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Organization / LocalBusiness schema

Lives on SEO Tools → Content tab → Generators sub-tab. Pure form → JSON-LD. Free-tier; no AI cost. Most ecommerce stores need Organization markup at root level for two reasons:

  1. Knowledge Panel eligibility — without verified Organization markup, Google has trouble building a Knowledge Panel for your brand
  2. Brand-name SERP disambiguation — when shoppers search for your brand name, the Organization schema tells Google which entity they mean

Type toggle

  • Organization (default) — for online-only stores
  • LocalBusiness — for stores with a physical address (e.g. retail flagship + online ecommerce)
  • Store — narrower subtype of LocalBusiness for retail-only

LocalBusiness and Store reveal extra fields: full PostalAddress + optional priceRange ($/$/$$).

Required fields

  • Name (your brand / legal entity name)
  • URL (your root storefront URL — https://yourstore.com)

Both required server-side and client-side.

Optional but recommended

  • Logo URL — Google uses this in the Knowledge Panel
  • Description — 1-2 sentence elevator pitch
  • sameAs — profile links (Twitter, LinkedIn, Facebook, Instagram, YouTube). Each line is validated as http(s); invalid URLs silently dropped
  • Telephone — public-facing support number

LocalBusiness extras

When you toggle to LocalBusiness or Store:

  • Street address + city + state/region + postal + country (ISO 3166-1 alpha-2) — full PostalAddress object
  • Price range — $, $, $$, $$

Where to paste

Inside theme.liquid <head> (NOT per-product). Organization is a global signal, not a per-resource one. The script applies to every page on the storefront.

Validate before pasting

Use the Schema Validator (Audit sub-tab) to confirm the output before pasting into your theme. The validator catches the same Google-required-field errors Google's Rich Results Test would.

Plan

Free-tier accessible.