Profile Page Schema for Organizations and People

Profile Page Schema for Organizations’ and People Profiles

Google Search uses person and organization Profile Page markup to disambiguate similar creators and in features such as its Perspectives, Discussions, and Forums

Search engines are better at understanding natural language. However, this schema type helps them match search results to searchers’ interest in knowing the people and organizations behind what they are consuming. 75% of people read a doctor’s profile before scheduling an appointment, and 70% of them are under age 71. We call this a form of reputation research.

This article is meant to help you build up the authority and credibility of your organization and real authors. Those who have gone by pen names find that Google is taking action against the pen name pages more often. You want to show transparency and authentic, clear profiles to avoid things possibly going awry.

With so many algorithm updates in recently, search engines are striving to adjust and surface more content that is created by humans. Google wants to know valid details and expertise of the person and organization writing the content. Authorship plays a significant role.

First, we’ll ensure everyone finding this page understands our topic basics.

Table of Contents

• Profile Page Schema for Organizations’ and People Profiles
• What are Website Profile Pages?
• What is Profile Page Schema Markup?
• What are the Advantages of Providing Profile Pages?
• How to Create an Effective Organization Profile Page?
  • Questions for healthcare providers when creating profile pages
  • How to prepare video content for profile pages?
• Adding Organization and Person Schema Markup to Publications
  • Guidelines and opportunities for using Profile Page schema
  • Examples of good people profile pages
• Additional Tips for Creating Profile Pages
  • Person profile pages let readers meet your expert writers
  • Profile pages highlight information about the creator
  • How Hill Web Marketing works with the entity profiled
• SUMMARY: Boosting Person and Organization Profile Pages With Schema Markup

What are Website Profile Pages?

An organization’s or person’s profile page is meant to contain information that explains that entities identity on a website or in a mobile app. It may contain personal information and can become the entity home. It should contain the bare minimum of a profile photo, professional experience, professional expertise, summary, interests, achievements, and more.

“Google-extended” is the designated crawler used to train Vertex AI and Google Bard generative APIs. This is also how future iterations of your profile pages may be crawled. This Google crawler supplies data for any Search Generative Experience snippets. Consider this as you strategize your profile page’s content.

Articles are viewed as more credible when the reader can identiry a real person authoring them and learn more about them. We’ve already covered the best use of Article schema markup.

NOTE: Organization and people profile pages on your website are a different profile type from social profiles, and a business’s Google Business Proile.

What is Profile Page Schema Markup?

Google’s specifications for the ProfilePage markup page tell us that this schema code is intended to help sites where creators (either people or organizations) write about their first-hand experiences or perspectives. It was announced on Nov 27, 2023. You can provide highly structured person and organization information on a Web Profile Page in a table format, with jump links within a table of contents, strategic header tags, and more. We often use multiple-page formats to provide readers with the most helpful information.

These “data details” may also be used by Google Search in its Perspectives and Discussions and Forums search result features.

You are what you eat. You are the company you keep. You define yourself by what you write. You are known by everything said about you on the web. Profile page schema helps search engines know what you pen and speak.

What are the Advantages of Providing Profile Pages?

• “It allows Google Search to better identify information about the creator, such as their name or social handle, profile photo, follower count, or the popularity of their content.” – Google ^[1]
• Adding the main author to your blog and web pages is a way to enhance the user experience and build trust. Finance and healthcare authors need to establish their Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). This is of particular importance since Google believes what they say may hugely impact the readers well-being.
• You may gain a higher click-through rate by adding author profile pages on your website.
• Google is promoting content creators and known authors more in search. For example, more frequently, we see the author’s name displayed within Google Top Stories. It is also hepful to increase your chances of winning Google Discovery web traffic.
• You can demonstrate helpful and trusted content to Google’s human quality raters. They continually evaluate if their search engine is sourcing helpful, relevant content in search engine result pages (SERPs).
• Author’s can become recoginized for as a specific Topic Authority. This means authors who have proven subject matter expertise. E.E.A.T and topic experience aren’t direct ranking factors, but are key signals that Google wants to surface relevant and trusted authors in its search results.
• These profile pages provide a fantastic opportunity to showcase and promote a person’s scholarly work. You are setting yourself apart from others in your niche.
• Brands who seek expert niche writers can find posts they like, then click through to the author profile page to learn background and contact information about that contributor. Some companies hire when they can identify work history and expertise.
• Organization profile schema and person profile page schema markup feed your knowledge graph. In my opinion, this is one of the top advantages of implementing schemas.

The image above is one example of how Google Search may draw data from your profile page schema.

Consider this, authoritative publications show author names. If you’re serious about the E-E-A-T integrity of your web site, add who your authors are AND link to them with pride. At times, authors need anonymity for one reason or another that is fine. But it should be the exception. Shortcuts using fake or non-existent authors (example, for AI content) will likely become easier to identify.

How to Create an Effective Organization Profile Page?

Start by learning what your audience wants to know about your business owner, content creators, etc. Learn which elements they search for to make partnership or purchase decisions. Identify which features and what information is necessary to include to use Profile schema markup.

First, we need to learn about the organization entity or person the profile page is for. We provide digital marketing, content management, and SEO to multiple healthcare sites. That makes it easy for me to use them as a example here. While not all of the following questions apply to each person, they can inspire a more robust profile page.

Questions for healthcare providers when creating profile pages:

• Where were you born? Hometown?
• Education?
• State license? If possible, provide a link to it.
• Physician NPI Number? If possible, provide a link to it.
• Volunteerism?
• Clinical areas of focus?
• Professional affiliations: Fellowships, memberships, hospital admissions?
• Philosophy of Care?
• Leadership positions? Boards? Forum lead?
• Research activities? If possible, provide links to them.
• What are past positions held that demonstrate industry experience? Your can also include begin and end dates, as well as your oficial work title.
• Can you expound on your journey that brought you to this career and clinic?
• What are your personal interests? Hoppies? Goals or plans for new certifications?
• What publications have you written for this domain (I/we can help you write one)?
• What other publications (that display your authorship) are you known for?
• Can you itemized the services or treatments do you provide at __________com?
• Which of the above services are you considered a “Specialist” at?
• What publications have you written for this domain (I/we can help you write one)?
• What other publications (that display your authorship) are you known for?
• Which of the above services are you considered a “Specialist” at?
• Can you share reviews/comments/thank you notes from patients that you have already served at the clinic?
• Can you provide a video of you talking about your career/dedication/professional experience? This will help __________.com do better in search as many people prefer to consume video content. Long form is okay, but has limited usage.

By answering all as or many of the above questions, you can build a robust Profile Page and boost web traffic to your local business.

How to prepare video content for profile pages?

Prepare your video clips to meet the following requirements:

• Duration: In additon to long form, do short clips up to 30 seconds long; 20 seconds is better.
• File size: Up to 75 MB; 65 is better.
• Resolution: 720p or higher.
• File type: MP4 and MOV files are currently best.

Know the basic concept that schema.org/ProfilePage is a sub type of schema.org/WebPage. It signals the type of page it is. While its content should align, it’s not intended to define the page’s main entity of the page (what the page is about). Using a mix of conventions when assessing the possible sub types of WebPage helps.

Here is an example of ways we’ve connected two concepts (semantic triples help show relationships and connected ideas in your content):

ProfilePage.mainEntity = Research Organization

or

GovernmentOrganization.mainEntityOfPage = ProfilePage

Adding Organization and Person Schema Markup to Publications

Once an author profile is in place, it can be pointed to under the author’s name of each article that they write for that domain. Or even a publication on another domain. Remember, all structured data needs to be a true representation of the page content.

Typically, “Article” is the main entity of the page; or a version of it, such as MedicalScholarlyArticle; the “Author” is the main and original author of the article. The author schema code is embedded to the Article object as a property already included. It may start out as simple as the example below.

< script type=”application/ld+json”>
{
“@context”: “http://schema.org”,
“@type”: “Article”,
“author”: “Robert van Swenden”
}
</script>

Examples of good people profile pages

• Hamid R. Djalilian
• Jeffrey J. Olson MD – Notice that there are five additional tabs of information.
• David Lin, M.D., Ph.D. – Here you’ll find 7 additional tabs, including, “Locations”, “Research”, “Activities”, and “Videos.”
• James Fricton DDS, MS – This profile is still very basic; however, it provides the action step of making it easy for a patient to leave a Google review. Also, the headers add structure and color cordination for ease of reading.

People exergagerate personas, make up names, on website, on social media profiles, on forums and say nearly anything. Keep your profile page factual and as true to who you are as possible.

The Minnesota Board of Medical Practice offers people a way to view Providers Professional Profile.

Prospective patients can use their search tools to learn about practitioners in their area. Anyone can lookup licensure, training, and disciplinary actions, or to verify a licensure issued by the Board for a Physicians, Physician Assistants, Acupuncturists, Athletic Trainers, Naturopathic Doctors, Respiratory Therapists, Telemedicine, Genetic Counselors and Traditional Midwifes.

It’s about providing a helpful introductory connection to another person. Both organization schema and person schema help amplify your content to make you more findable. Let’s take a closer look at the Profile schema markup Google provides.

Guidelines and opportunities for using Profile Page schema

Property	Expected Type	Description
Properties from WebPage
breadcrumb	BreadcrumbList  or Text	A set of links that can help a user understand and navigate a website hierarchy.
lastReviewed	Date	Date on which the content on this web page was last reviewed for accuracy and/or completeness.
mainContentOfPage	WebPageElement	Indicates if this web page element is the main subject of the page. Supersedes aspect.
primaryImageOfPage	ImageObject	Indicates the main image on the page.
relatedLink	URL	A link related to this web page, for example to other related web pages.
reviewedBy	Organization or Person	People or organizations that have reviewed the content on this web page for accuracy and/or completeness.
significantLink	URL	One of the more significant URLs on the page. Typically, these are the non-navigation links that are clicked on the most. Supersedes significantLinks.
speakable	SpeakableSpecification or URL	Indicates sections of a Web page that are particularly ‘speakable’ in the sense of being highlighted as being especially appropriate for text-to-speech conversion. Other sections of a page may also be usefully spoken in particular circumstances; the ‘speakable’ property serves to indicate the parts most likely to be generally useful for speech. The speakable property can be repeated an arbitrary number of times, with three kinds of possible ‘content-locator’ values.
specialty	Specialty	One of the domain specialities to which this web page’s content applies.
Properties from CreativeWork
about	Thing	The subject matter of the content. Inverse property: subjectOf
abstract	Text	An abstract is a short description that summarizes a CreativeWork.
accessMode	Text	The human sensory perceptual system or cognitive faculty through which a person may process or perceive information. Values should be drawn from the approved vocabulary.
accessModeSufficient	ItemList	A list of single or combined accessModes that are sufficient to understand all the intellectual content of a resource. Values should be drawn from the approved vocabulary.
accessibilityAPI	Text	Indicates that the resource is compatible with the referenced accessibility API. Values should be drawn from the approved vocabulary.
accessibilityControl	Text	Identifies input methods that are sufficient to fully control the described resource.
accessibilityFeature	Text	Content features of the resource, such as accessible media, alternatives and supported enhancements for accessibility.
accessibilityHazard	Text	A characteristic of the described resource that is physiologically dangerous to some users. Related to WCAG 2.0 guideline 2.3.
accessibilitySummary		A human-readable summary of specific accessibility features or deficiencies, consistent with the other accessibility metadata but expressing subtleties such as “short descriptions are present but long descriptions will be needed for non-visual users” or “short descriptions are present and no long descriptions are needed”.
accountablePerson	Person	Specifies the Person that is legally accountable for the CreativeWork.
acquireLicensePage	CreativeWork  or URL	Indicates a page documenting how licenses can be purchased or otherwise acquired, for the current item.
aggregateRating	AggregateRating	The overall rating, based on a collection of reviews or ratings, of the item.
alternativeHeadline	Text	A secondary title of the CreativeWork.
archivedAt	URL  or WebPage	Indicates a page or other link involved in archival of CreativeWork. In the case of MediaReview, the items in a MediaReviewItem may often become inaccessible, but be archived by archival, journalistic, activist, or law enforcement organizations. In such cases, the referenced page may not directly publish the content.
assesses	DefinedTerm  or Text	The item being described is intended to assess the competency or learning outcome defined by the referenced term.
associatedMedia	MediaObject	A media object that encodes this CreativeWork. This property is a synonym for encoding.
audience	Audience	An intended audience, i.e. a group for whom something was created. Supersedes serviceAudience.
audio	AudioObject or Clip  or MusicRecording	An embedded audio object.
author	Organization  or Person	The author of this content or rating. Please note that author is special in that HTML 5 provides a special mechanism for indicating authorship via the rel tag. That is equivalent to this and may be used interchangeably.
award	Text	An award won by or for this item. Supersedes awards.
character	Person	Fictional person connected with a creative work.
citation	CreativeWork or Text	A citation or reference to another creative work, such as another publication, web page, scholarly article, etc.
comment	Comment	Comments, typically from users.
commentCount	Integer	The number of comments this CreativeWork (e.g. Article, Question or Answer) has received. This is most applicable to works published in Web sites with commenting system; additional comments may exist elsewhere.
conditionsOfAccess	Text	Conditions that affect the availability of, or method(s) of access to, an item. Typically used for real world items such as an ArchiveComponent held by an ArchiveOrganization. This property is not suitable for use as a general Web access control mechanism. It is expressed only in natural language.
contentLocation	Place	The location depicted or described in the content. For example, the location in a photograph or painting.
contentRating	Rating or Text	Official rating of a piece of content—for example, ‘MPAA PG-13’.
contentReferenceTime	DateTime	The specific time described by a creative work, for works (e.g. articles, video objects etc.) that emphasise a particular moment within an Event.
contributor	Organization  or Person	A secondary contributor to the CreativeWork or Event.
copyrightHolder	Organization  or Persom	The party holding the legal copyright to the CreativeWork
copyrightNotice	Text	Text of a notice appropriate for describing the copyright aspects of this Creative Work, ideally indicating the owner of the copyright for the Work.
copyrightYear	Number	The year during which the claimed copyright for the CreativeWork was first asserted.
correction	CorrectionComment or Text or URL	Indicates a correction to a CreativeWork, either via a CorrectionComment, textually or in another document.
countryOfOrigin	Country	The country of origin of something, including products as well as creative works such as movie and TV content. In the case of TV and movie, this would be the country of the principle offices of the production company or individual responsible for the movie.
creativeWorkStatus	DefinedTerm or Text	The status of a creative work in terms of its stage in a lifecycle. Example terms include Incomplete, Draft, Published, Obsolete. Some organizations define a set of terms for the stages of their publication lifecycle.
creator	Organization or Person	The creator/author of this CreativeWork. This is the same as the Author property for CreativeWork.
creditText	Text	Text that can be used to credit person(s) and/or organization(s) associated with a published Creative Work.
dateCreated	Date or DateTime	The date on which the CreativeWork was created or the item was added to a DataFeed.
dateModified	Date or DateTime	The date on which the CreativeWork was most recently modified or when the item’s entry was modified within a DataFeed.
datePublished	Date or DateTime	Date of first broadcast/publication.
discussionUrl	URL	A link to the page containing the comments of the CreativeWork.
editEIDR	Text or URL	An EIDR (Entertainment Identifier Registry) identifier representing a specific edit / edition for a work of film or television.
editor	Person	Specifies the Person who edited the CreativeWork.
educationalAlignment	AlignmentObject	An alignment to an established educational framework. This property should not be used where the nature of the alignment can be described using a simple property, for example to express that a resource teaches or assesses a competency.
educationalLevel	DefinedTerm or Text or URL	The level in terms of progression through an educational or training context. Examples of educational levels include ‘beginner’, ‘intermediate’ or ‘advanced’, and formal sets of level indicators.
educationalUse	DefinedTerm or Text	The purpose of a work in the context of education; for example, ‘assignment’, ‘group work’.
encoding	MediaObject	A media object that encodes this CreativeWork. This property is a synonym for associatedMedia. Supersedes encodings. Inverse property: encodesCreativeWork
encodingFormat	Text or URL	Media type typically expressed using a MIME format (see IANA site MDN reference), e.g. application/zip for a SoftwareApplication binary, audio/mpeg for .mp3 etc. In cases where a CreativeWork has several media type representations, encoding can be used to indicate each MediaObject alongside particular encodingFormat information..
exampleOfWork	CreativeWork	A creative work that this work is an example/instance/realization/derivation of. Inverse property: workExample
Date or DateTime	Date the content expires and is no longer useful or available. For example a VideoObject or NewsArticle whose availability or relevance is time-limited, or a ClaimReview fact check whose publisher wants to indicate that it may no longer be relevant (or helpful to highlight) after some date.
funder	Organization or Person	A person or organization that supports (sponsors) something through some kind of financial contribution.
funding	Grant	A Grant that directly or indirectly provide funding or sponsorship for this item. See also ownershipFundingInfo. Inverse property: fundedItem
genre	Textor URL	Genre of the creative work, broadcast channel or group.
hasPart	CreativeWork	Indicates an item or CreativeWork that is part of this item, or CreativeWork (in some sense). Inverse property: misPartOf
headline	Text	Headline of the article.
inLanguage	Language or Text	The language of the content or performance or used in an action. Please use one of the language codes from the IETF BCP 47 standard. See also availableLanguage. Supersedes language.
interactionStatistic	InteractionCounter	The number of interactions for the CreativeWork using the WebSite or SoftwareApplication. The most specific child type of InteractionCounter should be used. Supersedes interactionCount.
interactivityType	Text	The predominant mode of learning supported by the learning resource. Acceptable values are ‘active’, ‘expositive’, or ‘mixed’.
interpretedAsClaim	Claim	Used to indicate a specific claim contained, implied, translated or refined from the content of a MediaObject or other CreativeWork. The interpreting party can be indicated using claimInterpreter.
isAccessibleForFree	Boolean	A flag to signal that the item, event, or place is accessible for free. Supersedes free.
isBasedOn	CreativeWork or Product or URL	A resource from which this work is derived or from which it is a modification or adaptation. Supersedes isBasedOnUrl.
isFamilyFriendly	Boolean	Indicates whether this content is family friendly.
isPartOf	CreativeWork or URL	Indicates an item or CreativeWork that this item, or CreativeWork (in some sense), is part of. Inverse property: hasPart
keywords	DefinedTerm or Text or URL	Keywords or tags used to describe some item. Multiple textual entries in a keywords list are typically delimited by commas, or by repeating the property.
learningResourceType	DefinedTerm or Text	The predominant type or kind characterizing the learning resource. For example, ‘presentation’, ‘handout’.
license	CreativeWork or URL	A license document that applies to this content, typically indicated by URL.
locationCreated	Place	The location where the CreativeWork was created, which may not be the same as the location depicted in the CreativeWork.
mainEntity	Thing	Indicates the primary entity described in some page or other CreativeWork. Inverse property: mainEntityOfPage
maintainer	Organization or Person	A maintainer of a Dataset, software package (SoftwareApplication), or other Project. A maintainer is a Person or Organization that manages contributions to, and/or publication of, some (typically complex) artifact.
material	Product or Text or URL	A material that something is made from, e.g. leather, wool, cotton, paper.
materialExtent	QuantitativeValue or Text	The quantity of the materials being described or an expression of the physical space they occupy.
mentions	Thing	Indicates that the CreativeWork contains a reference to, but is not necessarily about a concept.
offers	Demand or Offer	An offer to provide this item—for example, an offer to sell a product, rent the DVD of a movie, perform a service, or give away tickets to an event. Use businessFunction to indicate the kind of transaction offered, i.e. sell, lease, etc. This property can also be used to describe a Demand.
pattern	DefinedTerm or Text	A pattern that something has, for example ‘polka dot’, ‘striped’, ‘Canadian flag’. Values are typically expressed as text, although links to controlled value schemes are also supported.
position	Integer or Text	The position of an item in a series or sequence of items.
producer	Organization or Person	The person or organization who produced the work (e.g. music album, movie, TV/radio series etc.).
provider	Organization or Person	The service provider, service operator, or service performer; the goods producer. Another party (a seller) may offer those services or goods on behalf of the provider. A provider may also serve as the seller. Supersedes carrier.
publication	PublicationEvent	A publication event associated with the item.
publisher	Organization or Person	The publisher of the creative work.
publisherImprint	Organization	The publishing division which published the comic.
publishingPrinciples	CreativeWork or URL	The publishingPrinciples property indicates (typically via URL) a document describing the editorial principles of an Organization (or individual, e.g. a Person writing a blog) that relate to their activities as a publisher, e.g. ethics or diversity policies. When applied to a CreativeWork (e.g. NewsArticle) the principles are those of the party primarily responsible for the creation of the CreativeWork.
recordedAt	Event	The Event where the CreativeWork was recorded. The CreativeWork may capture all or part of the event. Inverse property: recordedIn
releasedEvent	PublicationEvent	The place and time the release was issued, expressed as a PublicationEvent.
review	Review	A review of the item. Supersedes reviews.
schemaVersion	Text or URL	Indicates (by URL or string) a particular version of a schema used in some CreativeWork. This property was created primarily to indicate the use of a specific schema.org release, e.g. 10.0 as a simple string, or more explicitly via URL.
sdDatePublished	Date	Indicates the date on which the current structured data was generated / published. Typically used alongside sdPublisher.
sdLicense	CreativeWork or URL	A license document that applies to this structured data, typically indicated by URL.
sdPublisher	Organization or Person	Indicates the party responsible for generating and publishing the current structured data markup, typically in cases where the structured data is derived automatically from existing published content but published on a different site.
size	DefinedTerm or QuantitativeValue or SizeSpecification or Text	A standardized size of a product or creative work, specified either through a simple textual string (for example ‘XL’, ’32Wx34L’), a QuantitativeValue with a unitCode, or a comprehensive and structured SizeSpecification; in other cases, the width, height, depth and weight properties may be more applicable.
sourceOrganization	Organization	The Organization on whose behalf the creator was working.
spatial	Place	The “spatial” property can be used in cases when more specific properties locationCreated, spatialCoverage, contentLocation) are not known to be appropriate.
spatialCoverage	Place	The spatialCoverage of a CreativeWork indicates the place(s) which are the focus of the content. It is a subproperty of contentLocation intended primarily for more technical and detailed materials.
sponsor	Organization or Person	A person or organization that supports a thing through a pledge, promise, or financial contribution. E.g. a sponsor of a Medical Study or a corporate sponsor of an event.
teaches	DefinedTerm or Text	The item being described is intended to help a person learn the competency or learning outcome defined by the referenced term.
temporal	DateTime  or Text	The “temporal” property can be used in cases where more specific properties (e.g. dateCreated, dateModified datePublished) are not known to be appropriate.
temporalCoverage	DateTime or Text or URL	The temporalCoverage of a CreativeWork indicates the period that the content applies to, i.e. that it describes, either as a DateTime or as a textual string indicating a time period in ISO 8601 time interval format. In the case of a Dataset it will typically indicate the relevant time period in a precise notation (e.g. for a 2011 census dataset, the year 2011 would be written “2011/2012”). Other forms of content, e.g. ScholarlyArticle, Book, TVSeries or TVEpisode, may indicate their temporalCoverage in broader terms – textually or via well-known URL.
text	Text	The textual content of this CreativeWork.
thumbnail	ImageObject	Thumbnail image for an image or video.
thumbnailUrl	URL	A thumbnail image relevant to the Thing.
timeRequired	Duration	Approximate or typical time it usually takes to work with or through the content of this work for the typical or target audience.
translationOfWork	CreativeWork	The work that this work has been translated from. E.g. 物种起源 is a translationOf “On the Origin of Species”. Inverse property: workTranslation
translator	Organization or Person	Organization or person who adapts a creative work to different languages, regional differences and technical requirements of a target market, or that translates during some event.
typicalAgeRange	Text	The typical expected age range, e.g. ‘7-9’, ’11-‘.
usageInfo	CreativeWork or URL	The schema.org usageInfoproperty indicates further information about a CreativeWork. This property is applicable both to works that are freely available and to those that require payment or other transactions. This property can be used alongside the license property which indicates license(s) applicable to some piece of content. The usageInfo property can provide information about other licensing options, e.g. acquiring commercial usage rights for an image that is also available under non-commercial creative commons licenses.
version	Number or Text	The version of the CreativeWork embodied by a specified resource.
video	Clip or VideoObject	An embedded video object.
workExample	CreativeWork	Example/instance/realization/derivation of the concept of this creative work. E.g. the paperback edition, first edition, or e-book. Inverse property: exampleOfWork
workTranslation	CreativeWork	A work that is a translation of the content of this work. Inverse property: translationOfWork
Properties from Thing
additionalType	Text or URL	An additional type for the item, typically used for adding more specific types from external vocabularies in microdata syntax. This is a relationship between something and a class that the thing is in. Typically the value is a URI-identified RDF class, and in this case corresponds to the use of rdf:type in RDF.
alternateName	Text	An alias for the item.
description	Text or TextObject	A description of the item.
disambiguatingDescription	Text	A sub property of description. A short description of the item used to disambiguate from other, similar items. Information from other properties (in particular, name) may be necessary for the description to be useful for disambiguation.
identifier	PropertyValue or Text or URL	The identifier property represents any kind of identifier for any kind of Thing, such as ISBNs, GTIN codes, UUIDs etc. Schema.org provides dedicated properties for representing many of these, either as textual strings or as URL (URI) links.
image	ImageObject or URL	An image of the item. This can be a URL or a fully described ImageObject.
mainEntityOfPage	CreativeWork or URL	Indicates a page (or other CreativeWork) for which this thing is the main entity being described. Inverse property: mainEntity
name	Text	The name of the item.
potentialAction	Action	Indicates a potential Action, which describes an idealized action in which this thing would play an ‘object’ role.
sameAs	URL	URL of a reference Web page that unambiguously indicates the item’s identity. E.g. the URL of the item’s Wikipedia page, Wikidata entry, or official website.
subjectOf	CreativeWork  or Event	A CreativeWork or Event about this Thing. Inverse property: about
url	URL	URL of the item.

Additional Tips for Creating Profile Pages

• Peer reviewers, medical reviewers, co-editors, etc., should be added upfront.
• Expertise is an important aspect of your training sets. Profile pages should demonstrate both the person’s qualifying experience and where/how their expertise was gained.
• Include the person’s middle initial and any professional title. Globally, there are so many identical or similar names that you need to add sufficient specificity for validation of who you are.
• An author’s speech patterns are recognizable. For example, an author may use “for example,” “sort of,” or “kind of like…..” a lot. Every “professional writer” speaks in a unique pattern, and they become identifiably, partly, by this.

Profile pages highlight information about the creator

There are essential fields to include in your profile page schema; not all are necessary. They help explicitly identify the person schema and/or organization schema and assist in profile similarities by overcoming content overlaps and ambiguity. Always keep a full-picture perspective about the website in general and its overall niche and purpose.

By identifying site owners and authors, Google can best recognize organizations and authors, their tone of voice, and a better spam algorithm for understanding personal entities. The website owner represents the organization and matters a lot to Google versus the website. People use search to ask a lot of healthcare questions; leveraging Profile Pages can help your business entity.

Consider the following – partial – requirements for the National Plan and Provider Enumeration System as a requirement.

“Provide the provider’s full legal name. This name must match the name on file with the Social Security Administration (SSA). First and last names are required. A provider’s State of Birth must be provided if the Country of Birth selected is United States. Country of Birth is a required field. You can select the country from the drop down box list. Secondary Languages Spoken: Indicate the secondary languages spoken by the provider.” – Individual Provider Profile Pages [2]

Lily Rae is someone that I highly admire; here is a good summary from her.

“IMO, the absolute best way your brand can stand out in a Search Generative Experience landscape is to invest in building out profiles and reputations of your expert(s). This is your chance to make your brand stick. Searchers want real people with real personalities.

People have been asking me since the early days of E-E-A-T if they can hide author names, use “By Staff” instead of individual authors, etc. The answer has always been ‘sure, you can technically do that,’ but I would also think about this differently.” – Lily Ray on Twitter ^[3]

Person profile pages let readers meet your expert writers

With an overload of online information, it is challenging to distinguish between high-quality, trustworthy content, and unreliable sources. Google aims to help searchers better evaluate and trust specific entities that provide information online. New SERP features like “About this result,” “About this author,” “Perspectives,” and “About this page” reveal information about the source of a search result.

We gain clues here as to how Google’s systems determin what contentt is helpful. That helps users make more informed decisions about what authors and organizations they trust and follow. Its our assessment that in the age of AI content, expert “human-curated” content will thrive.

How Hill Web Marketing works with the entity profiled

When we build an organizations or individual’s profile page, I believe verifying personal information directly with that entity is important. After all – it is going to reflect them, no one else. Our research can glean a lot from the web; however, that profiled person should verify specifics before publishing. They might also choose to stress priority information, something we missed, or details they prefer are not included.

Once people realize the power of their profile page, they are likely to come back as more publications, rewards, certifications, etc., are gained. Then, we can keep the page’s content fresh with new relevant information.

A physician profile or author profile page adds the human touch. It allows readers and potential customers an opportunity to identify with the person. This may be the foundation of starting a physician-patient relationship. Or a service provider-to-client relationship.

This article’s knowledge nugget is – Profile Page Schema Markup for organizations and people helps Google understand business entity, person, and author profiles better.

SUMMARY: Boosting Person and Organization Profile Pages With Schema Markup

Authorship in SEO has gone throught many interations. Our past applications are not completely obsolete. What ever your take is, adding an author to your blog content remains a great way to enhance the user experience and build trust.

Consider your profile page as an opportunity to engage with prospective customers on a deeper level that may trigger a call or purchase.

Gain content ideas that will align with Author Expertise that Quality Raters Look For

 

Resources:

[1] https://blog.google/products/search/google-search-perspectives/

[2] https://nppes.cms.hhs.gov/webhelp/nppeshelp/INDIVIDUAL%20PROVIDER%20PROFILE%20PAGE.html

[3] https://twitter.com/lilyraynyc/status/1657437882204803074