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Entity Authority

Organization Schema

Last reviewed:

Add once to the <head> of your home page, not per-page. Organization is the entity anchor for your domain — the most impactful properties are logo, sameAs (the disambiguation signal: LinkedIn, Twitter/X, Wikipedia, Wikidata), and url.

Baseline

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "REQUIRED -- legal or trading name",
  "url": "REQUIRED -- canonical home page URL",
  "logo": "REQUIRED for Knowledge Panel -- absolute URL, square preferred, 112x112px minimum",
  "sameAs": [
    "RECOMMENDED -- LinkedIn profile URL",
    "RECOMMENDED -- Twitter/X profile URL",
    "RECOMMENDED -- Wikipedia article URL",
    "RECOMMENDED -- Wikidata item URL"
  ],
  "description": "RECOMMENDED -- one sentence, no marketing superlatives",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "OPTIONAL -- +1-800-555-0100",
    "contactType": "OPTIONAL -- customer service | technical support | sales"
  }
}

Merchant variant (OnlineStore)

OnlineStore is the recommended subtype for ecommerce — Google uses the most specific type for merchant knowledge panel features. Fields below extend the baseline; everything outside them stays the same.

{
  "@context": "https://schema.org",
  "@type": "OnlineStore",
  "name": "REQUIRED -- trading name",
  "url": "REQUIRED -- canonical home page URL",
  "logo": "REQUIRED -- absolute URL, 112x112px minimum for Knowledge Panel",
  "sameAs": ["OPTIONAL -- social, Wikipedia, Wikidata profile URLs"],
  "vatID": "OPTIONAL -- VAT ID e.g. FR12345678901 (trust signal in merchant KP)",
  "iso6523Code": "OPTIONAL -- e.g. 0199:724500PMK2A2M1SQQ228 (LEI) or 0060: (DUNS)",
  "contactPoint": {
    "@type": "ContactPoint",
    "contactType": "Customer Service",
    "email": "REQUIRED -- support@example.com",
    "telephone": "OPTIONAL -- +1-800-555-0100"
  },
  "hasMerchantReturnPolicy": {
    "@type": "MerchantReturnPolicy",
    "applicableCountry": ["REQUIRED -- ISO 3166-1 alpha-2, e.g. US"],
    "returnPolicyCountry": "REQUIRED -- country where returns are sent, e.g. US",
    "returnPolicyCategory": "REQUIRED -- https://schema.org/MerchantReturnFiniteReturnWindow",
    "merchantReturnDays": 30,
    "returnMethod": "REQUIRED -- https://schema.org/ReturnByMail",
    "returnFees": "REQUIRED -- https://schema.org/FreeReturn",
    "refundType": "REQUIRED -- https://schema.org/FullRefund"
  },
  "hasShippingService": {
    "@type": "ShippingService",
    "name": "REQUIRED -- e.g. Standard Shipping",
    "shippingConditions": [
      {
        "@type": "ShippingConditions",
        "shippingDestination": { "@type": "DefinedRegion", "addressCountry": "REQUIRED -- ISO 3166-1 alpha-2, e.g. US" },
        "orderValue": { "@type": "MonetaryAmount", "minValue": 0, "maxValue": 49.99, "currency": "USD" },
        "shippingRate": { "@type": "MonetaryAmount", "value": 5.99, "currency": "USD" },
        "transitTime": { "@type": "ServicePeriod", "duration": { "@type": "QuantitativeValue", "minValue": 3, "maxValue": 5, "unitCode": "DAY" } }
      }
    ]
  }
}

Field notes

  • One Organization block per domain; do not repeat it on every page.
  • sameAs is the entity disambiguation signal — include every authoritative profile you control: social, Wikipedia, Wikidata.
  • Omit contactPoint unless you’re using structured customer-service schema — incomplete data is worse than absent data.
  • hasMerchantReturnPolicy precedence (strongest to weakest): Merchant Center > Search Console > product-level markup > this Organization-level markup — higher-precedence settings silently override it.
  • merchantReturnDays is required only when returnPolicyCategory is MerchantReturnFiniteReturnWindow; omit for MerchantReturnUnlimitedWindow.
  • Multiple shippingConditions blocks in one ShippingService: Google uses the lowest-cost condition that applies, and the fastest transit time if costs match.
  • After publishing, verify entity disambiguation with Google’s Knowledge Graph Search API.