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How-to guide

How to Add Organization and Person Schema for E-E-A-T

By Rahil Jain, founder of Chalk LabsUpdated How we research

The short answer

Add Organization schema to your home or about page and Person schema to each author or founder page, written in JSON-LD with text that matches what readers see. Fill in name, url, logo and sameAs links to real profiles. Google says no special markup is needed for its AI features 8, so treat this as clear identity labelling, not a ranking trick.

  • Organization and Person schema label who you are. Google lists no required properties for Organization and suggests one page, not every page 1.
  • sameAs should point only to real profiles that unmistakably describe you. Never list pages you do not control or that describe someone else.
  • Google says structured data is not required for generative AI search, so expect clearer identity, not a promised boost 8.
  • Every claim in the markup must be visible on the page. Invented credentials make an author page less trustworthy 9.

What are Organization and Person schema?

Organization schema is a block of code that states the facts about your company: its name, website, logo and official profiles elsewhere. Person schema does the same for one human, such as a founder or an article author. Both use schema.org, the shared vocabulary behind structured data, and are usually written in JSON-LD. JSON-LD is a block of data in a script tag, kept apart from the visible page. Google recommends it where your setup allows 7.

Think of it as a name badge for software. A reader sees your about page and understands who you are. A machine reads the badge and learns that this company page, that LinkedIn profile and this founder belong together. Search teams call each distinct company or person an entity.

Do it step by step

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  1. List the exact organisation name, legal name if different, home page URL, logo file, founder or author names with titles, and every public profile you control. Use this list as the single source for all markup.

    Tip: Copy names from the visible about page so the code and the page match letter for letter.

  2. Open your about page and each author page. Confirm they show the name, job title and a short bio in plain text. Add any missing line to the page first, because markup may not describe hidden content.

  3. Copy the Organization JSON-LD below. Replace every value with your own. Delete any property you cannot fill truthfully, such as foundingDate or legalName.

  4. Copy the second template for each person with an author or founder page. Keep knowsAbout to three to six topics your site really covers, and list only profiles that are clearly theirs.

    Tip: Use an ISO 8601 date with a time zone in dateCreated and dateModified.

  5. In your Article markup, add an author entry per person with the name and the URL of their author page. Use the name only in the name field, and put the job title on the Person block instead.

  6. Paste each block into a script tag with type application/ld+json on the right page. If a plugin already outputs Organization, edit that output or switch it off so only one copy remains.

  7. Run each live URL through the Schema Markup Validator. Open every sameAs link and the logo URL in a browser to confirm they load and match.

    Tip: Re-check after any site redesign, rebrand or change of founder.

Your ticks are saved in this browser only.

Copy-ready templates

Organization JSON-LD (home or about page)

json
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Studio",
  "legalName": "Example Studio Private Limited",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/images/logo-512.png",
  "description": "Example Studio designs and builds websites for independent clinics.",
  "foundingDate": "2019",
  "founder": {
    "@type": "Person",
    "name": "Priya Sharma",
    "url": "https://www.example.com/about/priya-sharma"
  },
  "sameAs": [
    "https://www.linkedin.com/company/example-studio",
    "https://www.youtube.com/@examplestudio",
    "https://www.crunchbase.com/organization/example-studio"
  ]
}

Wrap in a script tag with type application/ld+json. All values are placeholders for a made-up company. Remove any property you cannot fill truthfully.

Person on a ProfilePage (author or founder page)

json
{
  "@context": "https://schema.org",
  "@type": "ProfilePage",
  "dateCreated": "2024-03-01T09:00:00+05:30",
  "dateModified": "2026-10-20T09:00:00+05:30",
  "mainEntity": {
    "@type": "Person",
    "name": "Priya Sharma",
    "jobTitle": "Founder",
    "description": "Priya Sharma founded Example Studio and writes about clinic websites.",
    "url": "https://www.example.com/about/priya-sharma",
    "image": "https://www.example.com/images/priya-sharma.jpg",
    "worksFor": {
      "@type": "Organization",
      "name": "Example Studio",
      "url": "https://www.example.com/"
    },
    "knowsAbout": [
      "Clinic websites",
      "Local search",
      "Website accessibility"
    ],
    "sameAs": [
      "https://www.linkedin.com/in/priya-sharma-example",
      "https://www.priyasharma.example/"
    ]
  }
}

ProfilePage needs a mainEntity with a name. The person is a made-up example. Everything here must also appear in the visible bio.

Article author reference

json
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to choose a clinic website platform",
  "datePublished": "2026-10-01",
  "dateModified": "2026-10-20",
  "author": [
    {
      "@type": "Person",
      "name": "Priya Sharma",
      "url": "https://www.example.com/about/priya-sharma"
    }
  ],
  "publisher": {
    "@type": "Organization",
    "name": "Example Studio",
    "url": "https://www.example.com/"
  }
}

Use one author entry per person, with only the name in name. Add the full Person details on the author page, not on every article.

Quick check for JSON-LD blocks in the raw HTML

bash
curl -s https://www.example.com/ | grep -c 'application/ld+json'

Replace the URL. The count is the number of JSON-LD script tags on the page. Two Organization blocks usually mean a plugin and a manual copy are both active.

Does this schema help you appear in AI answers?

No one has published proof that it does, and Google says it is not needed. Google's guide to generative AI features states that structured data is not required and that no special schema.org markup needs adding 8. We found no independent study that measures a citation lift from Organization or Person markup.

Microsoft takes a softer line. Bing's guidance says schema helps search engines and AI systems understand content, and that crawlability, metadata, internal links and backlinks remain essential 10. That is a claim about understanding, not about ranking.

So the honest case is narrow. The markup removes guesswork about which company or person a page describes. That matters most when your name is common or shared with another business. This reasoning is ours, not a published finding. The cost is about an hour, so do it once, do it accurately and move on.

Does schema prove E-E-A-T?

No. E-E-A-T stands for experience, expertise, authoritativeness and trust. Google says E-E-A-T is not itself a ranking factor, and that trust matters most of the four 9. Code cannot prove any of them. A visible bio, real work and outside mentions do that job.

What schema can do is connect those visible signs. Google asks for bylines that link to background on the author, and it warns that made-up names, AI-generated headshots and false credentials make a page untrustworthy 9. Your markup should describe the real author page, never replace it. For the page itself, see how to build an expert author page.

Which properties should you fill in?

Start with the properties below. Google lists no required properties for Organization and asks you to add as many relevant ones as you can 1. For Person, schema.org defines jobTitle, worksFor, alumniOf and knowsAbout, and Person also inherits sameAs 6.

Core properties and what to put in them
PropertyTypeWhat to put in it
nameOrganization, PersonThe name as it appears on your site. Google says to keep the organisation name the same as your site name 1.
urlOrganization, PersonThe home page for the organisation, or the author page for a person.
logoOrganizationA crawlable image URL, at least 112 by 112 pixels, that looks right on white 1.
sameAsOrganization, PersonLinks to your real profiles on other sites. See the next section.
jobTitlePersonThe title only, such as Founder. Google says never put it inside the name field 2.
worksForPersonThe Organization the person works for, with its name and URL.
knowsAboutPerson, OrganizationThree to six topics you publish on. Schema.org says it suggests expertise without implying it 5.

Where should each block go?

Put Organization markup on your home page or on one page that describes the organisation. Google recommends this and says you do not need it on every page 1.

Put Person markup on the page about that person. For an author page on your own site, Google recommends ProfilePage markup, where the main entity is a single person or organisation tied to the site 3. Then reference the author inside each Article, giving each author a separate entry rather than merging names into one field 2.

What should sameAs point to?

Point sameAs at pages that unmistakably describe you. Schema.org defines it as the URL of a reference page that unambiguously indicates the item's identity 4. If a stranger could mistake the page for another company, leave it out.

Good choices are your LinkedIn company page, your official YouTube channel, a claimed Crunchbase or Google Business Profile page, and a Wikipedia or Wikidata entry only if one already exists. Do not create a Wikipedia page just to fill the field. For that route, see how to build a Wikipedia presence the right way.

  • Include: profiles you control and keep current.
  • Include: third-party pages that name you correctly, such as a registry or an association member listing.
  • Skip: abandoned accounts, pages about a similarly named business and any page you did not claim.

What goes wrong with this markup?

The common errors are small. The name in the code differs from the name on the page. The job title sits inside the name field. A founder is listed in two spellings. A logo link returns an error or points to a tiny image. A plugin and a hand-written block both output Organization, so the page carries two conflicting copies.

A bigger error is listing expertise you cannot back up. Keep knowsAbout to topics your site genuinely covers. A claim that is not visible and not true is exactly what Google's policy tells you not to mark up 7.

How do you check it worked?

Run the live URL through the Schema Markup Validator at validator.schema.org. A clean result means the code parses and uses real schema.org types. It says nothing about whether the claims are right, so read the output against your page.

Then view the page source and confirm there is one Organization block, not two. Open each sameAs link and confirm it loads and names you. Do not expect a visible change in Google results. Instead, track your brand in AI answers over several weeks using how to audit your brand in AI search.

When is it not worth doing yet?

Skip it if you have no about page, no real public profiles or no visible author names. Fix those first, because the markup can only describe what exists. Also check that AI bots can read your pages at all, using how to check if AI bots can crawl your site.

If you publish many authors, generate the Person blocks from your author database instead of editing each one by hand. A template that stays correct beats a hand-edited page that goes stale.

Frequently asked questions

Do I need both Organization and Person schema?

Use Organization on the page that describes your company, and add Person where a named human is the subject, such as a founder or an author page. A one-person business can use Person alone. Choose the type that matches what the page is truly about, and do not duplicate the same facts under both.

Should I put Organization schema on every page?

No. Google recommends placing it on your home page or a single page that describes the organisation, and says you do not need it on every page 1. Article pages should instead carry the Article type with an author entry that points to the author page.

Can I add knowsAbout for topics I want to be known for?

Only add topics your site already covers in depth. Schema.org says knowsAbout suggests possible expertise but does not imply it 5. Listing aspirations you have not published on is a claim the page cannot back up, and it can make your author page look less trustworthy.

Will this get me a knowledge panel?

We found no source promising that it will. Google says Organization markup can help it better understand your organisation, and logo details can influence what appears in Search 1. Whether a panel appears depends on factors outside your markup, so treat any panel as a bonus.

How often should I update it?

Review it whenever your name, logo, founder, job titles or profile links change, and at least once a year. Update dateModified on a ProfilePage only when the bio truly changes. A stale link in sameAs is worse than a shorter list.

About the author

Rahil Jain

Rahil Jain is an AI SEO (answer engine and generative engine optimisation) consultant and co-founder of Chalk Labs.

LinkedIn · Method and credentials

Sources

  1. Organization structured data · Google Search CentralOpened October 20, 2026. Supports: No required properties; add as many relevant properties as possible; name, url, logo, sameAs, legalName; place on home page or one describing page; logo at least 112x112 pixels. Page last updated 2026-09-08.
  2. Article (Article, NewsArticle, BlogPosting) structured data · Google Search CentralOpened October 20, 2026. Supports: author.name should hold only the name; job title goes in its own property; author url or sameAs identifies the author; each author gets a separate entry. Page last updated 2026-09-08.
  3. Profile page structured data · Google Search CentralOpened October 20, 2026. Supports: ProfilePage needs a Person or Organization mainEntity with a name; the page must focus on a single person or organisation affiliated with the site. Page last updated 2026-09-08.
  4. sameAs · Schema.orgOpened October 20, 2026. Supports: Definition of sameAs: URL of a reference web page that unambiguously indicates the item's identity.
  5. knowsAbout · Schema.orgOpened October 20, 2026. Supports: knowsAbout indicates a topic that is known about, suggesting possible expertise but not implying it.
  6. Person · Schema.orgOpened October 20, 2026. Supports: Person defines jobTitle, worksFor, alumniOf and knowsAbout and inherits sameAs from Thing.
  7. General structured data guidelines · Google Search CentralOpened October 20, 2026. Supports: JSON-LD recommended; markup must be a true representation of the page; do not mark up content not visible to readers. Page last updated 2026-07-10.
  8. Optimizing your website for generative AI features on Google Search · Google Search CentralOpened October 20, 2026. Supports: Structured data is not required for generative AI search and no special schema.org markup is needed. Page last updated 2026-07-10.
  9. Creating helpful, reliable, people-first content · Google Search CentralOpened October 20, 2026. Supports: E-E-A-T is not itself a specific ranking factor and trust matters most; bylines should link to author background; fabricated creator profiles and false credentials make content untrustworthy. Page last updated 2026-10-05.
  10. Optimizing Your Content for Inclusion in AI Search Answers · Microsoft Advertising (Bing)Opened October 20, 2026. Supports: Schema helps search engines and AI systems understand content; crawlability, metadata, internal linking and backlinks remain essential. Post dated 8 October 2025.
How this page was made. Built on Rahil Jain's AI SEO method and drafted with AI research assistance. Every statistic links to the page we read it on (opened October 20, 2026 or nearby). Published October 20, 2026; last updated October 20, 2026. Chalk Labs sells AI SEO services, so we have a commercial interest in this topic. Spotted an error? Tell us and we will fix it.