About Page Schema

Generate AboutPage JSON-LD for company about pages. Bridges to your Organization entity. Free schema markup tool, no sign-up.

About the tool

What is the SBMM About Page Schema Generator?

The SBMM About Page Schema Generator is a free online tool that builds AboutPage JSON-LD for your company About page. Type the page name, a short description, the Organization it represents, the canonical URL, and any optional founders or key personnel; get back a clean schema.org-compliant AboutPage block ready to paste into the head of your About page.

AboutPage schema is the on-page signal that bridges your content site to your Organization entity. It tells Google that this specific URL is the canonical home of the brand identity (mission, history, team, values, founders), which makes the page the primary attachment point for Knowledge Panel signals and for entity disambiguation when your brand name is searched.

In 2026 AboutPage schema is also a load-bearing E E A T signal. Google's Quality Rater guidelines explicitly check whether a site has an identifiable About page with a clear Organization or Person identity, contact details, and verifiable team. A site without a clean About page (and without AboutPage schema marking it) gets E E A T-graded down even when the rest of the site is strong.

Step by step

How to use this tool in 3 steps

  1. Step 01

    Enter your About page details

    Type the page name (usually "About" or "About Us"), the canonical URL of the About page, a short description summarising what the page covers, and the Organization name and URL the page represents.

  2. Step 02

    We build AboutPage JSON-LD

    The generator wraps your fields in an AboutPage JSON-LD block with the correct @type, a mainEntity link to the Organization (or Person) the page is about, an optional Person founders array, and an inLanguage field for international sites.

  3. Step 03

    Install in the About page head tag

    Copy the generated JSON-LD and paste it inside a script type application ld json tag in the head of your About page. The page becomes the canonical attachment point for your Organization entity within a few weeks of Google's next crawl.

Why this tool

Why use this tool

  • Full AboutPage JSON-LD

    Output uses the schema.org AboutPage type with name, URL, description, mainEntity linking to the Organization (or Person), inLanguage, and primaryImageOfPage. All recommended fields per Google's guidelines are present in the default output.

  • Bridges to Organization entity

    The mainEntity link connects the AboutPage to your Organization JSON-LD declared on the homepage so Google attaches the About page as the canonical identity page for the brand. Without the bridge, the About page is just another URL.

  • Founders + key personnel support

    Optional founders array (each as a Person node) and an optional employee array surface key team identities so Google can attach Person entities to the brand. Critical for E E A T in YMYL niches where author identity is the gating signal.

  • E E A T trust signal

    A complete AboutPage schema block paired with a real About page (mission, history, team, contact) is one of the strongest E E A T signals at the site level. Google's Quality Rater guidelines explicitly check for it.

  • Validates clean in Rich Results Test

    Output validates without errors in the schema.org validator and the Google Rich Results Test. AboutPage does not currently trigger a dedicated rich result, but the schema strengthens entity attachment and E E A T grading at the site level.

  • Free, no sign-up, no cap

    Generate AboutPage schema for every About page across multi-brand portfolios. SBMM Pro adds bulk multi-site generation, automated founder Person schema linking, and a Wikipedia-Wikidata sameAs verification pass for the linked entities.

FAQ

Frequently asked questions

What is AboutPage schema?

AboutPage schema is a structured-data block in JSON-LD format that identifies a page as the canonical About page of an organisation or person. It uses the schema.org AboutPage type with a mainEntity link to the Organization or Person the page is about, so Google attaches the page as the canonical identity-of-the-brand surface.

Why do I need AboutPage schema?

It is the on-page bridge between your About page and your Organization entity. Google uses it to confirm that this URL is the canonical home of the brand identity, which makes the page the primary attachment point for Knowledge Panel signals and for entity disambiguation when your brand name is searched.

Does AboutPage schema trigger a rich result?

Not a dedicated rich result of its own, but it strengthens every other rich-result and Knowledge Panel signal on the site by clearly identifying the canonical brand identity page. The lift shows up in Knowledge Panel rendering, entity disambiguation, and E E A T grading rather than as a SERP visual change.

Is AboutPage schema important for E E A T?

Yes, significantly. Google's Quality Rater guidelines explicitly check whether a site has a clear, identifiable About page with mission, history, team, and contact details. AboutPage schema is the structured-data signal that confirms this page exists and represents the brand. Pages without it get E E A T-graded lower.

Where do I install AboutPage schema?

On the dedicated About page (usually /about or /about-us), inside a script type application ld json tag in the head. The page should be visibly linked from the site navigation; pages buried in the footer or hidden behind a hamburger menu carry less E E A T weight than prominently-linked About pages.

Should I declare founders inside AboutPage?

Yes when applicable. For founder-led businesses, declaring founders as Person nodes inside the AboutPage attaches the founder entities to the brand. This is a strong E E A T signal in niches where personal authority drives trust (consulting, finance, health, legal).

What is the difference between AboutPage and Organization schema?

AboutPage marks the specific page where the brand identity is told. Organization schema is the entity the brand actually is. The AboutPage links to the Organization via mainEntity. Both are needed: Organization on the homepage, AboutPage on the About page, linked through @id. For the matching Contact page, build a ContactPage schema.

Can multiple pages use AboutPage schema?

No. AboutPage represents the canonical About page of the brand, so use it on exactly one URL. If you have a multi-brand site, each brand has its own About page with its own AboutPage schema. Pages about specific products, services, or events use Product / Service / Event schema instead.