The short answer
Add one Organization JSON-LD block to your homepage. Include your official name, URL, logo, a short description, contact details and sameAs links to your official profiles. Use a more specific type, such as LocalBusiness, if it fits. Keep every fact identical to your site and profiles. Then validate it and confirm it appears in the page source.
- Organization schema states the core facts about your business in a machine-readable way.
- sameAs links tie your website to your official profiles elsewhere on the web.
- Consistency matters more than volume: the same name, logo and details everywhere.
- One accurate block on the homepage is usually enough.
Why Organization schema matters for AI search
Search engines and AI systems think in entities. An entity is a distinct thing they can identify, like a company, person or place.
Organization schema describes your business as an entity. It states your name, logo, contact details and official profiles in one place.
Google says this markup can help it understand your details, such as which logo to show. Consistent facts also help machines connect your site with mentions elsewhere.
It will not make an AI platform recommend you. It does reduce the chance of confusion about who you are.
How to add Organization schema, step by step
Gather your facts first. The code is the easy part.
- 1
Collect your official facts
Write down your brand name, legal name, URL, logo URL, phone, email, address and founding year.
- 2
Choose the right type
Use Organization for most companies. Use LocalBusiness, or a subtype like Dentist or LegalService, if customers visit you.
- 3
List your official profiles
Gather URLs for profiles you control, such as LinkedIn, X, YouTube or an industry directory. These go in sameAs.
- 4
Write the JSON-LD
Start from the example below. Give the block an @id so other markup on your site can reference it.
- 5
Add it to your homepage
Place it in a script tag in the homepage HTML. Many themes and SEO plugins have a setting for this.
- 6
Remove duplicates
Check that your theme or a plugin is not already adding a second, conflicting Organization block.
- 7
Validate and publish
Test the live URL in the Schema Markup Validator and Google's Rich Results Test, then fix any errors.
An Organization JSON-LD example
This example is for a fictional software company. Replace every value with your own.
The @id is simply a unique label. Other markup, like an article's publisher, can point to it instead of repeating your details.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"@id": "https://example.com/#organization",
"name": "Example Analytics",
"legalName": "Example Analytics Inc.",
"url": "https://example.com/",
"logo": "https://example.com/images/logo.png",
"description": "Example Analytics builds reporting software for small online stores.",
"foundingDate": "2019",
"email": "hello@example.com",
"telephone": "+1-555-010-0199",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 Example Street",
"addressLocality": "Austin",
"addressRegion": "TX",
"postalCode": "73301",
"addressCountry": "US"
},
"sameAs": [
"https://www.linkedin.com/company/example-analytics",
"https://x.com/exampleanalytics",
"https://www.youtube.com/@exampleanalytics"
]
}
</script>Which Organization properties matter most?
Google lists no strictly required properties for Organization. These are the ones worth filling in.
| Property | What to put | Tip |
|---|---|---|
| name | The name customers know you by | Match your homepage and profiles exactly |
| url | Your homepage URL | Use your canonical version, with https |
| logo | A crawlable image URL | At least 112 by 112 pixels |
| description | One or two factual sentences | Say what you do and for whom |
| sameAs | Official profile URLs | Only profiles you control |
| address, telephone | Your public contact details | Must match your Google Business Profile |
How to check it worked
Run your homepage through the Schema Markup Validator. It should show one Organization item with all your properties.
Use the Rich Results Test to confirm Google can read the logo and contact fields.
View the raw page source and search for application/ld+json. The block should be there before any JavaScript runs.
Finally, compare the facts with your Google Business Profile, LinkedIn page and main directory listings. Any mismatch is worth fixing.
Recheck the markup after any rebrand, office move or phone number change.
The free WebValet check detects whether your homepage has structured data at all.
Common Organization schema mistakes
Watch for these when you review the markup.
- Two plugins each adding an Organization block with different details.
- A logo URL that is broken, blocked or behind a redirect.
- sameAs links to profiles you do not own, like a news article about you.
- Adding review stars about your own business. Google does not show self-serving reviews.
- A name or phone number that differs from your other listings.
Questions people ask
Should I use Organization or LocalBusiness?
Use LocalBusiness, or a more specific subtype, if customers visit a physical location. Use Organization for online or multi-location companies without a single public address.
Will Organization schema get me a knowledge panel?
It can help Google understand your details, but it does not guarantee a knowledge panel. Panels depend on many signals beyond your own site.
Does every page need Organization schema?
No. One block on the homepage is usually enough. Other pages can reference it by its @id, for example as the publisher of an article.
Does Organization schema help ChatGPT or Perplexity?
No platform has said it reads this markup directly. Clear, consistent facts across your site and profiles still help any system that tries to identify you.