Every page says what it's about. None of them say who you are.
Structured data describes pages. Answer engines also want to know who publishes them — an entity with a name, a logo, an address and verified links to your other profiles. Describe it once in MetaPilot; we publish it on the pages you choose and reference it from everything else we generate.
{ "@type": "Organization", "@id": "https://example.com/#organization", "name": "Example Ltd", "logo": "https://example.com/logo.png", "sameAs": [ "https://www.linkedin.com/company/example", "https://github.com/example", "https://www.crunchbase.com/organization/example" ] } /pricing → "publisher": { "@id": "…/#organization" }
The problem
A site can have flawless per-page markup and still be anonymous to a knowledge graph. Every WebPage, Article and FAQPage you publish is orphaned unless something says who stands behind it.
That entity is what lets an answer engine connect your homepage, your LinkedIn, your Crunchbase profile and your support docs into one thing it can name and cite. Plenty of sites never publish one: HTTP Archive’s 2024 Web Almanac found WebSite markup on about 13% of pages but Organization on about 7%. Far more pages describe themselves than say who stands behind them.
How it works
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Describe yourself once
Name, type, logo, description, contact details, your primary address and your
sameAsprofile links. Nothing is required beyond a name — or import what your homepage already claims and edit from there. -
Choose where it goes
Homepage or your about page, which is what Google recommends, homepage plus paths you pick, or every page MetaPilot serves. Most sites want the homepage and an about page.
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We publish it and point everything at it
The full entity goes onto those pages through your channel: injected at the edge on Cloudflare, written into the served page on Shopify and Wix. Every other node we generate carries a
publisherreference to it by@id.
What you get
One knowledge graph entity, referenced everywhere
Inner pages reference the entity by @id instead of restating it — a few dozen bytes rather than a duplicate identity for an engine to reconcile. That reference is what turns a pile of pages into a graph.
The right type for what you are
Organization, LocalBusiness or OnlineStore. The @type you pick changes which properties matter, so the form follows it — opening hours and a geo point for a local business, a return policy for a store.
sameAs, done properly
Your LinkedIn, X, GitHub, Crunchbase and Wikipedia links, in the one place engines look for them. It is how an engine reconciles the company on your site with the one on LinkedIn and the one in a funding database.
Graded in your audit
The free site audit already fails a homepage with no identity entity and warns on a missing logo or sameAs. This is the fix for that finding, not a separate opinion about it.
Duplicate-entity guard built in
“Import from my homepage” fetches your live homepage, finds any identity entity already there, and offers its values — so you can match what your site claims instead of publishing a second, competing brand.
Editable without a deploy
Change your address or add a profile link and it is live on the next request. Preview the exact JSON-LD from unsaved form state first — both the homepage graph and the reference an inner page gets.
Plan availability
One entity per organization, on every plan including Free. There is no plan gate on organization schema markup — brand identity is not the sort of thing worth metering. Publishing is an explicit save, so nothing is injected until you choose a scope.
Frequently asked
Google’s Organization structured data guidance says to place it “on your home page, or a single page that describes your organization, for example the about us page”. So: one of those two. Every page is allowed and exists for sites whose homepage is not reliably crawled, but for most sites it adds nothing that the publisher reference does not already give you.
It tells an engine “these profiles are also me”. Linking your verified profiles is how a knowledge graph decides that the company on your site, the one on LinkedIn and the one in a funding database are a single entity it can name and cite.
MetaPilot adds its entity rather than deleting yours, so run Import from my homepage first: it reads what is already there and offers those values, so you publish one consistent identity instead of two competing ones. If you would rather keep the markup you have, set the scope to “don’t publish” and your pages are left untouched.
Nothing guarantees a panel. What this does is make you a well-formed, linkable knowledge graph entity — a precondition, not a purchase.
If you have a physical location customers visit, LocalBusiness. If you sell directly from the site, OnlineStore. Otherwise Organization.
Not yet. The entity carries one primary address today, and multi-location markup properly means a node per premises published on that location’s own page. Until that lands, areaServed is the documented stopgap.
Tell the engines who you are
Fill in one form, pick the homepage, and your identity entity is live on the next request.
Ask an AI whether an Organization entity would help your brand