Add Organization markup that matches your real business

Organization markup is a short block of code on your home page. It says, in a form a machine can read, who you are: your name, your website, your logo, where else you appear online and how to reach you. It does not change what people see.

The short answer

Add one block of JSON-LD to your home page (or your About page). Fill it with the same facts that are written on the page, and nothing else. Give it a fixed @id so other markup on your site can point to it. Test it with a validator.

Be realistic about the payoff. Google says markup can help it understand your organisation and tell it apart from others with a similar name. Google also says that features which use structured data may not appear in results at all. Google's John Mueller said in a post in April 2025, as reported by Search Engine Roundtable, that structured data won't make a site rank better. Treat this as tidy housekeeping: it removes a source of confusion, and that is all it does.

What goes in the block

Google lists no required properties for Organization, only recommended ones. These are the ones most small businesses need.

Some detail from the sources:

• Google says the logo must be at least 112 by 112 pixels, and that Google must be allowed to crawl and index the image. It should look right on a white background.
• schema.org describes sameAs as the address of a reference web page that unambiguously indicates the item's identity, and Google describes it as a page on another website with more information about your organisation, such as a social media or review profile. Pick profiles that clearly belong to you. Do not add pages that merely mention you.
• Google says to put the markup on your home page or one About page. It does not need to be on every page.

Why a stable @id helps

In JSON-LD, the @id keyword gives a thing a name that is unique. The W3C specification says a node is identified using @id, and that other parts of the same data can point to it by repeating that value.

For you, the practical use is this. Your product markup, your article markup and your local-business markup can all point to the same @id and say "this was made by that organisation". A common pattern is your home page address with a fragment on the end, such as https://www.example.com/#organization. Pick one and never change it.

A template to copy

This uses a made-up business. Replace each value with your own, and delete lines you cannot fill truthfully.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://www.example.com/#organization",
  "name": "Harbour Lane Candles",
  "legalName": "Harbour Lane Candles Ltd",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/images/logo-512.png",
  "description": "Hand-poured soy candles made in Bristol.",
  "sameAs": [
    "https://www.instagram.com/harbourlanecandles",
    "https://www.facebook.com/harbourlanecandles"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "contactType": "customer service",
    "email": "hello@example.com",
    "telephone": "+44-117-555-0100"
  }
}
</script>

Check each line against reality:

1. Does name match the heading and footer of your site?
2. Does url open your live home page, with the same https and www choice you use everywhere else?
3. Does logo open an image in a browser, with no login?
4. Does every sameAs address open a profile you run?
5. Is the phone number the one on your Contact page?

Google's guidelines say not to mark up content that readers cannot see. If your Contact page does not show a phone number, do not put one in the markup.

Where to paste it

• Hand-built site: paste the block inside <head> on the home page.
• WordPress: many SEO plugins have an "organisation" or "knowledge" setting. Use it and check that it does not also add a second, different block.
• Shopify, Wix, Squarespace and other builders: some add their own markup. Look at your page source first. If one exists, edit it or ask the platform how to override it. Two blocks that disagree are worse than one.

How to check it worked

1. Open the Schema Markup Validator at validator.schema.org. Enter your home page address or paste the code, and run the test. It checks the markup against schema.org and reports syntax mistakes. It is not Google's own rich results check.
2. Open your home page, choose View Source, and search for application/ld+json. You should find exactly one Organization block.
3. Compare the values to your footer and Contact page, line by line.
4. Run our schema check. Use it on your home page after every change.
5. Wait for the next crawl, then look at your Google Business Profile and other listings. Do they still match? The guide on keeping local details consistent shows how.

What this won't do

• It will not make you rank higher. Google's John Mueller has said structured data won't do that (see the Search Engine Roundtable source above).
• It will not make an AI assistant recommend you. Google says AI search features need no special markup. Standard search basics still apply: your pages must be indexed and able to show in results.
• It will not fix wrong facts that live on other sites. For those, see one source of truth for your facts.
• It will not hide anything. If the markup and the page disagree, you add confusion, and Google's guidelines say a structured data manual action means a page loses eligibility for rich results.