Sites Using ProfilePage Markup Rose 94% Since Google Added Support, Yet Fewer Than 500 Top-1M Sites Use It

Summary

Picture a financial planner whose About page has her bio, credentials and links to her LinkedIn and published articles. To a person it is clearly her profile. Markup can say the same thing to machines: this page is a profile, and this is the person it is about.

ProfilePage is the schema.org type for pages that are mainly about one person or organization. Google added support for it in late 2023, alongside forum markup, as a way to understand creators and authors. For AI engines, a well-marked profile is a direct link between a person and their expertise.

Adoption has nearly doubled since then, from 218 top-1M sites to 423. That is still a tiny fraction of the web, and most of those profiles carry little detail.

What we measured

We used four October crawls from HTTP Archive (2023 to 2026), mobile client, top-1M sites. HTTP Archive crawls each site's homepage plus one inner page, so this study counts both. We parsed the rendered JSON-LD on each page, flattened nested objects and @graph arrays, and flagged pages with a ProfilePage node.

For each ProfilePage we checked whether it has a mainEntity, the type of that entity, and which properties the entity carries. Platform data comes from HTTP Archive's technology detection. Because only one inner page per site is crawled, counts understate how many sites have profile pages somewhere.

Adoption nearly doubled in three years

The number of sites grew every year, with the biggest jump in the last twelve months.

As a share of crawled sites, that is 0.024% in 2023 and 0.055% in 2026.

Pages now say who the profile is about

The most visible change is structural. In 2023 almost no ProfilePage markup pointed to the person or organization it described.

Most profiles that declare a mainEntity name a Person. Few add the links and credentials that help machines connect that person to their work elsewhere.

General websites drive adoption, not forums

Google pitched ProfilePage for both community sites and creator profiles. In this crawl, general websites account for almost all of it. Counts are pages by detected technology; a page can run more than one.

JavaScript frameworks grew fastest, from 41 pages on React in 2023 to 160 in 2026.

What this means

If your business relies on the expertise of named people, such as a lawyer, a clinician, a consultant or an author, give each of them a profile page with ProfilePage markup. Set mainEntity to a Person with their name, jobTitle, an image, knowsAbout topics and sameAs links to their LinkedIn and other official profiles. Link the Person to your Organization with worksFor. An AI SEO agency can set up the template once so every new hire gets a complete profile.

Very few sites do this well, so a complete profile stands out to search engines and AI assistants deciding whose expertise to cite. A free AI visibility audit can show whether assistants already associate your people with your business, which matters for SEO for AI Overviews on expertise-driven topics.

Limits

HTTP Archive crawls one homepage and one inner page per site, so many profile pages are never crawled. Counts show adoption in the sample, not the full web.

The set of top-1M sites changes between crawls.

We only measure JSON-LD; ProfilePage in microdata is not counted.

Technology counts can overlap and depend on HTTP Archive's detection.

Frequently asked questions

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