How to add Organization structured data
Organization data with a logo and sameAs links to your social profiles feeds Google's knowledge panel for your brand.
Step by step, with screenshots: Organization and WebSite schema: the site-wide markup to add first →
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What it is
Organization schema is structured data that describes your business as an entity: its name, URL, logo, contact details and sameAs links to your official profiles on other sites. It usually sits in a JSON-LD block on the home page or the About page.
Google uses the logo property for the logo it shows next to your brand in search features, and sameAs helps it connect your site with your social profiles and knowledge panel. The logo must be at least 112 × 112 px and crawlable. A knowledge panel is never guaranteed, but consistent Organization data makes one easier to earn.
OK looks like this: one Organization (or a more specific subtype such as LocalBusiness) with name, url, logo and a sameAs list of your official profiles. getReport checks that the logo and sameAs properties are present.
What a passing site looks like
- Wikidata item: passesfail · −30 ptseffort L
- Your organisation name is the same everywherewarning · −10 ptseffort S
- Organization schema: passesfail · −20 ptseffort S
- Your address is the same everywherewarning · −7.5 ptseffort S
- Your phone number is the same everywherewarning · −7.5 ptseffort S
- Official website (P856): passeswarning · −7.5 ptseffort S
- Your founding year is the same everywherewarning · −5 ptseffort S
- Your Organization schema has a logowarning · −5 ptseffort S
- Profiles and sameAs: passeswarning · −5 ptseffort S
- Description: passeswarning · −5 ptseffort S
- Headquarters (P159): passeswarning · −5 ptseffort S
- External identifiers: passeswarning · −5 ptseffort M
- Inception (P571): passeswarning · −5 ptseffort S
- Organization structured data has a logo and sameAs linkswarning · −1 ptseffort S
- Wikidata item: passesinfo onlyeffort M
- The Wikidata item has a logo imageinfo onlyeffort M
- Wikipedia articles: passesinfo onlyeffort L
1. We found no Wikidata item for this organisation
Why it matters. Many assistants and search engines read Wikidata for facts about organisations. Without an item they rely on your pages and other sites alone. An item is only right for organisations Wikidata's notability policy covers, so not having one is normal for many small businesses.
- Check the notability policy first. An item needs serious, public sources that describe the organisation, such as press coverage or a company register entry, or a Wikipedia article.
- If it qualifies, create the item with a neutral description, add official website (P856), inception (P571) and headquarters location (P159), and cite a source for each.
- Keep it factual. Wikidata deletes items that do not meet the policy, and your own site counts as a source only for facts about yourself.
2. Organisation name
Why it matters. Assistants and search engines match facts to you by name. Two spellings can look like two organisations, so facts from one never reach the other.
- Pick one official name and use it in your schema's name, your og:site_name and your page titles; put the legal name in legalName and other spellings in alternateName.
- If Wikidata shows another name, edit the item's label, or add your name as an alias, with a source such as your company register entry.
3. No Organization structured data on the pages we read
Why it matters. Search engines and AI assistants read the Organization block to learn your official name, address, phone and profiles. Without it they guess from your text, and other sites' versions of your details can win.
- Add one Organization JSON-LD block (or LocalBusiness for a shop or office people visit) to your home page with name, url, logo, address, telephone, foundingDate and sameAs.
- In WordPress, Yoast SEO and Rank Math write it for you under their Organization or Knowledge Graph settings; fill in every field there.
In a report the technical detail reads: No Organization, LocalBusiness or subtype in the JSON-LD of the pages read.
4. Address
Why it matters. Maps, local results and assistants answering "where is" questions need one address. An old address in your schema or on Wikidata keeps sending people to the wrong place.
- Write the same street, postcode and town in your footer, your contact page and the schema's address (a PostalAddress).
- If you moved, update Wikidata's headquarters location (P159) and street address, and your Google Business Profile.
5. Phone number
Why it matters. A phone number is matched exactly. One wrong digit in your schema or on Wikidata means an assistant can quote a number that does not reach you.
- Use one number in international form, for example +385 1 234 5678, in your tel links and your schema's telephone.
- If Wikidata lists an old number (P1329), correct it there too.
6. Official website (P856)
Why it matters. Official website (P856) is how search engines and assistants connect a Wikidata item to a domain. Without it, or with an old domain, the item and your site stay two separate things.
- On the item, add or correct the official website statement with your home page address, for example https://www.example.com/.
7. Founding year
Why it matters. "Founded in" is a fact assistants like to quote. When your about page, your schema and Wikidata give different years, an answer can pick the wrong one.
- Use one founding year everywhere; add it to your schema as foundingDate, for example "2014".
- If Wikidata's inception (P571) is wrong, correct it on the item and cite a source such as your company register entry.
8. Your Organization schema has no logo
Why it matters. The logo property is how Google and others pick the image they show next to your name. Without it they use another site's picture of your logo, or none.
- Add "logo" to your Organization schema with the address of a square image of at least 112 by 112 pixels.
In a report the technical detail reads: Organization logo not set.
9. Profiles and sameAs
Why it matters. sameAs tells machines which profiles and records are you. A link to your Wikidata item is the strongest one, because assistants use Wikidata to tell organisations with similar names apart.
- List your official profile addresses in the schema's sameAs, for example LinkedIn, Facebook and Instagram.
- When you have a Wikidata item, add its address too, for example https://www.wikidata.org/wiki/Q180.
10. The Wikidata item has no English description
Why it matters. The description is the one-line summary shown under the name in search and in many assistants, and it tells apart organisations with the same name.
- Add a short, neutral English description such as "Croatian shoe manufacturer". No slogans, and no adjectives like "leading".
11. The Wikidata item has no headquarters location
Why it matters. Headquarters location (P159) answers "where is it based" and helps local search and assistants place you in the right town.
- Add headquarters location (P159) with the town's item; you can add the street address (P6375) as a qualifier.
12. External identifiers
Why it matters. Identifiers such as a LinkedIn company id, a company register number or a Google Knowledge Graph id tie the item to other records. With fewer than 3, machines have little to confirm it is you.
- Add the identifiers you have, for example LinkedIn company ID (P4264), X username (P2002), Facebook username (P2013), Instagram username (P2003) or your company register ID.
13. The Wikidata item has no inception date
Why it matters. Assistants answer "when was it founded" from inception (P571). Without it they guess from other sites.
- Add inception (P571) with the founding year, or the full date if you have it, and cite a source.
14. Organization structured data has no logo or sameAs links
Why it matters. Google uses logo for the brand box in search and sameAs (your social profiles) to connect the brand across the web. Without them the box shows no logo and no profile links.
- Add "logo" with the URL of a square image of at least 112×112 px.
- Add "sameAs" with an array of your official profile URLs (Facebook, Instagram, LinkedIn, Wikipedia…).
15. Wikidata item
Why it matters. Wikidata is a public database many assistants and search engines read for facts about organisations. An item that lists your website is the simplest way for them to tie those facts to you.
- Check whether your organisation meets Wikidata's notability policy before you create an item; the Wikidata presence checker explains what it asks for.
- If an item exists but lacks your website, add the official website property (P856) with your home page address.
16. The Wikidata item has no logo image
Why it matters. Some search features and assistants show the logo from Wikidata. It has to be a file on Wikimedia Commons, and many logos are protected, so this is optional.
- If your logo is simple enough to be free of copyright, or you can license it freely, upload it to Wikimedia Commons and add it as logo image (P154).
17. The Wikidata item links no Wikipedia article
Why it matters. A Wikipedia article is one of the sources assistants cite most, but Wikipedia has its own, stricter notability rules. Most small organisations have none, and that is fine.
- Do not write an article about your own organisation; Wikipedia asks people with a conflict of interest not to. If independent coverage exists, an article may follow from someone else.
Questions people ask
What is Organization schema?
Organization schema is schema.org structured data of type Organization that tells search engines who is behind a website: the official name, address, logo, contact points, founding date and profiles on other sites. It is usually written once, in JSON-LD, on the home page and referenced from other pages by its @id.
What is sameAs in schema?
sameAs is a property that lists URLs of pages that unambiguously represent the same entity, such as your company's LinkedIn, Facebook, Instagram, Wikipedia or Wikidata pages. It helps search engines confirm that those profiles belong to you. Include only official profiles you control or that are clearly about you.
What logo size does Google need in Organization schema?
At least 112 × 112 px, in a format Google Images supports such as PNG, JPG, WebP or SVG, at a URL Googlebot can crawl. Use a version that looks right on a white background. The site favicon is separate and needs its own square icon of at least 48 × 48 px.
How do you add Organization schema in WordPress?
SEO plugins do it for you: in Yoast SEO fill in Site representation under Settings, and in Rank Math the Local SEO and knowledge graph settings, with name, logo and social profiles. Check the result with the Rich Results Test or schema.org validator, and make sure no theme adds a second Organization.