How to set up Organization schema properly

By the Variask team · Updated

In short

Organization schema is JSON-LD that tells search engines and AI systems the official facts about your company: name, website, logo, description, contact details and official profiles. Put it on your homepage and About page, keep it consistent with what the pages say, and list your real profiles in sameAs.

Key facts

  • It defines your brand as one clear entity.
  • sameAs links connect your official profiles.
  • It should match what your pages say.
  • One Organization block per site is usually enough.

Fields to include

  • name: your brand name, exactly as you use it.
  • url: your main website address.
  • logo: a link to a square or wide logo image.
  • description: one or two sentences on what you do.
  • sameAs: your official profiles, such as LinkedIn, X, YouTube, Wikipedia or Crunchbase.
  • contactPoint: support email or phone.
  • foundingDate and address, if you publish them.

Step by step

  1. 1Collect your official facts in one place.
  2. 2Generate the JSON-LD with the free brand facts or schema generator.
  3. 3Add it to the head of your homepage and About page.
  4. 4Give it an @id, such as yoursite.com/#organization, and reuse it in other schema.
  5. 5Test it with Google's Rich Results Test or the Schema Markup Validator.
  6. 6Update it whenever facts change.

Put this into practice with Variask Site health, Variask Brand accuracy and the free brand facts page generator. See Variask pricing or read the Variask FAQ.

Put it into practice

Do this with Variask

Questions

Organization schema:
common questions

It makes your core facts unambiguous for systems that read structured data, which supports consistent descriptions. It is not a ranking switch on its own.

No. List only official company profiles.

University

Keep reading

Fixing wrong AI information

How to fix wrong information AI says about your brand

Read

Answer engine optimization (AEO)

What is answer engine optimization (AEO)?

Read

llms.txt

What is llms.txt, and do you need one?

Read