Created: July 21st 2025
Categories: IT Development, IT Knowledge, Wordpress
Author: Dusan Rasic

Organization & Person schema markup in WordPress with JSON-LD

Tags: SEO best practices, SEO technical optimization

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Structured data helps Google better understand your website and its context. While most WordPress sites use plugins to automate basic schema markup, implementing Knowledge Graph-enhancing JSON-LD manually can significantly improve your site’s presence in Google Search — especially when defining the people or organization behind it.
In this article, we’ll focus on adding Organization and Person schema markup using JSON-LD in WordPress. These types are essential for building trust and credibility with search engines and can result in brand panels, author bios, and entity-based linking in Google's Knowledge Graph.

What Is Google’s Knowledge Graph?

The Google Knowledge Graph is an extensive database that connects facts about people, places, and things to improve search accuracy and relevance. When you define your site using @type: Organization or @type: Person, you give Google a structured description of who is responsible for the content — which directly affects rich results and featured snippets.

Why Add Person or Organization Schema?

By explicitly telling search engines who is behind your website, you:

Establish brand or author identity in Google’s Knowledge Graph
Improve chances of a Knowledge Panel appearing in search
Build trust and authority with search engines and users
Support E-E-A-T (Experience, Expertise, Authoritativeness, Trust)

Basic Requirements and Best Practices

Before jumping into code, keep in mind the following:

Use JSON-LD format as recommended by Google
Only include verified and accurate data
Prefer @type: Organization for company or team websites
Use @type: Person for blogs or author-driven content
Add social media profiles, contact info, and logo where relevant

Where to Place the JSON-LD Markup?

The safest and most effective way to add custom JSON-LD to your WordPress site is via the <head> section. You can do this by:

Adding the code to your theme’s functions.php
Using a custom plugin or site-specific plugin
Utilizing hooks like wp_head

Example 1: Organization JSON-LD

Here’s a full working example for a company:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Acme Web Studio",
  "url": "https://www.acmewebstudio.com",
  "logo": "https://www.acmewebstudio.com/logo.png",
  "sameAs": [
    "https://www.facebook.com/acmewebstudio",
    "https://twitter.com/acmewebstudio",
    "https://www.linkedin.com/company/acmewebstudio"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-800-123-4567",
    "contactType": "customer service",
    "areaServed": "Worldwide",
    "availableLanguage": [
      "English",
      "German"
    ]
  }
}

How to Insert in WordPress

Paste this into your theme or child theme:
add_action('wp_head', function() { ?> <script type="application/ld+json"> { ...schema code here... } </script> <?php });

Example 2: Person JSON-LD

For a personal blog or author-centric site:

{
  "@context": "https://schema.org",
  "@type": "Person",
  "name": "Jane Doe",
  "url": "https://www.janeblog.com",
  "sameAs": [
    "https://www.linkedin.com/in/janedoe",
    "https://twitter.com/janedoe"
  ],
  "jobTitle": "Freelance Tech Writer",
  "affiliation": {
    "@type": "Organization",
    "name": "Freelance Network"
  }
}

Tips for Better Knowledge Graph Recognition

Use consistent branding across your site and social profiles
Link profiles from your website to sameAs URLs
Use Google's Rich Results Test to validate your markup
Add organization markup to your homepage or root-level pages

Comparison with Popular Plugins

Even if you use plugins like Yoast or Rank Math, they often provide basic schema only. Adding custom schema by hand gives you greater control and clarity.

Feature	Manual JSON-LD	Yoast SEO	Rank Math
Full Control	Yes	Partial	Partial
Custom Fields	Yes	Limited	Limited
SameAs Flexibility	Full	Preset	Preset

Conclusion

Adding Organization or Person schema to your WordPress site is a straightforward way to enhance your SEO and establish your brand or identity in Google’s ecosystem. Whether you're a solo creator or a growing business, properly implemented structured data can put you on the map — literally — in the Knowledge Graph.

Final Thoughts

Even with modern SEO plugins, don’t be afraid to go manual. Understanding and implementing JSON-LD yourself not only improves your SEO performance but also prepares you for future semantic web trends. Keep your markup updated, accurate, and aligned with your content.

July 21st 2025