Session 5.3: Organization Schema Deep Dive

Course → Module 5: Schema.org Structured Data

Session 3 of 10

The Entity Declaration

Organization schema is the most important structured data type for entity infrastructure. It is your formal declaration to Google: "This is who we are, and here are our verified attributes." Every property you include adds specificity to your entity profile. Every property you omit is information Google must find elsewhere or go without.

Google updated its Organization schema documentation in 2025 to support additional properties including loyalty programs, memberships, and special offers. The core entity properties, however, remain unchanged and are the focus of this session.

Organization schema is not a checklist you complete once. It is a living declaration that should grow as your entity accumulates more attributes, credentials, and relationships.

Core Properties

Google has no strictly required properties for Organization schema. Instead, they recommend adding as many relevant properties as possible. For entity recognition purposes, the following properties are essential:

Property	Type	Entity Purpose	Priority
`name`	Text	Primary entity identifier	Essential
`legalName`	Text	Disambiguation (legal name vs. trade name)	High
`alternateName`	Text	Catch alternative searches (abbreviations, common names)	High
`url`	URL	Canonical entity web presence	Essential
`logo`	URL	Visual entity identifier	Essential
`image`	URL	Representative image (can differ from logo)	Medium
`description`	Text	Entity summary for Knowledge Panel	High
`foundingDate`	Date	Temporal disambiguation	High
`founder`	Person	Person-Organization relationship	High
`address`	PostalAddress	Physical location confirmation	Essential
`telephone`	Text	NAP completion	Essential
`email`	Text	Contact verification	Medium
`sameAs`	Array of URLs	Cross-platform entity reconciliation	Essential
`numberOfEmployees`	QuantitativeValue	Entity scale indicator	Low-Medium
`areaServed`	Place or Text	Geographic scope	Medium

The Complete Example

Below is a comprehensive Organization JSON-LD block using most of the properties above. Adapt it for your own business:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://yoursite.com/#organization",
  "name": "PT Arsindo Perkasa",
  "legalName": "PT Arsindo Perkasa",
  "alternateName": "Arsindo",
  "url": "https://yoursite.com",
  "logo": "https://yoursite.com/images/logo.png",
  "image": "https://yoursite.com/images/office.jpg",
  "description": "Indonesian manufacturer and distributor of industrial pumps serving mining, construction, and municipal water sectors.",
  "foundingDate": "2015-03-15",
  "founder": {
    "@type": "Person",
    "name": "Ahmad Hidayat",
    "@id": "https://yoursite.com/about/#founder"
  },
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Jl. Raya Bogor No. 15",
    "addressLocality": "Jakarta Timur",
    "addressRegion": "DKI Jakarta",
    "postalCode": "13510",
    "addressCountry": "ID"
  },
  "telephone": "+62-21-8765-4321",
  "email": "info@yoursite.com",
  "numberOfEmployees": {
    "@type": "QuantitativeValue",
    "minValue": 50,
    "maxValue": 100
  },
  "areaServed": {
    "@type": "Country",
    "name": "Indonesia"
  },
  "sameAs": [
    "https://www.linkedin.com/company/arsindo",
    "https://www.facebook.com/arsindoperkasa",
    "https://www.instagram.com/arsindoperkasa",
    "https://www.youtube.com/@arsindoperkasa",
    "https://www.wikidata.org/wiki/Q123456789"
  ]
}
</script>

Property Relationships

graph TD Org["Organization
(Your Company)"] --> Name["name + legalName
+ alternateName"] Org --> Location["address
(PostalAddress)"] Org --> Contact["telephone + email"] Org --> Identity["url + logo + image"] Org --> History["foundingDate + founder
(Person entity)"] Org --> Scope["areaServed +
numberOfEmployees"] Org --> Links["sameAs
(Social Profiles,
Wikidata)"] Links --> Reconciliation["Entity
Reconciliation"] Location --> NAP["NAP
Consistency Check"] Contact --> NAP Name --> NAP

The sameAs Array

The sameAs property is the most important property for entity reconciliation (covered in Module 7). It explicitly tells Google: "This organization entity is the same entity found at these other URLs." Include every legitimate profile:

LinkedIn company page URL
Facebook business page URL
Instagram profile URL
Twitter/X profile URL
YouTube channel URL
Crunchbase profile URL
Wikidata item URL (if you have one)

Every URL in the sameAs array must resolve to a live page about your company. Dead links or links to unrelated pages damage your entity signal rather than helping it.

Where to Place It

Organization schema goes on your homepage. One block. One instance. Do not repeat Organization schema on every page of your site. Other pages get their own schema types (LocalBusiness on the contact page, Product on product pages, Article on blog posts). The homepage is your entity's canonical declaration point.

Assignment

Write a complete Organization JSON-LD block for your company using every property in the table above that applies to you. Use the example as a template.
For the sameAs array, include every social profile and external listing URL. Verify each URL resolves correctly.
If your company has an alternateName (abbreviation, common name, or previous name), include it.
Validate the block at jsonlint.com for JSON syntax, then at the Rich Results Test for schema compliance.
Compare your block to the complete property list at schema.org/Organization. Identify any additional properties that could apply to your business.

Organization Schema Deep Dive