A website for an artist has following simple structure:

  • index - an image and a very simple description about the artist's work
  • blog - news about the artists projects
  • projects - an archive of the realized artist's work
  • events - a list of upcoming bookable events
  • contact - info about the location of the art studio, email and phone

On the contact page for an artist's website I have:

    "@context": "http://schema.org/",
    "@type": "Person",
    "additionalName": "Jane Doe",
    "address": {
        "@type": "PostalAddress",
        "addressCountry": "Country",
        "addressRegion": "Region",
        "postalCode": "1010101",
        "streetAddress": "Address",
        "email": "[email protected]",
        "telephone": "00123457869"
    "jobTitle": "Artist",
    "image": "http://domain.tld/image-of-artist-768x768.jpg"

I used the Person type on the contact page since I think that is what people would want to find, information about the person and be able to find contact details, no?

Now on the index page I think it would be a good idea to include a property that fits for an art studio. What could such a type or property be?

This is where the artist creates their work but also where at times exhibitions are hosted and the public is invited upon invitation. So most of the time the studio is closed but when there are events taking place the public can visit.

So the what property is best for the index page?
Is this a WebSite or a Person as well or even an Organization?

If the index page has a Person type again is this not confusing to search engines to have 2 pages (index and contact) with the same JSON-LD data?

For the projects page I am thinking to use the CreativeWork type and for the events the Event type.

  • 1
    There is no general SEO benefit to finding some schema to use. Schema never changes rankings, it only changes the display of your site in the search results in some cases. Google has a guide to which schema they use in the search results: developers.google.com/search/docs/guides/search-gallery If it isn't listed there, it won't do anything to use it. I don't know of any SEO advantage to implementing any of the schema you mention in your question. Unless you have a non-SEO reason for it, implementing those is just a waste of time. Commented Sep 29, 2018 at 20:49
  • 1
    moz.com/learn/seo/schema-structured-data says: "As of yet, there is no conclusive evidence that this markup improves rankings. But there are some indications that search results with more extensive rich snippets (like those created using Schema) will have a better click-through rate." Commented Oct 3, 2018 at 9:55
  • 1
    Google likes structured data because it makes websites more machine readable. Google is providing answers more and more directly from the search results. Schema is they way the get websites to give them this data. They have thrown out the bone of rich snippets in exchange for it and many websites have taken them in exchange for vast amounts of machine readable data. Ultimately Google will get more benefit out of you using schema than you do. Commented Oct 3, 2018 at 9:59
  • 1
    Interestingly many professional SEO agencies also like schema because it is something they can actually do and their clients can easily see results when rich snippets appear in the search results. As a result, there is a lot of undeserved hype around schema. Commented Oct 3, 2018 at 10:00
  • 1
    So my advice is to use schema in cases where that will give you rich snippets. But you shouldn't use schema unless you know exactly what the benefits are going to be. Because of the hype, there is a rush to implement schema an everything. However, you need to be careful because that is giving your data away in ways that you are probably not thinking about. Commented Oct 3, 2018 at 10:03

2 Answers 2


You can provide multiple entities on each page, and you should do that if it makes sense for the data. The mainEntity property can be used to convey what the primary entity for this page is.

If you don’t want to repeat the data about an entity on each page, you can define it only on its dedicated page, give it a URI, and reference this URI instead of embedding the full entity (JSON-LD example).

Which types to use?

It seems that the artist has a business (as events can be booked), so LocalBusiness could be used, or, if it’s not commercial, the parent type Organization (if it were a musician, the subtype MusicGroup could be used, even for solo artists).

A homepage which has a business as primary entity, and a person as founder of the business and as author of the homepage, could look like this:

  "@context": "http://schema.org/",
  "@type": "WebPage",
  "@id": "",
  "name": "Welcome to Alice Art",

  "mainEntity": {
    "@type": "LocalBusiness",
    "@id": "#org",
    "name": "Alice Art",

    "founder": {
      "@type": "Person",
      "@id": "#me",
      "name": "Alice"


  "publisher": {"@id": "#org"},

  "author": {"@id": "#me"}


And for a page about a single event, you could have something like this:

  "@context": "http://schema.org/",
  "@type": "WebPage",
  "@id": "",

  "mainEntity": {
    "@type": "Event",
    "organizer": {"@id": "/#org"},
    "performer": {"@id": "/#me"}


The guide of Google Structured Data General Guidelines requires the use of structured data that represent the main content of the website.

  • Therefore, if your home page (index) has the main content representing the artist as a person, then it is useful to use the type Person. However, if the main content is the work of the artist, then it may be useful to use the type VisualArtwork. In both specifications of these types, you can see examples below.

  • For the blog, of course, it can be useful to use the type Blog and the type BlogPosting for each of the articles of this blog.

  • For the web page projects the above mentioned type VisualArtwork can be useful. However, if the main content of this web page is created as a list, then here you can use the guide of Google for Listings. Please note that there are two ways available for marking the list:

    • Summary page + multiple full details pages
    • A single, all-in-one-page list
  • For the Event web page it may be useful to use the type VisualArtsEvent. Google supports this type. There is the property performer that can be useful for your artist.

  • The choice of the structured data type for the webpage Contact again depends on the main content of this webpage. If the artist’s business is represented here, then it may be useful to use the type EntertainmentBusiness. This type is the more specific type of the type LocalBusiness and it is supported by Google. If the main content represents a person, then accordingly, the markup for the type Person can help here.

Additionally. You can see here that the structured data to some extent helps us in creating the structure of the web pages and the entire website.

Your Answer

By clicking “Post Your Answer”, you agree to our terms of service and acknowledge you have read our privacy policy.

Not the answer you're looking for? Browse other questions tagged or ask your own question.