Using the Site Representation settings

Understanding how your site is represented in search results is important for building trust and visibility. The Site Representation tab in the Google Structured Data extension lets you define your site’s identity—whether it represents a person or an organization—and provide key details like its name, logo, description, and contact information. This information is then converted into structured data and automatically added to your homepage, helping Google and other search engines display relevant details in features like the Knowledge Panel.

What is the Knowledge Graph?

The knowledge graph is Google’s system for organizing information about entities—such as people, organizations, and places—and their relationships. It powers features like the Knowledge Panel, which appears on the right-hand side of Google search results and displays useful information about a business or person.

With the Site Representation settings in our extension, you provide key details that help feed Google’s Knowledge Graph. This increases the chances of your site being featured in a Knowledge Panel when users search for your brand or name.

Site Representation Settings

This section allows you to define how your site should be represented in search engines. The most important setting is the Representation Type, where you choose whether your site represents a Person or an Organization.

Organization

Choose this option if your site represents a company, business, nonprofit, group, or local business, even if you’re self-employed and operate alone. When selected, the extension will generate structured data using the Organization schema type.

Person

Choose this option if your site is personal, such as a blog, portfolio, or any website that represents you as an individual. When selected, the extension will generate structured data using the Person schema type.

General Settings

Once you’ve selected the type, additional fields allow you to describe further the entity, including its name, description, logo, and contact details.

• Website Name: The primary name of your website or entity.
• Alternate Website Name: A nickname, acronym, or shorter version of your website name.
• Description: A short description of your site or entity..
• Logo: Upload a logo image to be used in structured data. Minimum size: 112px—112px. Formats: JPG, PNG, GIF, SVG, or WEBP.
• Email Address: The contact email address for the entity.
• Phone Number: The business phone number, including country and area code.
• Founding Date: The date your organization was established. 

Social Profiles

Let search engines know where else your site or entity exists online by adding links to your verified social media accounts.

Address

Providing a complete address helps improve the quality of your structured data and increases the likelihood of triggering rich results.

• Country: The country where your organization or entity is located.
• Locality: The city or town of your address.
• Street Address: The street name and number.
• Region: The region or state.
• Postal Code: The ZIP or postal code.

Frequently Asked Questions

Why is the markup only generated on the homepage?

Google recommends adding the Organization schema to your homepage or to a dedicated page that describes your organization, such as an About Us page. It does not need to be added to every page of your website. That’s why the Site Representation settings in our extension apply only to the homepage.

Why does Google Tool report a LocalBusiness type?

If you selected Organization as your representation and the Rich Results Test Tool also reports a LocalBusiness type, that’s expected behavior. When Google detects a phone number, it attempts to auto-promote the Organization schema to a more specific Local Business type based on available clues. If you remove the telephone number for testing purposes, you’ll notice that the LocalBusiness detection disappears. We believe this is a temporary glitch in the Google testing tool and not an issue with your structured data.

Why does Google Tool report: “image is missing”?

When Google interprets your schema as LocalBusiness, it expects an image property instead of just a logo (which is what Organization schema requires). As a result, you may see a warning saying “image is missing.” This is not an error in your data—it’s just a side effect of Google treating your Organization as a Local Business. The warning is safe to ignore.

Can I still use the “Items” section to markup the homepage?

If you’ve already marked up your homepage with the Organization or Person schema using the Items section, we recommend removing it. The structured data generated by the Site Representation tab is enabled by default and cannot be disabled, so keeping both will result in duplicate structured data on your homepage.

While the Items section still allows you to manually assign schema types (like Product, Local Business, or Organization) to specific pages using custom property mapping and display rules, it’s not intended for homepage identity markup anymore.

The Site Representation tab is the preferred method for this use case. It’s simpler, requires fewer settings, and was built specifically to handle the homepage schema. If you’re currently using the manual method for your homepage, we encourage you to switch to Site Representation to avoid conflicts and duplication.