Organization & Knowledge Panel

Organization structured data provides the signals Google uses to populate your brand’s Knowledge Panel — the info card that appears to the right of branded search results.

Table of contents

1. When to Use
2. Organization Subtypes
3. Key Fields
4. Homepage Knowledge Panel
5. Online Store / Online Business
6. NGO / Nonprofit
7. Employer Branding (for Job Postings)
8. Common Mistakes

---

When to Use

Add Organization schema to your:

• Homepage
• About page
• Contact page

Only the homepage usually qualifies for a Knowledge Panel, but all pages benefit from organization identity signals.

---

Organization Subtypes

Factory	@type	Use for
createOrganization	"Organization"	Generic organizations
createCorporation	"Corporation"	For-profit companies
createNGO	"NGO"	Nonprofits, charities
createOnlineStore	"OnlineStore"	Pure e-commerce retailers
createOnlineBusiness	"OnlineBusiness"	Online-only businesses
— (pass @type manually)	"EducationalOrganization"	Schools, universities
— (pass @type manually)	"GovernmentOrganization"	Government bodies
— (pass @type manually)	"MedicalOrganization"	Hospitals, clinics
— (pass @type manually)	"SportsTeam"	Sports clubs

Use createCorporation(...), createNGO(...), createOnlineStore(...), or pass "@type" directly to createOrganization({ "@type": "EducationalOrganization", ... }).

---

Key Fields

Field	Type	Notes
name	string	Legal organization name
url	string	Official website
logo	ImageObject	Square logo, min 112×112px
sameAs	string[]	Social profiles + Wikipedia
contactPoint	ContactPoint[]	Customer service channels
address	PostalAddress	Registered address
foundingDate	string	Year founded
numberOfEmployees	QuantitativeValue	Headcount range
legalName	string	Full registered legal name
vatID	string	EU VAT number

---

Homepage Knowledge Panel

import { createGraph, createOrganization, createWebSite } from 'schemaorg-kit';

const org = createOrganization({
  name: 'Acme Technologies',
  legalName: 'Acme Technologies, Inc.',
  url: 'https://acme.tech',
  logo: {
    '@type': 'ImageObject',
    url: 'https://acme.tech/logo-512.png',
    width: 512,
    height: 512,
  },
  description: 'Acme Technologies builds developer tools for the modern web.',
  foundingDate: '2018',
  numberOfEmployees: {
    '@type': 'QuantitativeValue',
    minValue: 50,
    maxValue: 200,
  },
  address: {
    streetAddress: '500 Market Street, Suite 800',
    addressLocality: 'San Francisco',
    addressRegion: 'CA',
    postalCode: '94105',
    addressCountry: 'US',
  },
  contactPoint: [
    {
      '@type': 'ContactPoint',
      contactType: 'customer support',
      telephone: '+1-800-555-0100',
      email: 'support@acme.tech',
      availableLanguage: ['English'],
      hoursAvailable: 'Mo-Fr 09:00-18:00',
      contactOption: 'TollFree',
    },
    {
      '@type': 'ContactPoint',
      contactType: 'sales',
      email: 'sales@acme.tech',
    },
  ],
  sameAs: [
    'https://twitter.com/acmetech',
    'https://linkedin.com/company/acme-technologies',
    'https://github.com/acme-technologies',
    'https://www.wikidata.org/wiki/Q12345',
    'https://en.wikipedia.org/wiki/Acme_Technologies',
  ],
});

// Add WebSite for sitelinks search box (if eligible)
const website = createWebSite({
  name: 'Acme Technologies',
  url: 'https://acme.tech',
  potentialAction: {
    '@type': 'SearchAction',
    target: {
      '@type': 'EntryPoint',
      urlTemplate: 'https://acme.tech/search?q={search_term_string}',
    },
    'query-input': 'required name=search_term_string',
  },
});

const graph = createGraph([org, website]);

---

Online Store / Online Business

For e-commerce brands that operate exclusively online, use the more specific subtypes:

import { createOnlineStore, createOnlineBusiness } from 'schemaorg-kit';

// Pure e-commerce retailer (e.g. Amazon, Shopify store)
const store = createOnlineStore({
  name: 'Acme Shop',
  url: 'https://shop.acme.com',
  logo: 'https://shop.acme.com/logo.png',
  sameAs: [
    'https://twitter.com/acmeshop',
    'https://www.instagram.com/acmeshop',
  ],
});

// Online-only service/business
const biz = createOnlineBusiness({
  name: 'Acme SaaS',
  url: 'https://acme.io',
  description: 'Cloud-based project management for engineering teams.',
});

Using OnlineStore or OnlineBusiness instead of the generic Organization type gives search engines a more precise signal about your entity’s nature, which can improve Knowledge Panel accuracy.

---

NGO / Nonprofit

import { createNGO } from 'schemaorg-kit';

const nonprofit = createNGO({
  name: 'Ocean Conservancy Alliance',
  url: 'https://oceanconservancy.org',
  description: 'Protecting marine ecosystems through science, policy, and community action.',
  foundingDate: '2003',
  logo: {
    '@type': 'ImageObject',
    url: 'https://oceanconservancy.org/logo.png',
    width: 400,
    height: 400,
  },
  sameAs: [
    'https://twitter.com/oceanconservancy',
    'https://www.guidestar.org/profile/12-3456789',
    'https://en.wikipedia.org/wiki/Ocean_Conservancy_Alliance',
  ],
});

---

Employer Branding (for Job Postings)

When you post jobs, Google shows your organization info in the job listing. Include a complete Organization on your careers page:

import { createOrganization } from 'schemaorg-kit';

const employer = createOrganization({
  name: 'Acme Technologies',
  url: 'https://acme.tech',
  logo: 'https://acme.tech/logo.png',
  sameAs: ['https://linkedin.com/company/acme-technologies'],
  aggregateRating: {   // Glassdoor-style employer rating
    '@type': 'EmployerAggregateRating',
    ratingValue: 4.3,
    ratingCount: 580,
    bestRating: 5,
    worstRating: 1,
    itemReviewed: { '@type': 'Organization', name: 'Acme Technologies' },
  },
});

---

Common Mistakes

sameAs is the single most impactful field for Knowledge Panel eligibility. Link to your Wikipedia article, Wikidata entity, and major social profiles.

Your logo should be square (or close to it) and at least 112×112 pixels. Google uses it in the Knowledge Panel and in news articles.

legalName should match your official registered business name — this helps Google match your entity across data sources.