Schema markup for B2B websites: what is still worth adding in 2026

What schema markup does, and what it does not

Schema markup (structured data) is code, usually a JSON-LD block in the page, that describes the page in the shared schema.org vocabulary: this is an organisation, this is its logo, this page is an article published on this date. Google uses it to understand pages and, for some types, to make them eligible for rich results such as breadcrumbs or video thumbnails².

Three limits are worth knowing before you start:

• Nothing is guaranteed. "Google does not guarantee that your structured data will show up in search results," even when it passes the Rich Results Test³.
• AI features need no special markup. For AI Overviews and AI Mode, Google says there is "no special schema.org structured data that you need to add". It does list making sure your structured data matches the visible text on the page as a best practice¹⁵. Our guide to getting cited in AI Overviews covers what does help.
• Features come and go. Google has retired a long list of rich results since 2023, so a tutorial from a few years ago may recommend markup that no longer does anything visible. The table below reflects Google's documentation as of November 2026.

The types a B2B website should use

Google's Search Gallery lists the structured data features it currently supports¹. Most are for recipes, products, jobs, events and other content a typical B2B site does not have. These are the ones that usually apply.

Organization: the one every B2B site should have

Organization markup has no required properties; Google recommends adding as many relevant ones as apply⁴. For a UK B2B company, the useful set is usually:

• name, legalName (if different) and url.
• logo: at least 112 by 112 pixels, at a crawlable, indexable URL, and readable on a white background⁴.
• sameAs: links to your profiles on other sites, such as LinkedIn; you can list several⁴.
• address, contactPoint, email or telephone, as shown on your contact page.
• Identifiers such as vatID and foundingDate, if you publish them⁴.

You do not need it on every page⁴. One complete block on the home page is enough.

An example for a home page

This is the shape of an Organization and WebSite block for a fictional company. Replace every value with your own, and include only details that also appear on your site.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://www.example.co.uk/#organization",
      "name": "Example Consulting",
      "legalName": "Example Consulting Ltd",
      "url": "https://www.example.co.uk/",
      "logo": "https://www.example.co.uk/logo-512.png",
      "sameAs": [
        "https://www.linkedin.com/company/example-consulting"
      ],
      "contactPoint": {
        "@type": "ContactPoint",
        "contactType": "sales",
        "email": "hello@example.co.uk"
      }
    },
    {
      "@type": "WebSite",
      "name": "Example Consulting",
      "alternateName": "ExCo",
      "url": "https://www.example.co.uk/",
      "publisher": { "@id": "https://www.example.co.uk/#organization" }
    }
  ]
}
</script>

Article and breadcrumbs on guides

Article markup also has no required properties. Google recommends headline, image, datePublished, dateModified and author with a name and URL⁷. Use the Person type for a named author and Organization when the company is the author, give dates in ISO 8601 format, and put only the name in author.name⁷. Do not invent an author to look more credible: the markup must be "a true representation of the page content"³.

For breadcrumbs, Google recommends a trail that reflects a typical user path to the page rather than mirroring the URL structure, with at least two items⁶. This page uses both: Article markup with Artiweave as author and publisher, and a three-step BreadcrumbList that matches the trail at the top of the page.

Features Google has retired

If your site, plugin or agency added any of these, they no longer produce a rich result in Google Search.

Do you need to delete the old markup? Not urgently. When Google retired the sitelinks search box, it said "Unsupported structured data like this won't cause issues in Search"¹⁴, and it said the June 2025 phase-out "won't affect how pages are ranked"¹³. Remove it when you next edit the template, so your markup stays easy to maintain. FAQPage is still a valid schema.org type that other systems may read, so if your FAQ is visible on the page, leaving the markup in place is a reasonable choice.

B2B traps to avoid

• Star ratings for your own company. If you control the reviews about yourself, pages using Organization or LocalBusiness markup are not eligible for review stars, and this includes reviews shown through a third-party widget¹⁰. Testimonials on your home page will not produce stars.
• Webinars marked up as events. Event rich results need a physical location, and purely virtual events are not supported¹¹. Mark up the recording with VideoObject instead, once it has a watch page.
• Markup for things the page does not show. "Don't mark up content that is not visible to readers of the page"³. A JSON-LD FAQ with no FAQ on the page, or a rating that appears nowhere, is a guideline breach. Spammy structured data can lead to a manual action that removes rich result eligibility³.
• Organization markup on the wrong page. Put it on the home page or the page that describes the organisation; it does not need repeating across the site⁴. WebSite markup for the site name only works on the home page⁵.
• Mismatched images. Google uses both schema.org markup and the og:image tag as sources when choosing a page's preferred image¹², so keep the two consistent.

How to add and test it

1. Check what you already have. Run your home page, a service page and a blog post through the Rich Results Test¹⁶. Many CMSs and SEO plugins already output Organization, WebSite and Article markup, sometimes with placeholder values.
2. Remove duplicates. Two plugins each adding an Organization block with different logos or names sends mixed signals. Keep one source.
3. Add the core types in JSON-LD, using your CMS's template so every guide gets Article markup automatically.
4. Validate. The Rich Results Test shows whether a page is eligible for Google's features; the Schema Markup Validator checks the markup against the full schema.org vocabulary¹⁷.
5. Confirm Google sees it. After publishing, use the URL Inspection tool to check that Google found the structured data, and watch the rich result reports in Search Console for errors².
6. Record the change. Note the date and the pages affected, so any later change in impressions can be read against it. See the B2B website SEO audit checklist for where structured data fits among other checks.

Where Artiweave fits

Structured data is part of what a crawl of your site reveals, so markup that no longer matches the visible page is the kind of issue that can become one of Artiweave's proposed changes. As with every change it proposes, a marketer approves, edits or rejects it before anything is published.

More in this section: B2B website SEO, getting cited in AI Overviews and the B2B website SEO audit checklist.