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Organization Details Markup Including Logo Structured Data Support Being Expanded by Google

November 29th, 2023

Beginning in 2013 Google incorporated the use of logo structured data including two Organization fields, logo and url. Today Google has announced the inclusion of additional administrative data which offers support for name, address, contact information, and other business identifiers.

Google has specified that continuing to provide logo and url fields will still display that information in Google Search results. This new update will begin to display this information in other locations such as knowledge panels and other visual elements which can help your users find you more easily, helping to increase engagement.

The previous logo documentation provided by Google has been incorporated into the new Organization documentation to help you get started. This update is also changing how you view your structured data in Search Console with more extensive organization validations available, these changes are also now available in the Rich Results Test as well.

Tips for Using Organization Markup on Your Website

Google has recommended that local businesses still follow the existing LocalBusiness structured data guidelines in addition to the new organization markup available after this update. Online only businesses should focus on the OnlineBusiness subtype of the Organization markup.

LocalBusiness Structured Data for Your Local Business

If you are focusing on Local SEO for your business the LocalBusiness structured data markup is what you should focus on first. By providing search engines with structured details about your business, such as your name, address, phone number, operating hours, and other relevant information, you increase the likelihood of appearing in local search results. This is particularly valuable for users seeking products or services within a specific geographic area.

Here’s an example of LocalBusiness structured data markup in JSON-LD format. This example represents a fictional restaurant:

{
  "@context": "http://schema.org",
  "@type": "LocalBusiness",
  "name": "Sample Restaurant",
  "description": "A delightful restaurant serving delicious and innovative dishes.",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Cityville",
    "addressRegion": "Stateville",
    "postalCode": "12345",
    "addressCountry": "US"
  },
  "telephone": "+1-555-555-5555",
  "openingHours": "Mo-Fr 11:30-14:30, 17:00-21:30",
  "priceRange": "$$$", 
  "url": "http://www.samplerestaurant.com",
  "image": "http://www.samplerestaurant.com/images/restaurant.jpg",
  "paymentAccepted": ["Cash", "Credit Card"],
  "cuisine": "Fusion",
  "menu": "http://www.samplerestaurant.com/menu",
  "servesCuisine": "Italian, Japanese, American",
  "hasMap": "https://www.google.com/maps/place/123+Main+Street,+Cityville,+Stateville,+12345"
}

Remember to customize the values based on the details of the actual local business you are describing.

OnlineBusiness Structured Data for Your eCommerce Website

OnlineBusiness Structured Data is a powerful tool for enhancing your overall eCommerce SEO. It helps search engines understand your site’s content better, leading to more accurate indexing and increased visibility in search results. Additionally, it enables rich snippets, which are enhanced descriptions that appear in search results. These snippets can include elements like product ratings, prices, and availability, making your website more attractive and informative to potential customers.

Here’s an example of structured data for an online business using JSON-LD format:

{
  "@context": "https://schema.org",
  "@type": "OnlineBusiness",
  "name": "Example Online Store",
  "url": "https://www.exampleonlinestore.com",
  "logo": "https://www.exampleonlinestore.com/logo.png",
  "image": "https://www.exampleonlinestore.com/storeimage.png",
  "description": "We sell quality products online for all your needs.",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Example St",
    "addressLocality": "Example City",
    "addressRegion": "CA",
    "postalCode": "90012",
    "addressCountry": "US"
  },
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-800-123-4567",
    "contactType": "Customer Service"
  },
  "sameAs": [
    "https://www.facebook.com/exampleonlinestore",
    "https://www.instagram.com/exampleonlinestore",
    "https://www.twitter.com/exampleonlinestore"
  ]
}

This structured data helps search engines understand the information on your website, which can help improve your site’s visibility and make it easier for users to find your business online. Remember to replace the example values with your actual business information.

Using the Newly Supported Organization Structured Data

The use of the newly supported Organization structured data can enhance your website’s SEO in a few ways:

  1. Improved Understanding: It helps search engines better understand and interpret the information on your website, leading to more accurate indexing.
  2. Enhanced Visibility: It can lead to enhanced visibility in search results as search engines can use this data to generate rich snippets or knowledge graphs about your organization.
  3. Increased Click-Through Rates (CTR): Rich snippets can make your search result stand out from others, potentially increasing your click-through rates.
  4. Local SEO: If you’re a local business, using Organization structured data along with local business schema can help improve your visibility in local search results.

Remember, while structured data can enhance your visibility in search results, it’s just one part of a comprehensive SEO strategy. High-quality content, a well-structured website, and a good user experience are also crucial for SEO success.

Here’s an example of structured data using the “Organization” type in JSON-LD format:

{
  "@context": "http://schema.org",
  "@type": "Organization",
  "name": "ABC Electronics",
  "description": "A leading electronics company providing a wide range of high-quality electronic products.",
  "url": "https://www.abcelectronics.com",
  "logo": "https://www.abcelectronics.com/logo.png",
  "contactPoint": [
    {
      "@type": "ContactPoint",
      "telephone": "+1-555-555-5555",
      "contactType": "customer service"
    },
    {
      "@type": "ContactPoint",
      "telephone": "+1-555-555-5556",
      "contactType": "sales"
    }
  ],
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Tech City",
    "addressRegion": "CA",
    "postalCode": "12345",
    "addressCountry": "US"
  },
  "sameAs": [
    "https://www.facebook.com/ABCElectronics",
    "https://twitter.com/ABCElectronics",
    "https://www.linkedin.com/company/abcelectronics"
  ]
}

You should customize the values based on the specific details of your organization. Ensure that the structured data accurately represents your business information.

Combining Structured Data Types

Here is an example combining the LocalBusiness markup and the Organization markup, this is a JSON-LD example for a local business, let’s say a restaurant, which is part of a larger organization:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "The Great Restaurant",
  "image": "http://www.example.com/image.jpg",
  "telephone": "+1-111-111-1111",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "City Name",
    "addressRegion": "State Name",
    "postalCode": "11111",
    "addressCountry": "USA"
  },
  "parentOrganization": {
    "@type": "Organization",
    "name": "The Great Food Corporation",
    "url": "http://www.greatfoodcorp.com"
  }
}

In this example, “The Great Restaurant” is a LocalBusiness that is part of “The Great Food Corporation”, which is an Organization. The parentOrganization property is used to link the local business to its parent organization. This helps search engines understand the relationship between the local business and the larger organization, which can improve SEO. Please replace the placeholder values with your actual data when you use this example. 

Why Won’t My Structured Data Display in the Search Results?

There are several reasons why your structured data might not be displaying in search results. Here are some common issues and reasons:

  1. Incorrect Implementation: Ensure that your structured data is implemented correctly according to the specifications of the schema you’re using (e.g., Schema.org). Even a small error in the markup can prevent search engines from properly interpreting the data.
  2. Testing and Debugging: Use tools like Google’s Structured Data Testing Tool or Rich Results Test to check for errors in your structured data markup. These tools can identify issues and provide insights into how search engines interpret your data.
  3. Unsupported Content: Some types of content may not be eligible for rich results, or certain rich result features may not be supported for your content type. Check the documentation for the specific schema you’re using to understand the limitations and requirements.
  4. Relevance and Quality: Search engines prioritize displaying structured data that enhances the user experience. Ensure that your structured data is relevant, accurate, and provides additional valuable information about the content on your page.
  5. Content Hidden Behind Forms or Logins: Search engines may not be able to access content that requires user interaction, such as filling out a form or logging in. Ensure that the content with structured data is accessible to search engine crawlers.
  6. Crawling and Indexing Issues: If search engines are having difficulty crawling or indexing your site, they may not pick up the structured data. Check your website’s robots.txt file and meta tags to ensure that search engines are allowed to crawl your content.
  7. Data Markup Manipulation: Avoid manipulating structured data to deceive search engines. Ensure that the information provided in the structured data is consistent with the visible content on the page.
  8. Newly Implemented Markup: It may take some time for search engines to discover and process new structured data on your site. Be patient, as it can take days or weeks for changes to reflect in search results.
  9. Algorithm Changes: Search engine algorithms are continually evolving. Sometimes, changes in algorithms may impact how and when structured data is displayed. Stay updated on algorithm changes and adjust your implementation accordingly.

If you’ve addressed these issues and your structured data is still not displaying as expected, it may be helpful to seek assistance from a qualified SEO company or web development professionals to conduct a more in-depth analysis of your website. Contact us today and we can help ensure your structured data is set up to help you increase engagement.

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