97.8% of Homepage Organization Markup Leaves Out the Logo, the Founder or a Contact Point

Summary

Picture a landscaping company whose homepage markup has its name and website address, maybe a logo. When an AI assistant is asked who runs the company, how to reach it, or what it does, the markup has nothing more to offer, so the assistant leans on whatever else it can find.

Organization markup can carry much more than a name. A logo helps search engines show the right image. A contactPoint gives a phone number or email with its purpose. A founder connects the business to a real person. These are simple fields to fill in, and they help machines describe a business accurately.

We checked 233,602 top-1M homepages that have Organization markup. 97.8% leave out at least one of logo, founder or contactPoint.

What we measured

From the October 2026 HTTP Archive mobile crawl we took every top-1M homepage, parsed its rendered JSON-LD and flattened nested objects and @graph arrays. We kept homepages with at least one Organization-type node and noted which properties appear on any of those nodes.

A property counts as present if its key exists, regardless of value. The fuller core set requires name, url, logo, sameAs, at least one of contactPoint, telephone or email, address and description.

Logos are common, founders and contact points are not

Basic identity fields are well covered. Fields that describe people and contact routes drop off sharply.

Name and url are near universal. Below sameAs, every property we checked appears on fewer than three homepages in ten.

The biggest sites are no more complete

Completeness is a low bar that most sites at every size have not cleared.

Size does not predict completeness. The top 1,000 leave the same gaps as the long tail.

Property adoption by platform

These are adoption shares of each property among homepages on each platform, as detected by HTTP Archive. Site owners control most of these fields on every platform.

No platform reaches even one homepage in three with the fuller core set.

What this means

Open your Organization or LocalBusiness markup and fill in the fields that describe you: a logo URL, a contactPoint with a phone or email and its contactType, your address, a one-paragraph description, your founder if that person is public, and a foundingDate. Each value should match what your About and Contact pages say. If editing markup is not something you do, an AI SEO consultant or your developer can fill these fields in under an hour.

These are small edits that give AI engines facts to quote instead of guesses. Which details do assistants get wrong about your business today? A free AI SEO audit lists them.

Limits

Homepages only. Some sites keep fuller Organization markup on an About or Contact page.

Presence of a key does not mean the value is valid or accurate.

Founder is not relevant for every organization, such as government bodies or very old institutions.

Properties on nested Organization nodes, such as a publisher inside a WebSite node, count toward the page.

Frequently asked questions

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