The Google Knowledge Panel Now Includes Organization Markup Data

Google is making it easier for businesses to shine in search results by expanding its support for organization-structured data markup.

This update allows companies to share more details about themselves. In fact, it will enhance their presence in knowledge panels and other visual elements on SERP.

(SERP stands for search engine results pages.)

Since 2013, Google has allowed sites to use “logo” and “url” markup to specify their logo’s image and link in search results.

Expected Changes

The recent change goes a step further by enabling sites to include crucial information such as their:

• Name
• Address
• Contact info
• Business identifiers

This move aims to help users find essential information about the organizations they search for.

Google merges the existing logo structured data guidelines with broader organization markup documentation. Also, they are streamlining the process for businesses to provide accurate details.

Search Console

Changes are evident in the Search Console, where the logo report and tests in the Rich Results Test tool now focus on comprehensive organization markup validations.

The Rich Results Test facilitates the testing of organization markup. Additionally, it offers instant feedback on its correct implementation.

What’s Inside Site Owners

There’s no need for changes for sites already using logo markup – Google recognizes it. However, if applicable, we encourage businesses to add new organization fields.

This addition can make companies eligible for expanded knowledge panels, like Google’s recently launched merchant panels.

Google recommends local businesses use both local business and organization markup. Meanwhile, online-only companies should leverage the “OnlineBusiness” subtype of organization markup.

Looking ahead, these additions simplify the process for businesses to help users find

accurate details in Google Search results.

Google’s systems adapt to display new structured data types, benefiting sites in the future.

Google might start supporting new markup, making it eligible for special search features. This will happen as Google expands its structured data capabilities.