Choosing a Schema.org Identity · Unhead

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# Choosing a Schema.org Identity

[Copy for LLMs](https://raw.githubusercontent.com/unjs/unhead/refs/heads/main/docs/schema-org/2.guides/4.recipes/1.identity.md)

Last updated Jan 19, 2026 by [Harlan Wilton](https://github.com/harlan-zw) in [docs: sync](https://github.com/unjs/unhead/commit/d2f86454774aa60706628b46a850653e1e4d56d9).

On this page

- [Why does Schema.org identity matter for SEO?](#why-does-schemaorg-identity-matter-for-seo)
- [Which identity type should I choose?](#which-identity-type-should-i-choose)
- [How does identity connect to other Schema.org nodes?](#how-does-identity-connect-to-other-schemaorg-nodes)
- [Related Recipes](#related-recipes)

**Quick Answer:** Set up your site identity with `defineOrganization()` or `definePerson()`. This establishes who owns/creates your content and enables Google Knowledge Panel eligibility.

## [Why does Schema.org identity matter for SEO?](#why-does-schemaorg-identity-matter-for-seo)

Providing an identity allows Google to display a prominent Knowledge Panel with details of the identity. It also connects all your content to a single entity, improving E-E-A-T signals.

## [Which identity type should I choose?](#which-identity-type-should-i-choose)

Choose based on what your site represents. If unsure, select `Organization`.

### [When should I use Organization?](#when-should-i-use-organization)

Use Organization for companies, brands, or any non-personal entity. It's the most common choice.

- Doesn't need to relate to an official business
- Use for eCommerce without a physical location

Example: [nuxtjs.org](https://nuxtjs.org), [vuejs.org](https://vuejs.org)

```
import { defineOrganization, defineWebPage, defineWebSite, useSchemaOrg } from '@unhead/schema-org/angular'

useSchemaOrg([
  defineOrganization({
    name: 'My company',
    logo: '/logo.png',
    sameAs: [
      'https://twitter.com/company'
    ]
  }),
  defineWebSite({/* ... */}),
  defineWebPage(),
])
```

### [When should I use Person?](#when-should-i-use-person)

Use Person when your website represents an individual, personal brand, or personal blog.

Example: [harlanzw.com](https://harlanzw.com), [antfu.me](https://antfu.me)

```
import { definePerson, defineWebPage, defineWebSite, useSchemaOrg } from '@unhead/schema-org/angular'

useSchemaOrg([
  definePerson({
    name: 'Harlan Wilton',
    image: '/me.png',
    sameAs: [
      'https://github.com/harlan-zw',
    ]
  }),
  defineWebSite({/* ... */}),
  defineWebPage(),
])
```

### [When should I use Local Business?](#when-should-i-use-local-business)

Use LocalBusiness when your website represents a physical business with an address.

- Extends [Organization](https://unhead.unjs.io/docs/schema-org/api/schema/organization)
- Use for eCommerce with a physical location

Example: [onacoffee.com.au](https://onacoffee.com.au), [intracbr.com.au](https://intracbr.com.au)

```
import { defineLocalBusiness, defineWebPage, defineWebSite, useSchemaOrg } from '@unhead/schema-org/angular'

useSchemaOrg([
  defineLocalBusiness({
    name: 'Harlan\'s Hamburgers',
    address: {
      streetAddress: '123 Main St',
      addressLocality: 'Harlan',
      addressRegion: 'MA',
      postalCode: '01234',
      addressCountry: 'US',
    },
    image: 'https://emojiguide.org/images/emoji/n/3ep4zx1jztp0n.png',
  }),
  defineWebSite({/* ... */}),
  defineWebPage(),
])
```

## [How does identity connect to other Schema.org nodes?](#how-does-identity-connect-to-other-schemaorg-nodes)

Once set, your identity automatically populates these relationships:

| Node | Property |
| --- | --- |
| [Article](https://unhead.unjs.io/docs/schema-org/api/schema/article) | `publisher`, `author` |
| [Product](https://unhead.unjs.io/docs/schema-org/api/schema/product) | `brand` |
| [WebSite](https://unhead.unjs.io/docs/schema-org/api/schema/website) | `publisher` |
| [WebPage](https://unhead.unjs.io/docs/schema-org/api/schema/webpage) | `about` (home page only) |

## [Related Recipes](#related-recipes)

- [Blog Posts](https://unhead.unjs.io/docs/schema-org/guides/recipes/blog) - Article structured data
- [eCommerce](https://unhead.unjs.io/docs/schema-org/guides/recipes/e-commerce) - Product structured data
- [Site Search](https://unhead.unjs.io/docs/schema-org/guides/recipes/site-search) - Search action markup

[Edit this page](https://github.com/unjs/unhead/edit/main/docs/schema-org/2.guides/4.recipes/1.identity.md)

[Markdown For LLMs](https://raw.githubusercontent.com/unjs/unhead/refs/heads/main/docs/schema-org/2.guides/4.recipes/1.identity.md)

Did this page help you?

[Custom Nodes Create custom Schema.org types not in built-in helpers. Pass plain objects to useSchemaOrg() with TypeScript support via schema-dts.](https://unhead.unjs.io/docs/schema-org/guides/recipes/custom-nodes) [Blog Add Article/BlogPosting structured data with defineArticle(). Enable rich snippets for author, publish date, and thumbnails in search results.](https://unhead.unjs.io/docs/schema-org/guides/recipes/blog)

On this page

- [Why does Schema.org identity matter for SEO?](#why-does-schemaorg-identity-matter-for-seo)
- [Which identity type should I choose?](#which-identity-type-should-i-choose)
- [How does identity connect to other Schema.org nodes?](#how-does-identity-connect-to-other-schemaorg-nodes)
- [Related Recipes](#related-recipes)

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