Organization Structured Data
Organization markup tells Google the official details of your business: its name, logo, address, contact points and profiles. This guide covers what to put on the page, which properties pair together, a full JSON-LD example, logo rules, testing, WordPress notes, troubleshooting and a checklist.
- Where to place it
- Full JSON-LD example
- Logo rules
- Testing and troubleshooting
{
"@type": "Organization",
"name": "Your Company",
"url": "https://example.com/",
"logo": "https://example.com/logo.png",
"address": {"@type": "PostalAddress"},
"telephone": "+1-555-0100"
}Organization structured data helps Google understand your organization’s administrative details and disambiguate it from others. Put it on your home page or a single about page, not necessarily on every page. Google lists no required properties but asks you to add as many relevant ones as you can, using the most specific subtype. Test with the Rich Results Test, deploy to a few pages, then request a recrawl.
What Organization markup is and is not
Google’s documentation says you can add Organization structured data to your home page so Google understands your organization’s administrative details and can disambiguate your organization in search results. It is a labelled summary of facts that should already be visible or verifiable on your site.
An identity card
Name, logo, address, contact details and profile links in a form a machine can read.
A guaranteed result
Google does not promise a knowledge panel, a logo in results or any visible change from adding it.
If you also publish posts, pair this with Article markup. If you are new to the topic, read the schema markup guide first.
Where to put it
Google says to use the markup on your home page or on one page that describes the organization, such as an about page. You do not need to repeat it on every page. Many sites output it site-wide through a plugin; that is not a problem in itself (my own observation), but it is also not required by Google.
| Option | When it fits | Note |
|---|---|---|
| Home page | One business, one main site | The simplest choice |
| About page | The about page holds the full company details | Keep the same facts everywhere |
| Every page | Your plugin does this automatically | Works, but check for duplicates |
Use the most specific type
Google asks you to use the most specific schema.org subtype that fits. Organization is the general type; subtypes such as Corporation, OnlineStore, NGO or EducationalOrganization describe the business more exactly. For a business with a physical location customers visit, see LocalBusiness markup.
Google lists no required properties. It asks you to add as many properties as apply to your organization. This table summarises the ones the documentation covers, with a plain-English note on each.
| Property | What it holds | Example |
|---|---|---|
| name | The organization’s name | “SEOKickon” |
| alternateName | Another name people use for it | “SEO Kickon” |
| url | The site’s main URL | “https://example.com/” |
| logo | An image that represents the organization | “https://example.com/logo.png” |
| address | A PostalAddress with street, city, region, postcode, country | “PostalAddress” object |
| telephone | A phone number with country and area code | “+1-555-0100” |
| A contact email | “[email protected]” | |
| sameAs | URLs of your official profiles elsewhere | [“https://…”] |
Property names and meanings follow schema.org and Google’s Organization page. Check the live documentation for the full and current list.
Properties that work in pairs
Google’s documentation groups some properties so that the details support each other. A useful way to think about it:
The pairing is a way to organise the data (my own framing). The important rule is accuracy: every value must match what your business publishes elsewhere.
Logo rules
- The logo image must be at least 112 x 112 pixels.
- The image URL must be crawlable and indexable.
- Check how it looks on a white background, because it may be shown that way.
- Use a format Google Images supports.
Blocked images cannot be used. If your logo lives in a folder blocked by robots.txt, fix that first. See robots.txt and sitemaps and image SEO.
A full JSON-LD example
Replace every value. Remove any property you cannot fill honestly.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Example Company",
"alternateName": "Example Co",
"url": "https://example.com/",
"logo": "https://example.com/images/logo.png",
"email": "[email protected]",
"telephone": "+1-555-0100",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 Main Street",
"addressLocality": "Springfield",
"addressRegion": "IL",
"postalCode": "62701",
"addressCountry": "US"
},
"sameAs": [
"https://www.linkedin.com/company/example",
"https://x.com/example"
]
}
</script>Add it step by step
Check for existing markup
View the page source of your home page and search for “ld+json”. A theme or SEO plugin may already output Organization data (my own observation).
Collect the facts
Write down the official name, URL, logo file, address, phone, email and official profiles.
Write the JSON-LD
Start from the example and pick the most specific subtype available.
Run the Rich Results Test
Test the code and the live page. See the Rich Results Test guide.
Publish on a few pages first
Google suggests deploying to a small number of pages and testing before rolling out wider.
Request a recrawl and watch reports
Use the URL Inspection tool, then watch Search Console’s Unparsable structured data report for problems.
Notes for WordPress sites
- Look before you add. Settings differ between sites, so check the source first. See Yoast SEO settings.
- One source only. Use either the plugin or a hand-written block, not both (my own advice).
- Logo file. Upload a clear logo that meets the 112 x 112 minimum and confirm the file URL opens without a login.
- Consistency. Keep the name, address and phone the same in the footer, contact page and markup.
Troubleshooting
| Symptom | Likely cause (my own diagnosis) | Fix |
|---|---|---|
| Syntax error in the test | Missing comma or bracket | Check the JSON line by line |
| Logo not picked up | Image blocked, too small or not indexable | Use 112 x 112 or larger and unblock it |
| Two Organization items | Plugin plus manual block | Remove one |
| Details differ across the web | Old address or phone elsewhere | Update every listing to match |
| No change after a week | Not recrawled yet, or no display | Inspect the URL, request a recrawl, wait |
Misleading markup can lead to a manual action. Read structured data guidelines and check the manual actions report.
Pre-publish checklist
Facts
- Name matches your brand
- Address and phone are current
- Profile links are official
- Same details on the contact page
Logo
- At least 112 x 112 pixels
- Crawlable and indexable
- Looks right on white
- One consistent file
Technical
- JSON-LD is valid
- Most specific subtype used
- Only one source of markup
- Tested in the Rich Results Test
After publishing
- Inspect the live URL
- Request a recrawl
- Watch Unparsable structured data
- Recheck in a few days
What Google’s page does not say
Google does not promise a knowledge panel, a logo display or any ranking change from Organization markup, and it does not give a deadline for results. It also does not say you must add the markup to every page. Treat claims of guaranteed branding results as going beyond the source.
Key terms
- Organization
- The schema.org type for a company, group or institution.
- Subtype
- A more specific type, such as Corporation or OnlineStore.
- sameAs
- A property listing URLs of the same entity’s official profiles.
- PostalAddress
- A structured street address object.
Common mistakes
Using a tiny logo
Anything below 112 x 112 pixels is under Google’s minimum.
Blocking the logo file
A blocked image cannot be used.
Fake or outdated details
Markup must be accurate; conflicting data weakens trust.
Using a vague type
Google asks for the most specific subtype.
Duplicate blocks
Plugin plus manual code can conflict.
Expecting instant results
Google needs a recrawl and promises nothing visible.
Related guides
Organization markup questions
Are any Organization properties required?
Google lists no required properties. It asks you to add as many relevant properties as you can.
Which pages should carry the markup?
Google says to use it on your home page or on one page that describes the organization, such as an about page.
What is the minimum logo size?
112 x 112 pixels. The image must be crawlable and indexable, and you should check it on a white background.
Will this give me a knowledge panel?
Google does not promise one. The markup only helps it understand and disambiguate your organization.
Should I use Organization or LocalBusiness?
Use the most specific type that fits. If customers visit a physical location, LocalBusiness is usually the closer match (my own guidance).
How do I know if Google can read it?
Test with the Rich Results Test, then watch the Unparsable structured data report in Search Console.
How long until Google notices a change?
It depends on when Google recrawls the page. Request a recrawl and allow time; no fixed schedule is promised.
Can wrong markup hurt me?
Markup that breaks Google’s guidelines can trigger a manual action, which removes eligibility for rich results.
- Google Search Central: Organization structured data
- Google Search Central: General structured data guidelines
Placement, subtype advice, logo minimum and testing steps come from those pages. The property notes, example values, WordPress notes, troubleshooting table and checklist are my own.