one.
  • Nothing is promised. Google's guidance says structured data does not ensure that a rich result or panel will be shown, and its systems decide what to display.
  • The markup does not change how a page ranks. If it breaks the rules, the result is a structured data manual action, which makes the markup ignored while the page can still appear in results.
  • You do not need it on every page. Put it on the home page, or on a single page such as About us.

Step-by-step instructions

Step 1: Choose the most specific type

Start with the type name. Organization is the general type, but schema.org has more specific subtypes, and Google asks you to use the most specific one that fits. For example, an online shop should use OnlineStore rather than the broader OnlineBusiness. A business with a shopfront or a service area should read the local business guide, because it also has to follow the extra fields described there. See Mark Up a Local Business With Location Schema.

What success looks like: you can say in one phrase which type describes you, and you have checked that type exists on schema.org.

Step 2: Write the core properties

Begin with the properties that identify the organization: name, url, logo and sameAs. Then add what applies from the recommended list: description, alternateName, legalName, email, telephone, address, foundingDate, and identifiers such as vatID or iso6523Code. Google also lists contactPoint for contact methods, numberOfEmployees, naics and taxID.

Two properties deserve care. Use name and alternateName consistently with how your site presents its own name. Use sameAs only for pages about your organization that you control or that officially represent it, such as a verified social profile. A sameAs list padded with unrelated sites does not help and can mislead.

Here is a compact example. Use example.com style values and replace every one with your own:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Garden Supplies",
  "legalName": "Example Garden Supplies Ltd",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/images/logo-512.png",
  "description": "Family-run supplier of seeds, tools and planters.",
  "email": "hello@example.com",
  "telephone": "+44-20-5555-0100",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1 Example Lane",
    "addressLocality": "Leeds",
    "postalCode": "LS1 1AA",
    "addressCountry": "GB"
  },
  "sameAs": [
    "https://www.facebook.com/examplegardensupplies",
    "https://www.linkedin.com/company/example-garden-supplies"
  ]
}

Note that Google asks for a two-letter ISO 3166-1 alpha-2 country code, as above. Dates such as foundingDate use ISO 8601 format.

What success looks like: the block parses as valid JSON and every value in it also appears, in some form, on your site or on the profile it points to.

The logo property can be a plain URL or an ImageObject. Google lists a few rules: the image must be at least 112 x 112 pixels, its URL must be crawlable and indexable, and its format must be one Google Images supports. If you use an ImageObject, give it a valid url or contentUrl that meets the same conditions.

Look at the logo on a plain white background before you publish. Google specifically suggests this check, because mostly white or pale grey logos can vanish when they are shown on white. A square or near-square version is easiest to reuse. Do not point logo at a file that returns a redirect to a login page, a 404, or a page blocked by robots.txt. Our guide on Robots.txt Blocking Google or Bing explains how to check that.

What success looks like: opening the logo URL in a private window shows the image without any sign-in, and it looks clear on white.

Step 4: Decide where the block goes

Place the markup on the home page or on one page that is clearly about the organization, such as About us. It does not need to be on every page. JSON-LD can sit in the <head> or the <body>. Google's examples put it in the head. If your CMS or an SEO plugin already outputs Organization markup, do not add a second, conflicting block by hand. Check what is already there first, because two blocks with different names or logos send mixed signals.

Place the same markup on every duplicate of that page (for example the http and https versions) if those versions exist, because Google's general guidance says duplicate pages with the same content should carry the same markup. In practice, fix the duplication first with redirects, as described in Fix Duplicate URLs and Incorrect Canonical Tags.

What success looks like: exactly one Organization block in the page source of the chosen page.

Step 5: Add shop details only if you are a merchant

Merchants can add return policy, shipping and loyalty details to organization markup. Google's documentation lists hasMerchantReturnPolicy, hasShippingService and hasMemberProgram for this, and says these can influence merchant knowledge panels and brand profiles. If a product needs a different policy, the same properties can be used in product markup instead. Each of those types has its own property requirements, so read their pages before adding them. If you are not selling goods, skip this step. The shop side of markup is covered in Product Schema for Shops and Merchant Listings.

What success looks like: any policy you publish matches the policy page customers can read.

Step 6: Test before you deploy

Run the code through the Rich Results Test by choosing the code option and pasting the block. Fix every error. Warnings mean valid but incomplete, so decide whether the property is true and worth adding. Next check the structured data in a second tool if you want a general syntax check. How to test, and what each tool does, is covered in Test and Debug JSON-LD Structured Data.

Note that Google's test results can differ between runs if resources on the page load inconsistently, so run it once more if a message looks odd.

What success looks like: the test lists an Organization item with no errors.

Step 7: Deploy and confirm Google can see it

After deploying, run the live URL through the Rich Results Test, then inspect it in Search Console's URL Inspection tool. The page must not be blocked by robots.txt, a noindex tag or a login. Google says recrawling and reindexing can take several days, so do not judge the result on day one. Google's steps also suggest submitting a sitemap.

What success looks like: the live-page test detects the Organization item, and the URL Inspection result shows the page was fetched successfully.

What to leave out

Two things are tempting and best avoided. First, do not add star ratings for your own organization. Google's review guidelines say that if a business controls its own reviews, including through an embedded third-party widget, its Organization or LocalBusiness pages are not eligible for the review star feature. Second, do not invent properties to look complete. An unrecognized field simply shows as a warning or error in the test.

Final verification checklist

  • The block is valid JSON and uses https://schema.org as the context.
  • The type is the most specific one that fits.
  • name, url and logo are present and match what visitors see.
  • The logo is at least 112 x 112 pixels, crawlable and clear on white.
  • sameAs lists only official profiles you control.
  • The block appears on the home page or an About page, once.
  • The Rich Results Test shows no errors for the live URL.
  • The page is reachable by Google: no robots.txt block, no noindex, no login.
  • No self-published star ratings are attached to the organization.

Common mistakes to avoid

  • Marking up details that are not on the site. Add only facts a visitor could confirm. Remove anything you cannot show.
  • A tiny or hidden logo. Use at least 112 x 112 pixels and check it on white. Replace pale logos with a version that has contrast.
  • Two conflicting blocks. A plugin and a hand-added script can disagree. Keep one source of truth.
  • Padding sameAs. List real, official profiles only.
  • Putting the block behind a login or noindex page. Google must be able to fetch the page that carries it.
  • Self-serving review stars. Do not attach ratings of your own business to your Organization markup.
  • Assuming a panel will appear. Treat the markup as a clear statement of facts, not a switch that creates a knowledge panel.
  • Leaving comments in the JSON-LD. The Rich Results Test ignores them, but the JSON-LD standard does not allow them, so remove them before publishing.

Frequently asked questions

Is organization schema required?

No. Google lists no required properties for Organization. It is optional, but a short accurate block gives search engines clear facts about who runs the site.

Do I need the markup on every page?

No. Google says the home page or a single page such as About us is enough.

Will this get me a knowledge panel?

Not on its own. Google says some properties can influence visuals such as the logo and knowledge panel, but it does not promise that either appears.

Can I use Microdata or RDFa instead?

Google accepts JSON-LD, Microdata and RDFa, and recommends JSON-LD when your setup allows it. JSON-LD is usually easiest to maintain because it is separate from the visible HTML.

Does my local shop need something different?

If you have a shopfront or serve customers at a location, use the most specific LocalBusiness type and follow the local business fields as well.

How does Crawvix treat this markup?

Crawvix's structured data check reads JSON-LD blocks on the pages it samples, flags blocks that do not parse and looks for basic fields such as a name on common types. It does not read Microdata or RDFa, and it does not replace the Rich Results Test.

Official references

Next step: See how Crawvix checks a website and capture a baseline once scanning opens. This guide provides technical information, not a guarantee of rankings, traffic or index inclusion.