Organization schema markup generator
Organization markup states who operates a site. It belongs once, site-wide, and it does not by itself produce a knowledge panel.
Reference copy unfinished. The generator below works and produces valid markup. The explanatory sections are still being written, so this page is not listed for search engines yet.
Google Search features this type can produce
From the registry| Feature | Status | Surface | Last verified |
|---|---|---|---|
| Organization (opens in a new tab) | ACTIVE | search | 2026-08-29 |
Meeting a feature’s documented requirements does not guarantee that the feature appears. No tool can promise that, and any that does is describing something it cannot know.
Generate the markup
Runs in your browser<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Example Publishing",
"url": "https://example.com/",
"logo": "https://example.com/logo.png",
"sameAs": [
"https://en.wikipedia.org/wiki/Example"
]
}
</script>Paste this into the <head> of the page it describes. Markup that describes a page must live on that page.
Where it goes
Organization markup describes the entity behind the whole site, so it belongs in one place — typically the home page or an about page — rather than repeated on every page. Repeating it does not strengthen anything, and it multiplies the number of places that fall out of date.
Give the entity an @id, conventionally the site origin followed by a fragment such as #organization. Other entities on the site can then reference it by @id instead of restating the name and logo, which is both less markup and one authoritative definition.
What sameAs is for
sameAs lists other URLs that represent the same organisation: its profiles on networks it controls, and reference entries about it. The purpose is corroboration — a claim that these identities are the same entity.
Listing profiles you do not control, or that do not represent your organisation, weakens the signal rather than strengthening it. A short accurate list is better than a long speculative one.
What it does not do
Adding Organization markup does not produce a knowledge panel. Panels are assembled from many sources, and markup is one input among them rather than a mechanism. The documentation describes this markup as helping Google understand the organisation, and that is the claim worth relying on.
Mistakes worth avoiding
Organization markup on every page
One definition, referenced by @id from elsewhere. Repetition adds maintenance cost and no signal.
A logo that is not a real logo
logo should be an image of the mark itself on a clear background, not a screenshot, a favicon or a photograph of the building.
Using Organization where LocalBusiness belongs
If customers can visit a physical location, LocalBusiness describes it and carries address and opening hours. The two can coexist, with the LocalBusiness on the location page.
Check what you already have
If the page you are marking up already carries structured data, audit it before adding more. Duplicate entities from a theme and a plugin are the most common finding on established sites, and adding a third block makes it worse rather than better.