Expanding markup support for Organization details, including Logo structured data- SEO Gazette

Google Expands Organization Markup & Logo Structured Data

Nov. 29, 2023 4:42 am PST | SEO Gazette | By Luke Ross

November 29, 2023 – Earlier this morning Google announced another significant update to its structured data guidelines, expanding the support for organization details in search results. This enhancement, building on the existing logo structured data introduced in 2013, touches on additional fields such as name, address, contact information, and various business identifiers.

Update Details

Since 2013, Google’s support for logo structured data has been a cornerstone for organizations seeking visibility in search results. The latest update marks a significant expansion, allowing for the extraction of comprehensive organizational information. This includes administrative data like the organization’s name, address, contact details, and various business identifiers, alongside the existing logo and URL fields.

The update aims to enhance the representation of organizations in Google’s knowledge panels and other visual elements in search results. This improvement is not just cosmetic; it provides users with easier access to detailed information about organizations directly on Google Search.

Implementation & Impact

This announcement accompanies the Discussion Forum & Profile Page structured data update that Google made earlier this week; as well as the completed roll out of the November 2023 core update. Organizations and sites that have already implemented the logo and URL fields through organization markup need not make any changes, as Google continues to understand and process this data. However, adding the new fields is encouraged to maximize visibility and information accuracy in SERPs.

The introduction of these additional fields also brings changes to Google’s Search Console. The existing logo report and validations in the Rich Results Test are now replaced with more comprehensive organization validations.

Testing & Recommendations

To assist the community, Google has made another update to the Rich Results Test tool. This tool now supports testing the new aspects of organization structured data by submitting a page URL or a code snippet, providing instant feedback on the validity of the markup.

For local businesses, Google recommends following the existing local business markup guidelines in addition to the new organization markup. Online-only businesses are advised to use the OnlineBusiness subtype of Organization.


This update from Google is yet another significant step forward for organizations seeking to improve their visibility and information accuracy in search results.

Google owned by Alphabet Inc., which recently reported a revenue of over $76 billion in its reported Q3 10-Q, an 11% year-over-year growth, continues to emphasize the importance of structured data in SEO strategies and provides new opportunities for businesses to present themselves effectively.

For further information, questions, or concerns on this announcement, Google invites interaction through the official Google Search Central Community.

Article written by Luke Ross, The SEO Gazette

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