I'm doing JSON-LD schema for an ecommerce site. While I have the product detail pages and the homepage down, I'm running into some confusion on other types of pages (I'm quite new to schema).

I need to write schema for the following types of pages:

...and so on and so forth. These type of pages are main navigation landers that simply provide links out to the relevant categories, brands, etc. Outside of this, there is no real copy on the pages. My question is this:

Assuming I don't include the same Organization schema on these pages as I do the homepage (I read you shouldn't duplicate schema like that), is there a specific approach to this? Right now I just have a modified version of the Organization:

"@context": "https://schema.org/",
"@type": "Organization",
"name": "Company Brand Page",
"url": "https://www.example.com/pages/brands",
"logo": "URL of Logo", 

We're trying to provide the most effective schema without making it too crazy, so should we also be including the following:

  1. Breadcrumbs schema
  2. Item list schema to list the brands, categories, etc

Thanks in advance.

1 Answer 1


The organization is neither named "Company Brand Page", nor is its URL /pages/brands. These property values apply to the page, not to the organization.

Schema.org provides the WebPage type. For category-like pages, its sub-type CollectionPage is the right choice.

With the publisher property, you can convey that the CollectionPage is published by the Organization.

To associate the various products/brands with the CollectionPage, there are two possible ways: mainEntity with an ItemList (example), or hasPart.

  • This is great, thanks so much. Would it work the same for a Brand Detail page? So the links on the above page example would lead to brand landing pages - /pages/name-of-brand/. Right now I'm using the @Brand type, but I get the feeling that's not the right use of it. { "@context": "schema.org", "@type": "Brand", "name": "Name of Brand", "logo": "URL of Brand Logo", "description": "Use Meta Description", "url": "URL of Page" }
    – BAM
    Mar 6, 2019 at 17:24
  • @BAM: For a page about a single brand, that’s fine.
    – unor
    Mar 6, 2019 at 17:45
  • @unor As I understand, Collection is also another favorable option (apart from ItemList and hasPart) to associate products/brands with the CollectionPage, right? Jun 13, 2019 at 13:25
  • 1
    @EthanCollins: Yes, although I feel like Collection fits better for actual curated collections, not just any category.
    – unor
    Jun 13, 2019 at 14:21
  • 1
    @EthanCollins: Personally, I wouldn’t use it, but that might just be me. Simply going by its definition, this seems to be fine.
    – unor
    Jun 13, 2019 at 19:31

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