AboutPage Schema — Markup for Your About Us Page
AboutPage tells search engines that this page describes who runs the site. Pair it with Organization markup, which Google recommends placing on the home page or the About Us page.
Generate AboutPage JSON-LDWhy About page markup misses the point
- The page is marked as AboutPage, but the organization it describes has no markup at all.
- Organization markup is copied onto every page with slightly different details.
- The About page and the Organization are not connected, so nothing says which entity the page is about.
- The markup is tested in the Rich Results Test, which does not report AboutPage.
How SwiftSchema helps
The generator below builds the AboutPage itself: name, URL, description, language, the website it belongs to, and who the page is about.
The first example on this page shows the full setup: an AboutPage whose mainEntity is the site’s Organization, connected with @id, as one JSON-LD block.
What is AboutPage schema?
AboutPage is a schema.org type for "Web page type: About page". It's a subtype of WebPage, so it takes the usual WebPage properties, such as name, url, description, inLanguage, and isPartOf.
On its own, AboutPage only labels the page. The useful part is what the page is about: your organization. Use mainEntity to point to it. (For a personal About Me page, Google supports ProfilePage; see the second example.) Schema.org defines mainEntity as the primary entity described in a page.
Why the About page is the place for Organization markup
Google has no rich result for AboutPage. It does use Organization markup, to understand an organization's details and disambiguate it in search results. Google's Organization documentation says:
We recommend placing this information on your home page, or a single page that describes your organization, for example the about us page. You don't need to include it on every page of your site.
So the About page is a natural home for your full Organization markup: name, logo, url, description, contact details, and sameAs links to your official profiles. The Organization guide covers each property Google uses.
Connecting the page and the organization
The first example above uses one @graph with two items:
- The AboutPage, with its own URL and name, and
mainEntitypointing to the organization's@id. - The Organization, with an
@idsuch ashttps://www.example.com/#organization.
The @id values are identifiers, not pages that must exist. Reusing the same Organization @id on other pages lets them refer to the same entity, for example as an article's publisher, without repeating every detail.
Properties
| Property | Notes |
|---|---|
name | The page title, usually your H1, such as "About Northstar Analytics". |
url | The full URL of the About page. |
description | A one- or two-sentence summary that matches the page's intro. |
mainEntity | The Organization or Person the page describes. |
isPartOf | The WebSite the page belongs to. |
inLanguage | The page's language, such as en-US. |
primaryImageOfPage | Optional: a team photo or main image shown on the page. |
Schema.org doesn't mark any AboutPage property as required; the name and URL listed as required on this page are the minimum that make the markup useful.
AboutPage, ProfilePage, or ContactPage?
| Page | Type |
|---|---|
| Your site's About Us page | AboutPage |
| A page about one person: an About Me page on a blog, an author page, an employee page, or a forum profile | ProfilePage (Google supports it; see the ProfilePage guide) |
| Your contact page | ContactPage (see the ContactPage guide) |
Google's ProfilePage rule is that the page's primary focus is "a single person or organization that is affiliated with the overall website". An organization's About Us page could arguably fit that too. This guide uses AboutPage plus Organization for it, because AboutPage is the type schema.org defines for About pages and the Organization markup is the part Google documents for that page.
How to build one here
- 01
Enter the About page title and its full URL.
- 02
Add a short description that matches the intro on the page.
- 03
Add the website name and home page URL for isPartOf.
- 04
Set About Type to Organization or Person, then add its name and URL.
- 05
Copy the JSON-LD. For the full Organization details, use the first example or the Organization generator.
- 06
Check the AboutPage in the Schema Markup Validator, and the Organization in Google’s Rich Results Test.
Ready to build the markup?
Name, URL, website, and who the page is about.
The generator links the organization with the about property, which schema.org defines as the subject matter of a page. mainEntity, used in the examples, is the more specific choice when the page is mainly about that one entity. Either is valid; edit the JSON if you prefer mainEntity.
Common mistakes
- AboutPage without the organization. The label alone tells search engines little. Add Organization (or Person) markup and connect it.
- Different details on different pages. Keep one Organization description, with one name, logo, and URL, and refer to it by
@idelsewhere. - Details that aren't on the page. Markup should match what visitors can read: the same name, founding date, and contact details.
- Expecting a rich result. AboutPage has none. Test it with the Schema Markup Validator; the Rich Results Test only reports Google features.
- A relative URL. Use the full URL, such as
https://www.example.com/about. - Using AboutPage for a person. A personal About Me page, an author page, or an employee page is a
ProfilePage.
Required properties
nameurl
Recommended properties
descriptionmainEntityisPartOfinLanguage
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "AboutPage",
"@id": "https://www.example.com/about#webpage",
"url": "https://www.example.com/about",
"name": "About Northstar Analytics",
"description": "Who we are, what we build, and the team behind Northstar Analytics.",
"inLanguage": "en-US",
"isPartOf": {
"@type": "WebSite",
"@id": "https://www.example.com/#website",
"url": "https://www.example.com",
"name": "Northstar Analytics"
},
"mainEntity": {
"@id": "https://www.example.com/#organization"
}
},
{
"@type": "Organization",
"@id": "https://www.example.com/#organization",
"name": "Northstar Analytics",
"url": "https://www.example.com",
"logo": "https://www.example.com/images/logo.png",
"description": "Northstar Analytics builds reporting software for regional retailers.",
"foundingDate": "2016",
"email": "hello@example.com",
"sameAs": [
"https://www.linkedin.com/company/northstar-analytics-example",
"https://github.com/northstar-analytics-example"
]
}
]
}{
"@context": "https://schema.org",
"@type": "ProfilePage",
"url": "https://www.janedoe.example/about",
"name": "About Jane Doe",
"mainEntity": {
"@type": "Person",
"name": "Jane Doe",
"url": "https://www.janedoe.example",
"image": "https://www.janedoe.example/images/jane.jpg",
"jobTitle": "Product designer",
"sameAs": [
"https://www.linkedin.com/in/janedoe-example"
]
}
}{
"@context": "https://schema.org",
"@type": "AboutPage",
"name": "About Example Co.",
"url": "https://www.example.com/about",
"isPartOf": {
"@type": "WebSite",
"name": "Example Co.",
"url": "https://www.example.com"
}
}FAQs
What is AboutPage schema?ShowHide
AboutPage is a schema.org subtype of WebPage for a page that describes who runs the site: the company, organization, or person behind it.
Does AboutPage get a rich result in Google?ShowHide
No. Google has no rich result for AboutPage. The part Google does use is Organization markup, which it recommends placing on the home page or on a single page that describes the organization, such as the About Us page.
Should I put Organization markup on the About page?ShowHide
Yes, if the About page is where you describe the organization. Google recommends the home page or a single About-style page, and says you don't need it on every page. Link the AboutPage to it with mainEntity.
AboutPage or ProfilePage?ShowHide
Use AboutPage for an organization's About Us page. Use ProfilePage when the page focuses on one person: Google's valid ProfilePage uses include an About Me page on a blog, an author page, an employee page, and a forum or social profile.
What about a personal About Me page?ShowHide
Google lists an About Me page on a blog site as a valid use of ProfilePage, so use ProfilePage with the Person as its mainEntity: name, url, image, jobTitle, and sameAs links to their profiles.
How do I test AboutPage markup?ShowHide
Use the Schema Markup Validator for the AboutPage itself. Google's Rich Results Test only reports Google features, so it shows the Organization part (logo and other details) but not AboutPage.