Schema guide
Organization schema markup (Organization JSON-LD)
How to write Organization JSON-LD: name, logo, URL, social profiles and contact details, with a working example and where to place it.
Overview
Organization markup tells search engines who is behind a site: its name, logo, address of the site, official profiles and contact details. Put it on the home page, and optionally on the about or contact page. Google lists no required properties, but a name, a URL and a logo are the useful minimum.
What it can do for you
- Google Rich results: indirect
- Indirect. It helps Google pick the right name and logo for your site and connect your official profiles. There is no separate rich result.
- AI and answer engines
- Ties the site to one named entity with its logo and profiles, which reduces mix-ups with similarly named brands.
Use it when
- The home page of a company, shop, charity, school or other organisation
- The about or contact page, if it describes the same organisation
Skip it when
- Every page of the site, where one block on the home page is enough
- A person with no organisation (use
Person) - A business with a street address visitors can visit (use
LocalBusiness, which is a kind of Organization)
Properties
| Property | Status | Notes |
|---|---|---|
name | Recommended | The name people know you by. Keep it the same everywhere. |
url | Recommended | The home page address. |
logo | Recommended | A crawlable image address. Google asks for a logo at least 112 by 112 pixels, in a format it can read, such as PNG, JPG, SVG or WebP. |
sameAs | Recommended | Addresses of your official profiles, such as social accounts and a company register entry. |
contactPoint, description, telephone, email | Optional | Only details you want public. |
Example
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Hearthstead",
"url": "https://example.com/",
"logo": "https://example.com/img/logo-512.png",
"description": "Hand-glazed stoneware for everyday use.",
"sameAs": [
"https://www.instagram.com/example",
"https://www.linkedin.com/company/example"
],
"contactPoint": {
"@type": "ContactPoint",
"contactType": "customer support",
"email": "help@example.com",
"telephone": "+1-555-0100"
}
}
</script>It takes the name from og:site_name, an itemprop="name" element or the last part of the page title, and the logo from og:logo or an apple-touch-icon link. Phone, email and profile links come from tel: and mailto: links and social links on the page.
Organization markup belongs on the home page, so on other pages the confidence is lower and the checklist says so.
Common mistakes
- Adding an Organization block to every page instead of the home page.
- A logo that is a tiny favicon, or an address that returns an error to crawlers.
- A different name in the markup from the one on the site and on your listings.
sameAslinks to profiles you do not control.
Questions
Does Organization markup give a rich result?
There is no separate rich result for it. Google uses it to understand the organisation, to choose a logo and name, and to connect your official profiles.
How big should the logo be?
Google asks for a logo that is at least 112 by 112 pixels, on a plain background if possible, at an address crawlers can fetch.
Organization or LocalBusiness?
LocalBusiness is a more specific kind of Organization for businesses with a place customers can visit. If you have such a place, use LocalBusiness on the page that gives its address.
Where does it go?
On the home page. You can repeat it on the about or contact page, but every page does not need its own copy.
Generate this markup for your page
Paste the address of a public page and get a ready-to-paste block, with every gap listed.