# Organization Schema Markup, Done Once — MetaPilot **Organization schema** · identity entity ## 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. --- ## 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. 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 1. **Describe yourself once** Name, type, logo, description, contact details, your primary address and your `sameAs` profile links. Nothing is required beyond a name — or import what your homepage already claims and edit from there. 2. **Choose where it goes** Homepage or your about page (what Google recommends), homepage plus paths you pick, or every page MetaPilot serves. Most sites want the homepage and an about page. 3. **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 `publisher` reference 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: 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 fails a homepage with no identity entity and warns on a missing logo or `sameAs`. This feature is the fix for that finding. - **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 publish one consistent identity instead of two competing brands. - **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. --- ## 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 Questions **Which pages should carry it?** 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." Every page is also an option for sites whose homepage is not reliably crawled, but for most sites it adds nothing that the `publisher` reference doesn't already give you. **What is sameAs for?** 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. **What if my site already emits an Organization node?** MetaPilot adds its entity rather than deleting yours. 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'd rather keep the markup you have, set the scope to "don't publish." **Does this get me a Google knowledge panel?** Nothing guarantees a panel. What this does is make you a well-formed, linkable knowledge graph entity — a precondition, not a purchase. **LocalBusiness or Organization?** If you have a physical location customers visit: LocalBusiness. If you sell directly from the site: OnlineStore. Otherwise: Organization. **We have several locations. Does that work?** Not yet. The entity carries one primary address today. Multi-location markup properly means a node per premises published on that location's own page. Until that lands, `areaServed` is the documented stopgap. --- ## Keep Reading - What is a knowledge graph? - Structured data for every page in your sitemap - What is structured data? - Run a free site audit --- *Your first 5 pages, free. Approve every change or run on autopilot.*