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A Guide To ‘Organization’ Structured Data For Rich Google Results



A Guide To 'Organization' Structured Data For Rich Google Results

Organization schema structured data is useful to have on a website because it communicates important information to Google that can then be used to present an organization’s data in the search results in an attractive manner.

This is why implementing organization structured data correctly is important.

Structure Data Types And Properties

Before we get into the organization data type, it’s important to understand what a data type and property are.

There are two components of structured data that must be understood in order for it to make some sense:

  • Structured Data Type: A structured data type is generally a thing.
  • Structured Data Property: A structured data property is a quality of the thing (commonly referred to as an attribute).

To use the technical language of structured data, a property is an attribute of a structured data type.

Structured Data Type And Properties Defined

When you look at a structured data script you’ll see that it has data types.

The data types tell what the subject of the structured data is about.

Analogy Of A Structured Data Type

For example, an analogy of a data type could be a person.

In this example, a person is a thing  (or data type) that this make-believe structured data script is about.

The person’s height, gender, and the color of their hair can be said to be attributes of that person.

Those attributes, in structured data, are called properties of the data type (in this make-believe example, a person).

Organization Data Type & Its Properties

Getting back to the organization type, a company can be the thing that is described.

Or, as is often the case, the organization type is a part of a bigger structured data.

Nested Organization Structured Data

A structured data script can contain multiple structured data types.

This is called nesting the data types.

Like other structured data types, the organization structured data type can be a part of a larger structured data script.

This is referred to as “nested.”

For example, the organization structured data type can be nested within a university “course” structured data to indicate the name of the school offering the course.

Here is an example of the organization structured data type nested within a university course structured data.

Example From Google:

<script type="application/ld+json">
"@context": "",
"@type": "Course",
"name": "Introduction to Computer Science and Programming",
"description": "Introductory CS course laying out the basics.",
"provider": {
"@type": "Organization",
"name": "University of Technology - Eureka",
"sameAs": ""

As you can see above, the organization structured data is nested within another structured data, in this case, it is nested within the course structured data script.

Recipe Structured Data And Organization Data Type

Google’s recipe structured data documentation includes a recommended property for the author or organization for each recipe structured data.

If the author is a specific person then it makes sense to use the person property type for the author.

Sometimes, a specific person isn’t credited with the content, and in that case, the organization structured data type can be used.

When the organization structured data type is used, the rich results will show the organization’s name as the author of the content.

Organization Structured Data

In the specific case of school course structured data, Google requires the use of the organization data type for every single course that has a structured data markup for it.

But Google does not require it for other structured data that can feature an organization type.

A good example of this is with the product structured data.

Google provides structured data guides for two situations:

  1. A page for a single product.
  2. An aggregator page for a single product.

An aggregator is a site or platform that lists products from multiple sellers.

Google’s guide for the product structured data recommends using either the “brand” or the “organization” structured data type.

For sellers of products, it doesn’t really make sense to use the “organization” to describe the manufacturer or seller of a product. The brand is more specific and logical.

Whether the retailer is Walmart, Etsy, Amazon, or eBay, you’re likely not going to see the organization data type used on their product pages.

The reason is that the “brand” structured data type is more appropriate.

If you go to Google’s Rich Results Test page and test the URLs of a product page from eBay, Etsy, Walmart, or Amazon, you’ll see that none of those sites use the organization structured data for the products listed for sale on their sites.

The takeaway is that the organization structured data is not always appropriate, even when Google says it’s okay to use it, which is the case in numerous situations.

When Google suggests a better alternative it is usually a good idea to choose the alternative choice.

Local Business Organizations

There are other situations where the organization structured data type can be used, such as for the local business structured data.

However, there are many options to choose from in terms of local business types, which makes choosing the organization structured data type not the best choice.

Organization can be too general to use for a local business.

So, it’s best to choose the most specific business type when creating structured data for a local business.

If the business is a restaurant, then it’s best to use the specific restaurant structured data.

Google recommends:

“Use the most specific LocalBusiness sub-type possible; for example, Restaurant, DaySpa, HealthClub, and so on.”

More information is available on Google’s Search Central page for local businesses.

Local Business Reviews

It is important to note that a local business can add user reviews about their business to their local business structured data.

One thing to take note of is that the local business structured data, including those with customer reviews, should not be reproduced on every page of a website.

Google’s John Mueller specifically discouraged the use of local business organization structured data that features reviews on every page.

Apparently, some businesses began using that structured data on every page in the hopes of obtaining review star rich results on Google’s search results page.

In an After Hours Google hangout, at about the 51:36 minute mark of the video, John Mueller explained:

“As far as I know it’s just the home page… it doesn’t matter for us as much because we need to be able to find it on somewhere like the home page or the contact page.

But if we have it elsewhere then it doesn’t change anything for us.

So, the big thing to not compare it to is the review markup, where we sometimes see people put company review on all pages of the website with the hope of getting stars on the search results of every page on their site and that would be bad.

But the contact information, if you have that marked up, then it’s fine. I don’t see a problem with that.”

Organization Logo Structured Data

An important use of the organization structured data type is to tell the search engines about the organization’s logo.

This kind of structured data helps Google to match a logo to an organization’s website and the organization itself.

Google states in its documentation about the logo structured data markup that this specific structured data sends a strong signal to Google to use this logo in their knowledge panel.

The data is then used within a knowledge panel rich result so that when a user searches for the name of the organization, Google can show the logo and other information about the site in a special panel of the search results.

Google offers the following structured data example:

<script type="application/ld+json">
"@context": "",
"@type": "Organization",
"url": "",
"logo": ""

Where To Use The Logo Structured Data

As Mueller indicated about the organization review of structured data, this markup can be used on the home page. It can also be used on an About Us or a Contact Page.

Where the structured data is placed is less important than John’s recommendation that it only needs to be used once.

Use Google’s Guidelines To Become Eligible For Rich Results

Some may say that Google is forcing businesses to use specific structured data.

But that’s not the case.

Google is not dictating what structured data businesses can use. Businesses can use whatever structured data they want.

However, that non-Google recommended structured data won’t help the site rank better or help it achieve a rich result.

Only Google-recommended structured data makes a site eligible for rich results.

Stick To Google’s Guidelines For Structured Data

There are a lot of options available for creating structured data. It’s easy to spend hours becoming creative in building a structured data script. offers a wide range of structured data types and properties. But Google only uses some of the options, not all of them.

It’s best to stick with what Google recommends, especially with their guidelines for best practice.

By adhering to recommended structured data, you’ll be able to provide what is needed in order to best communicate what your page is about and possibly achieve an enhanced listing in the Google search results.

Google Structured Data Guidelines

Before using any of the structured data that is related to the organization structured data type, it’s important to become acquainted with Google’s structured data guidelines.

These guidelines are designed to inform SEOs and publishers about bad practices that can cause a site to receive a manual action penalty that can reduce a website’s visibility on Google’s search results pages.

The structured data guidelines apply to all structured data types.

Top considerations that Google says are problematic:

“The structured data is not representative of the main content of the page, or is potentially misleading.

The structured data is incorrect in a way that the Rich Results Test was not able to catch.

The content referred to by the structured data is hidden from the user.”

Type-Specific Structured Data Guidelines

In addition to abiding by the general structured data guidelines, each kind of structured data (like reviews, local, recipe structured data, etc.), comes with its own guidelines and recommendations.

Each kind of structured data has “required” properties that must be included in the structured data.

There are also “recommended” properties that are optional.

When validating the structured data using Google’s Rich Results Tester, the tool will flag missing properties as “errors” and call attention to missing “recommended” properties as warnings.

It’s generally safe to ignore the warnings as these won’t likely affect eligibility to be shown in Google’s rich results.

Invalid structured data that doesn’t have the required properties will not be eligible for rich results.

The Use Of Organization Structured Data Type

There are many situations where Google recommends the use of the organization structured data type.

In some cases, Google offers a choice between the organization type and a more specific type. In those situations, it’s generally best to choose the more specific type.

Lastly, while structured data plugins and tools offer the opportunity to automatically create the structured data, they don’t really guide you on what you need.

It’s important to also understand what the tool is outputting because then you’ll be able to make better decisions using your own best judgment, and who better than yourself to make that call?

More Resources:

Featured Image: fizkes/Shutterstock

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GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays




GPT Store Set To Launch In 2024 After 'Unexpected' Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.

  • OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
  • The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
  • Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.

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96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]



96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]

It’s no secret that the web is growing by millions, if not billions of pages per day.

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes. 

But how much of this content gets organic traffic from Google?

To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.

How many web pages get organic search traffic?

96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.

Distribution of pages by traffic from Content Explorer

Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:

  1. ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
  2. Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.

That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic. 

But why is this, and how can you be a part of the minority that gets organic search traffic from Google?

Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.

Reason 1: The topic has no search demand

If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.

For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.

Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.

You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

Reason 2: The page has no backlinks

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

Does any of this data prove that backlinks help you rank higher in Google?

No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.

The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… but from what I can tell, almost all of them are about low-competition topics.

For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

You might have noticed two other things about these pages:

  • Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
  • Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank. 

Bottom line? If you want your pages to get search traffic, you really only have two options:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(Remember to keep an eye on the TP column to make sure they have traffic potential.)

To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation. 

Reason 3. The page doesn’t match search intent

Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

Basically, Google knows that searchers are in research mode, not buying mode.

It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.

We did this in 2018 with our free backlink checker.

It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

After analyzing search intent, we soon realized the issue:

People weren’t looking for a landing page, but rather a free tool they could use right away. 

So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker


96.55% of pages get no organic traffic. 

Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.

Ping me on Twitter if you have any questions. 🙂

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Firefox URL Tracking Removal – Is This A Trend To Watch?




Firefox URL Tracking Removal - Is This A Trend To Watch?

Firefox recently announced that they are offering users a choice on whether or not to include tracking information from copied URLs, which comes on the on the heels of iOS 17 blocking user tracking via URLs. The momentum of removing tracking information from URLs appears to be gaining speed. Where is this all going and should marketers be concerned?

Is it possible that blocking URL tracking parameters in the name of privacy will become a trend industrywide?

Firefox Announcement

Firefox recently announced that beginning in the Firefox Browser version 120.0, users will be able to select whether or not they want URLs that they copied to contain tracking parameters.

When users select a link to copy and click to raise the contextual menu for it, Firefox is now giving users a choice as to whether to copy the URL with or without the URL tracking parameters that might be attached to the URL.

Screenshot Of Firefox 120 Contextual Menu

Screenshot of Firefox functionality

According to the Firefox 120 announcement:

“Firefox supports a new “Copy Link Without Site Tracking” feature in the context menu which ensures that copied links no longer contain tracking information.”

Browser Trends For Privacy

All browsers, including Google’s Chrome and Chrome variants, are adding new features that make it harder for websites to track users online through referrer information embedded in a URL when a user clicks from one site and leaves through that click to visit another site.

This trend for privacy has been ongoing for many years but it became more noticeable in 2020 when Chrome made changes to how referrer information was sent when users click links to visit other sites. Firefox and Safari followed with similar referrer behavior.

Whether the current Firefox implementation would be disruptive or if the impact is overblown is kind of besides the point.

What is the point is whether or not what Firefox and Apple did to protect privacy is a trend and if that trend will extend to more blocking of URL parameters that are stronger than what Firefox recently implemented.

I asked Kenny Hyder, CEO of online marketing agency Pixel Main, what his thoughts are about the potential disruptive aspect of what Firefox is doing and whether it’s a trend.

Kenny answered:

“It’s not disruptive from Firefox alone, which only has a 3% market share. If other popular browsers follow suit it could begin to be disruptive to a limited degree, but easily solved from a marketers prospective.

If it became more intrusive and they blocked UTM tags, it would take awhile for them all to catch on if you were to circumvent UTM tags by simply tagging things in a series of sub-directories.. ie.<tag1>/<tag2> etc.

Also, most savvy marketers are already integrating future proof workarounds for these exact scenarios.

A lot can be done with pixel based integrations rather than cookie based or UTM tracking. When set up properly they can actually provide better and more accurate tracking and attribution. Hence the name of my agency, Pixel Main.”

I think most marketers are aware that privacy is the trend. The good ones have already taken steps to keep it from becoming a problem while still respecting user privacy.”

Some URL Parameters Are Already Affected

For those who are on the periphery of what’s going on with browsers and privacy, it may come as a surprise that some tracking parameters are already affected by actions meant to protect user privacy.

Jonathan Cairo, Lead Solutions Engineer at Elevar shared that there is already a limited amount of tracking related information stripped from URLs.

But he also explained that there are limits to how much information can be stripped from URLs because the resulting negative effects would cause important web browsing functionality to fail.

Jonathan explained:

“So far, we’re seeing a selective trend where some URL parameters, like ‘fbclid’ in Safari’s private browsing, are disappearing, while others, such as TikTok’s ‘ttclid’, remain.

UTM parameters are expected to stay since they focus on user segmentation rather than individual tracking, provided they are used as intended.

The idea of completely removing all URL parameters seems improbable, as it would disrupt key functionalities on numerous websites, including banking services and search capabilities.

Such a drastic move could lead users to switch to alternative browsers.

On the other hand, if only some parameters are eliminated, there’s the possibility of marketers exploiting the remaining ones for tracking purposes.

This raises the question of whether companies like Apple will take it upon themselves to prevent such use.

Regardless, even in a scenario where all parameters are lost, there are still alternative ways to convey click IDs and UTM information to websites.”

Brad Redding of Elevar agreed about the disruptive effect from going too far with removing URL tracking information:

“There is still too much basic internet functionality that relies on query parameters, such as logging in, password resets, etc, which are effectively the same as URL parameters in a full URL path.

So we believe the privacy crackdown is going to continue on known trackers by blocking their tracking scripts, cookies generated from them, and their ability to monitor user’s activity through the browser.

As this grows, the reliance on brands to own their first party data collection and bring consent preferences down to a user-level (vs session based) will be critical so they can backfill gaps in conversion data to their advertising partners outside of the browser or device.”

The Future Of Tracking, Privacy And What Marketers Should Expect

Elevar raises good points about how far browsers can go in terms of how much blocking they can do. Their response that it’s down to brands to own their first party data collection and other strategies to accomplish analytics without compromising user privacy.

Given all the laws governing privacy and Internet tracking that have been enacted around the world it looks like privacy will continue to be a trend.

However, at this point it time, the advice is to keep monitoring how far browsers are going but there is no expectation that things will get out of hand.

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