How to add Organization schema to a WordPress site

Step by step

1. Gather the facts first

Collect these before opening any settings, and make them match what is printed on your site and on your business profiles:

• The organisation's name as customers know it, and the legal name if it differs.
• A logo file.
• The homepage URL.
• A contact phone number or email, if you publish one.
• The URLs of your official profiles: LinkedIn, Facebook, Instagram, YouTube, X and any relevant directory listing.

2. Fill in the Organization on the Schema screen

Open Hydrogen SEO → Schema and find the Organization settings. Enter the name, logo and URL, and any of the optional details you publish: description, legal name, founding date, address and contact point. Two defaults save effort. If you leave the name empty, the WordPress site title is used. If you set no logo here, the plugin falls back to the theme's custom logo from Appearance → Customize → Site Identity or the Site Logo block.

3. Add your profiles for sameAs

The sameAs property lists pages elsewhere that represent the same organisation. The plugin builds it from two places and merges them without duplicates:

1. The Organization sameAs URLs on the Schema screen.
2. The social profiles and X username on Hydrogen SEO → Social.

Enter each profile once, in whichever place is convenient. The Social screen shows the resulting list. Only add profiles you control and keep active. A link to an abandoned account is not a helpful signal.

4. Prepare a logo Google can use

Google's Organization documentation asks for a logo image that is at least 112×112 pixels, crawlable and in a common image format. Use a version that reads on a white background, since that is where it is displayed. A logo that is white text on transparency disappears. If your theme logo is such a file, upload a separate dark-on-light version in the Schema settings.

5. Check the output

View the homepage source and find the JSON-LD block, or run:

curl -s https://example.com/ | grep -o '"@type":"Organization"'

The object should carry an @id ending in #organization, your name, url, logo and the sameAs array. The plugin also prints a WebSite object whose publisher points at the same @id, which ties the site to the organisation.

6. Validate it

Paste the JSON-LD into the JSON-LD validator or test the URL in Google's Rich Results Test. Organization markup produces no rich result of its own, so what you are checking is that the block parses and the values are the ones you meant.

7. Keep it true

Schema that contradicts the page is worse than none. When the phone number, address or a profile URL changes, update the settings the same day. Review the list of sameAs links once or twice a year and remove dead ones.

Organization or LocalBusiness

Use Organization for a company, publisher, charity or online brand. If customers visit a physical location or you serve a defined area, LocalBusiness, a more specific type, is the better fit, with address, opening hours and phone. In Hydrogen SEO a site-wide Local Business is configured on the same Schema screen and linked to the Organization through parentOrganization. The full process is in set up local SEO in WordPress.

Adding it without a plugin

Generate the markup with the schema markup generator, then print it on the homepage from a child theme:

add_action( 'wp_head', function () {
    if ( ! is_front_page() ) {
        return;
    }
    $data = array(
        '@context' => 'https://schema.org',
        '@type'    => 'Organization',
        'name'     => 'Acme Coffee',
        'url'      => home_url( '/' ),
        'logo'     => 'https://example.com/wp-content/uploads/acme-logo.png',
        'sameAs'   => array( 'https://www.linkedin.com/company/acme-coffee' ),
    );
    echo '<script type="application/ld+json">' . wp_json_encode( $data ) . '</script>' . "\n";
} );

wp_json_encode() handles escaping. Google's documentation recommends placing Organization markup on the homepage, and it does not need repeating on every page.

What to expect

The markup helps search engines identify the logo and official profiles, and it can inform a knowledge panel when Google decides to show one. It does not create a knowledge panel on request and it is not a ranking factor. Panels depend on how well known the organisation is across the web. Treat this as getting your own facts stated correctly in one place, which every other kind of structured data on the site can then refer to.