Organization (Organization) structured data

Merchant knowledge panel in Google Search results

You can use organization structured data to let Google know about your organization's administrative details, for example, logo, address, contact information, and business identifiers. Google can make use of this markup in knowledge panels and other visual elements (such as attribution), which helps users more easily find your organization's details on Google Search.

如何添加结构化数据

结构化数据是一种提供网页相关信息并对网页内容进行分类的标准化格式。如果您不熟悉结构化数据,可以详细了解结构化数据的运作方式

下面概述了如何构建、测试和发布结构化数据。

  1. 添加尽可能多的适用于您网页的建议属性。没有必需添加的属性,根据您的内容按需添加即可。 根据您使用的格式,了解在网页上的什么位置插入结构化数据
  2. 遵循指南
  3. 使用富媒体搜索结果测试验证您的代码,并修复所有严重错误。此外,您还可以考虑修正该工具中可能会标记的任何非严重问题,因为这些这样有助于提升结构化数据的质量(不过,要使内容能够显示为富媒体搜索结果,并非必须这么做)。
  4. 部署一些包含您的结构化数据的网页,然后使用网址检查工具测试 Google 看到的网页样貌。请确保您的网页可供 Google 访问,不会因 robots.txt 文件、noindex 标记或登录要求而被屏蔽。如果网页看起来没有问题,您可以请求 Google 重新抓取您的网址
  5. 为了让 Google 随时了解日后发生的更改,我们建议您提交站点地图Search Console Sitemap API 可以帮助您自动执行此操作。

Example

Here's an example of organization information in JSON-LD code.


<html>
  <head>
    <title>About Us</title>
    <script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": "Organization",
      "image": "https://www.example.com/example_image.jpg",
      "url": "https://www.example.com",
      "sameAs": ["https://example.net/profile/example1234", "https://example.org/example1234"],
      "logo": "https://www.example.com/images/logo.png",
      "name": "Example Corporation",
      "description": "The example corporation is well-known for producing high-quality widgets",
      "email": "contact@example.com",
      "telephone": "+47-99-999-9999",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "Rue Improbable 99",
        "addressLocality": "Paris",
        "addressCountry": "FR",
        "addressRegion": "Ile-de-France",
        "postalCode": "75001"
      },
      "vatID": "FR12345678901",
      "iso6523Code": "0199:724500PMK2A2M1SQQ228"
    }
    </script>
  </head>
  <body>
  </body>
</html>

Guidelines

You must follow these guidelines to enable structured data to be eligible for inclusion in Google Search results.

Technical guidelines

We recommend placing this information on your home page, or a single page that describes your organization, for instance the about us page. You don't need to include it on every page of your site.

We recommend using the most specific schema.org subtype of Organization that matches your organization. For example, if you have an ecommerce site, then we recommend using the OnlineStore subtype instead of OnlineBusiness. And if your site is about a local business, for example a restaurant or a physical store, then we recommend providing your administrative details using the most specific subtype(s) of LocalBusiness and following the required and recommended fields for Local business in addition to the fields recommended in this guide.

Structured data type definitions

Google recognizes the following properties of an Organization. To help Google better understand your page, include as many recommended properties that apply to your web page. There are no required properties; instead, add the properties that apply to your organization.

Recommended properties
name

Text

The name of your organization. Use the same name and alternateName that you're using for your site name

.
alternateName

Text

Another common name that your organization goes by, if applicable.

legalName

Text

The registered, legal name of your Organization, if applicable and different from the name property.

description

Text

A detailed description of your organization, if applicable.

logo

URL or ImageObject

A logo that is representative of your organization, if applicable. Adding this property can help Google better understand which logo you want to show, for example in Search results and knowledge panels.

Image guidelines:

  • The image must be 112x112px, at minimum.
  • The image URL must be crawlable and indexable.
  • The image file format must be supported by Google Images.
  • Make sure the image looks how you intend it to look on a purely white background (for example, if the logo is mostly white or gray, it may not look how you want it to look when displayed on a white background).

If you use the ImageObject type, make sure that it has a valid contentUrl property or url property that follows the same guidelines as a URL type.

url

URL

The URL of the website of your organization, if applicable. This helps Google uniquely identify your organization.

sameAs

URL

The URL of a page on another website with additional information about your organization, if applicable. For example, a URL to your organization's profile page on a social media or review site. You can provide multiple sameAs URLs.

telephone

Text

A business phone number meant to be the primary contact method for customers, if applicable. Be sure to include the country code and area code in the phone number.

email

Text

The email address to contact your business, if applicable.

address

PostalAddress

The address (physical or mailing) of your organization, if applicable. Include all properties that apply to your country. The more properties you provide, the higher quality the result is for users. You can provide multiple addresses if you have a location in multiple cities, states, or countries. For example:

"address": [{
  "@type": "PostalAddress",
  "streetAddress": "999 W Example St Suite 99 Unit 9",
  "addressLocality": "New York",
  "addressRegion": "NY",
  "postalCode": "10019",
  "addressCountry": "US"
},{
  "streetAddress": "999 Rue due exemple",
  "addressLocality": "Paris",
  "postalCode": "75001",
  "addressCountry": "FR"
}]
address.streetAddress

Text

The full street address of your postal address.

address.addressLocality

Text

The city of your postal address.

address.addressRegion

Text

The region of your postal address, if applicable. For example, a state.

address.postalCode

Text

The postal code for your address.

address.addressCountry

Text

The country for your postal address, using the two-letter ISO 3166-1 alpha-2 country code.

contactPoint

ContactPoint

The best way for a user to contact your business, if applicable. Include all support methods available to your users following Google recommended best practices. For example:

"contactPoint": {
  "@type": "ContactPoint",
  "telephone": "+9-999-999-9999",
  "email": "contact@example.com"
}
contactPoint.telephone

Text

The phone number to contact your business, if applicable. Be sure to include the country code and area code in the phone number. If you are using a LocalBusiness type, specify a primary phone number at the LocalBusiness level before using contactPoint to specify multiple ways to reach your organization.

contactPoint.email

Text

The email address to contact your business, if applicable. If you are using a LocalBusiness type, specify a primary email address at the LocalBusiness level before using contactPoint to specify multiple ways to reach your organization.

numberOfEmployees

QuantitativeValue

The number of employees in your Organization, if applicable.

Example with a specific number of employees:

"numberOfEmployees": {
  "@type": "QuantitativeValue",
  "value": 2056
  }
    

Example with the number of employees in a range:

"numberOfEmployees": {
  "@type": "QuantitativeValue",
  "minValue": 100,
  "maxValue": 999
} 

foundingDate

Date

The date your Organization was founded in ISO 8601 date format, if applicable.

iso6523Code

Text

The ISO 6523 identifier of your organization, if applicable. The first part of an ISO 6523 identifier is an ICD (International Code Designator) which defines which identification scheme is used. The second part is the actual identifier. We recommend separating the ICD and the identifier with a colon character (U+003A). Common ICD values include:

  • 0060: Dun & Bradstreet Data Universal Numbering System (DUNS)
  • 0088: GS1 Global Location Number (GLN)
  • 0199: Legal Entity Identifier (LEI)
duns

Text

The Dun & Bradstreet DUNS number for identifying your Organization, if applicable. We encourage using the iso6523Code field with prefix 0060: instead.

leiCode

Text

The identifier for your Organization as defined in ISO 17442, if applicable. We encourage using the iso6523Code field with prefix 0199: instead.

naics

Text

The North American Industry Classification System (NAICS) code for your Organization, if applicable.

globalLocationNumber

Text

The GS1 Global Location Number identifying the location of your Organization, if applicable.

vatID

Text

The VAT (Value Added Tax) code associated with your Organization, if applicable to your country and business. This is an important trust signal for users (for example, users can look up your business in public VAT registries).

taxID

Text

The tax ID associated with your Organization, if applicable. Make sure taxID matches the country that you provided in the address field.

Troubleshooting

If you're having trouble implementing or debugging structured data, here are some resources that may help you.

  • If you're using a content management system (CMS) or someone else is taking care of your site, ask them to help you. Make sure to forward any Search Console message that details the issue to them.
  • Google does not guarantee that features that consume structured data will show up in search results. For a list of common reasons why Google may not show your content in a rich result, see the General Structured Data Guidelines.
  • You might have an error in your structured data. Check the list of structured data errors.
  • If you received a structured data manual action against your page, the structured data on the page will be ignored (although the page can still appear in Google Search results). To fix structured data issues, use the Manual Actions report.
  • Review the guidelines again to identify if your content isn't compliant with the guidelines. The problem can be caused by either spammy content or spammy markup usage. However, the issue may not be a syntax issue, and so the Rich Results Test won't be able to identify these issues.
  • Troubleshoot missing rich results / drop in total rich results.
  • Allow time for re-crawling and re-indexing. Remember that it may take several days after publishing a page for Google to find and crawl it. For general questions about crawling and indexing, check the Google Search crawling and indexing FAQ.
  • Post a question in the Google Search Central forum.