Guide

Entity Identity Across Localized Properties

A brand with a UK site, an Ontario site and a New Jersey site is one brand, but it may be three websites and sometimes three companies. Structured data should say exactly that, no more and no less.

By SchemaReel Editorial Desk Published October 26, 2026 4 min read

Three questions to answer first

How many websites are there? Separate domains or subdomains are separate websites. A folder such as /ca/ on one domain is part of one website.
How many companies hold the licenses? Check the terms page of each edition and the relevant regulator's register.
What differs by market? Products, help contacts, age rules and safer gambling tools usually do.

The answers decide the shape of the graph.

One brand, several websites

Give each website its own WebSite node with its own @id, url and inLanguage, and point its publisher at the organization that runs it. Google's site names documentation applies to each home page separately, and notes that site names work "for domain-level and subdomain-level sites", while it "does not support site names at the subdirectory level." A market folder therefore shares the main site's name.

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://verdantcrown.example/#org",
      "name": "Verdant Crown Casino",
      "url": "https://verdantcrown.example/",
      "logo": "https://verdantcrown.example/media/logo-512.png"
    },
    {
      "@type": "WebSite",
      "@id": "https://verdantcrown.example/#website",
      "name": "Verdant Crown",
      "url": "https://verdantcrown.example/",
      "inLanguage": "en-GB",
      "publisher": {
        "@id": "https://verdantcrown.example/#org"
      }
    },
    {
      "@type": "WebSite",
      "@id": "https://ca.verdantcrown.example/#website",
      "name": "Verdant Crown Ontario",
      "url": "https://ca.verdantcrown.example/",
      "inLanguage": "en-CA",
      "publisher": {
        "@id": "https://verdantcrown.example/#org"
      }
    }
  ]
}

A UK site and an Ontario site run by one organization. Fictional names on reserved .example domains. Local checklist: no errors or warnings.

One company or several

If one company runs every edition, one Organization node is correct, referenced from every WebSite. If different companies hold licenses in different markets, describe each company as its own Organization with its own legalName. Link them with parentOrganization only when the group structure is public, and keep the brand name the same where the brand is the same. The consistency research covers the trade-offs.

Languages and regions

inLanguage. Use a BCP 47 code such as en-GB, en-CA or en-US on WebSite and page nodes.
areaServed. On a ContactPoint, list the markets a support channel serves, such as GB or CA-ON.
Property names do not change. Schema.org terms are the same everywhere. A French-language page still uses name and Organization; only the values are in French.
Language alternates are HTML, not Schema.org. Alternate-language versions of a page are declared with link elements or sitemaps, not with structured data.

Market facts that must stay true

Licensing decides what each edition can show. In Australia, online casino-style games and in-play online wagering on sport are prohibited services under the Interactive Gambling Act, so an Australian edition can describe licensed sports wagering but not online casino games. In Ontario, brands must be registered with the regulator and operate through iGaming Ontario. In the US, legality is decided state by state. Copying a UK template, with its casino game markup, onto an Australian edition creates false markup and a compliance problem at once.

A checklist for each new edition

New WebSite node with its own @id, name, url and inLanguage.
Correct publisher: the company named on that edition's terms page.
Contact points with the edition's real channels and areaServed.
Product markup limited to what is licensed in that market.
Safer gambling help lines and age rules for that market in the visible content.

Questions

Can two editions share one WebSite node?

Only if they are the same website. Separate domains or subdomains should have separate WebSite nodes.

Should I translate type names for a French edition?

No. Schema.org type and property names are fixed. Translate only the values, such as names and descriptions.

Does markup replace language alternate tags?

No. Alternate-language pages are declared in HTML or sitemaps. Structured data describes entities, not language alternates.

Sources

How SchemaReel chooses, reads and dates its sources is set out on the data sources page.

Google Search Central, Provide a site name to Google Search, last updated December 10, 2025.
Schema.org, ContactPoint (areaServed), V30.1 (2026-09-16).
Australian Government, Protecting Australians from illegal online gambling services, August 2017.
iGaming Ontario, Ontario's regulated iGaming market, read October 26, 2026.