# Organization schema: the fields that feed your knowledge panel

Add Organization schema once on your home page. It feeds the logo shown with results, your social profiles, and the knowledge panel. Here is the exact data to include, where it goes, and how to test it right.

Updated 2026-09-14 · Source: https://porteur.ai/guides/organization-schema

## What Organization schema does for you

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.

## The fields that feed your knowledge panel

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.

| Property | What to put | Why it matters |
| --- | --- | --- |
| @type | Organization | Sets the entity type. |
| name | Your legal or trading name, e.g. "Acme Analytics" | Matches the brand a user sees on the page. |
| url | https://yourproduct.com/ | Pins the canonical home of the entity. |
| logo | https://yourproduct.com/static/logo-512.png | Image must be at least 112 by 112 pixels and crawlable. |
| sameAs | Links to profiles: https://x.com/..., https://www.linkedin.com/company/..., https://github.com/... | Connects accounts so Google can merge them with your entity. |
| founder | A Person with name and url, or an Organization for joint founders | Feeds the panel’s basic facts. |
| foundingDate | YYYY-MM-DD | Must be a valid ISO 8601 date. |
| contactPoint | Support or sales contacts with type, telephone and url | Allows phone or web contact routes in knowledge panels. |
| address | PostalAddress with streetAddress, addressLocality, postalCode, addressCountry | Helps disambiguate the entity and region. |
| sameAs extras | Wikipedia or Crunchbase if you already have pages | Stronger corroboration if accurate and official. |
| merchant policies (optional) | returnPolicy, shippingDetails on Organization | As of 2024 Google reads merchant policies here. |

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.

## A clean JSON-LD example you can paste

```html
<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": "support@yourproduct.com",
    "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.

> Use absolute URLs everywhere. Relative URLs fail in tests and may break the graph.

## Where to put it and how many times

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.

## How Organization pairs with WebSite and your About page

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.

## ContactPoint, address and merchant policies, done right

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.

## How to add and test it, step by step

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. **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. **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. **Run the Schema Markup Validator** Open validator.schema.org. Test the same URL. Fix any schema.org syntax problems it flags.
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. **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.

## Common errors that block results or split entities

- 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.

## How Organization fits with the rest of your schema

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.

## Keeping it current when you grow or rebrand

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.

## Questions

### What is Organization schema?

It is structured data that defines your company as an entity: name, url, logo, social profiles and founding facts. Google reads it to pick your logo in results and to assemble or refine the knowledge panel. It does not improve rankings on its own.

### Should Organization schema be on every page?

No. Put it once on the home page. That page represents the entity. Other pages can reference the Organization as publisher or brand without repeating the full block.

### Can I add Organization schema with JavaScript?

Yes. JSON-LD can be in the head or the body and can be injected by JavaScript. Google renders pages and can read it. As of 2026, many answering AI crawlers do not run scripts, so server-rendered JSON-LD is safer for them.

### What size and format should my logo be?

Use a crawlable image at least 112 by 112 pixels. A square PNG or SVG with a transparent background works well. Host it on your domain and link to the absolute URL.

### Does Organization schema help me get a knowledge panel?

It helps, but it is not a guarantee. You still need consistent brand signals across the web, clear About content, and reliable citations. The schema makes those signals machine-readable and reduces ambiguity.

### How do I test Organization schema?

Run the Rich Results Test for eligibility and common errors. Run the Schema Markup Validator for schema.org correctness. Both render the live page, so test the URL, not only pasted code. Search Console will show enhancement reports for types it finds.

## Read next

- [JSON-LD: how to write it, where to put it, how to test it](https://porteur.ai/guides/json-ld): See why Google recommends JSON-LD, where to place it, how to use one @graph, how to test with Google and schema.org, and what to fix.
- [The Rich Results Test: what it checks and what it does not](https://porteur.ai/guides/rich-results-test): Run Google’s Rich Results Test, read eligibility, warnings and errors, know its limits, and when to use schema.org’s validator and Search Console.
- [Structured data](https://porteur.ai/glossary/structured-data): Structured data is schema markup that names your page type. See why it changes results, how to add JSON-LD, and how to validate it.
- [Knowledge panel](https://porteur.ai/glossary/knowledge-panel): What a Google knowledge panel is, where it pulls from, how a small site earns one, how to claim it, and the traps to avoid.
- [Schema markup generator](https://porteur.ai/tools/schema-generator): Build the JSON-LD for an organisation, a product, an article, a FAQ, a how-to or a breadcrumb from a form, required fields marked and every value checked.
- [Structured data checker](https://porteur.ai/tools/structured-data-checker): Read the JSON-LD on a page: every type, the rich result each can earn, the required and recommended fields it lacks, and a mended copy of each node.
- [How to add structured data to a site, whatever it is built with](https://porteur.ai/guides/how-to-add-structured-data): Where the JSON-LD goes on WordPress, Shopify, Webflow or a framework, how to generate it, how to test it, and the rules that keep it valid.

Paste your home page URL to get a free check that reads your site and rivals, and shows three findings on your Organization setup and entity signals in about thirty seconds. Free check: https://porteur.ai/