Yoast SEO settings: Site representation

As of Yoast SEO 20.0, the settings interface inside our plugins has received a major overhaul. Please update to the latest version of Yoast SEO if your plugin does not look like the screenshots you encounter in our Help center.

In this article, we’ll discuss the Site representation settings in Yoast SEO in your WordPress backend. You’ll see a video explanation, and we’ll explain all the settings on the page one by one.

Video: Yoast SEO settings: Site representation

Would you like to watch this video in your own language? Follow these steps to auto-translate the subtitles.

We’ve redesigned the Yoast SEO settings interface and are currently updating this video to reflect the changes. In the meantime, check out the guide to navigating our new settings interface. Thank you for your patience, and check back soon for the updated video! 🎉

Site representation settings

You can find the Site representation settings by going to your WordPress backend, clicking “Yoast SEO” and then “Settings” in the menu on the left-hand side. Here, click “Site representation”.

Screenshot of the Site representation settings in Yoast SEO

In the Site representation settings, you can fill in information that Google can use for its Knowledge Graph. In this article, we’ll first discuss what the Knowledge Graph is. Then, we’ll dive into the settings and input fields on this page.

Knowledge Graph

First things first: what is Google’s Knowledge Graph? The Knowledge Graph is a database that Google has created to connect all of the information it has collected and analyzed about people, places, things, and facts. The goal of the Knowledge Graph is to provide people with the correct answers to their factual questions. To do this, Google doesn’t just give you the result that best matches your search term, but it also makes connections between different pieces of data.

One way that Google presents this information is through something called the knowledge panel. This is a block of information that appears on the right side of your desktop screen after you enter a search term. It includes relevant and specific information about your search. For example, if you google “Yoast,” you might see a knowledge panel with our company name, logo, website, a summary of our software, information about our company and parent company, what our software does, and requirements. The knowledge panel also includes links to our social media profiles and might list alternative options. On a mobile device, the knowledge panel will appear between other search results, but it is still prominent.

Screenshot of a knowledge panel (of Yoast) in Google's SERPs on desktop
Yoast’s knowledge panel in Google’s search results on desktop

The knowledge panel is powered by the Knowledge Graph. With the Site representation settings in Yoast SEO, you fuel that Knowledge Graph. So, Google can use the info you fill in there to show it in a knowledge panel.

Site representation settings

Now, let’s take a look at the Site representation settings. The first thing you need to decide is whether your site represents an organization or a person. This choice will affect the rest of the settings on this page.

Screenshot of the Site representation settings in Yoast SEO.


If your site represents an organization, you can enter your organization’s name and upload a logo. You can also add links to your organization’s social media profiles, such as Facebook and Twitter. To add additional profiles, click the “Add another profile” button and enter the URL. When you’re finished making changes, be sure to click “Save changes.”

Screenshot of the "Other profiles" section in the Site representation settings in Yoast SEO when your site represents an organization.


If your site represents a person, the settings will look a bit different. You can select which user the site represents from a list of users on your WordPress website. If you want the site to represent someone who is not already a user on your website, you can create a new user profile. Once you’ve selected a user, you can upload a personal logo or avatar and add social media profiles in the same way as for an organization site. Remember to click “Save changes” when you’re done.

Screenshot of the Site representation settings in Yoast SEO when your site represents a person.

Structured data

So, what happens to this information now? Our plugin will generate structured data and add it to your site’s code. This data won’t be visible to your users on the front end of your site, but search engines will be able to find and read it. This information can then be used in search results.

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