Founder and Person schema for B2B companies: the profile page, the links and the byline

The short answer. Give the founder one page that is about them, mark it up as a ProfilePage whose mainEntity is a Person, and connect that person to the company in both directions: the organisation’s founder and the person’s worksFor, using stable @id values. Then make article author markup match the byline readers actually see. Every property must describe something visible on the page.

In a small B2B company, the founder is often the most recognisable entity the business has. People search the name, assistants are asked who runs the company, and buyers want to know who does the work. This article covers the markup that makes that connection explicit, using Google’s ProfilePage and Article documentation.

Which page should carry the founder’s markup?

A page whose main subject is the founder. Google’s ProfilePage documentation lists valid uses including “An employee page on a company website” and “An ‘About Me’ page on a blog site”, and says the page’s primary focus must be “a single person or organization” affiliated with the site. It lists “the main home page of a store” as an invalid use, because it “usually contains lots of non-profile info”.

For a small company, the About page usually works if it is genuinely about the founder and the company’s story. If the About page is mostly about services, a separate founder page is cleaner.

Which properties does Google ask for?

Two are required. mainEntity is “the person or organization that this profile page is about”, and the Person needs a name (or an alternateName if there is no name).

Google recommends the rest “if applicable”:

Property	On the Person	Google’s description, and how a B2B founder page uses it
description	Recommended	“The user’s byline or applicable credential”: one factual line, visible on the page
image	Recommended	A real photo. Google says not to use a default, icon or placeholder image
sameAs	Recommended	“Other external profiles or home pages”: the founder’s own LinkedIn and similar
alternateName	Recommended	A public handle, if the founder uses one
identifier	Recommended	Any unique identifier used within your site
dateModified	On the ProfilePage	When the profile information last changed, ideally only for human edits

The interaction statistics in Google’s list (followers, posts) are for social and forum profiles. A company page has no honest values for them, so leave them out.

How do you connect the founder to the company?

With two references and stable identifiers. Give each entity one @id, for example https://example.com/#org for the company and https://example.com/about/#founder for the person, and use those same values on every page.

• Organization (#org)

  • name, url, logo, legalName
  • founder → #founder
  • sameAs: the company’s own profiles

  Defined on the home page or the page that describes the company.

• Person (#founder)

  • name, jobTitle, description, image
  • worksFor → #org
  • sameAs: the founder’s own profiles

  The mainEntity of the founder’s ProfilePage.

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://example.com/#org",
      "name": "Example Ltd",
      "url": "https://example.com/",
      "founder": { "@id": "https://example.com/about/#founder" }
    },
    {
      "@type": "ProfilePage",
      "@id": "https://example.com/about/#webpage",
      "url": "https://example.com/about/",
      "mainEntity": { "@id": "https://example.com/about/#founder" }
    },
    {
      "@type": "Person",
      "@id": "https://example.com/about/#founder",
      "name": "Jane Doe",
      "jobTitle": "Founder",
      "worksFor": { "@id": "https://example.com/#org" },
      "image": "https://example.com/images/jane-doe.jpg",
      "sameAs": ["https://www.linkedin.com/in/example/"]
    }
  ]
}

Keep the sameAs lists separate. The company’s profiles belong on the company node, and the founder’s on the person node. A founder’s personal LinkedIn on the company node, or the company page on the person node, blurs exactly the distinction the markup exists to make.

How should article authors be marked up?

To match the byline readers see. Google’s author best practices are specific:

• “Make sure that all the authors that are presented as authors on the web page are also included in markup.”
• Put only the name in author.name. No job title, no honorific, no “posted by”, and not the publisher’s name.
• Use Person for people and Organization for organisations, and give each author a url (or sameAs) to a page that “uniquely identifies the author”. For an organisation as author, link its home page.

If the byline names the founder, the author is the founder’s Person node, and its url is the profile page. If the byline is a team or the company, the author is the Organization. What you must not do is show one byline and mark up another. Google’s general guidelines require markup to describe visible content.

How does this site do it?

As an example you can inspect. Our About page is a ProfilePage whose mainEntity is the founder’s Person node, with a real photo, a one-line description and the founder’s own LinkedIn in sameAs. The company node references the founder, and the founder references the company. Our articles are bylined “AISEOExpert Team”, so their author markup is the Organization, matching what readers see. Run our structured data check or entity consistency check on any page here to see the graph.

A checklist

1. One page whose primary subject is the founder, with visible name, role, photo and a factual description.
2. That page is a ProfilePage with mainEntity pointing at the Person.
3. The Person has a stable @id, used on every page that mentions the founder.
4. Organization.founder and Person.worksFor reference each other by @id.
5. image is a real photo, crawlable and indexable; no placeholder.
6. The founder’s own profiles are in the person’s sameAs; the company’s are in the organisation’s.
7. Article author matches the visible byline: the Person for a named author, the Organization for a team byline.
8. author.name contains only the name.
9. Nothing in the markup states a credential, award or role that the page does not show.

What we don’t claim

• We do not claim this markup produces a knowledge panel, a rich result or an AI mention. Google says it does not guarantee that structured data features will appear.
• We do not claim a named author always outperforms a team byline. Google’s guidance is about matching the markup to the page; either can be correct.
• We do not claim the property list above is complete for every case. It covers what Google documents for profile pages and article authors as of October 2026.