What is sameAs?

In more detail

schema.org defines sameAs as the "URL of a reference Web page that unambiguously indicates the item's identity". In practice it's a list of links inside your Organization, LocalBusiness or Person schema markup, usually in JSON-LD on your homepage or About page:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Example Plumbing",
  "url": "https://www.example.com/",
  "sameAs": [
    "https://www.facebook.com/exampleplumbing",
    "https://www.linkedin.com/company/example-plumbing",
    "https://www.instagram.com/exampleplumbing"
  ]
}

Good sameAs links point to profiles you own or that are clearly about you: official social accounts, a Wikipedia or Wikidata entry if you have one, and well-known industry directory listings. Each linked page should show the same business name and details, so the connection is obvious. Don't list pages that merely mention you, competitors' pages or profiles you no longer use.

sameAs is one of several ways to help systems recognise your business as a single entity. It works best alongside consistent business details everywhere and accurate information on your own site. Adding it won't create a knowledge panel or an AI mention on its own, and Google doesn't treat it as a ranking factor, but it removes ambiguity at very little cost.

Why it matters when hiring an agency

Adding sameAs is a quick job, so it's a good test of attention to detail. When an agency proposes structured data work, check that they list the right profiles, keep them up to date when you change accounts, and validate the markup with Google's Rich Results Test or the Schema Markup Validator. Our AI-readiness checker reports whether a page includes sameAs links.