Entity home: your website as the source of truth
An entity home is the single, permanently reachable page on your own website that Google reads as the official self-declaration of your entity. It contains complete JSON-LD with name, role, image, description, and a sameAs graph linking all official profiles. Without this single, clear source, scattered information stays unclear for Google.
One entity, one URL
The most common weakness: information about a person is scattered across the homepage, the about page, a blog author box, and the contact page. For Google, that doesn't add up to a clear picture.
Designate a single, permanently reachable page that fully describes the entity, and link to it from everywhere. That URL becomes the reference in Wikidata, press articles, and your profiles.
What belongs in the JSON-LD
- name and alternateName (including common spelling variants)
- jobTitle and worksFor, or legalName and foundingDate
- description in one to two factual sentences
- image in high resolution, permanently available at the same URL
- url pointing to the entity home itself
- sameAs with all official profiles and directory entries
The sameAs graph in detail
sameAs is the statement: these profiles are the same entity. Only include profiles you actually control or that are verifiably yours - LinkedIn, Wikidata, Google Books, ORCID, publisher page, official social accounts.
Reciprocity matters: the linked profiles should point back to the entity home in turn. Only that closed loop builds confidence.
You can't out-volume consistency
Before building new sources, bring the existing ones into alignment: identical name spelling, identical role title, identical image, identical company name. This cleanup costs little and often works better than three new press articles.
Sources & references
Every claim in this article is backed by official documentation from Google, Schema.org and the Wikimedia projects, or by named, published studies. All links were checked and point to the original source.
- Schema.org: Person - Schema.orgDefinition of the properties used (name, jobTitle, worksFor, image, description).
- Schema.org: sameAs - Schema.orgOfficial definition of sameAs as a reference to the identity of an entity elsewhere on the web.
- Intro to structured data markup - Google Search CentralGoogle on JSON-LD as the recommended structured data format.
- Structured data general guidelines - Google Search CentralGoogle requires markup to accurately reflect visible page content - misleading markup triggers manual actions.
- About knowledge panels - Google Knowledge Panel Help - GoogleGoogle explains where knowledge panel content comes from and that it is generated automatically from the Knowledge Graph.
Want to know where your entity stands today?
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