Organization Schema: Help Google Build Your Brand Knowledge Panel

Organization schema tells Google the definitive facts about your business — your official name, logo, address, contact details, and social profiles. It is the foundation of your brand's presence in Google's Knowledge Graph. Done correctly, it can trigger a Knowledge Panel on the right side of brand search results, strengthen E-E-A-T signals across your site, and clarify how Google understands your brand identity.

Unlike most structured data, Organization schema is not about getting a rich result on a specific page — it is about establishing your brand as a recognized entity in Google's understanding of the web. Every major site should have it, yet many implementations are incomplete or missing critical properties like sameAs and @id that do most of the heavy lifting.

1. What Organization Schema Actually Does

2. Where to Add Organization Schema on Your Site

At minimum, add your Organization block to the homepage. For maximum effect, add it to your global layout so it appears on every page — Google uses the first instance it finds when crawling.

3. Complete Organization Schema Template

Use this as a starting point. Properties in red are required; all others are strongly recommended:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://example.com/#organization",
  "name": "Example Company",
  "alternateName": "ExampleCo",
  "url": "https://example.com",
  "logo": {
    "@type": "ImageObject",
    "url": "https://example.com/logo.png",
    "width": 512,
    "height": 512
  },
  "description": "We build software tools for SEO professionals
    and web developers.",
  "foundingDate": "2019",
  "numberOfEmployees": {
    "@type": "QuantitativeValue",
    "value": 25
  },
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "San Francisco",
    "addressRegion": "CA",
    "postalCode": "94105",
    "addressCountry": "US"
  },
  "contactPoint": [
    {
      "@type": "ContactPoint",
      "contactType": "customer support",
      "email": "[email protected]",
      "availableLanguage": ["English"],
      "contactOption": "TollFree"
    },
    {
      "@type": "ContactPoint",
      "contactType": "sales",
      "email": "[email protected]",
      "availableLanguage": ["English"]
    }
  ],
  "sameAs": [
    "https://twitter.com/example",
    "https://linkedin.com/company/example",
    "https://facebook.com/example",
    "https://github.com/example",
    "https://www.wikidata.org/wiki/Q12345"
  ]
}

4. Organization Sub-types — Which One Are You?

Use the most specific sub-type that applies. More specific = stronger entity signal to Google's Knowledge Graph.

5. The sameAs Property — Most Underused but Critical

sameAs is an array of URLs that declare: "All these external profiles refer to the same entity as this Organization." It directly feeds Google's Knowledge Graph and is the single most important step toward earning a Knowledge Panel.

The more authoritative the external source, the stronger the entity signal. Priority order:

6. Logo Requirements for Knowledge Panel

7. ContactPoint: Customer Support & Sales

The contactPoint property can include multiple contact channels. Common contactType values recognized by Google:

"contactPoint": {
  "@type": "ContactPoint",
  "contactType": "customer support",
  "telephone": "+1-800-555-0100",
  "email": "[email protected]",
  "hoursAvailable": {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday", "Tuesday", "Wednesday",
      "Thursday", "Friday"],
    "opens": "09:00",
    "closes": "18:00"
  },
  "availableLanguage": ["English", "Spanish"],
  "contactOption": "TollFree"
}

8. Next.js / React Implementation

Add Organization schema to your root layout so it appears on every page:

const organizationSchema = {
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://yoursite.com/#organization",
  "name": "Your Company Name",
  "url": "https://yoursite.com",
  "logo": {
    "@type": "ImageObject",
    "url": "https://yoursite.com/logo.png",
    "width": 512,
    "height": 512
  },
  "sameAs": [
    "https://twitter.com/yourcompany",
    "https://linkedin.com/company/yourcompany",
    "https://facebook.com/yourcompany"
  ]
};

export default function RootLayout({ children }) {
  return (
    <html>
      <head>
        <script
          type="application/ld+json"
          dangerouslySetInnerHTML={{
            __html: JSON.stringify(organizationSchema)
          }}
        />
      </head>
      <body>{children}</body>
    </html>
  );
}

9. How to Trigger a Knowledge Panel

Organization schema is necessary but not sufficient for a Knowledge Panel. Google requires external corroboration — evidence from other authoritative sources that your entity is notable. Here is the full strategy:

10. Frequently Asked Questions