The Median Website Lists Just 3 Profiles in Its Organization Markup, and 81.8% of Those Lists Include Facebook

Summary

Picture a bakery owner who sets up schema markup with a plugin, pastes in the Facebook and Instagram links, and moves on. Two years later the business also has a LinkedIn page, a YouTube channel and a Google Business Profile, but none of them are in the markup. That list is one of the few places a website tells machines, in a structured way, which other accounts belong to the same business.

Those links live in the sameAs property of Organization markup. Search engines and AI systems can use them to connect a website to the profiles that describe the same entity, which helps them match reviews, posts and mentions back to the right brand.

We counted the sameAs URLs on 138,171 top-1M homepages that have them. The median list holds just 3 profiles.

What we measured

We parsed the rendered JSON-LD on every top-1M homepage in the October 2026 HTTP Archive mobile crawl, flattening nested objects and @graph arrays. From every Organization-type node (Organization, Corporation, LocalBusiness and subtypes, OnlineStore and similar) we gathered the sameAs URLs, removed duplicates and blanks, and counted them per homepage.

We then classified each URL by the site it points to. X and Twitter URLs are grouped as one network. A homepage counts once per network, however many URLs it lists for that network.

Most brands list four profiles or fewer

Short lists are the norm. Seven in ten homepages list four profiles or fewer.

Three is the most common count (21.2%). Lists of ten or more are rare at 2.4%.

Facebook and Instagram dominate the list

The networks that show up most are the ones businesses set up first.

Profiles that describe a business rather than broadcast its content are thin on the ground. Google Maps or Business Profile URLs appear on 0.8% of lists, and Wikipedia on 4.7%.

Higher-ranked sites list more profiles

Larger brands tend to run more official accounts, and their markup reflects it.

The gap between the top 1,000 and the long tail is two profiles at the median.

What this means

Open your homepage markup and compare the sameAs list with the accounts your business actually runs. Add LinkedIn, YouTube, your Google Business Profile and any industry directory or review profile you control. Remove dead or old accounts. Each URL should be an official profile that names the same business.

A complete, accurate list gives AI engines more ways to confirm who you are when they compare your site with what they find elsewhere. If you want to see how assistants describe your brand today, request a free AI visibility audit and we will check your entity markup as part of it.

Limits

Only homepages are measured, and only URLs inside Organization-type nodes. Profiles listed under a Person or WebSite node are not counted.

Classification is by domain pattern. Shortened or redirecting URLs fall into Other sites.

We do not check whether listed profiles are live or belong to the business.

Medians come from approximate quantiles in BigQuery, which are exact to the integer at these sample sizes in practice but are not guaranteed exact.

Frequently asked questions

Related studies

• Entity markup machines use to identify a brandWikipedia Links in Brand Markup: Only 3.3% Have One
• Entity markup machines use to identify a brand97.8% of Brand Markup Skips Logo, Founder or Contact
• Entity markup machines use to identify a brandOnly 2.5% of Business Markup Says What a Company Knows
• Entity markup machines use to identify a brand1 in 10 Sites Mark Up a Brand Name Unlike Their Domain