---
title: "Choosing a Schema.org Identity"
description: "Set up Organization, Person, or LocalBusiness as your site identity and connect it to articles, products, pages, and your website."
canonical_url: "https://unhead.unjs.io/docs/schema-org/guides/recipes/identity"
last_updated: "2026-07-24T05:55:09.404Z"
---

Set up your site identity with `defineOrganization()`, `definePerson()`, or `defineLocalBusiness()`. Unhead can then reference that node as the publisher, author, brand, provider, or subject of related nodes.

## Why identity matters

An identity gives search engines a consistent entity for the site and its related content. [Organization markup can help Google understand administrative details and disambiguate an organization](https://developers.google.com/search/docs/appearance/structured-data/organization), but it does not guarantee a particular search feature.

## Choose an identity type

Choose the type that matches what the site represents. Use `Organization` for a site that does not represent a person or a physical business.

### Organization

Use Organization for companies, brands, and other non-person entities.

- It does not need to represent an incorporated business.
- It suits an ecommerce brand without a physical customer location.

Examples include project and company sites such as [nuxt.com](https://nuxt.com) and [vuejs.org](https://vuejs.org).

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

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

### Person

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

A personal portfolio, author site, or personal blog usually uses Person.

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

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

### LocalBusiness

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

- Extends [Organization](/docs/schema-org/api/schema/organization).
- Suits ecommerce businesses with a physical customer location.

A cafe, clinic, or retail store website is a typical case.

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

useSchemaOrg([
  defineLocalBusiness({
    name: 'Harlan\'s Hamburgers',
    address: {
      streetAddress: '123 Main St',
      addressLocality: 'Harlan',
      addressRegion: 'MA',
      postalCode: '01234',
      addressCountry: 'US',
    },
    image: 'https://example.com/images/storefront.jpg',
  }),
  defineWebSite({/* ... */}),
  defineWebPage(),
])
```

## Automatic relationships

Unhead uses the primary identity for these relationships:

<table>
<thead>
  <tr>
    <th>
      Node
    </th>
    
    <th>
      Property
    </th>
  </tr>
</thead>

<tbody>
  <tr>
    <td>
      <a href="/docs/schema-org/api/schema/article">
        Article
      </a>
    </td>
    
    <td>
      <code>
        publisher
      </code>
      
      , <code>
        author
      </code>
    </td>
  </tr>
  
  <tr>
    <td>
      <a href="/docs/schema-org/api/schema/product">
        Product
      </a>
    </td>
    
    <td>
      <code>
        brand
      </code>
    </td>
  </tr>
  
  <tr>
    <td>
      <a href="/docs/schema-org/api/schema/website">
        WebSite
      </a>
    </td>
    
    <td>
      <code>
        publisher
      </code>
    </td>
  </tr>
  
  <tr>
    <td>
      <a href="/docs/schema-org/api/schema/webpage">
        WebPage
      </a>
    </td>
    
    <td>
      <code>
        about
      </code>
      
       on the homepage when both nodes are registered
    </td>
  </tr>
</tbody>
</table>

## Related Recipes

- [Blog Posts](/docs/schema-org/guides/recipes/blog): Article structured data
- [E-commerce](/docs/schema-org/guides/recipes/e-commerce): Product structured data
- [Site Search](/docs/schema-org/guides/recipes/site-search): Search action markup