What is Organization schema?

Organization schema is structured data that states who stands behind a website: the organization's name, web address, logo, contact details and links to its official profiles. Search engines use it to connect your site with your brand and, where it applies, to choose a logo. It is usually placed once, on the home page or an about page.

Why it matters

Your site name and logo appear in several places: search results, knowledge panels and link previews. Clear markup gives search engines accurate facts to work with instead of leaving them to infer a name from page text. It supports consistency, though it does not promise a knowledge panel or any ranking change.

How to add it

Decide which page carries it. The home page is the usual choice, and an about page also works.
Gather the details exactly as you want them presented: the legal or trading name, the home page URL, a logo file and the addresses of your official profiles.
Add a JSON-LD block:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Co",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/images/logo.png",
  "sameAs": [
    "https://www.linkedin.com/company/example-co",
    "https://x.com/exampleco"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "contactType": "customer support",
    "email": "support@example.com"
  }
}
</script>

Check that the logo URL loads in a browser and meets Google's logo guidelines for format and size.
Test it in the Rich Results Test and the Schema Markup Validator.

The sameAs list should contain only profiles you control or that officially represent the organization. A local shop may use LocalBusiness, a more specific type, instead.

Common mistakes

Using different business names in the markup, the page and the footer.
Pointing the logo URL at an image that has been moved or is blocked from crawling.
Adding sameAs links to unrelated or unofficial pages.
Repeating the full block on every page of a large site without a reason.
Putting personal contact details in markup when you meant a business address.

Frequently asked questions

Do I need Organization schema?

It is optional. A site works without it, but it is a low-effort way to state your name, logo and profiles clearly.

Will Organization schema give me a knowledge panel?

Google does not promise that. A knowledge panel depends on many sources, and markup is only one input.

What is the difference between Organization and LocalBusiness?

LocalBusiness is a more specific type for businesses with a physical location, adding properties such as address and opening hours.

To see what your pages already declare, Try the free website sample.