JSON-LD for Company Information: A Practical Guide

JSON-LD is a small block of code that describes your company’s facts, such as name, logo, website, contact details and social profiles, in a standard format search engines and other systems can read. Adding Organization markup to your site makes your official facts clearer and easier to match with other sources. It is a helpful signal, not a switch that makes AI assistants mention you.

What JSON-LD Is

JSON-LD stands for JavaScript Object Notation for Linked Data. It uses the vocabulary from Schema.org, which major search engines support. You place it in a <script type="application/ld+json"> tag on your page. Visitors do not see it, but crawlers can read it.

Which Properties to Include

For most companies, an Organization block on the homepage or About page should cover:

• name: your official trading name, exactly as used elsewhere.
• legalName: if different from the trading name.
• url: your main website address.
• logo: a stable URL to your logo image.
• description: one plain sentence on what you do.
• foundingDate: the year or full date.
• address: a PostalAddress with street, city, postcode and country.
• contactPoint: phone or email with a contactType such as “customer service”.
• sameAs: links to your official profiles, such as LinkedIn, Wikidata, Crunchbase or YouTube.

Local businesses can use a more specific type such as LocalBusiness, Restaurant or Dentist, and add openingHoursSpecification.

A Simple Example

Here is a shortened example for a fictional company:

{"@context": "https://schema.org", "@type": "Organization", "name": "Fjord Analytics", "url": "https://www.example.com", "logo": "https://www.example.com/logo.png", "description": "Reporting software for small logistics firms.", "foundingDate": "2019", "address": {"@type": "PostalAddress", "addressLocality": "Oslo", "addressCountry": "NO"}, "sameAs": ["https://www.linkedin.com/company/example"]}

Replace every value with your real data. Never add facts that are not true or not shown elsewhere on your site.

Why sameAs Matters

The sameAs property connects your website to your other official profiles. This helps systems understand that the LinkedIn page, the YouTube channel and the website all belong to one organisation. It supports the entity view that knowledge graphs rely on, explained further in how knowledge graphs influence AI search.

Where to Put It

1. Add the main Organization block once, on your homepage or About page.
2. Use a stable @id, such as your homepage URL plus “#organization”, so other markup can reference it.
3. On product, article or FAQ pages, use the matching types and refer to your organisation as publisher or brand.

Most website builders and SEO plugins can add this for you. Check what they output before adding a second, conflicting block.

Test and Maintain It

• Use Google’s Rich Results Test and the Schema.org validator to check for errors.
• Make sure the markup matches visible page content. Hidden facts that contradict the page can be ignored.
• Update it when your address, logo, phone number or profiles change.

Common Mistakes

• Different company names in markup and on listings.
• Copying an example and forgetting to replace placeholder values.
• Adding fake review ratings in markup. This breaks search engine guidelines.
• Expecting markup alone to make AI recommend you. Content, reputation and mentions still matter most. See schema markup for AI for a realistic view.

How Keboost Helps

Keboost shows how AI assistants describe your company across many prompts, so you can spot wrong or missing facts that clearer data might help fix. It also helps you create and distribute consistent content. Run a free AI visibility check to get started.