Blog › Schema and the graph
Structured data, JSON-LD, Person schema, sameAs and the Knowledge Graph, explained for people rather than programmers.
What Google's knowledge graph actually is, how a person gets into it, why it sometimes holds two versions of you, and what the kgmid code in a search address tells you about your own entry.
What JSON-LD is, where it goes on the page, a complete Person example for a personal site annotated line by line, and how to check Google read it.
The properties a Person node on your home page should carry, the identifier that everything else points at, the sameAs rules, and the mistakes that quietly create two of you.
Every web page has two layers: the one people read and the one machines read. Here is what the machine layer is, how it links people to companies, books and shows, and why it decides what Google and AI say about you.