Organization schema: the fields that feed your knowledge panel

It ties your brand to a single entity that machines can trust. That helps Google choose the right logo in results and in the knowledge panel.

It does not boost rankings on its own. It makes your pages easier to parse, and eligible for features tied to your entity, like the logo with results.

• Logo in search: Google can show your logo next to your site in results when it trusts the mapping.
• Knowledge panel: name, logo, founding facts and social profiles may appear when people search your brand.
• Entity consistency: sameAs links make it easier to disambiguate you from namesakes and to merge signals.

For a small site, this keeps your brand clean across Google products and assistants. It also reduces manual fixes later when you rename or rebrand.

Use JSON-LD. Google reads Microdata and RDFa too, but JSON-LD is simpler and fits in one block. Add only facts you publish visibly on the page.

Keep names, dates and links identical across the site, your About page and your profiles. One mismatch can split the entity, which delays or weakens a panel.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Acme Analytics",
  "url": "https://yourproduct.com/",
  "logo": "https://yourproduct.com/static/logo-512.png",
  "sameAs": [
    "https://x.com/acme",
    "https://www.linkedin.com/company/acme-analytics/",
    "https://github.com/acme-analytics"
  ],
  "founder": {
    "@type": "Person",
    "name": "Sam Taylor",
    "url": "https://yourproduct.com/about/sam-taylor"
  },
  "foundingDate": "2022-05-10",
  "contactPoint": [{
    "@type": "ContactPoint",
    "contactType": "customer support",
    "email": "[email protected]",
    "url": "https://yourproduct.com/support"
  }],
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "12 Example Street",
    "addressLocality": "Bristol",
    "postalCode": "BS1 4ST",
    "addressCountry": "GB"
  },
  "hasMerchantReturnPolicy": {
    "@type": "MerchantReturnPolicy",
    "applicableCountry": "GB",
    "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
    "merchantReturnDays": 30,
    "returnMethod": "https://schema.org/ReturnByMail",
    "returnFees": "https://schema.org/OriginalShippingFees"
  },
  "shippingDetails": {
    "@type": "OfferShippingDetails",
    "shippingRate": {
      "@type": "MonetaryAmount",
      "value": 0,
      "currency": "GBP"
    },
    "shippingDestination": {
      "@type": "DefinedRegion",
      "addressCountry": "GB"
    }
  }
}
</script>

Update names, URLs, email and policies. If you do not sell or ship, remove the policy fields. Keep the script block intact and valid JSON.

Put the Organization JSON-LD once on the home page. That page represents the entity. Do not repeat it on every page unless you have a strong reason.

• Add it in the head or the body. JSON-LD is read in both.
• You can inject it with JavaScript. Google renders pages. As of 2026, many answering AI crawlers do not run scripts.
• If you have multiple brands, keep one Organization per brand site. A holding company goes on its own site.

A fixed page looks like yourproduct.com with one Organization block and no duplicates. Product and Article schema can also live on their own pages in the same site, in one graph if needed.

Use WebSite on the home page too. It describes the site, not the company. It can live in the same @graph as Organization.

• WebSite: keep name and url aligned with the domain. The former sitelinks search box used SearchAction, but that feature was removed in November 2024.
• About page: repeat the same facts in human text. Link to it with About in the header or footer. Use Person schema for key people there.
• Articles and product pages: add their types on their own pages. Link them back to the Organization with the publisher or brand fields where relevant.

If you run a SaaS, your /about page should state the legal name, founding date and founders. The schema then matches those lines exactly. That closes the loop for entity trust.

Publish a support route on the site and then mark it up. The contact must be real and reachable. Do not invent a phone or email for the markup only.

• contactPoint: set contactType to customer support, sales or billing. Include url or email you answer.
• address: if remote, you can use a PO box or city level. Keep it consistent with your footer and policies.
• Merchant policies: as of 2024 Google reads return and shipping policy fields on Organization. Use them only if you sell and ship.

For a store, add OfferShippingDetails and MerchantReturnPolicy on Organization and on product offers. They should match your policy pages word for word. Mismatches trigger trust issues and manual work later.

1. 1

   Create the JSON-LD

   Copy the example. Edit the fields for your site. Validate the JSON with a code editor or a linter.

2. 2

   Place it on the home page

   Add the <script type="application/ld+json"> block to / or to the main template. Put it in the head if you can.

3. 3

   Run the Rich Results Test

   Open search.google.com/test/rich-results. Test the home page URL. Check for valid Organization data, and other eligible types on the site.

4. 4

   Run the Schema Markup Validator

   Open validator.schema.org. Test the same URL. Fix any schema.org syntax problems it flags.

5. 5

   Publish and re-test the rendered page

   If you inject with JavaScript, test the live URL, not copied code. Both tools render the page, which finds script-added markup.

6. 6

   Check Search Console after crawls

   Look for new enhancement reports for types found on your site. Fix any errors or warnings that appear.

The Rich Results Test tells you eligibility for Google features and common implementation errors. The Schema Markup Validator checks correctness against schema.org. The retired Structured Data Testing Tool is not in use since 2020.

• Missing required fields: name, url or logo are absent.
• Logo not crawlable: blocked by robots.txt or served behind auth.
• Logo too small: below 112 by 112 pixels.
• Relative URLs: logo, sameAs or url lack the protocol and host.
• Bad dates: foundingDate not in ISO 8601.
• Invisible facts: markup claims facts not present on the page text or policies.
• Broken graph: types nested in ways that do not connect the entity.
• Conflicting names: different spellings across header, footer, About and schema.

Fix them once. Re-test. A clean home page with one Organization and one WebSite is enough. Keep brand facts identical across the site and profiles to avoid split knowledge panels later.

You can include several types in one @graph on the page. Keep relationships clear: WebSite is about the site, Organization is the publisher. Link Articles with publisher. Link Products with brand or manufacturer as your Organization when relevant.

• Article: include headline, images in 16:9, 4:3 and 1:1, datePublished, dateModified, and author. Use your Organization or a Person as author.
• Product: for product snippets, include name and at least one of review, aggregateRating or offers. For merchant listings, offers must include shipping and returns.
• SoftwareApplication: include name, offers.price and offers.priceCurrency, and a rating. Add applicationCategory and operatingSystem.
• FAQPage: the markup remains valid, but as of August 2023 Google shows FAQ rich results only for well-known government and health sites.

A fixed product page might carry Product with offers, your Organization as brand, and no duplicate Organization block. The home page carries Organization and WebSite.

When you change a logo, update the file and the schema URL in one release. Do not delete the old file until it stops being crawled and cached.

• When you add a new social profile, add it to sameAs once the handle and URL are final.
• If you rename, update the logo, name and About page together. Redirect any changed profile URLs.
• If you move domain, keep the Organization schema consistent. Follow a domain migration plan and update sameAs after profile handles move.
• Review merchant policies with legal and update both policy pages and the JSON-LD on the same day.

Set a quarterly reminder to check the Rich Results Test and the Schema Markup Validator on your home page. Small changes to templates can break JSON without you noticing.