How should email and telephone contact points be marked for an organization?

Definition: An organization's contactPoint is a Schema.org object that describes a way to contact it. In Google's Organization structured data, a contact point can carry an email address, a telephone number, and the type of support it provides.

Key facts

• Google's Organization documentation, updated 8 September 2026, lists contactPoint as a recommended property and says to include all support methods available to users (Google Search Central).
• The same documentation defines contactPoint.email as the email address for contacting the business and contactPoint.telephone as its phone number.
• Google's telephone guidance says to include the country code and area code in the number.
• For a LocalBusiness, Google says to specify the primary email address and primary phone number at the LocalBusiness level before using contactPoint for multiple ways to reach the organization.
• Schema.org describes contactType as the field for the purpose of a contact point, such as sales or public relations (Schema.org's ContactPoint definition).

How should the JSON-LD object be written?

Google's example places @type: "ContactPoint" inside the organization's contactPoint property and puts the telephone and email values on that object:

"contactPoint": {
  "@type": "ContactPoint",
  "telephone": "+9-999-999-9999",
  "email": "contact@example.com"
}

The values are strings in the example. Use the email address that reaches the relevant business team and the telephone number that reaches that support channel. Google describes contactPoint as the way a user can contact the business and asks site owners to include all support methods available to users.

When an organization has channels for different purposes, represent those purposes with separate ContactPoint objects under the organization's contactPoint property. Schema.org's example shows contactPoint as an array of objects, with contactType values such as customer service and technical support.

What do the contact point fields mean?

Schema.org's ContactPoint type defines email as “Email address.” and telephone as “The telephone number.” Both properties have an expected type of Text. The contactType property also has an expected type of Text; Schema.org says it specifies the kind of contact point when a person or organization has different contact points for different purposes.

The same type includes fields that describe the channel around the address or number. availableLanguage accepts Language or Text, and Schema.org asks publishers to use language codes from the IETF BCP 47 standard. contactOption describes an option such as a toll-free number or support for hearing-impaired callers. hoursAvailable uses OpeningHoursSpecification for the hours during which the contact is available.

What changes for a LocalBusiness?

Google's Organization documentation lists email and telephone as recommended properties directly on Organization as well as contactPoint.email and contactPoint.telephone. For a LocalBusiness, the documentation places the primary email address and primary phone number at the LocalBusiness level before contactPoint is used for multiple ways to reach the organization.

The number in a contactPoint.telephone value should contain its country code and area code. A channel-specific number can then sit on the relevant ContactPoint object, with contactType identifying its purpose.

How can the markup be checked?

Google's structured data workflow says to validate the code with the Rich Results Test and fix critical errors. It then says to deploy a few pages containing the structured data and use the URL Inspection tool to test how Google sees the page. The Organization page states that there are no required properties, so the contact fields should describe the channels that apply to the organization.

Related terms

• Organization structured data
• Which image requirements apply to an organization's logo for Google?

FAQ

Should a LocalBusiness repeat its primary email and phone in contactPoint?

Google documents the primary email address and primary phone number at the LocalBusiness level. Use contactPoint for multiple ways to reach the organization, with the channel details on the relevant object.

What is contactType used for?

contactType labels the purpose of a contact point. Schema.org gives sales and public relations as examples, while its JSON-LD example uses customer service.

Can one organization have multiple contact points?

Yes. Schema.org says a person or organization can have different contact points for different purposes. A separate ContactPoint object can identify each purpose and its email or telephone channel.

Sources

1. Google Search Central, "Organization (Organization) structured data", 8 September 2026
2. Schema.org, "ContactPoint", undated

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