Organization Schema

Organization schema is the most important structured data block for any business building entity authority. It is the formal declaration of who you are, where you are, and how you connect to the rest of the web. This is the schema that feeds your Knowledge Panel, informs Google's entity understanding, and anchors every other piece of structured data on your site.

Get this wrong, and everything downstream suffers. Get this right, and you have a solid foundation for every other schema type we cover in this module.

Critical Properties

Not all Organization properties carry equal weight. The following are the ones that directly influence entity recognition and Knowledge Panel eligibility:

The Complete Example

Here is a production-ready Organization schema block. Study each property and its formatting:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://www.example.com/#organization",
  "name": "Example Industries",
  "legalName": "Example Industries Pte Ltd",
  "url": "https://www.example.com",
  "logo": {
    "@type": "ImageObject",
    "url": "https://www.example.com/images/logo.png",
    "width": 600,
    "height": 60
  },
  "image": "https://www.example.com/images/office.jpg",
  "description": "Example Industries provides industrial automation solutions for manufacturing facilities across Southeast Asia.",
  "foundingDate": "2010-03-01",
  "founder": {
    "@type": "Person",
    "@id": "https://www.example.com/#founder",
    "name": "Ahmad Rizal",
    "jobTitle": "Director",
    "url": "https://www.example.com/about/"
  },
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Jl. Sudirman No. 45",
    "addressLocality": "Jakarta",
    "addressRegion": "DKI Jakarta",
    "postalCode": "10220",
    "addressCountry": "ID"
  },
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+62-21-555-0100",
    "contactType": "customer service",
    "availableLanguage": ["id", "en"]
  },
  "sameAs": [
    "https://www.linkedin.com/company/example-industries",
    "https://www.facebook.com/exampleindustries",
    "https://www.instagram.com/exampleindustries",
    "https://twitter.com/exampleind"
  ],
  "numberOfEmployees": {
    "@type": "QuantitativeValue",
    "minValue": 50,
    "maxValue": 100
  }
}
</script>

Property-by-Property Guidance

name and legalName

Use the name your customers know you by for name. Use the registered legal name for legalName. If they are the same, you can omit legalName. The name must match what appears on your website, your Google Business Profile, and your social media profiles. Inconsistency here directly undermines entity recognition.

logo

Google has specific requirements for logo images in structured data. The image should be at least 112x112 pixels, and the aspect ratio should be suitable for rectangular display. Using an ImageObject (as shown in the example) lets you specify width and height, which helps Google process it correctly. The logo URL must point to an image file Google can crawl.

sameAs

This is one of the most powerful properties for entity authority. The sameAs array tells Google that these URLs all refer to the same entity. Include only profiles you own and control. Common targets: LinkedIn company page, Facebook page, Instagram, X/Twitter, YouTube channel, Crunchbase, Wikidata item URL. Do not include pages that merely mention you.

address

Use the PostalAddress type. Include all components. The addressCountry should use ISO 3166-1 alpha-2 codes (US, ID, SG, etc.). This address must match your Google Business Profile and any NAP citations from Module 1.

contactPoint

The contactType value should be one of Google's recognized types: "customer service", "technical support", "billing support", "bill payment", "sales", "reservations", "credit card support", "emergency", "baggage tracking", "roadside assistance", or "package tracking".

Where to Place It

The Organization schema goes on your homepage. It can also appear on your About page. If you place it on both, use the same @id value so Google knows they reference the same entity. Do not place Organization schema on every page of your site. That is unnecessary and can look spammy.

Further Reading

• Schema.org: Organization Type Reference
• Google: Logo Structured Data
• Google: Corporate Contact Structured Data
• Schema.org: sameAs Property Reference