Organisation schema describes the business behind the website — its name, logo, contact details and official profiles. It is one of the few markup types that belongs on every site, and one of the simplest to implement correctly.
What it is for
It removes ambiguity about which entity a site represents. Where several businesses share a similar name, or where your business is referenced across many sites, the markup states plainly which one this is.
Practically, it supports how your business is represented in knowledge panels and brand results. It does not produce a knowledge panel on its own — that depends on wider recognition — and it makes the underlying information unambiguous.
What to include
- name — the legal or trading name, matching how you present it elsewhere.
- url — the canonical homepage.
- logo — an absolute URL to a real image file.
- sameAs — official profiles: LinkedIn, Facebook, X, industry registers. This is the part that ties the entity together across the web.
- contactPoint — where relevant, with contact type.
- address — where the business has one.
Place it on the homepage at minimum. Site-wide is fine and common.
Organisation or LocalBusiness
This is the decision that matters most, and it is frequently got wrong.
- LocalBusiness where customers visit or you serve a defined area. It extends Organisation with opening hours, geographic detail and price range.
- Organisation where location is irrelevant to your customers — national or online-only businesses.
A local business marked up only as Organisation loses the local-specific properties. Marking up a purely online business as LocalBusiness asserts a physical presence it does not have. See local business schema.
Getting it right
- JSON-LD, in the head or body, as a single block.
- One Organisation block per page. A theme and a plugin each emitting one produces conflicting descriptions.
- Consistent with everything else — the name and address here should match your site, your listings and your Business Profile. See citation building.
- Absolute URLs for logo and sameAs entries.
- Only profiles you control. sameAs is for official accounts, not mentions.
Frequently asked questions
Will this improve rankings?
Not directly. It clarifies entity information, which supports how your brand is represented rather than where you rank. See schema markup.
Do I need it on every page?
The homepage is sufficient. Site-wide is common and harmless provided it is not duplicated on the same page.
What if a plugin already adds it?
Check before adding your own. Two conflicting blocks are worse than one imperfect one.
Does sameAs need to be complete?
Include the profiles you actively maintain. A short accurate list beats a long stale one.
Consulting CTA
For a review of structured data across your site, book an SEO consultation.