Structured Data

How To: Implement Organization Schema Markup (And Why)

By on 5th April 2023

Reading Time: 4 minutes

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If I am carrying out an website SEO audit and a business doesn’t have either organisation or localBusiness schema set up, a little bit of me dies inside. But then I’m also excited as implementing these offer a chance to boost click through rate for brand searches.

What Is Organization Schema Markup?

Organization schema markup is a structured data markup that provides information about an organization’s structure and attributes. This markup follows a standardized format and is used to enhance search engine visibility and improve the accuracy of search results. By including organization schema markup on a website, businesses can provide search engines with details such as the organization’s name, logo, address, contact information, social media profiles, and more. This allows search engines to present comprehensive and accurate information about the organization in search results, making it easier for users to find and engage with the organization online.

What Are The Benefits Of Organization Schema Markup?

When users search for your brand name, the organization schema markup may help to display a knowledge panel on the right side of the search results. This panel includes essential information about your business based on what properties you add to the code. This can help users quickly learn more about your business and increase their trust in your brand.

More importantly, it can increase Click Through Rate.

And it makes for a more visually more appealing SERP.

A Brand SERP Without Organization Schema Markup:

A Brand SERP Without Organisation Schema Markup

A Brand SERP With Organization Schema Markup:

A Brand SERP With Organisation Schema Markup

What is the Difference Between Organization and LocalBusiness Schema Markup?

Organization schema is used to describe a general company or organization. It can include information such as the company name, logo, address, and social media accounts. This type of schema is useful for companies that do not have a physical location or are not focused on a specific location.

LocalBusiness schema is used for businesses that have a physical location, such as a brick-and-mortar store or a restaurant. This schema includes information such as the business’s name, address, phone number, and opening hours. It also allows for more specific details such as the type of cuisine served at a restaurant or the types of products sold at a retail store.

It’s important to note that LocalBusiness is actually a subtype of Organization. This means that a business can use the LocalBusiness schema and still include all the necessary information that would be included in the Organization schema. However, using the LocalBusiness schema allows for more specific details that are relevant to businesses with physical locations.

Watch this space for a blog post on localBusiness schema, coming soon, to a blog near you. This blog.

Organization Schema Examples

If we pretend that Organic Digital was a huge multinational organization, the schema on my website would look like this:

<script type="application/ld+json">

{
	"@context": "https://schema.org",
	"@type": "Organization",
	"name": "Organic Digital",
	"legalName": "Organic Digital Limited",
	"url": "https://organicdigital.co/",
	"logo": "https://e4c7i7m5.rocketcdn.me/blog/wp-content/uploads/2021/12/header-logo.png",
	"foundingDate": "2017",
	"founders": 
	[
		{
			"@type": "Person",
			"name": "Dave Ashworth",
			"sameAs" : 
			[ 
				"https://www.facebook.com/dave.ashworth.77",
				"https://www.linkedin.com/in/davidashworth/",
				"https://twitter.com/dave_ashworth",
				"http://instagram.com/dave_ashworth/"
			]
		}
	],
	"address":
	{
		"@type": "PostalAddress",
		"streetAddress": "My House, My Street",
		"addressLocality": "My Locality",
		"addressRegion": "Up North",
		"postalCode": "SK SOMETHING",
		"addressCountry": "UK"
	},
	"sameAs": 
	[ 
		"https://www.facebook.com/organic_digital",
		"https://www.linkedin.com/in/organic_digital/",
		"https://twitter.com/organic_digital",
		"http://instagram.com/organic_digital/"
	],
	"contactPoint": 
	{
		"@type": "ContactPoint",
		"contactType": "customer support",
		"telephone": "0161 123456",
		"email": "support@organicdigital.co"
	}
}
</script>

How To Test and Validate Organization Schema Markup

Before adding to your site, always test and validate to ensure the code is correct, use an online schema markup testing tool. 

I personally always use the validator tool at schema.org

You could also use Google’s Rich Results Test tool.

Either or, don’t add it to your site till they say it’s good to go.

How To Implement Organization Schema Markup

My preference is to always add the code directly to the HTML, but of course that’s not always possible.

Alternatively you could use Google Tag Manager, whilst a number of site plugins will do this for you:

For WordPress, try Yoast.

For Magento, try Welt Pixel or Amasty

For Shopify try Schema Plus.

Do You Implement Organization Schema Markup On Every Page?

One common question that arises is whether it should be added to every page on a website or just the home page. While some may think that adding organization schema markup to every page will lead to better search engine optimization (SEO), this is not the case.

According to Google’s guidelines:  “You can put this markup on any page, though it may make sense to have it on your home page. You don’t need to put it on every page.”

In Summary

Like any schema, implementing organization schema markup can have a significant impact on our search engine performance and click-through rates. By providing accurate and structured data about our organization, we can increase our online visibility and attract more potential visitors to your website.

If you need asssitance adding it to your site, feel free to get in touch, am always happy to help.

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