Choose schema types for the actual content, such as Organization, an appropriate LocalBusiness subtype, Service or BreadcrumbList. Do not publish ratings without a real basis or job markup without an actual vacancy. FAQ markup is not a special GEO requirement.
Context and scope
A brand name and a different legal name do not necessarily describe two businesses. name can identify the brand, legalName the operator and a stable @id the same entity. The imprint and visible company details should explain that relationship. For GlasBox, GlasBox Studio is the brand and Ruta Group the legal operator.
sameAs points to a page that unambiguously identifies the same entity. This may include owned profiles and suitable independent references. Ownership of the target profile is not a general Schema.org requirement. Verify the target’s identity and reliability. areaServed should reflect the real, publicly described coverage.
SOURCE/01 compares markup with visible information. Language versions can use the same company @id. Localised descriptions must fit their page; localisation does not justify contradictory company facts.
Represent a brand and its legal operator
Example using GlasBox’s published identity: the imprint explains the brand and operator. The graph uses one organisation identifier. The table explains individual fields; it is not a complete JSON-LD block to copy without review. Public profiles should only be added after checking that they identify the same business.
| Review point | Example / subject | Interpretation |
|---|---|---|
| @id | https://glasbox.ch/#organization | Stable identifier for the same organisation. |
| name | GlasBox Studio | Visible brand name. |
| legalName | Ruta Group | Legal operator stated in the imprint. |
| sameAs | A verified identity reference only | Not an arbitrary partner, article or competitor profile. |
How to apply this
- Check the visible explanation of brand and operator.
- Compare stable identifiers across language versions.
- Verify every sameAs URL identifies the same entity.
- Validate JSON-LD syntax and compare its facts with the page.
Sources and further reading
The source supports the rules it describes. This article’s working templates are our methodological examples, not client test results.
Next step
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