Why schema on the About page specifically
You can add schema to any page on your site. But the About page is where schema has the highest impact for entity recognition, because it is the page where entity-establishing facts are most concentrated.
Organization schema on your About page explicitly declares:
- Your business name, URL, and logo
- Your description in structured format
- Your contact information
- Your sameAs links to external authoritative profiles
- Your founding date, geographic area, and category
Person schema on the same page declares:
- The founder's or key principal's name, title, and credentials
- Their affiliation with the organization
- Their sameAs links to LinkedIn, professional directories, and other authoritative profiles
This combination gives AI engines a machine-readable identity document — one they can process with certainty rather than infer from natural language.
The difference between structured and unstructured content
Without schema, an engine reads your About page as natural language text and applies natural language understanding to extract facts. This process introduces ambiguity: is "Jordan Kim" the founder or a client? Is "Denver" the headquarters or a service area? Is "since 2018" the founding date or the date of a specific service?
With Organization and Person schema, every fact is declared explicitly in a structured format the engine processes without ambiguity. No inference required — just structured data consumption.
Implementation basics
Organization and Person schema are implemented as JSON-LD — a JavaScript object embedded in a script tag in your page's head element. It does not affect the visual design of your page and does not require a developer to implement in most website platforms.
After implementing:
- Validate at schema.org/validator — zero errors required
- Test at search.google.com/test/rich-results
- Re-validate after any changes to your About page content
