Why does consistency matter?
Your business is described in many places: your own site, social profiles, directories, reviews and press. A name spelled two ways, or a category described three ways, leaves anything reading those mentions with several slightly different businesses to reconcile. The fix is plain and strict:
- One name. Same spelling and casing on the site, in the markup, on social profiles and in directory listings.
- One category phrase, next to the name on the pages that matter: "roof repair in Miami" instead of "roofing" if that is the category you want to own.
- One place, stated even when it feels redundant: city, region and country.
This is the playbook's working rule; no search engine publishes it as a ranking factor. What Google does document is how to describe an organization in structured data.
Which Organization properties does Google read?
Google lists the following as recommended properties for Organization markup. There are no required properties; add the ones that apply.
| Property | What Google's documentation says |
|---|---|
name |
The name of your organization. Use the same name and alternateName you use for your site name |
alternateName |
Another common name your organization goes by |
legalName |
The registered legal name, if it differs from name |
url |
The URL of your organization's website; helps Google uniquely identify your organization |
logo |
At least 112 x 112 pixels, crawlable and indexable; can help Google choose the logo shown in Search results and knowledge panels |
sameAs |
A page on another website with more information about your organization, such as a social or review profile; more than one is allowed |
address |
Physical or mailing address; you can list several locations |
description |
A detailed description of your organization |
foundingDate |
The founding date, in ISO 8601 format |
iso6523Code |
An ISO 6523 identifier. Google suggests it in place of duns (prefix 0060) and leiCode (prefix 0199); 0088 is a GS1 Global Location Number |
naics |
The North American Industry Classification System code for your organization |
telephone and email |
Primary contact details; include country and area code in phone numbers |
Google says some properties, such as iso6523Code and naics, are used behind the scenes to tell your organization apart from others, while others, such as logo, can change what appears in Search.
Does markup get you into AI answers?
Not by itself. Google's guidance on AI features says you do not need new machine-readable files, AI text files or special schema.org structured data to appear in AI Overviews or AI Mode, and that structured data should match the visible text on the page. Google's Organization documentation adds that it does not guarantee that features that use structured data will show up in search results. Use the markup to state the same identity your pages already state in text.
Sources
Checked 13 November 2026:
- Google Search Central: Organization structured data
- Google Search Central: AI features and your website
Next step
With the entity fixed, list the questions your buyers ask: own the questions.