Organization schema

Have you ever Googled your own company and found outdated or incomplete info in the search results? Meanwhile, your competitors stand out with logos, social links, and contact details right in Google. That’s the power of Organization schema.

Think of the Organization schema as a digital business card for search engines. By adding structured data to your site, you give Google a clear snapshot of your brand – who you are, what you do, and how people can reach you.

This guide will show you how to implement Organization schema to improve how your business appears in search and help customers connect with you more easily.

What is an Organization Schema?

Organization schema is a structured data markup (based on Schema.org) that helps search engines understand important details about a company or organization. 

By embedding this markup into your website’s HTML, you provide explicit information to search engines about name, logo, contact information, social media accounts — making it easier for search engines to present relevant information in search results.

For example, this is the code snippet of Organization schema used on Ahrefs:

What is the difference between Organization and LocalBusiness schema?

LocalBusiness is actually a subtype of Organization. That means it inherits all the properties of Organization (like name, url, logo, sameAs, etc.) but adds additional fields specific to businesses with a physical location — such as address, openingHours, priceRange, and geo.

What are the benefits of Organization Schema in SEO? 

By helping search engines better understand your brand, you can enhance how your business appears in search results and build more trust with users.

1. Rich Knowledge Panels

Google may display a knowledge panel on the right-hand side of the search results for branded queries. Knowledge panels are automatically generated and the information usually comes from various sources.

If you are a big and well-known corporation, then most likely that information is gathered from Wikipedia and other public databases.

However, even if your company doesn’t have a Wikipedia page, it is still possible to acquire a knowledge panel.

By providing structured data, you’re feeding Google verified information — your logo, social media links, contact info, and more — that may appear prominently in these panels.

2. Improved Crawlability and Entity Recognition

Organization schema helps Google connect the dots between your website, social media profiles, and other web entities. This improves your brand’s semantic footprint and ensures that your digital presence is interpreted accurately.

The sameAs property in Organization schema allows you to explicitly link your website to your social media profiles, directory listings, Wikipedia page, GitHub, or any other relevant online entity. 

This tells Google, “All of these profiles represent the same organization.” That removes ambiguity and strengthens your entity recognition across platforms.

3. Control Your Branding and Positioning

Adding Organization schema gives you a degree of control over how your business appears in search. Rather than letting search engines piece together your identity from scattered sources, you can offer a clear, consistent narrative — directly from your own domain.

Use the description property to craft a short, meaningful summary of your brand that reflects your unique value proposition. 

For example:

"description": "Example SaaS helps small businesses streamline their workflow with intuitive project management tools, real-time collaboration, and powerful automation features."

This can influence how your organization is presented in knowledge panels and other entity-driven search results.

To reinforce this positioning:

• Update all your online profiles — Google Business Profile, LinkedIn, Crunchbase, Facebook, etc. — to match your schema markup.
• Ensure your logo, brand name, contact info, and description are consistent across platforms.
• Link these profiles in the sameAs property of your Organization schema to explicitly connect them to your website.

Consistency across all branded assets makes it easier for search engines to recognize your entity, reduces misinformation, and gives you more control over how you’re perceived online.

4. Edge Over Competitors 

Many businesses still overlook Organization schema — or implement it incompletely. By taking the time to structure and connect your brand data properly, you gain a technical advantage over competitors who haven’t optimized their presence.

With Organization schema, you can:

• Secure your branded space in search results with consistent, rich information.
• Help Google better associate your content with key business topics, services, and locations.
• Build trust with users through verified contact details, official social links, and a professional Knowledge Panel appearance.

In competitive industries, this structured clarity can be the difference between a generic blue link and a brand that stands out with a logo, contact info, and authoritative presence in the search results.

What Properties Should You Include?

When adding Organization schema, you’ll want to provide the most relevant details that accurately represent your business. 

Below are common properties that I recommend to include:

• @type: The most generic one would be “Organization”, but try to be specific whenever possible. For example, you can use CollegeOrUniversity and OnlineStore as a subtype.
• name: Official name of your organization and your brand. You can, for example, use Google instead Google, Inc.
• legalName: The legal name of your organization if it differs from your common name.
• description: A short description about your business. Ideally, it should be used consistently in all the other social media profiles as well.
• URL: The official website URL.
• logo: URL of your organization’s logo.
• contactPoint: Information about how to contact your organization. Can include phone number, email, and more.
• Address: Physical address details (where applicable). Could be postalAddress with street address, city, etc. If you are operating online primarily, you can skip this.
• sameAs: Links to your official social media profiles or other authoritative pages (e.g., LinkedIn, Twitter).
• foundingDate: Date the organization was founded (optional but helpful).
• Founder: Use Person schema to include information about person(s) who founded the organization (where relevant).

Organization Schema Example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://nt-studio.eu/#organization",
  "name": "NT Studio",
  "legalName": "NT Stuido OÜ",
  "url": "https://nt-studio.eu/",
  "logo": "https://nt-studio.eu/logo.png",
  "description": "NT Studio is an Estonia‑based XR/AR startup pushing the boundaries of immersive tech. specializing in cutting‑edge immersive technologies—particularly augmented reality (AR), extended reality (XR), virtual reality (VR), and spatial computing .",
  "founder": [
    {
      "@type": "Person",
      "name": "Roland Shum",
      "url": "https://rolandshum.com/"
    },
    {
      "@type": "Person",
      "name": "Aubrey Yung",
      "url": "https://aubreyyung.com/about/"
    }
  ],
  "numberOfEmployees": {
    "@type": "QuantitativeValue",
    "minValue": 2,
    "maxValue": 10
  },
  "email": "official@nt-studio.eu",
  "sameAs": [
    "https://www.linkedin.com/company/nt-studio-ou/",
    "https://www.instagram.com/nt_studio_ou"
  ],
  "foundingDate": "2021-08"
}
</script>

Note: You can include additional properties that are relevant to your specific organization, such as parentOrganization and brand.

How to add Organization schema to your website?

To add Organization schema to your website, you’ll need to insert the structured data (usually in JSON-LD format) into your HTML on your homepage. How you do this depends on how your website is built.

If your site is built without a CMS (e.g., hand-coded HTML, static site, or custom framework), you can manually paste the JSON-LD script directly into the <head> or right before the closing </body> tag of your homepage’s HTML file. Just open the file, paste the markup, save, and upload.

If you’re using a content management system (CMS) like WordPress, Wix, Squarespace, or Webflow, you typically have a few options:

• On WordPress, you can add schema using a plugin like Rank Math, Yoast SEO, or manually by inserting the JSON-LD into a Custom HTML block on your homepage or using a code injection plugin.
• In Wix, go to the SEO settings for your homepage and use the “Custom Code” section to paste your script into the head.
• In Squarespace, you can inject the schema via “Settings > Advanced > Code Injection” for the header of your homepage.
• In Webflow, open the Page Settings of your homepage and paste the JSON-LD script into the “Inside head tag” field.

Where to Put Organization Schema?

Google recommends using the Organization schema on pages that represent your company as a whole, primarily your homepage. This is the most important page for this markup, as it helps search engines associate your website with your official brand identity and may contribute to showing a knowledge panel in search results. 

If you have an About Us page that provides significant information about your company’s history, leadership, or mission, you can add it there as well. 

However, it’s not necessary to add Organization schema to every page on your site. Pages like blog posts, product listings, or service descriptions should use more relevant structured data types, such as Article or Product, to match their specific content. 

Keeping Organization schema focused on the most relevant pages ensures your structured data remains clean and useful to search engines.

Does organization schema improves ranking?

No, structured data is not a ranking factor. Organization schema doesn’t affect your rankings algorithmically, but it improves how your brand appears in search results, which can increase clicks, trust, and engagement — all of which indirectly benefit SEO.

Best Practices and Common Mistakes with Organization Schema

Implementing Organization schema can be simple, but doing it well requires attention to detail. Below are the most important best practices to follow — and common pitfalls to avoid — to get the most SEO value without sending conflicting or misleading signals to search engines.

1. Be Specific About the Organization Type

Rather than using the generic Organization type, use a more precise subtype when possible. Schema.org offers many specific types such as:

• Corporation
• LocalBusiness
• EducationalOrganization
• NGO
• GovernmentOrganization
  

For example, a local coffee shop should use CafeOrCoffeeShop, instead of just LocalBusiness, while a startup might use Corporation. 

Being specific helps search engines better understand your business context, and in some cases, unlocks more relevant enhancements or eligibility for rich results.

2. Include a meaningful and consistent Description

Your description field is an opportunity to control the narrative about your brand. Use it to clearly explain who you are, what you do, and what makes you unique. 

Based on my experience, keep it short (1–2 sentences), relevant, and written in natural language — not keyword-stuffed sales copy works best!

Also, make sure the description in your schema matches the one shown publicly on your website (such as on the homepage, footer, or About page). Consistency between your schema markup and on-page content reinforces your brand message and helps Google confidently interpret your identity.

3. Don’t use aggregateRating for organization schema

While Organization schema allows for an aggregateRating property, Google no longer displays self-serving reviews for most businesses and organizations since 2019.

This means adding third-party collected review (which is very common across industries) can violate Google’s guidelines and potentially harm your trust signals.

Instead, focus on building genuine reviews on third-party platforms like Google Business Profile, G2, or Trustpilot. Let Google find these naturally, and avoid trying to embed them directly in your Organization schema unless you meet very specific exceptions (like product reviews).

Pro Tips:
Add your G2 or Google Business Profile in the sameAs field instead.

4. Don’t add Organization schema to every page

Organization schema should be used sparingly — typically on your homepage or your About page, where the primary focus is on your business itself. Adding it to every page of your website can be redundant, confusing, or even interpreted as spammy.

On other pages (like blog posts, product pages, or service listings), use more relevant schemas such as Article or Product, and connect back to your organization via the publisher or provider property when appropriate.

5. Link all company’s online profiles with sameAs

Use the sameAs property to connect your website to all verified online profiles, such as LinkedIn, Facebook, Instagram, GitHub, or your Crunchbase page. This helps Google recognize all these platforms as part of a unified brand presence and avoids confusion with similarly named businesses.

I find it helpful to include your Google Knowledge Graph ID in the sameAs property as well, you can use Kalicube’s Knowledge Graph API Explore to find out what is the KGMID of the organization if you are uncertain.

Make sure these online profiles are active, official, and consistently branded — including matching business names (if you have a specific way to capitalize your brand name, make sure it is written the same way on the major profiles), profile pictures, and descriptions.

I would also recommend collaborating with your social media or digital PR team to keep a centralized database to track your online presence across multiple teams (and don’t forget to track the ownership and access!). This would make it easier to maintain in the long-run.

6. Review and update regularly

Once implemented, your Organization schema should be regularly reviewed and updated. Things like phone numbers, addresses, social handles, and leadership information can change — and outdated data can lead to broken trust signals or conflicting search results.

Build a maintenance checklist into your content or SEO workflows to review your schema every quarter or during any major website or branding update.

7. Validate your markup before publishing

Before you deploy any changes, check for schema markup with tools like Google’s Rich Results Test and Schema Markup Validator.

These tools will check for syntax errors, missing required fields, or unsupported properties. Validation helps ensure your markup is implemented correctly and eligible for search enhancements where applicable.

🔖 Read also: How to fix unparsable structured data

Final Thoughts

Implementing Organization schema is a straightforward yet powerful way to improve your online visibility and help search engines understand your brand identity and services. 

By following best practices for structuring, placing, and validating your markup, you can ensure that search engines display your organization details accurately, leading to better user engagement and potentially higher click-through rates.