Organization schema uses the Schema.org Organization type, or a more specific subtype, to tell search engines who runs a site. Google uses it to understand administrative details and may use it in knowledge panels and to pick a logo for search results. Google documents it with no strictly required properties, only recommended ones, and suggests placing it on the homepage or an about page.
Properties worth including
Include what you can state accurately and keep consistent everywhere. Google's documentation lists many recommended properties; for a SaaS company the useful core is short.
- name, plus alternateName for former or short names
- url of the homepage
- logo, a crawlable image at least 112 by 112 pixels
- sameAs links to official profiles
- description, foundingDate and contactPoint where accurate
- legalName, address and identifiers such as a tax or registration number when relevant
Choosing a type
Organization works for most software companies. Google recommends the most specific subtype that fits, such as OnlineStore for a store. LocalBusiness subtypes are for businesses with a physical location customers visit, which rarely applies to a SaaS company and can confuse the picture.
One entity, referenced everywhere
Define the organization once with an @id, then reference it as the publisher of articles and the provider of software. This keeps one consistent description instead of slightly different copies on every template.
{
"@context": "https://schema.org",
"@type": "Organization",
"@id": "https://www.cindermoss.example/#org",
"name": "Cindermoss",
"url": "https://www.cindermoss.example/",
"logo": "https://www.cindermoss.example/brand/logo-512.png",
"sameAs": ["https://www.linkedin.com/company/cindermoss"]
}Example
Fixing the wrong logo in search
Search results for a fintech SaaS, Cindermoss, show an outdated favicon-style logo in some features. The team adds Organization markup on the homepage with a logo URL pointing to the current square logo, keeps the image URL stable, and lets Google recrawl. Google may take time to pick up the change and is not obliged to use it.
Common mistakes
Using LocalBusiness for a remote software company
LocalBusiness implies a physical place customers visit. A plain Organization is more accurate for most SaaS firms.
Inconsistent names and details
Different names, logos or addresses across templates, plugins and profiles make the entity harder to resolve.
Questions
No markup guarantees a knowledge panel. Google builds panels from many sources. Organization markup is one input that can help it get details right.
Google suggests the homepage or a page about the organization. Many sites define it once and reference it by @id elsewhere, which is fine.
