Organization schema and sameAs: tell machines who you are

A name is not an identity. For a machine deciding which Colleviate you mean, the markup that links your site to your official profiles does the work a logo does for a person.

Written by the Colleviate Strategy desk

What problem does it solve?

Search engines and AI systems work with entities, not strings. If your brand name is shared with a surname, a word or another company, a system has to decide which one a page is about. Organization markup is the plain statement of the answer: this is the organisation, this is its logo, this is its website, and these are its official profiles elsewhere.

Google's documentation recommends it and walks through adding it to the homepage. In November 2023 Google said it was reading more organisation details than the logo and URL it had supported since 2013, including the name, address, contact information and business identifiers. Google's own page does not promise a knowledge panel, and neither do we.

What goes in it

• name, url, logo: the same name, the canonical URL and a logo file at a stable address.
• description: one plain sentence, the same one you use everywhere else.
• contact: only what you publish. We list an email and a city and nothing more, which the markup permits.
• sameAs: the official profiles you control. Ours lists the LinkedIn, Instagram and Facebook pages, added on 28 October 2026, and the bio on each says the same thing the site does.

{"@context": "https://schema.org", "@type": "Organization",
 "name": "Colleviate", "url": "https://colleviate.com/",
 "logo": "https://colleviate.com/logo.png",
 "sameAs": ["https://www.linkedin.com/company/colleviate/",
            "https://www.instagram.com/colleviate/"]}

Where it matters most

Where trust is the product. A clinic, a nonprofit and a professional-services firm are all asked “is this real?” before they are asked anything else, and consistent identity markup is part of the answer. The ground is covered in marketing for clinics and diagnostics, nonprofit marketing in India and professional services marketing, and the local side in local SEO for service businesses.

Mistakes that undo it

1. Different names in different places. One spelling, everywhere.
2. sameAs pointing at profiles you do not control, or at a competitor's page that shares a word.
3. Markup that disagrees with the page. The footer says one thing and the schema another.
4. Stale profiles. A linked profile with an old description or an old address contradicts the site. Reputation is a search result explains why that matters.
5. Treating it as a ranking trick. It is identity, not optimisation.