Entity reference: Organization
Organization Schema Reference
Organization describes a company, brand or other organized body. On gambling sites it is the anchor of the whole graph: every website, article and contact points back to it.
- Schema.org type
- Organization
- Hierarchy
- Thing > Organization
- Google Search feature
- Organization markup: logo and administrative details. No required properties (Google).
- Status checked
Properties worth knowing
| Property | Expects | Use it for | Google documentation |
|---|---|---|---|
name | Text | The brand name readers see. | Recommended |
legalName | Text | The registered company name, which often differs from the brand on a license register. | Recommended |
url | URL | The canonical home page. | Recommended |
logo | ImageObject or URL | A logo of at least 112 x 112 pixels, crawlable and indexable. | Recommended |
sameAs | URL | Reference pages that identify the same organization, such as official social profiles. | Recommended |
contactPoint | ContactPoint | A support or press contact that the site actually shows. | Recommended |
parentOrganization | Organization | The group that owns the brand, when that is public. | Not listed |
brand | Brand or Organization | A brand the organization trades under. | Not listed |
aggregateRating | AggregateRating | Avoid on your own brand: self-serving reviews are not eligible for stars. | Review snippet rules |
Example
{
"@context": "https://schema.org",
"@type": "Organization",
"@id": "https://verdantcrown.example/#org",
"name": "Verdant Crown Casino",
"legalName": "Verdant Crown Gaming Ltd (fictional)",
"url": "https://verdantcrown.example/",
"logo": "https://verdantcrown.example/media/logo-512.png",
"sameAs": [
"https://social.example/verdantcrown",
"https://video.example/@verdantcrown"
],
"contactPoint": {
"@type": "ContactPoint",
"contactType": "customer support",
"email": "support@verdantcrown.example",
"areaServed": [
"GB",
"CA-ON"
]
}
}On casino and sportsbook sites
Use name for the brand readers see and legalName for the company named on the license or terms page. Google recommends putting the markup on the home page or a single page that describes the organization, such as an about page, and says there are no required properties: add as many relevant ones as you can support. When several companies run one brand in different markets, describe each licensed company as its own Organization. The full discussion is in Organization schema for casino websites.
Mistakes to avoid
- Ratings on your own brand node. Google does not show review stars when the entity reviewed controls the reviews about itself.
Organisation: type names use US spelling.- A logo smaller than 112 x 112 pixels or blocked from crawling.
sameAspointing at pages the brand does not control.
Questions
Which Organization properties does Google require?
None. Google lists no required properties for Organization and recommends adding the ones that apply, such as name, url, logo, sameAs and contact details.
Which subtype should an online casino use?
Organization is always correct. OnlineBusiness is a more specific Schema.org subtype that can fit an online-only brand.
Sources
How SchemaReel chooses, reads and dates its sources is set out on the data sources page.
- Google Search Central, Organization structured data, last updated September 8, 2026.
- Google Search Central, Review snippet structured data, last updated September 8, 2026.
- Schema.org, Organization, V30.1 (2026-09-16).
- Schema.org, sameAs, V30.1 (2026-09-16).