Organization schema
Organization schema is structured data on your site that tells search engines and AI platforms your company's name, logo, site and profiles.
Organization schema is a block of structured data on your website that describes your company: its name, its other names, its logo, its address, how to contact it, and the profiles it has on other sites. It uses the Organization type from Schema.org, usually written as JSON-LD.
It matters because it's the plainest way to tell a machine who you are. People read your About page. A crawler reads the markup and gets your facts in a fixed format it doesn't have to guess at.
What goes in it
Google's Organization guide lists the properties it reads. None are required. The ones most brands start with are name, alternateName, url, logo, description and sameAs, which links to your profiles on other sites, such as LinkedIn, Instagram or Wikidata.
For example, a small roaster's markup might look like this:
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Fernhill Coffee",
"alternateName": "Fernhill",
"url": "https://fernhillcoffee.example",
"logo": "https://fernhillcoffee.example/logo.png",
"sameAs": [
"https://www.instagram.com/fernhillcoffee",
"https://www.linkedin.com/company/fernhill-coffee"
]
}Put it on your home page, or your About page, once. You don't need it on every page.
Why it helps in AI search
AI platforms work out which entity a name refers to before they say anything about it. If your name is shared with another business, or written two ways, Organization schema gives them a clear statement of which one is you and where else you appear. The sameAs links tie your site to the profiles that confirm it.
It won't make a platform name you by itself. It removes one reason to get you wrong.
In AnswerOrbit
Page checks in Recommendations look at whether a page has structured data, as one of eight checks, and compare it with up to five pages the platforms cite for the same prompt.