On November 29, 2023, Google announced they are expanding their support for organizational information in the search engine results pages (SERPs).
This new information includes the business name, address, contact information, and other business identifiers. Previously, the SERPs only displayed the logo and the URL.
The new information will appear in the knowledge panel and other visual elements to make it easier for searchers to find business information.
As part of this expansion, Google now includes the “logo” organization under the new organization documentation umbrella.
In addition, they are replacing the reports in Search Console with more extensive validations in the Rich Results Test. You do not need to make any changes if you have already added the "logo" and "URL" fields, as Google will understand your logo markup.
You can test the new markup feature in the Rich Results Test by adding the page URL or a code snippet.
Google advises local businesses to use the local business markup guidelines with the new organization markup.
Google recommends using the "online business" subtype of organization for those with online businesses only.
Why does this matter?
Searchers can more easily make decisions about businesses without clicking on the website. Adding the new organization markup to your site gives searchers more context about your site, which may lead to more qualified traffic.
Additionally, site owners may find using structured data beneficial in the long run as Google finds more constructive ways to use this information.