Add Person and Organization schema for E-E-A-T.

// Why E-E-A-T matters for crypto

Crypto is YMYL by default.

Google calls them Your Money or Your Life pages. Every crypto site is YMYL because every crypto site affects financial decisions. The standard Google applies to a token page is the same standard it applies to a bank: prove you are who you say you are, prove you can be trusted with the user's money. Most crypto sites fail this test because 78% have no published team identity and 64% have no audit-firm citation. Adding E-E-A-T schema is the structural fix.

// Before you start

What you need.

• A team page or About page on your site. If you do not have one, the tutorial includes a section on building one.
• Verifiable LinkedIn or X profiles for at least 3 team members. Real people with real public profiles. Anon team members do not get Person schema (they break the trust signal rather than support it).
• 30 minutes. Mostly spent collecting the sameAs URLs and audit firm links. The schema build itself takes 5 minutes.

// Step 1 of 6

Collect the identity data.

For each named team member, gather: full name, role/title, a short bio (1-2 sentences), URL of their photo on your site, and a list of verifiable sameAs URLs (LinkedIn, X/Twitter, GitHub, personal website). For the Organization, gather: project name, founding date, headquarters location (if disclosed), founder names (cross-reference to Person schema), and the project's sameAs graph (X, GitHub, Discord, Telegram, Etherscan if applicable, CoinGecko if applicable).

For audit-firm citations, gather: auditor name, audit date, audit report URL, and the scope audited. Audit citations live in a separate audit-related Organization schema graph but they connect through the project's Organization entity.

// Step 2 of 6

Generate Person schema for each team member.

Use Crypto Schema Generator with Person selected. Output template for a single team member:

{
  "@context": "https://schema.org",
  "@type": "Person",
  "name": "Maria Santos",
  "jobTitle": "Chief Technology Officer",
  "worksFor": {
    "@type": "Organization",
    "name": "Example Protocol",
    "url": "https://example.io/"
  },
  "description": "Maria leads protocol engineering. Previously security lead at ConsenSys, smart contract audits at Trail of Bits.",
  "image": "https://example.io/team/maria-santos.jpg",
  "sameAs": [
    "https://www.linkedin.com/in/maria-santos-protocol/",
    "https://twitter.com/mariasantos",
    "https://github.com/maria-santos"
  ]
}

Repeat for each named team member. Three to five Person entries is the right starting point. Adding 30 Person entries dilutes the signal rather than amplifying it; focus on the public-facing team that anchors the project identity.

// Step 3 of 6

Generate Organization schema for the project.

Organization is the parent entity. Every Person schema links up to it via worksFor. The token's FinancialProduct schema links up to it via provider. Done right, the three schema types form a graph that AI engines can traverse.

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Protocol",
  "url": "https://example.io/",
  "logo": "https://example.io/logo.png",
  "foundingDate": "2023-09-15",
  "founders": [
    { "@type": "Person", "name": "Maria Santos" },
    { "@type": "Person", "name": "David Chen" }
  ],
  "sameAs": [
    "https://twitter.com/exampleprotocol",
    "https://github.com/example-protocol",
    "https://discord.gg/exampleprotocol",
    "https://t.me/exampleprotocol",
    "https://www.coingecko.com/en/coins/example",
    "https://etherscan.io/address/0xabcdef..."
  ]
}

// Step 4 of 6

Add audit-firm citations.

Smart contract audit citations are a YMYL trust signal worth 8-12 points in median observed lift. Add them as a structured list on your About or Security page. Each audit is its own Organization (the auditor) with the audit itself referenced by date and report URL.

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Smart contract audit by Trail of Bits, March 2026",
  "author": {
    "@type": "Organization",
    "name": "Trail of Bits",
    "url": "https://www.trailofbits.com/"
  },
  "datePublished": "2026-03-12",
  "url": "https://example.io/audits/trail-of-bits-2026-03.pdf",
  "about": {
    "@type": "Organization",
    "name": "Example Protocol"
  }
}

// Step 5 of 6

Deploy the schema bundle.

All Person, Organization and audit Article schema goes in the head of your About / Team / Security pages. Wrap each in a script tag of type application/ld+json. You can combine multiple schema types into a single @graph array in one script tag if you prefer, or use one script per schema type. Both work.

// Step 6 of 6

Validate and re-audit.

Three checks in order:

1. Google Rich Results Test. Confirm Google parses the schema without errors.
2. LinkedIn URL verification. Click each sameAs LinkedIn URL. Confirm the profile exists and lists the role correctly. AI engines cross-check claimed identity against the sameAs profiles; broken or fake links damage trust signals.
3. Crawlux audit re-run. Expected: Trust score (C-group analyzers) climbs 20-35 points. AI Visibility climbs 6-10 points (downstream lift from identity). Overall score climbs 8-14 points.

// After this tutorial

What to do next.

• For ongoing cite-rate tracking after the three high-impact fixes, run Tutorial 05.
• For dev teams who want automated re-audits on every deploy, run Tutorial 07.

// Related

More reading.

• YMYL and E-E-A-T audit module — the methodology
• Crypto Schema Generator — the tool used in this tutorial
• AEO for Web3 guide — broader context on identity signals