Google has extended the organization markup support in enhancing the knowledge panels with
more precise business details.
Overview
Google has supported more organization-structured data fields, such as contact info and
address.
Google is allowed to showcase more entity details in search results and knowledge.
Organization markup is added that allows the sites to benefit from the future search features.
Google is extending the support for the organization's structured data markup that allows
companies to offer more details about them in search results. The update is helpful for any
website in which Google uses the markup showcasing company details in knowledge panels and
some visual elements of the search results page. It can help users find significant information
on the organizations they search for.
What is the update?
It started in 2013 when Google allowed sites to use both URL and logo markup to specify the
link and image in search engines.
Today, Google has allowed the sites to include more information, such as:
● Name
● Address
● Contact info
● Business identifiers
It is a clear indication that Google wants to have clear information on every site, to ensure that
these sites will follow the required information to make them more visible and searchable in
search engines. Google had kept the existing logo structured data guidelines and then
combined them with broader organization markup documentation.
Search console update
The latest update becomes more complete organization markup validations in the following
tools:
● Logo report in Google Search Console
● Tests in Rich Results Test tool
Rich Results Test allowed testing organization markup to submit code snippets or URLs. With
this, it will offer instant feedback on how the markup will be precisely implemented.
What should websites do?
Sites having an existing logo markup are not required to change anything since Google can
recognize it. Yet, it is encouraged by Google to add new organization fields when applicable.
Companies can become eligible to display expanded knowledgeable panels when they provide
additional organization details, such as recently launched merchant panels of Google. Google
has recommended using both local business and organization markup for local businesses.
"OnlineBusiness" should only be used by online companies as a subtype of organization
markup.
The future
These additions aimed to make businesses and organizations simpler to help users look for the
right details in Google Search results. The update shows how beneficial it is for the sites to
execute structured data markup, even though Google didn't use it for rich result
enhancements. The specific markup properties never drive visible improvements, yet it
positioned sites to benefit when the systems of Google gained the ability to display and process
newly structured data.
Google has expanded its structured data capabilities, and the markup unsupported previously
may become eligible for special search features.