Entity home
An entity home is the single page on your own site that authoritatively describes an entity, usually the homepage or About page for an organization and a profile page for a person. It states the core facts in plain text, carries the main structured data with a stable @id, and links to (and is linked from) the entity’s official profiles.
Why does an entity need a home?
Search engines see facts about you in many places. A single, clearly authoritative page gives them a reference point that every profile and citation can point back to. The term is a practitioner concept; Google does not use it, although its guidance points the same way: Organization markup belongs on the home page,[1] and author markup should link to a page that uniquely identifies the author.[2] Officially documented
What should an entity home contain?
- A one-sentence definition: who or what the entity is, where, and since when.
- Key facts in visible text: founders, locations, services, credentials.
- Contact details matching your Business Profile.
- Links to every official profile, matching your sameAs list.
- JSON-LD with the entity’s permanent
@id(@id guide). - Evidence: awards, press, memberships, with links.
Which page should it be?
| Entity | Usual entity home |
|---|---|
| Organization | Homepage, or About page if the homepage is sales-focused |
| Local business location | The location page used on the Business Profile |
| Person | Author or team profile page (ProfilePage)[3] |
| Product | The canonical product page |
How do you make it effective?
- Keep it indexable and canonical (indexing).
- Use the same description everywhere you are allowed to write one: profiles, directories, press bios. Practitioner practice
- Link to it from every page (logo link, footer, author bylines).
- Update it first whenever facts change.
The same page is what answer engines are likely to retrieve when asked about you; AEO.wiki covers this in entities.
Frequently asked questions
Is the entity home always the homepage?
Often, for organizations. Use the About page if it states the facts better, and a profile page for a person.
Can an entity have two homes?
It is better not to. Pick one page as the authoritative reference and point everything else to it.
See also
References
Pages accessed September 29, 2026 unless a date is given. See all sources and our editorial policy.
- ^ "Organization structured data". Google Search Central.
- ^ "Article structured data". Google Search Central.
- ^ "ProfilePage structured data". Google Search Central.