A Guide To ‘Organization’ Structured Data For Rich Google Results


organization schema structured data Having a website is useful because it communicates important information to Google which can then be used to present an organization’s data in an attractive manner in search results.

This is why it is important for organizations to correctly implement structured data.

Structure data types and properties

Before getting into organization data types, it is important to understand what data types and properties are.

There are two components to structured data that must be understood to make some sense:

  • Structured data type: A structured data type is generally a thing.
  • Structured data property: A structured data attribute is a quality of the thing (commonly referred to as an attribute).

To use the technical language of structured data, a property is a virtue of a structured data type.

Structured data types and defined properties

When you look at a structured data script you will see that it contains data type,

Data types describe what the topic of Schema.org Structured Data is about.

analogy of a structured data type

For example, an analogy to a data type might be a Person.

In this example, a person is a thing (or data type) that it is about a simulated data script.

The person’s height, gender and the color of their hair can be said virtue of that person.

Those features in structured data are called virtue The data type (in this make-believe example, a person).

Organization data type and its properties

Going back to the type of organization, a company can be the thing that has been described.

Or, as is often the case, the type of organization is a chunk of larger structured data.

nested organization structured data

A structured data script can contain multiple structured data types.

it is called nesting data type.

Like other structured data types, the organization structured data type can be part of a larger structured data script.

This is called “nested”.

For example, the org structured data type can be nested within the university “courses” structured data to indicate the name of the school offering the course.

Here’s an example of an organization’s structured data type that is a . is nested within University Curriculum Structured Data,

Example from google:

<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Course",
"name": "Introduction to Computer Science and Programming",
"description": "Introductory CS course laying out the basics.",
"provider": {
"@type": "Organization",
"name": "University of Technology - Eureka",
"sameAs": "http://www.ut-eureka.edu"
}
}
</script>

As you can see above, the organization structured data is nested within another structured data, in this case, it is of course nested within the structured data script.

Recipe Structured Data and Organization Data Types

of google recipe structured data documentation Each recipe includes a recommended property for the author or organization for the structured data.

If the author is a specific person then it makes sense to use person The property type for the author.

Sometimes, content is not attributed to a specific person, and in that case, organization Structured data types can be used.

When the Organization structured data type is used, rich results will show the name of the organization as the author of the content.

organization structured data

In the specific case of school curriculum structured data, Google requires the use of the organization data type for each course that has structured data markup.

But Google doesn’t require it for other structured data that can represent an organization type.

a good example of this is with product structured data,

Google provides Structured Data Guides for two situations:

  1. One page for a single product.
  2. An aggregator page for a single product.

An aggregator is a site or platform that lists products from multiple vendors.

Google’s Guide to Product Structured Data recommends using the “brand” or “organization” structured data type.

For sellers of products, it doesn’t really make sense to use “organization” to describe the manufacturer or seller of a product. The brand is more specific and logical.

Whether the retailer is Walmart, Etsy, Amazon or eBay, you probably won’t see the organization data type used on their product pages.

This is because “brand” is a structured data type More appropriate.

If you go to Google rich result test Examine the URL of a product page from eBay, Etsy, Walmart, or Amazon, you’ll see that none of those sites use organization structured data to list products for sale on their sites.

The conclusion is that organization structured data isn’t always appropriate, even when Google says it’s okay to use, which is the case in many situations.

When Google suggests a better option it is usually a good idea to choose an alternative.

local business organization

There are other situations where the Organization structured data type may be used, such as for local business structured data.

However, there are many options to choose from in terms of local business types, which makes choosing an organization’s structured data type not the best option.

The organization may be too generic to be used for a local business.

Therefore, it is best to choose the most specific business type when creating structured data for a local business.

If the business is a restaurant, it is best to use specific restaurant structured data.

Google recommends:

Use the most specific local business subtype; For example, restaurants, despas, healthclubs, and so on.”

More info Google’s . available on Find the central page for local businesses,

local business review

It’s important to note that a local business can add user reviews about their business to their local business structured data,

One thing to note is that local business structured data, including data containing customer reviews, should not be reproduced on every page of the website.

Google’s John Mueller specifically discouraged the use of local trade organization structured data, which includes reviews on every page.

Apparently, some businesses started using that structured data on every page in hopes of getting review star rich results on Google’s search results page.

Google Hangouts in the after hours, at about the 51:36 minute mark of the video, John Mueller explained,

“As far as I know it’s just the home page… it doesn’t matter that much to us because we need to be able to find it somewhere like the home page or the contact page.

But if we have it elsewhere it doesn’t change anything for us.

So, the great thing to compare it with is review markup, where we sometimes see people reviewing a company on all pages of a website with the hope of getting stars on the search results for every page on our site and That would be bad.

But contact info, if you’ve marked it, that’s fine. I don’t see a problem with that.”

organization logo structured data

An important use of the organization structured data type is to tell search engines about the organization’s logo.

This type of structured data helps Google match logos to an organization’s website and to the organization itself.

Google tells about it in its documentation logo structured data markup That this uniquely structured data sends a strong signal to Google to use this logo in its knowledge panel.

The data is then used in a knowledge panel rich result so that when a user searches for an organization name, Google can show the logo and other information about the site in a special panel of search results.

Google offers the following structured data examples:

<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"url": "http://www.example.com",
"logo": "http://www.example.com/images/logo.png"
}
</script>

Where to use logo structured data

As Mueller indicated about Org Review of Structured Data, this markup can be used on the home page. It can also be used on the about us or contact page.

Where structured data is placed is less important than John’s recommendation that it only needs to be used once.

Use Google’s guidelines to qualify for rich results

Some might say that Google is forcing businesses to use specific structured data.

but it’s not like that.

Google isn’t determining what structured data businesses can use. Businesses can use any structured data they want.

However, non-Google recommended structured data will not help the site rank better or help it get a rich result.

Only Google-recommended structured data qualifies the site for rich results.

Follow Google’s guidelines for structured data

There are a lot of options available for creating structured data. It’s easy to spend hours getting creative creating structured data scripts.

Schema.org provides a wide range of structured data types and properties. But Google only uses some options, not all.

It’s best to stick with what Google recommends, specifically with their guidelines for best practice.

By following the recommended structured data, you will be able to provide what is needed to have the best communication about your page and possibly be able to get an advanced listing in Google search results.

Google Structured Data Guidelines

Before using any structured data related to an organization’s structured data type, it is important to be familiar with Google Structured Data Guidelines,

These guidelines are designed to inform SEOs and publishers of bad practices that can cause a site to receive manual action penalties that may reduce the website’s visibility on Google’s search results pages.

The Structured Data Guidelines apply to all structured data types.

Top ideas that Google says are problematic:

“Structured data is not representative of the main content of the page, or is potentially misleading.

The data is structured wrong in such a way that the Rich result test was not able to catch.

The content referred to by Structured Data is hidden from the user.”

type-specific structured data guidelines

In addition to following general structured data guidelines, each type of structured data (such as reviews, locale, recipe structured data, etc.), comes with its own guidelines and recommendations.

Each type of structured data has “essential” properties that must be included in the structured data.

There are also “recommended” properties that are optional.

When validating structured data using Google’s Rich Results Tester, the tool will flag missing properties as “errors” and draw attention to missing “recommended” properties as warnings.

It’s generally safe to ignore warnings because it won’t affect Google’s ability to appear in rich results.

Invalid structured data that does not have the required properties will not qualify for rich results.

Org using the structured data type

There are many situations where the Google Organization recommends the use of the Structured data type.

In some cases, Google offers a choice between an organization type and a more specific type. In those situations, it’s usually best to opt for a more specific type.

in the end, while Structured Data Plugins and Tools While providing the opportunity to create structured data automatically, they don’t really guide you in what you need.

It is also important to understand what the tool is outputting because then you will be able to make better decisions using your own best judgment, and who better than yourself to make that call?

more resources:


Featured image: Fizzcase/Shutterstock





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