Until recently, I used to embed Schema of type “Organization” on every page and post on the Savvy blog. Nothing special, many people do this, and it doesn’t harm the site in any way.
What Did Google Say About Organization Schema?
I came across a video where John Mueller was asked about this by a site owner, asking where to embed Organization schema. Mueller explained that it doesn’t really matter where you embed this schema, as long as it doesn’t appear on every page of your site.
Depending on the type of website, the placement of the Organization schema may be on the homepage, and sometimes on the site’s contact page. But if it’s found in other places, it doesn’t matter to Google in any way.
Mueller, along with other SEO experts, concluded that there is no reason for Organization schema to appear on every page. Homepage or contact page is enough.
Here’s the video with the question and John’s response (at 51:36):
So, if we summarize Mueller’s answer, it goes something like this:
“As far as I know, only on the homepage… it doesn’t matter to us too much as we expect to see this schema on the homepage or on the contact page. But if we see this schema on other pages, it really doesn’t matter to us.”
Where to Place Organization Schema
The best practice is straightforward: add Organization schema to one or two pages – typically the homepage and optionally the contact page. Use JSON-LD format (Google’s preference) in the page’s <head> or before </body>.
A few tips:
- Pick a specific subtype like
LocalBusinessorCorporationinstead of the generic “Organization” when it applies. - Include the
sameAsproperty with links to your social profiles to strengthen entity recognition. - Every property in the schema must match visible content on the page. Mismatches risk manual penalties.
If you want other pages (Article, Product, etc.) to reference your Organization, use the @id pattern to point back to the homepage entity without duplicating markup. For more structured data types worth adding, see our guide on recommended schema types for blogs and e-commerce.
What Changed in 2025
In June 2025, Google expanded the Organization schema to support new properties beyond basic business info:
- Loyalty programs and membership tiers
- Exclusive offers and benefits
- Return policies
- Membership points and credits
These additions let AI systems and chatbots recognize brand features that structured data previously couldn’t express. If you run an e-commerce store or membership site, add these properties to your homepage Organization schema.
Google also clarified that no Organization properties are strictly required – add as many relevant ones as you can. They enrich your merchant knowledge panel, brand profile, and overall E-E-A-T signals.
FAQs
<script type="application/ld+json"> tag in your page's <head> or before </body>.LocalBusiness, Corporation, EducationalOrganization, etc. Specificity improves rich results eligibility.Conclusion
Organization schema on every page was never harmful, but it was never helpful either. I removed it from every page on this blog and my clients’ sites years ago, and nothing changed. Keep it on your homepage (and maybe the contact page), use a specific subtype, and take advantage of the new 2025 properties if they apply to your business.
