STRUCTURED DATA · SEO GLOSSARY
Organization Schema
Organization schema (schema.org/Organization) is a structured data type that describes a company or institution — name, URL, logo, social profiles, contact information — helping Google build a Knowledge Panel for the brand and confirm entity identity for E-E-A-T signals.
Definition
Organization schema is typically placed in the root layout of a website (rendered on every page) to establish the brand entity. Key properties: @type (Organization, Corporation, NGO, EducationalOrganization, or other applicable subtype), name (brand name), url (canonical homepage URL), logo (ImageObject with url — the image URL, width, height — must be crawlable, at least 112×112px, max 512×512px per Google guidelines), sameAs (array of social profile URLs — LinkedIn, Twitter, Facebook, Crunchbase, Wikipedia, Wikidata — critical for entity disambiguation and E-E-A-T signal), contactPoint (ContactPoint with contactType "customer support", telephone, email, availableLanguage). **WebSite schema with sitelinks search box**: pair with WebSite schema (url pointing to homepage, potentialAction SearchAction with target URL template) to enable the Sitelinks Search Box in Knowledge Panels for brand queries. **Organization vs Person**: for individual practitioners (consultants, authors), use Person schema instead, with sameAs pointing to personal LinkedIn, personal website, About page, and AuthorPage on publisher sites. **Why sameAs matters**: the sameAs array tells Google which external profiles belong to the same entity as your Organization. This is how Google connects your site to its entry in the Knowledge Graph, enabling Knowledge Panel features and strengthening E-E-A-T signals for all content associated with the brand.
Why it matters for SEO
Organization schema with sameAs social profiles is the primary way to establish brand entity clarity in Google\'s Knowledge Graph. A well-formed Organization schema helps Google confidently associate content published by your brand with the correct entity — which flows through to E-E-A-T signals (Authoritativeness is partly about external recognition of the entity) and helps trigger Knowledge Panel display for branded searches. It\'s also the foundation for author entity disambiguation when multiple authors share similar names.
How DeepSEOAnalysis checks this
The audit validates Organization JSON-LD in the server-rendered HTML: name, url, logo ImageObject sub-properties (url, width, height), sameAs array presence with absolute URLs, ContactPoint structure, and WebSite schema potentialAction SearchAction if present. Confirms the Organization schema is server-rendered in the root layout (present on the homepage and across site pages) rather than page-specific or GTM-injected.
Useful tools and resources
GLOSSARY
Related terms
structured data
Structured Data
Machine-readable annotations added to HTML — usually JSON-LD — that explicitly describe what a page is about to search engines and AI systems.
Read definition →onpage
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google\'s quality framework for evaluating content — especially important for YMYL (Your Money, Your Life) topics like health, finance, and legal.
Read definition →structured data
Schema Markup
A shared vocabulary of types and properties from Schema.org used to annotate web content in machine-readable format — enabling search engines to understand what content means, not just what it says, and to generate rich results.
Read definition →structured data
LocalBusiness Schema
LocalBusiness schema is a Schema.org structured data type that describes a local business — name, address, phone, hours, geo coordinates, and more — enabling rich Knowledge Panel and Local Pack displays in Google Search. It is the foundation of structured data for local SEO.
Read definition →structured data
JSON-LD
JavaScript Object Notation for Linked Data — Google\'s preferred format for adding structured data (Schema.org markup) to web pages via a `<script type="application/ld+json">` block in the HTML head or body, keeping machine-readable data separate from visible content and easier to maintain than Microdata or RDFa.
Read definition →See how your site scores on Organization Schema.
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