What Organization data and sameAs do

How it works

Structured data is machine-readable information in the HTML, usually as JSON-LD: a script block using the schema.org vocabulary. A block of type Organization describes the company behind the site, with its name, website address and logo. More specific types such as LocalBusiness, OnlineStore or Corporation work just as well.

The sameAs field lists pages that describe the same organisation: your LinkedIn profile, your entry in Wikidata or Wikipedia, business directories. This lets search engines and language models connect your website with what other sources say about you. An entity, a company that is recognised unambiguously, is built from exactly these links.

What matters

• An Organization block on the start page. If it is missing, bytereport rates this as a failure.
• sameAs with at least two profiles. Without sameAs, or with only one profile, bytereport warns; two or more make the connection safer.
• Choose good profiles. Wikidata, Wikipedia (if there is an article), LinkedIn and recognised business directories help more than lots of small social media accounts. Only link profiles that really are yours.
• The same name everywhere. The name in the block should match your profiles and the page title; see how AI models recognise your brand.
• Full addresses. url, logo and every entry in sameAs need a full address starting with https://.

How to set it up

The block belongs in the head of the start page. This is what it looks like, with your details in place of the placeholders:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "…",
  "url": "https://…/",
  "logo": "https://…/logo.png",
  "sameAs": [
    "https://www.linkedin.com/company/…",
    "https://www.wikidata.org/wiki/…"
  ]
}
</script>

In WordPress, SEO plugins such as Yoast SEO or Rank Math generate this block from their settings for the organisation and its profiles. Other content management systems often have a field for custom code in the head; otherwise your agency adds it to the template. Other types are covered under structured data.