What schema markup do top SaaS homepages use? A Cloud 100 study (2026)

What structured data should a B2B software homepage have? Looking at what the strongest companies in the category actually ship is a better starting point than a generic checklist. We fetched the homepage of every company on the 2025 Forbes Cloud 100 on October 28, 2026 and parsed every application/ld+json block in the HTML. 73 of 92 readable homepages (79%) carry JSON-LD, and 68 (74%) describe the company with Organization markup. Beyond that, practice thins out fast, and a surprising amount of it targets search features Google has already retired.

The per-site types are in the study dataset.

Key findings

• 68 of 92 homepages include Organization or a subtype such as Corporation. Of those, 63 list sameAs profiles and 64 declare a logo.
• 48 include WebSite, the type Google uses to understand a site’s name.
• 15 still ship a SearchAction, the markup for the sitelinks search box Google stopped showing on November 21, 2024.
• 18 describe their product as a SoftwareApplication; 10 add an AggregateRating and 12 an Offer.
• Only 4 homepages use FAQPage, whose rich results Google limited to government and health sites in 2023.
• 19 homepages ship no JSON-LD at all, including Anthropic, Databricks, Perplexity, Hugging Face and Airtable.

What each type is doing, and whether it still earns anything

Two things jump out. First, the core identity markup (Organization with a logo and sameAs) is close to universal among companies that bother with structured data at all. That is the markup that helps search engines and AI systems resolve “which Ramp?” or “which Clay?” to the right entity, and it is the one we would put first on any homepage.

Second, about one in six homepages still declares a sitelinks search box that has not appeared in Google results for almost two years. Google’s own announcement says “there’s no need” to remove it and that it “won’t cause issues,” so this is not an error. It is a reminder that schema tends to be added once and never revisited.

The no-schema group is not who you would expect

The 19 homepages with no server-rendered JSON-LD include some of the most sophisticated web teams in software: Anthropic, Databricks, Navan, Deel, Grammarly, Miro, Perplexity, Airtable, Fivetran, 1Password, Vanta, Benchling, Midjourney, Hugging Face and Synthesia among them. Two caveats keep this from being a scandal:

• We read server-rendered HTML. A site that injects JSON-LD with JavaScript or a tag manager would show none here, even though Google can often render it.
• Strong brands need it least. Google already knows who Anthropic is. A company with a common-word name, a recent rebrand or a name shared with other businesses gets far more from explicit Organization markup.

That second point is the practical one for most B2B companies. If your brand name is ambiguous (“Flux” is a good example: our own Search Console is full of queries for unrelated Flux products), structured identity markup is one of the few direct ways to tell machines which entity you are.

What we recommend for a B2B homepage

Based on what the leaders ship and what Google still supports:

1. Organization with name, url, logo (at least 112×112 px, per Google), and sameAs links to LinkedIn, X, Crunchbase, G2 and any Wikipedia or Wikidata entry.
2. WebSite with your preferred site name and alternateName.
3. SoftwareApplication (or Service for agencies) describing what you sell, if it is accurate and matches the visible page.
4. Skip SearchAction and homepage FAQPage unless you have a reason beyond rich results.
5. Validate with Google’s Rich Results Test and keep the markup consistent with the visible text; Google’s AI features guidance also says there is “no special schema.org structured data that you need to add” for AI Overviews or AI Mode.

Structured data is one line item in a broader technical SEO audit. If you are building out pages that need to rank against competitors, see how we approach comparison pages for B2B SaaS and the SEO fundamentals that sit under all of it.

Methodology

1. Sample. The 100 companies on the 2025 Forbes Cloud 100, using each company’s primary website.
2. Fetch. On 2026-10-28 we requested each homepage with a standard desktop Chrome user-agent and followed redirects. Eight homepages returned 403 or 429, leaving 92. One of the 92 (Cato Networks) returned a near-empty HTML shell and counts in the no-JSON-LD group.
3. Parse. We extracted every <script type="application/ld+json"> block from the raw HTML, parsed it as JSON, and walked the whole graph (including nested @graph arrays) to collect every @type. One block failed to parse.
4. Counting. A homepage counts once per type, however many times the type appears. “Organization” includes subtypes such as Corporation.
5. Limits. JavaScript-injected markup is not counted. We did not validate property-level correctness against Google’s requirements.

FAQ

What schema markup should a SaaS homepage have? Organization (with logo and sameAs) and WebSite are the foundation, and they are what most Forbes Cloud 100 homepages ship. Add SoftwareApplication if it accurately describes your product. In our study, 74% of readable Cloud 100 homepages included Organization markup.

Is the sitelinks search box still supported? No. Google stopped showing it on November 21, 2024. Leaving the SearchAction markup on your site will not cause errors, but it no longer does anything. 15 of the 92 Cloud 100 homepages we checked still include it.

Do FAQ rich results still work? Since August 2023 Google shows FAQ rich results only for well-known, authoritative government and health websites. FAQ content can still help readers and AI answers; the markup simply will not produce the expandable result for most businesses.

Do I need special schema for AI Overviews? Google says no: “There’s also no special schema.org structured data that you need to add.” Accurate, standard markup helps machines understand your entity, which matters to every system that reads your site.

Related reading:

• Who blocks AI crawlers?: robots.txt rules of the same 100 companies
• Who uses llms.txt?: llms.txt adoption on the same sites
• Core Web Vitals study: only 23 of the Cloud 100 pass on mobile

Sources: Google, Organization structured data; Google, Farewell sitelinks search box (2024); Google, Changes to HowTo and FAQ rich results (2023); Google, AI features and your website; Forbes Cloud 100 (2025). Dataset: cloud100-website-study-2026.csv.