Organization Structured Data in 2027 Properties, Logo Rules and Setup

search console reference

Welcome, my friend. Organization structured data is a block of code that tells Google your business name, logo, contact details and official profiles. Google says no property is required, so here is what to add, where to put it and how to test it.

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  • logo rules
  • where to place it
  • how to test it
organization-card.jsonexample data
name

Leeds Loaf Bakery

url

https://example.com/

logo

a square image, 112×112 px or larger

sameAs

social and review profiles

contactPoint

phone with country and area code

address

street, city, postal code, country

// example data for a bakery in Leeds. Every property here is recommended by Google, none is required.

the short answer

What Organization Markup Tells Google

It gives Google the administrative facts about your organization. That helps Google tell you apart from businesses with similar names, and it can influence things like the logo and knowledge panel in search.

A knowledge panel is the information box that sometimes appears beside search results for a business. Google’s Organization page says the markup can influence visual elements in Search, such as which logo appears and your knowledge panel. It also says there are no required properties, so you add what is true and useful.

The same page is clear about placement. Put the markup on your home page or on a single page that describes the organization, such as an about page. Google says: “You don’t need to include it on every page of your site.” Many plugins repeat it everywhere, and that is harmless but unnecessary.

Use the most specific type you can. Google gives OnlineStore instead of OnlineBusiness as an example for ecommerce sites. If you serve customers at a physical location, the better fit is a LocalBusiness type, and my local business structured data guide covers that. For the broader idea, see the schema markup guide.

properties

The Properties Worth Adding

Start with name, URL, logo and a way to contact you. Add identifiers and extras only when they are true and you can keep them current.

identity

Name, URL and Profiles

name and alternateName should match what you use for your site name. url helps Google identify the organization uniquely. sameAs lists other pages about you, such as social or review profiles. legalName is for a registered name that differs.

presence

Address, Phone and Email

address is a PostalAddress and Google wants all the properties that apply in your country. For telephone, include the country and area codes. contactPoint describes how people can reach you.

identifiers

IDs and Registrations

Google lists iso6523Code, duns, leiCode, globalLocationNumber, naics, taxID and vatID. It calls the VAT code an important trust signal, because people can check public VAT registries.

extras

Description and Dates

description is a detailed description. foundingDate uses ISO 8601. numberOfEmployees takes a value or a min and max range. Merchants can also add return policy, shipping and member program properties.

// source: Google Search Central, Organization structured data. Which extras to include is my opinion: I add only the ones a visitor could also read on the site.

logo

Logo Rules You Must Follow

The logo must be at least 112×112 pixels, crawlable and indexable, and in a format Google Images supports. Those are the limits Google states.

  • Google says: “The image must be 112x112px, at minimum.”
  • The image URL must be crawlable and indexable, so do not block it in robots.txt.
  • The format must be one that Google Images supports.
  • Check how the logo looks on a plain white background. Google warns that mostly white or gray logos may disappear.
  • If you use an ImageObject, it needs a valid contentUrl or url that meets the same rules.
112×112 px or largercrawlable URLindexable URLsupported image formatvisible on white

// the five logo checks, as listed in Google’s Organization documentation.

Google gives no maximum size, aspect ratio or file size on that page, so I do not invent any. If your logo is a wide wordmark, test it on white and see whether it still reads.

step by step

How to Add Organization Markup

Write the properties, test them, deploy a few pages, then ask Google to look again. Five steps.

  1. Collect the facts. Name, URL, logo file, phone, email, address and profile links. Keep them identical to what the site and your business listings show.
  2. Write the JSON-LD. Google accepts JSON-LD, Microdata or RDFa, and says CMS plugins can simplify the job.
  3. Validate it. Use the Rich Results Test and fix critical errors. Google says non-critical warnings are worth fixing but not required for eligibility.
  4. Inspect a few pages. Use the URL Inspection tool. The page must not be blocked by robots.txt, a noindex tag or a login. Then ask Google to recrawl.
  5. Submit a sitemap. Google suggests submitting one, and says indexing may take several days.
start

Collect facts

name, logo, contact

01

Write JSON-LD

home or about page

02

Rich Results Test

fix critical errors

03

URL Inspection

not blocked, not noindex

04

Sitemap and wait

several days

// workflow built from the steps in Google’s Organization documentation.

related types

Organization, LocalBusiness and Your Site Name

Organization is the general type, LocalBusiness is a more specific one for physical locations, and your site name is a separate topic with its own rules.

If you run a shop, a clinic or a taxi company with a real address, a LocalBusiness subtype is usually the better fit than plain Organization. Google’s Organization page says local businesses should use the most specific LocalBusiness subtype and follow that type’s required and recommended fields. For a pure online business, a plain Organization, or a more specific one such as OnlineStore, does the job.

Google also says to use the same name and alternateName in this markup that you use for your site name. That keeps your signals consistent. How Google chooses the name shown above your result is explained in my guide to the site name in Google Search.

A practical habit, and my own opinion: write the business facts once, in a single document, and copy from it into the markup, the footer, your Business Profile and your listings. Most inconsistencies I see come from facts typed by hand in five places. The markup is only as honest as the data you feed it.

mistakes

Mistakes and Their Fixes

Most problems are old data and dishonest data. Both are easy to avoid.

mistake

Inconsistent Business Facts

  • A phone number in markup that differs from the footer

Fix: Google advises keeping identifiers, addresses and phone numbers consistent with your actual business data.

mistake

Missing Country Codes

  • “555 0100” with no country or area code

Fix: include the country and area codes, and a two-letter ISO 3166-1 country code in the address.

mistake

A Logo That Vanishes on White

  • A white logo saved on a transparent background

Fix: test it on a plain white background and supply a version that stays visible.

mistake

Claiming Things You Are Not

  • Copying another brand’s profiles or identifiers

Fix: Google’s guidelines prohibit impersonating a person or organization and misrepresenting ownership or affiliation. Violations may bring a manual action.

verify

How to Check It Worked

Google can read the markup when the test is clean and the inspected page shows it. It does not promise any change in how you appear.

  • The Rich Results Test shows no critical errors for your home page or about page.
  • URL Inspection confirms the page is indexable and Google found the markup.
  • The logo URL opens in a browser without a login and passes a white background check.
  • Wait. Google says crawling and indexing can take several days. It also says it does not guarantee that structured data will produce rich results.

If this feels like a lot for one block of code, my technical SEO work includes structured data, and a cheap SEO expert can set it up in one sitting. You may also like the general structured data guidelines.

faq

Organization Markup Questions Answered

Is organization structured data required?

No. Google says there are no required properties. Add the ones that are true for your organization and helpful for users.

Which pages should carry it?

Your home page or one page that describes the organization, such as an about page. Google says you do not need it on every page of the site.

What is the minimum logo size?

112×112 pixels. Google also says the logo URL must be crawlable and indexable and in a format supported by Google Images.

Can I add it with a plugin?

Yes. Google says CMS plugins can simplify adding structured data. Still run the Rich Results Test, because a plugin can output wrong or outdated facts.

Will it change my knowledge panel?

It can influence it, but Google does not guarantee any result. It says the markup can influence visual elements such as the logo and the knowledge panel.

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sources

Sources and Last Check

// last checked 11 Nov 2026. Example data is invented. Tips on what to include are my experience and opinion.