Organization Schema — Name, Logo, Profiles, and Business Details
Organization markup tells Google who runs your site. Google recommends it on your home page or About page, requires no property, and can use your logo in Search results and knowledge panels.
Generate Organization JSON-LDWhat is Organization schema?
Organization is the schema.org type for "an organization such as a school, NGO, corporation, club, etc." It describes the company, nonprofit, or brand behind a website: its name, logo, website, official profiles, contact details, address, and identifiers such as a VAT number.
Google's documentation says adding it to your home page "can help Google better understand your organization's administrative details and disambiguate your organization in search results." Some properties work behind the scenes (identifiers such as iso6523Code and naics). Others can influence what people see, such as which logo Google shows in Search results and in your knowledge panel.
Is any property required?
No. Google's Organization documentation says: "There are no required properties; instead, we recommend adding as many properties that are relevant to your organization." Schema.org doesn't require any either.
Google suggests starting with what's useful to people:
- The name:
name, plusalternateNameif people know you by a shorter name. Google asks you to use the same name and alternate name as your site name. - Real-world presence:
addressortelephone. - Online presence:
urlandlogo.
Where to put it
Google recommends "placing this information on your home page, or a single page that describes your organization, for example the about us page. You don't need to include it on every page of your site."
Give the organization an @id, such as https://www.example.com/#organization. Other pages can then refer to it, for example as the publisher of an article or WebSite, without repeating every detail. The AboutPage guide shows an About page whose mainEntity is the organization.
Pick the most specific type
Google recommends the most specific schema.org subtype of Organization that matches you:
| Your organization | Type to use |
|---|---|
| Ecommerce site | OnlineStore (Google's example: rather than OnlineBusiness) |
| Restaurant, shop, clinic, or other place customers visit | A LocalBusiness subtype, plus Google's local business fields |
| Company | Corporation (guide) or Organization |
| Nonprofit | NGO (guide) |
| School or university | EducationalOrganization (guide) |
| News publisher | NewsMediaOrganization (guide) |
All of these accept the Organization properties below, because they inherit from Organization.
Properties Google recommends
| Property | What to put in it |
|---|---|
name | Your organization's name, the same one you use for your site name. |
alternateName | Another common name, such as an acronym. |
url | Your organization's website. Google says this "helps Google uniquely identify your organization." |
logo | A URL or ImageObject. At least 112x112px, crawlable and indexable, in a format Google Images supports, and legible on a white background. |
sameAs | URLs of your profiles on other sites, such as social or review sites. You can list several. |
description | A detailed description of the organization. |
address | A PostalAddress. You can list several if you have locations in more than one city or country. |
telephone | Your primary customer phone number, with country and area code. |
email | The email address to contact you. |
contactPoint | Other ways to reach you, each a ContactPoint with telephone and/or email. |
legalName | Your registered legal name, if it differs from name. |
foundingDate | The founding date in ISO 8601 format, such as 2016-04-01. |
numberOfEmployees | A QuantitativeValue with value, or minValue and maxValue for a range. |
iso6523Code | An ISO 6523 identifier, such as 0060: plus your DUNS number, 0088: plus a GLN, or 0199: plus an LEI. Google prefers this to the older duns and leiCode fields. |
vatID, taxID | Your VAT or tax ID. taxID should match the country in your address. |
naics, globalLocationNumber | Your NAICS industry code, or your GS1 GLN. |
hasMerchantReturnPolicy, hasShippingService, hasMemberProgram | Merchants only: a store-wide return policy, shipping policy, or loyalty program. Each has its own required fields in Google's docs. |
Schema.org defines many more Organization properties, such as founder, parentOrganization, subOrganization, brand, and award. They're valid and safe to add when they're true and shown on the page, but Google's Organization documentation doesn't list them.
What the generator above covers
The generator fills in name, url, logo, sameAs, foundingDate, a postal address, and contactPoint entries (phone and contact type). Empty fields are left out of the output. For alternateName, description, email, legalName, or the identifiers, copy one of the examples below and edit it, or use the AI schema generator with your About page URL, then check every fact before you publish.
How to build it here
- 01
Enter your organization’s name and website URL.
- 02
Add your logo URL: at least 112x112px, on a public URL, and readable on white.
- 03
Add the URLs of your official profiles under sameAs.
- 04
Add your founding date, address, and contact phone numbers if you show them on the page.
- 05
Copy the JSON-LD into your home page or About page.
- 06
Test the page in Google’s Rich Results Test, then in the Schema Markup Validator.
Ready to build the markup?
Name, logo, profiles, address, and contact points.
Organization and WebSite on the home page
The WebSite markup on your home page is what Google uses for your site name. Give it the same name and alternateName as your Organization, and link the two with publisher, as in the last example below.
Older guides also add a SearchAction to WebSite for the sitelinks search box. Google began removing that search box from all results on November 21, 2024. Google says the markup "won't cause issues in Search," so you can leave it in place, but it no longer changes your search result.
Common mistakes
- Treating
logoas optional styling. It's how you tell Google which logo to show. Use an image of at least 112x112px on a stable URL that robots.txt doesn't block. - Organization on every page with different details. Put the full markup on one page and refer to it by
@idelsewhere. - Using Organization for a shop or office customers visit. Use the matching LocalBusiness subtype, so you can add opening hours and Google's local business fields.
- Details that aren't on your site. Markup should match what visitors can read, such as your name, address, and phone number.
sameAslinks to pages you don't control, such as a news article that mentions you. List your own official profiles.- Relative URLs. Use full URLs, such as
https://www.example.com/images/logo-512.png.
Recommended properties
namealternateNameurllogosameAs[]descriptionaddresstelephoneemailcontactPointlegalNamefoundingDatenumberOfEmployeesiso6523CodevatIDtaxIDnaicshasMerchantReturnPolicyhasShippingServicehasMemberProgram
{
"@context": "https://schema.org",
"@type": "Organization",
"@id": "https://www.example.com/#organization",
"name": "Northstar Analytics",
"alternateName": "Northstar",
"url": "https://www.example.com",
"logo": "https://www.example.com/images/logo-512.png",
"description": "Northstar Analytics builds reporting software for regional retailers.",
"foundingDate": "2016-04-01",
"telephone": "+1-804-555-0142",
"email": "hello@example.com",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 Example Ave, Suite 300",
"addressLocality": "Richmond",
"addressRegion": "VA",
"postalCode": "23219",
"addressCountry": "US"
},
"contactPoint": {
"@type": "ContactPoint",
"contactType": "customer support",
"telephone": "+1-804-555-0199",
"email": "support@example.com"
},
"sameAs": [
"https://www.linkedin.com/company/northstar-analytics-example",
"https://github.com/northstar-analytics-example"
]
}{
"@context": "https://schema.org",
"@type": "Organization",
"@id": "https://www.example.com/#organization",
"name": "Northstar Analytics",
"legalName": "Northstar Analytics, Inc.",
"url": "https://www.example.com",
"logo": {
"@type": "ImageObject",
"url": "https://www.example.com/images/logo-512.png",
"width": 512,
"height": 512
},
"iso6523Code": "0060:123456789",
"naics": "513210",
"numberOfEmployees": {
"@type": "QuantitativeValue",
"minValue": 10,
"maxValue": 49
},
"parentOrganization": {
"@type": "Organization",
"name": "Example Holdings",
"url": "https://www.example-holdings.com"
}
}{
"@context": "https://schema.org",
"@graph": [
{
"@type": "Organization",
"@id": "https://www.example.com/#organization",
"name": "Northstar Analytics",
"alternateName": "Northstar",
"url": "https://www.example.com",
"logo": "https://www.example.com/images/logo-512.png"
},
{
"@type": "WebSite",
"@id": "https://www.example.com/#website",
"name": "Northstar Analytics",
"alternateName": "Northstar",
"url": "https://www.example.com/",
"publisher": {
"@id": "https://www.example.com/#organization"
}
}
]
}FAQs
What does Organization structured data do in Google?ShowHide
Google uses it to understand your organization's administrative details and tell it apart from others with similar names. Some properties, such as logo, can influence which logo Google shows in Search results and in your knowledge panel. Merchants can also influence their merchant knowledge panel, for example with a return policy. Google doesn't guarantee any of these displays.
Which Organization properties are required?ShowHide
None. Google's documentation says there are no required properties and recommends adding every property that applies, starting with ones useful to users: name or alternateName, a sign of real-world presence (address or telephone), and online presence (url or logo).
Where should Organization markup go?ShowHide
On your home page, or on a single page that describes the organization, such as the About Us page. Google says you don't need it on every page. Other pages can refer to the same organization by its @id, for example as an article's publisher.
What are Google's logo requirements?ShowHide
At least 112x112 pixels, at a URL Google can crawl and index, in a format Google Images supports. It should also look right on a plain white background. The logo can be a URL or an ImageObject with a url or contentUrl.
Organization, LocalBusiness, or OnlineStore?ShowHide
Use the most specific subtype that fits. Google's example: an ecommerce site should use OnlineStore rather than OnlineBusiness. A restaurant or physical store should use a LocalBusiness subtype and follow Google's local business fields as well. Plain Organization fits companies, nonprofits, and brands with no more specific type.
Should I still add a WebSite SearchAction for the sitelinks search box?ShowHide
Google began removing the sitelinks search box on November 21, 2024, worldwide. SearchAction is still valid schema.org markup and Google says it "won't cause issues in Search", so you don't need to remove it, but it no longer changes how your site appears.
How do I test Organization markup?ShowHide
Use Google's Rich Results Test, which reports Organization, and fix any errors before you publish. The Schema Markup Validator checks it against schema.org, including properties Google doesn't use.