What it solves
Search treats your brand as an entity – a thing with attributes, relationships, and evidence. If your site scatters brand facts across a dozen thin pages, Google hesitates. Results wobble. Panels flicker in and out. The Entity Home solves this by giving crawlers a single, unambiguous source of truth that everything else can point to – see the Entities pillar hub.
Listen to this short conversation explaining the key ideas from the Entity Home Blueprint, generated with Google Labs Illuminate.
Why this matters
- Disambiguation – names collide. A clear entity home helps search engines choose you over look‑alikes.
- Knowledge Panel stability – consistent facts in one place make panels more likely to appear and stay.
- Brand query performance – stronger sitelinks, cleaner titles, higher CTR on navigational searches.
- Content velocity – when the entity is stable, your new pages get understood faster.
Bottom line – people get a definitive “About” page that answers real questions; machines get a stable ID with clean properties and references. Both win.
The blueprint
Pick one page on the root domain – usually /about/ or /company/ – and make it the canonical home for brand facts. Everything else supports this page.
Principles - One page, one promise – this page explains who we are and links to official profiles and proofs. Stable URL – no date stamps, no locale suffix unless you run multiple language variants. Two‑way evidence – the page links out to your official profiles; those profiles link back to the same URL. Human‑first copy – write like you would to a journalist or partner doing due diligence. Clarity helps both people and AI.
Content modules that earn trust
Mix and match based on your business. Each module exists for a reason – people ask for it; machines infer attributes from it.
- Who we are – a tight mission and 2–3 sentences that pin your market and value.
- Leadership – names, roles, one‑line bios; link to dedicated person pages if you have them.
- What we do – short overview that links to services and product hubs.
- Identity – brand assets: logo variations, colors, and usage notes; link to a media kit.
- Coordinates – legal name, address or service area, contact channels; if you are multi‑location, state how to find the right office.
- Proof – press mentions, awards, certifications; link to originals. If you are new, show client logos or case study excerpts you are allowed to publish.
- Governance – privacy, terms, data handling; show you operate like adults.
- Footnotes for machines – curated sameAs list to official profiles you control.
- FAQ – real questions that clarify adjacent intents such as pricing policy, support hours, or how you work.
Treat this page as your living dossier. When anything material changes, update here first, then propagate.
Technical requirements
- Indexable and canonical – no noindex, no canonical pointing elsewhere. Include in XML sitemap.
- Fast and clean – pass core web vitals; do not bury facts behind accordions only.
- Consistent naming – use the same organization name everywhere; avoid legal suffix drift unless legally required.
- Structured data – Organization and WebSite reference this page explicitly.
- OG/Twitter – accurate title and description so shares reinforce the same story.
- Images – real logo at ≥ 112 × 112, square or near‑square; staff portraits with descriptive alt text.
Implementation steps
- Choose the URL – /about/ or /company/ on the primary domain. Freeze the slug.
- Draft the narrative – write a journalist‑grade origin, what you do, and for whom. Avoid slogans; favor specifics.
- Assemble proofs – press links, client logos with permission, award pages, certification pages.
- Design the sections – use the module list above; keep content skimmable with subheads.
- Wire the links:
- From the header and footer to the entity home.
- From the entity home to official profiles and key product or service hubs.
- Add schema – Organization and WebSite in the head, stable @id values; optional Person if a real public figure helps disambiguate.
- Propagate the backlink – update social bios and profiles to link back to this exact URL.
- Publish and fetch – push to production, request indexing in GSC, and watch Enhancements and brand query CTR for movement.
Internal and external linking policy
Internal – Link to the entity home from the header and footer on every page. First mention of your brand on major pages should link to the entity home. From the entity home, link to: Services hub, Case studies hub, Careers, Contact, Media kit.
External – Update bios on LinkedIn Company Page, YouTube, X, Instagram, GitHub, Crunchbase, Product Hunt, and any directories you control to point to the entity home. Prefer direct links – no URL shorteners; no redirects you do not control. For personal brands, link Person pages back to the Organization page with language like “Founder at …”.
JSON-LD model
Use this template in the <head> of all pages. Replace example.com and profile URLs with your own. Keep the @id values stable across your site.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "Organization",
"@id": "https:// example.com/#org",
"name": "Example Studio",
"url": "https:// example.com/",
"logo": {
"@type": "ImageObject",
"url": "https:// example.com/static/logo-112.png"
},
"sameAs": [
"https://www.linkedin.com/company/examplestudio/",
"https://twitter.com/examplestudio",
"https://instagram.com/examplestudio"
]
},
{
"@type": "WebSite",
"@id": "https://example.com/#website",
"url": "https://example.com/",
"name": "Example Studio",
"publisher": {"@id": "https://example.com/#org"},
"potentialAction": {
"@type": "SearchAction",
"target": "https://example.com/?s={search_term_string}",
"query-input": "required name=search_term_string"
}
}
]
}
</script>
On the entity home page itself, add a small page‑level AboutPage block that references the Organization ID:
<script type="application/ld+json">
{
"@context":"https://schema.org",
"@type":"AboutPage",
"mainEntity": {"@id": "https://example.com/#org"}
}
If a named founder genuinely helps disambiguate the brand in search, give them a dedicated Person page and add a minimal Person node sitewide, for example:
<script type="application/ld+json">
{
"@context":"https://schema.org",
"@type":"Person",
"@id":"https://example.com/people/name/#person",
"name":"Example Name",
"worksFor":{"@id":"https://example.com/#org"},
"url":"https://example.com/people/name/",
"sameAs":["https://www.linkedin.com/in/example-name"]
}
</script>
Common mistakes
- Splitting “About”, “Company”, and “Who we are” into multiple thin pages.
- Using a Linktree or a subdomain as the canonical “about” URL.
- Pointing all social profiles to the homepage while the entity home lives at /about/ – pick one and be consistent.
- Inconsistent legal names or addresses across the web.
- Multiple Organization graphs from overlapping plugins.
- Treating the Knowledge Panel as a design project instead of an evidence project.
Checklist
Metrics to watch
- Brand query CTR – does your branded SERP look cleaner with sitelinks and a consistent title.
- Knowledge Panel stability – frequency and completeness over time.
- Enhancements – Organization / WebSite items valid; warnings trend down.
- Crawl depth – clicks from homepage to entity home should be ≤ 1.
- Referring domains to entity home – press and profiles that cite this URL.
Launch plan – first 30 days
Week 1 – build the page and deploy base schema. Submit URL in GSC.
Week 2 – update social bios and major directories to link back to the entity home.
Week 3 – publish a media kit and a short press post that links to the entity home.
Week 4 – audit internal links; ensure brand mentions on key pages link to the entity home. Review metrics and adjust.
Put this blueprint to work
Ready to anchor your brand? We’ll map a single entity home page – choose the URL, structure core modules, set link policy, and wire schema. You get a clear plan for sibling spokes, governance rules, and a checklist to keep signals consistent across your site and profiles.
See the full map – explore all SEO blueprints.
