url (Website URL)

url · Essential · Required

What is it?

The url field is your organization's official website address. This is the canonical homepage URL that represents your business online. Together with name, it forms the minimum viable Organization entity. Every other schema field builds on these two.

This should be your primary domain, not a subdomain, landing page, or investor relations site. Use the same URL listed in your Google Business Profile.

Why this matters for AEO

AI answer engines use the url field for entity disambiguation. Multiple companies can share the same name, but URLs are unique. When Perplexity retrieves content from your blog post and checks the publisher's url against its entity database, a match to a known domain confirms the source. A missing or inconsistent url forces the AI to rely on name matching alone, which fails for common brand names.

Who created/maintains this?

Schema.org defines url as part of the base Thing type, inherited by Organization and every other schema type.

Google uses url to connect your Organization schema to your Knowledge Panel and to verify domain ownership for rich results.

How to find your value

Your organization URL is your homepage. Choose carefully:

Scenario	URL to use
Single domain	`https://www.example.com`
www vs non-www	Whichever your site redirects to (the canonical)
Multiple TLDs (.com, .co.uk)	Your primary/global domain
Separate corporate site	The main brand site, not investor relations

Checklist

Always use HTTPS (not HTTP)
Include or exclude www consistently (match your canonical)
No trailing slash is preferred but either works if consistent
No path after the domain (homepage only)

Format

Type: URL (string)

Pattern: https://[www.]domain.tld

Valid examples:

"https://www.google.com"
"https://stripe.com"
"https://www.karpi.studio"

Invalid examples:

"http://www.example.com"           (HTTP, not HTTPS)
"www.example.com"                  (missing protocol)
"https://www.example.com/about"    (includes path)
"https://www.example.com/"         (trailing slash inconsistency)

How to implement in Webflow

Static pages (homepage)

Hardcode your canonical URL in the Organization schema on your homepage via Page Settings > Custom Code > Inside <head> tag:

{
  "@type": "Organization",
  "@id": "https://www.karpi.studio/#organization",
  "name": "Karpi Studio",
  "url": "https://www.karpi.studio"
}

CMS template pages

The Organization url does not change per CMS item. Reference the Organization via @id on CMS pages. The url lives in the homepage definition only.

With Schema HQ

Schema HQ sets your Organization url once and references it across all pages. If you migrate domains, update it in one place.

Learn more about Schema HQ →

JSON-LD Examples

Stripe

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://stripe.com/#organization",
  "name": "Stripe",
  "url": "https://stripe.com"
}

HubSpot

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://www.hubspot.com/#organization",
  "name": "HubSpot",
  "url": "https://www.hubspot.com"
}

Notice Stripe uses no www, HubSpot uses www. Both are correct because they match each brand's canonical domain.

Common Mistakes

❌ Using HTTP:

"url": "http://www.example.com"

✅ Using HTTPS:

"url": "https://www.example.com"

❌ Including a page path:

"url": "https://www.example.com/home"

✅ Homepage domain only:

"url": "https://www.example.com"

❌ Missing the protocol:

"url": "www.example.com"

✅ Full URL with protocol:

"url": "https://www.example.com"

❌ Mismatched canonical (site redirects www to non-www but schema uses www):

"url": "https://www.example.com"  (but site canonical is https://example.com)

✅ Matching your actual canonical:

"url": "https://example.com"

Related Fields

name — Together with url, forms the minimum viable Organization entity.
@id — The url typically forms the base of your @id values (e.g., https://yoursite.com/#organization).
sameAs — Links to external profiles. These are separate from url which points only to your own homepage.
logo — Must be hosted on a URL under your domain (or a CDN). Relative URLs are not valid.

Schema HQ

Schema HQ sets your Organization url as the base for all @id references across your site. Change your domain once in the dashboard, and every reference updates automatically.

Learn more about Schema HQ →

FAQ

Should I include www or not?

Use whichever version your site redirects to. If typing example.com redirects to www.example.com, use the www version. The schema url must match your canonical domain. Check your Webflow hosting settings to confirm which version is canonical.

Can I use a different URL for different country sites?

If you operate separate country domains (example.com, example.co.uk, example.de), each should have its own Organization schema with its own url. For subdirectory localization (example.com/de/), use one Organization with the root domain as url.

What if my company has multiple websites?

Use the primary brand website as the Organization url. Secondary sites (product microsites, event pages, investor portals) can reference the main Organization via @id or define their own entities with their own url values if they represent distinct brands.

References

Heading 1

Heading 2

Heading 3

Heading 4

Heading 5

Heading 6

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

‍

"address": {  "@type": "PostalAddress",  "streetAddress": "1600 Amphitheatre Parkway",  "addressLocality": "Mountain View",  "addressRegion": "CA",  "postalCode": "94043",  "addressCountry": "US"}

Block quote

Ordered list

Item 1
Item 2
Item 3

Unordered list

Item A
Item B
Item C

Text link

Bold text

Emphasis

^Superscript

_Subscript