An entity home page is the single page on your own website that defines who or what an entity is: its canonical name, aliases, key facts, relationships and official profiles, described in both visible text and structured data. It gives search engines and AI assistants one consistent source to check your brand or founder against.
Why does an entity need a home?
Because search engines and AI systems build their picture of you from many sources, and when those sources disagree, they either guess or leave you out.
A founder might appear as “Asfand Junejo” on one site and “Asfandyar Junejo” on another, with different job titles on each. A person reads past that. A machine has to decide whether these are the same entity, and it only has the evidence it can find. An entity home gives it a reference point you control: this is the name, these are the spellings, these are the profiles that belong to it.
Confirmed Google documents ProfilePage structured data for pages focused on a single person or organisation, and sameAs links for identifying official profiles.
What goes on an entity home page?
A definitive answer first, then the facts people search for, the relationships that place the entity in context, and the sources behind them.
- A one-paragraph answer to “who is…?” that makes sense when quoted on its own
- The canonical name and every alias, including common misspellings
- A stable identifier: one URL, plus an
@idin the structured data that never changes - Key attributes: role, organisation, location, education, years active
- Named relationships: works for, alumnus of, author of, not a generic “related to”
- Official profiles only, listed and linked with
rel="me" - Sources and a review date for every fact that could be questioned
- A clear photo or logo with a descriptive file name and alt text
How should the structured data fit together?
As one connected graph: a ProfilePage whose main entity is a Person or Organization node, which in turn points to the organisations, places and works it relates to.
| Node | What it carries |
|---|---|
ProfilePage | The page itself, with mainEntity pointing to the person |
Person | Name, alternateName, jobTitle, image, sameAs, knowsAbout |
Organization | Employer and brands, linked through worksFor and affiliation |
CollegeOrUniversity | Education, linked through alumniOf |
FAQPage | The visible question-and-answer pairs, word for word |
Give every node an @id and reuse it on every other page of the site. The homepage and blog posts should reference the person by that ID rather than describing them again.
Confirmed Google's structured data guidelines require markup to describe content that is visible on the page.
Which mistakes quietly break it?
Competing pages, contradicting bios and markup that claims more than the page shows.
- Several “about” pages, each with a slightly different bio
- A title on LinkedIn that doesn't match the title on the site
sameAslinks to profiles you don't control, or to someone else with the same name- Facts in the schema that appear nowhere in the visible text
- No review date, so outdated roles stay live for years
How do you know it's working?
Check three things separately: what Google shows for the bare name, what AI assistants say when asked “who is…?”, and how often the page earns impressions for name queries.
None of these is guaranteed. A knowledge panel appears at the search engine's discretion, and AI answers vary by platform, date and wording. Record each check with the date, the exact prompt and the platform, then repeat it monthly. A single good answer proves little; a consistent one across months is the signal.
Directional Practitioner observation; platforms do not publish how entity pages are weighted.
The profile on this site is built exactly this way. See it in action →