Google recently announced the ability for brands to suggest their preferred logo using the Organization schema. This data suggestion will help dictate which image is used within Google’s Knowledge Graph. This enhancement includes information relevant to search queries without requiring users to visit a listing within the search results and commonly appears to the right of organic search results.
Brands can implement this logo identification method using Schema.org markup, an extended markup language, to communicate additional details about the content published on their website to the search engines.
The code required is relatively easy to implement and can be done by adding itemprop=“logo” to the <img> tag of the logo image. While this data is sometimes included within the organic listings (ex. author picture displayed to the left of their article’s listing), Google only intends on displaying this content within the right column Knowledge Graph results for the foreseeable future.
This new inclusion supports the idea that Google intends to expand the data displayed within the Knowledge Graph. The ability to influence the image displayed proves advantageous for several branding situations.