What is Organization schema, and why does AI need it?
Markup that states who your business actually is — name, logo, official website, the social profiles you really control — in a form a machine can read without guessing. It is the difference between an assistant knowing your business and inferring it.
What it actually is
A person landing on your site works out who you are from the logo, the footer and the tone. A machine has none of that intuition, so it assembles an identity from fragments: a page title here, a stray mention there, sometimes a similarly-named business somewhere else entirely. Organization markup replaces that reconstruction with a direct statement of the facts.
Why it matters
This is the foundation the rest of your AI visibility sits on. When an assistant is asked about your company, it has to decide which entity in the world you are before it can say anything true about you. Get that wrong and every downstream answer inherits the error — wrong location, wrong services, occasionally an entirely different company's reputation attached to your name. Confirming your identity is the cheapest correction available.
What good looks like
One clear statement of your organisation, published consistently across the site rather than contradicting itself page to page: the trading name you actually use, a logo that resolves, your canonical website address, and links to the social profiles you genuinely operate. The social links matter more than they look — they are how a machine corroborates that these facts describe a real, single business.
Being honest about it
This is genuinely high-value and one of the few structured-data items we would push on for almost any business. It is also frequently half-done: present but naming a business slightly differently than the site does, or listing profiles that were abandoned years ago. Half-done here is not much better than absent, because a machine reconciling two versions of you will pick one and it may not be yours.
Where most sites go wrong
Inconsistency is the whole story. The markup says one trading name, the footer says another, and an old directory listing says a third — so an assistant has three candidate identities and no way to rank them. Close behind: a logo that no longer resolves, or social links pointing at accounts that were never yours. Each individually is minor; together they are why an assistant describes your business as almost-but-not-quite right.
On the web
State of the Web · November 2026In November 2026, 33% of the sites we could read passed the “Organization schema with sameAs” check.
Shopify sites pass it most often, at 43%. Next.js sites pass it least often, at 32%.
On the sites scanned in both August 2026 and November 2026, it went from 30% to 31%.
The month-by-month line counts the sites scanned in each calendar month, so it can differ from the figure above, which uses each site’s latest scan from the last three months.
Goes with
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Sites that pass this are 3 times as likely to pass the “Content usage preferences declared” check too. 7% of the sites that pass the first check pass this one, against 2% of the sites that do not.
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Sites that pass this are twice as likely to pass the “security.txt is published” check too. 7% of the sites that pass the first check pass this one, against 3% of the sites that do not.
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Sites that pass this are 1.5 times as likely to pass the “OAuth protected-resource metadata” check too. 3% of the sites that pass the first check pass this one, against 2% of the sites that do not.
Not enough history yet.
Based on the sites Bot Appétit has scanned. Most of these sites come from lists we scan for research. Not a random sample of the web.
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