diff --git a/docs/blog/gatsbygram-case-study/index.md b/docs/blog/gatsbygram-case-study/index.md
index 50f79b0504f29..d43ea49b2a8b5 100644
--- a/docs/blog/gatsbygram-case-study/index.md
+++ b/docs/blog/gatsbygram-case-study/index.md
@@ -164,18 +164,18 @@ the site's [`gatsby-node.js`
 file](https://github.com/gatsbyjs/gatsby/blob/1.0/examples/gatsbygram/gatsby-node.js):
 
 ```javascript
-const _ = require("lodash")
-const Promise = require("bluebird")
-const path = require("path")
-const slug = require("slug")
-const slash = require("slash")
+const _ = require(`lodash`)
+const Promise = require(`bluebird`)
+const path = require(`path`)
+const slug = require(`slug`)
+const slash = require(`slash`)
 
 // Implement the Gatsby API “createPages”. This is
 // called after the Gatsby bootstrap is finished so you have
 // access to any information necessary to programatically
 // create pages.
-exports.createPages = ({ graphql, actionCreators }) => {
-  const { upsertPage } = actionCreators
+exports.createPages = ({ graphql, boundActionCreators }) => {
+  const { upsertPage } = boundActionCreators
 
   return new Promise((resolve, reject) => {
     // The “graphql” function allows us to run arbitrary
@@ -184,14 +184,15 @@ exports.createPages = ({ graphql, actionCreators }) => {
     // from static data that you can run queries against.
     //
     // Post is a data node type derived from data/posts.json
-    // which is created when scrapping Instagram. “allPosts”
+    // which is created when scrapping Instagram. “allPostsJson”
     // is a "connection" (a GraphQL convention for accessing
     // a list of nodes) gives us an easy way to query all
     // Post nodes.
-    graphql(
-      `
+    resolve(
+      graphql(
+        `
       {
-        allPosts(limit: 1000) {
+        allPostsJson(limit: 1000) {
           edges {
             node {
               id
@@ -200,36 +201,37 @@ exports.createPages = ({ graphql, actionCreators }) => {
         }
       }
     `
-    ).then(result => {
-      if (result.errors) {
-        console.log(result.errors)
-        reject(result.errors)
-      }
+      ).then(result => {
+        if (result.errors) {
+          reject(new Error(result.errors))
+        }
 
-      // Create image post pages.
-      const postTemplate = path.resolve(`templates/post-page.js`)
-      // We want to create a detailed page for each
-      // Instagram post. Since the scrapped Instagram data
-      // already includes an ID field, we just use that for
-      // each page's path.
-      _.each(result.data.allPosts.edges, edge => {
-        // Gatsby uses Redux to manage its internal state.
-        // Plugins and sites can use functions like "upsertPage"
-        // to interact with Gatsby.
-        upsertPage({
-          // Each page is required to have a `path` as well
-          // as a template component. The `context` is
-          // optional but is often necessary so the template
-          // can query data specific to each page.
-          path: slug(edge.node.id),
-          component: slash(postTemplate),
-          context: {
-            id: edge.node.id,
-          },
+        // Create image post pages.
+        const postTemplate = path.resolve(`src/templates/post-page.js`)
+        // We want to create a detailed page for each
+        // Instagram post. Since the scrapped Instagram data
+        // already includes an ID field, we just use that for
+        // each page's path.
+        _.each(result.data.allPostsJson.edges, edge => {
+          // Gatsby uses Redux to manage its internal state.
+          // Plugins and sites can use functions like "upsertPage"
+          // to interact with Gatsby.
+          upsertPage({
+            // Each page is required to have a `path` as well
+            // as a template component. The `context` is
+            // optional but is often necessary so the template
+            // can query data specific to each page.
+            path: `/${slug(edge.node.id)}/`,
+            component: slash(postTemplate),
+            context: {
+              id: edge.node.id,
+            },
+          })
         })
+
+        return
       })
-      resolve()
-    })
+    )
   })
 }
 ```
diff --git a/docs/docs/migrating-from-v0-to-v1.md b/docs/docs/migrating-from-v0-to-v1.md
index 6e8b809b1e13e..f193d4524e756 100644
--- a/docs/docs/migrating-from-v0-to-v1.md
+++ b/docs/docs/migrating-from-v0-to-v1.md
@@ -120,15 +120,14 @@ module.exports = {
 It's handy to store the pathname of "slug" for each markdown page with the
 markdown data. This let's you easily query the slug from multiple places.
 
-Here's how you do that (note, these APIs will be changing slightly soon but the
-logic of your code will remain the same).
+Here's how you do that.
 
 ```javascript
 // In your gatsby-node.js
 const path = require('path')
 
 exports.onNodeCreate = ({ node, boundActionCreators, getNode }) => {
-  const { updateNode } = boundActionCreators
+  const { addFieldToNode } = boundActionCreators
   let slug
   if (node.internal.type === `MarkdownRemark`) {
     const fileNode = getNode(node.parent)
@@ -141,9 +140,8 @@ exports.onNodeCreate = ({ node, boundActionCreators, getNode }) => {
       slug = `/${parsedFilePath.dir}/`
     }
 
-    // Set the slug on the node and save the change.
-    node.slug = slug
-    updateNode(node)
+    // Add slug as a field on the node.
+    addFieldToNode({ node: node.id, fieldName: `slug`, fieldValue: slug })
   }
 }
 ```
@@ -166,7 +164,9 @@ exports.createPages = ({ graphql, boundActionCreators }) => {
           allMarkdownRemark {
             edges {
               node {
-                slug
+                fields {
+                  slug
+                }
               }
             }
           }
@@ -181,10 +181,10 @@ exports.createPages = ({ graphql, boundActionCreators }) => {
         // Create blog posts pages.
         result.data.allMarkdownRemark.edges.forEach(edge => {
           upsertPage({
-            path: edge.node.slug, // required
+            path: edge.node.fields.slug, // required
             component: blogPost,
             context: {
-              slug: edge.node.slug,
+              slug: edge.node.fields.slug,
             },
           })
         })
@@ -227,7 +227,7 @@ export default BlogPostTemplate
 
 export const pageQuery = graphql`
 query BlogPostBySlug($slug: String!) {
-  markdownRemark(slug: { eq: $slug }) {
+  markdownRemark(fields: { slug: { eq: $slug }}) {
     html
     frontmatter {
       title
diff --git a/docs/docs/node-interface.md b/docs/docs/node-interface.md
index e9fe6795b774e..2e013b957a043 100644
--- a/docs/docs/node-interface.md
+++ b/docs/docs/node-interface.md
@@ -11,11 +11,18 @@ The basic node data structure is as follows:
 id: String,
 children: Array[String],
 parent: String,
+// Reserved for plugins who wish to extend other nodes.
+fields: Object,
 internal: {
   contentDigest: String,
   mediaType: String,
+  // A globally unique node type choosen by the plugin owner.
   type: String,
-  pluginName: String,
+  // The plugin which created this node.
+  owner: String,
+  // Stores which plugins created which fields.
+  fieldOwners: Object,
+  // Raw content for this node.
   content: String,
 }
 ...other node type specific fields
diff --git a/examples/gatsbygram/gatsby-node.js b/examples/gatsbygram/gatsby-node.js
index f0f132c407427..4ee3c02ce9013 100644
--- a/examples/gatsbygram/gatsby-node.js
+++ b/examples/gatsbygram/gatsby-node.js
@@ -22,8 +22,9 @@ exports.createPages = ({ graphql, boundActionCreators }) => {
     // is a "connection" (a GraphQL convention for accessing
     // a list of nodes) gives us an easy way to query all
     // Post nodes.
-    graphql(
-      `
+    resolve(
+      graphql(
+        `
       {
         allPostsJson(limit: 1000) {
           edges {
@@ -34,35 +35,36 @@ exports.createPages = ({ graphql, boundActionCreators }) => {
         }
       }
     `
-    ).then(result => {
-      if (result.errors) {
-        reject(new Error(result.errors))
-      }
+      ).then(result => {
+        if (result.errors) {
+          reject(new Error(result.errors))
+        }
 
-      // Create image post pages.
-      const postTemplate = path.resolve(`src/templates/post-page.js`)
-      // We want to create a detailed page for each
-      // Instagram post. Since the scrapped Instagram data
-      // already includes an ID field, we just use that for
-      // each page's path.
-      _.each(result.data.allPostsJson.edges, edge => {
-        // Gatsby uses Redux to manage its internal state.
-        // Plugins and sites can use functions like "upsertPage"
-        // to interact with Gatsby.
-        upsertPage({
-          // Each page is required to have a `path` as well
-          // as a template component. The `context` is
-          // optional but is often necessary so the template
-          // can query data specific to each page.
-          path: `/${slug(edge.node.id)}/`,
-          component: slash(postTemplate),
-          context: {
-            id: edge.node.id,
-          },
+        // Create image post pages.
+        const postTemplate = path.resolve(`src/templates/post-page.js`)
+        // We want to create a detailed page for each
+        // Instagram post. Since the scrapped Instagram data
+        // already includes an ID field, we just use that for
+        // each page's path.
+        _.each(result.data.allPostsJson.edges, edge => {
+          // Gatsby uses Redux to manage its internal state.
+          // Plugins and sites can use functions like "upsertPage"
+          // to interact with Gatsby.
+          upsertPage({
+            // Each page is required to have a `path` as well
+            // as a template component. The `context` is
+            // optional but is often necessary so the template
+            // can query data specific to each page.
+            path: `/${slug(edge.node.id)}/`,
+            component: slash(postTemplate),
+            context: {
+              id: edge.node.id,
+            },
+          })
         })
-      })
 
-      resolve()
-    })
+        return
+      })
+    )
   })
 }
diff --git a/packages/gatsby-transformer-json/package.json b/packages/gatsby-transformer-json/package.json
index 29d95fae57041..5ced889c81691 100644
--- a/packages/gatsby-transformer-json/package.json
+++ b/packages/gatsby-transformer-json/package.json
@@ -14,8 +14,7 @@
   "author": "Kyle Mathews <mathews.kyle@gmail.com>",
   "license": "MIT",
   "dependencies": {
-    "bluebird": "^3.5.0",
-    "unist-util-select": "^1.5.0"
+    "bluebird": "^3.5.0"
   },
   "devDependencies": {
     "babel-cli": "^6.24.1"
diff --git a/packages/gatsby-transformer-json/src/__tests__/__snapshots__/gatsby-node.js.snap b/packages/gatsby-transformer-json/src/__tests__/__snapshots__/gatsby-node.js.snap
index 92cad30106b90..ecae73a606774 100644
--- a/packages/gatsby-transformer-json/src/__tests__/__snapshots__/gatsby-node.js.snap
+++ b/packages/gatsby-transformer-json/src/__tests__/__snapshots__/gatsby-node.js.snap
@@ -39,18 +39,58 @@ exports[`Process JSON nodes correctly correctly creates nodes from JSON which is
 Array [
   Array [
     Object {
-      "children": Array [
-        "foo",
-        "whatever [1] >>> JSON",
-      ],
-      "content": "[{\\"id\\":\\"foo\\",\\"blue\\":true,\\"funny\\":\\"yup\\"},{\\"blue\\":false,\\"funny\\":\\"nope\\"}]",
-      "id": "whatever",
-      "internal": Object {
-        "contentDigest": "whatever",
-        "mediaType": "application/json",
-        "name": "test",
+      "child": Object {
+        "blue": true,
+        "children": Array [],
+        "funny": "yup",
+        "id": "foo",
+        "internal": Object {
+          "content": "{\\"id\\":\\"foo\\",\\"blue\\":true,\\"funny\\":\\"yup\\"}",
+          "contentDigest": "8838e569ae02d98806532310fb2a577a",
+          "mediaType": "application/json",
+          "type": "UndefinedJson",
+        },
+        "parent": "whatever",
+      },
+      "parent": Object {
+        "children": Array [],
+        "content": "[{\\"id\\":\\"foo\\",\\"blue\\":true,\\"funny\\":\\"yup\\"},{\\"blue\\":false,\\"funny\\":\\"nope\\"}]",
+        "id": "whatever",
+        "internal": Object {
+          "contentDigest": "whatever",
+          "mediaType": "application/json",
+          "name": "test",
+        },
+        "parent": "SOURCE",
+      },
+    },
+  ],
+  Array [
+    Object {
+      "child": Object {
+        "blue": false,
+        "children": Array [],
+        "funny": "nope",
+        "id": "whatever [1] >>> JSON",
+        "internal": Object {
+          "content": "{\\"blue\\":false,\\"funny\\":\\"nope\\"}",
+          "contentDigest": "f624311d932d73dcd416d2a8bea2b67d",
+          "mediaType": "application/json",
+          "type": "UndefinedJson",
+        },
+        "parent": "whatever",
+      },
+      "parent": Object {
+        "children": Array [],
+        "content": "[{\\"id\\":\\"foo\\",\\"blue\\":true,\\"funny\\":\\"yup\\"},{\\"blue\\":false,\\"funny\\":\\"nope\\"}]",
+        "id": "whatever",
+        "internal": Object {
+          "contentDigest": "whatever",
+          "mediaType": "application/json",
+          "name": "test",
+        },
+        "parent": "SOURCE",
       },
-      "parent": "SOURCE",
     },
   ],
 ]
diff --git a/packages/gatsby-transformer-json/src/__tests__/gatsby-node.js b/packages/gatsby-transformer-json/src/__tests__/gatsby-node.js
index 6a2e18aa81f84..9fc819815e421 100644
--- a/packages/gatsby-transformer-json/src/__tests__/gatsby-node.js
+++ b/packages/gatsby-transformer-json/src/__tests__/gatsby-node.js
@@ -26,8 +26,8 @@ describe(`Process JSON nodes correctly`, () => {
     node.content = JSON.stringify(data)
 
     const createNode = jest.fn()
-    const updateNode = jest.fn()
-    const boundActionCreators = { createNode, updateNode }
+    const addNodeToParent = jest.fn()
+    const boundActionCreators = { createNode, addNodeToParent }
 
     await onNodeCreate({
       node,
@@ -35,9 +35,9 @@ describe(`Process JSON nodes correctly`, () => {
       boundActionCreators,
     }).then(() => {
       expect(createNode.mock.calls).toMatchSnapshot()
-      expect(updateNode.mock.calls).toMatchSnapshot()
+      expect(addNodeToParent.mock.calls).toMatchSnapshot()
       expect(createNode).toHaveBeenCalledTimes(2)
-      expect(updateNode).toHaveBeenCalledTimes(1)
+      expect(addNodeToParent).toHaveBeenCalledTimes(2)
     })
   })
 
@@ -49,8 +49,8 @@ describe(`Process JSON nodes correctly`, () => {
     node.content = JSON.stringify(data)
 
     const createNode = jest.fn()
-    const updateNode = jest.fn()
-    const boundActionCreators = { createNode, updateNode }
+    const addNodeToParent = jest.fn()
+    const boundActionCreators = { createNode, addNodeToParent }
 
     await onNodeCreate({
       node,
@@ -71,8 +71,8 @@ describe(`Process JSON nodes correctly`, () => {
     node.content = JSON.stringify(data)
 
     const createNode = jest.fn()
-    const updateNode = jest.fn()
-    const boundActionCreators = { createNode, updateNode }
+    const addNodeToParent = jest.fn()
+    const boundActionCreators = { createNode, addNodeToParent }
 
     await onNodeCreate({
       node,
diff --git a/packages/gatsby-transformer-json/src/gatsby-node.js b/packages/gatsby-transformer-json/src/gatsby-node.js
index b8b8f17090bdf..11071e2c0e9d6 100644
--- a/packages/gatsby-transformer-json/src/gatsby-node.js
+++ b/packages/gatsby-transformer-json/src/gatsby-node.js
@@ -1,17 +1,16 @@
-const select = require(`unist-util-select`)
 const Promise = require(`bluebird`)
 const fs = require(`fs`)
 const _ = require(`lodash`)
 const crypto = require(`crypto`)
 
 async function onNodeCreate({ node, boundActionCreators, loadNodeContent }) {
-  const { createNode, updateNode } = boundActionCreators
+  const { createNode, addNodeToParent } = boundActionCreators
 
   // Don't reprocess our own nodes!  (note: this doesn't normally happen
   // but since this transformer creates new nodes with the same media-type
   // as its parent node, we have to add this check that we didn't create
   // the node).
-  if (node.internal.pluginName === `gatsby-transformer-json`) {
+  if (node.internal.owner === `gatsby-transformer-json`) {
     return
   }
 
@@ -49,9 +48,10 @@ async function onNodeCreate({ node, boundActionCreators, loadNodeContent }) {
       }
     })
 
-    node.children = node.children.concat(JSONArray.map(n => n.id))
-    updateNode(node)
-    _.each(JSONArray, j => createNode(j))
+    _.each(JSONArray, j => {
+      createNode(j)
+      addNodeToParent({ parent: node, child: j })
+    })
   }
 
   return
diff --git a/packages/gatsby-transformer-react-docgen/src/__tests__/on-node-create.js b/packages/gatsby-transformer-react-docgen/src/__tests__/on-node-create.js
index ce2e8cc200216..8ebd78f52653a 100644
--- a/packages/gatsby-transformer-react-docgen/src/__tests__/on-node-create.js
+++ b/packages/gatsby-transformer-react-docgen/src/__tests__/on-node-create.js
@@ -38,7 +38,7 @@ describe(`transformer-react-doc-gen: onNodeCreate`, () => {
     loadNodeContent = jest.fn(node => readFile(node.__fixture))
     boundActionCreators = {
       createNode: jest.fn(n => createdNodes.push(n)),
-      updateNode: jest.fn(n => updatedNodes.push(n)),
+      addNodeToParent: jest.fn(n => updatedNodes.push(n)),
     }
   })
 
diff --git a/packages/gatsby-transformer-react-docgen/src/on-node-create.js b/packages/gatsby-transformer-react-docgen/src/on-node-create.js
index aac5396b21a48..8bd441d49266c 100644
--- a/packages/gatsby-transformer-react-docgen/src/on-node-create.js
+++ b/packages/gatsby-transformer-react-docgen/src/on-node-create.js
@@ -7,8 +7,8 @@ const propsId = (parentId, name) => `${parentId}--ComponentProp-${name}`
 const descId = parentId => `${parentId}--ComponentDescription`
 
 function createDescriptionNode(node, entry, boundActionCreators) {
-  if (!entry.description) return
-  const { createNode, updateNode } = boundActionCreators
+  if (!entry.description) return node
+  const { createNode } = boundActionCreators
 
   const descriptionNode = {
     id: descId(node.id),
@@ -25,8 +25,9 @@ function createDescriptionNode(node, entry, boundActionCreators) {
 
   node.description___NODE = descriptionNode.id
   node.children = node.children.concat([descriptionNode.id])
-  updateNode(node)
   createNode(descriptionNode)
+
+  return node
 }
 
 function createPropNodes(node, component, boundActionCreators) {
@@ -37,7 +38,7 @@ function createPropNodes(node, component, boundActionCreators) {
     let propNodeId = propsId(node.id, prop.name)
     let content = JSON.stringify(prop)
 
-    const propNode = {
+    let propNode = {
       ...prop,
       id: propNodeId,
       children: [],
@@ -51,20 +52,20 @@ function createPropNodes(node, component, boundActionCreators) {
       },
     }
     children[i] = propNode.id
+    propNode = createDescriptionNode(propNode, prop, boundActionCreators)
     createNode(propNode)
-    createDescriptionNode(propNode, prop, boundActionCreators)
   })
 
   node.props___NODE = children
   node.children = node.children.concat(children)
-  updateNode(node)
+  return node
 }
 
 export default function onNodeCreate(
   { node, loadNodeContent, boundActionCreators },
   pluginOptions
 ) {
-  const { createNode, updateNode } = boundActionCreators
+  const { createNode, addNodeToParent } = boundActionCreators
 
   if (node.internal.mediaType !== `application/javascript`) return null
 
@@ -77,7 +78,7 @@ export default function onNodeCreate(
         const contentDigest = digest(strContent)
         const nodeId = `${node.id}--${component.displayName}--ComponentMetadata`
 
-        const metadataNode = {
+        let metadataNode = {
           ...component,
           props: null, // handled by the prop node creation
           id: nodeId,
@@ -91,11 +92,18 @@ export default function onNodeCreate(
           },
         }
 
-        node.children = node.children.concat([metadataNode.id])
-        updateNode(node)
+        addNodeToParent({ parent: node, child: metadataNode })
+        metadataNode = createPropNodes(
+          metadataNode,
+          component,
+          boundActionCreators
+        )
+        metadataNode = createDescriptionNode(
+          metadataNode,
+          component,
+          boundActionCreators
+        )
         createNode(metadataNode)
-        createPropNodes(metadataNode, component, boundActionCreators)
-        createDescriptionNode(metadataNode, component, boundActionCreators)
       })
     })
     .catch(err => console.log(err))
diff --git a/packages/gatsby-transformer-remark/src/__tests__/__snapshots__/gatsby-node.js.snap b/packages/gatsby-transformer-remark/src/__tests__/__snapshots__/gatsby-node.js.snap
index b0ec1c5966eb4..056717ea13389 100644
--- a/packages/gatsby-transformer-remark/src/__tests__/__snapshots__/gatsby-node.js.snap
+++ b/packages/gatsby-transformer-remark/src/__tests__/__snapshots__/gatsby-node.js.snap
@@ -29,20 +29,38 @@ exports[`Process markdown content correctly Correctly creates a new MarkdownRema
 Array [
   Array [
     Object {
-      "children": Array [
-        "whatever >>> MarkdownRemark",
-      ],
-      "content": "---
+      "child": Object {
+        "children": Array [],
+        "frontmatter": Object {
+          "date": "12/12/2014",
+          "parent": "whatever",
+          "title": "my little pony",
+        },
+        "id": "whatever >>> MarkdownRemark",
+        "internal": Object {
+          "content": "
+Where oh where is my little pony?
+    ",
+          "contentDigest": "54cfa2ad99756f2fa232cac585280a37",
+          "mediaType": "text/x-markdown",
+          "type": "MarkdownRemark",
+        },
+        "parent": "whatever",
+      },
+      "parent": Object {
+        "children": Array [],
+        "content": "---
 title: \\"my little pony\\"
 date: \\"12/12/2014\\"
 ---
 
 Where oh where is my little pony?
     ",
-      "id": "whatever",
-      "internal": Object {
-        "contentDigest": "whatever",
-        "mediaType": "text/x-markdown",
+        "id": "whatever",
+        "internal": Object {
+          "contentDigest": "whatever",
+          "mediaType": "text/x-markdown",
+        },
       },
     },
   ],
diff --git a/packages/gatsby-transformer-remark/src/__tests__/gatsby-node.js b/packages/gatsby-transformer-remark/src/__tests__/gatsby-node.js
index f8d91e0e7ba75..3bf78205dc1f8 100644
--- a/packages/gatsby-transformer-remark/src/__tests__/gatsby-node.js
+++ b/packages/gatsby-transformer-remark/src/__tests__/gatsby-node.js
@@ -26,8 +26,8 @@ Where oh where is my little pony?
     node.content = content
 
     const createNode = jest.fn()
-    const updateNode = jest.fn()
-    const boundActionCreators = { createNode, updateNode }
+    const addNodeToParent = jest.fn()
+    const boundActionCreators = { createNode, addNodeToParent }
 
     await onNodeCreate({
       node,
@@ -35,9 +35,9 @@ Where oh where is my little pony?
       boundActionCreators,
     }).then(() => {
       expect(createNode.mock.calls).toMatchSnapshot()
-      expect(updateNode.mock.calls).toMatchSnapshot()
+      expect(addNodeToParent.mock.calls).toMatchSnapshot()
       expect(createNode).toHaveBeenCalledTimes(1)
-      expect(updateNode).toHaveBeenCalledTimes(1)
+      expect(addNodeToParent).toHaveBeenCalledTimes(1)
     })
   })
 })
diff --git a/packages/gatsby-transformer-remark/src/on-node-create.js b/packages/gatsby-transformer-remark/src/on-node-create.js
index 98bf755693bca..ef52252a1008a 100644
--- a/packages/gatsby-transformer-remark/src/on-node-create.js
+++ b/packages/gatsby-transformer-remark/src/on-node-create.js
@@ -7,7 +7,7 @@ module.exports = async function onNodeCreate({
   loadNodeContent,
   boundActionCreators,
 }) {
-  const { createNode, updateNode } = boundActionCreators
+  const { createNode, addNodeToParent } = boundActionCreators
 
   // Don't reprocess our own nodes!  (note: this doesn't normally happen
   // but since this transformer creates new nodes with the same media-type
@@ -50,7 +50,6 @@ module.exports = async function onNodeCreate({
     markdownNode.fileAbsolutePath = node.absolutePath
   }
 
-  node.children = node.children.concat([markdownNode.id])
-  updateNode(node)
   createNode(markdownNode)
+  addNodeToParent({ parent: node, child: markdownNode })
 }
diff --git a/packages/gatsby-transformer-sharp/src/__tests__/__snapshots__/gatsby-node.js.snap b/packages/gatsby-transformer-sharp/src/__tests__/__snapshots__/gatsby-node.js.snap
index 82133ebe8cb54..5ed6aecbf3c1c 100644
--- a/packages/gatsby-transformer-sharp/src/__tests__/__snapshots__/gatsby-node.js.snap
+++ b/packages/gatsby-transformer-sharp/src/__tests__/__snapshots__/gatsby-node.js.snap
@@ -21,13 +21,23 @@ exports[`Process image nodes correctly correctly creates an ImageSharp node from
 Array [
   Array [
     Object {
-      "children": Array [
-        "whatever >> ImageSharp",
-      ],
-      "extension": "png",
-      "id": "whatever",
-      "internal": Object {
-        "contentDigest": "whatever",
+      "child": Object {
+        "children": Array [],
+        "id": "whatever >> ImageSharp",
+        "internal": Object {
+          "contentDigest": "whatever",
+          "mediaType": undefined,
+          "type": "ImageSharp",
+        },
+        "parent": "whatever",
+      },
+      "parent": Object {
+        "children": Array [],
+        "extension": "png",
+        "id": "whatever",
+        "internal": Object {
+          "contentDigest": "whatever",
+        },
       },
     },
   ],
diff --git a/packages/gatsby-transformer-sharp/src/__tests__/gatsby-node.js b/packages/gatsby-transformer-sharp/src/__tests__/gatsby-node.js
index 8b470f5ed735f..61cdf05cb4203 100644
--- a/packages/gatsby-transformer-sharp/src/__tests__/gatsby-node.js
+++ b/packages/gatsby-transformer-sharp/src/__tests__/gatsby-node.js
@@ -13,17 +13,17 @@ describe(`Process image nodes correctly`, () => {
       },
     }
     const createNode = jest.fn()
-    const updateNode = jest.fn()
-    const boundActionCreators = { createNode, updateNode }
+    const addNodeToParent = jest.fn()
+    const boundActionCreators = { createNode, addNodeToParent }
 
     await onNodeCreate({
       node,
       boundActionCreators,
     }).then(() => {
       expect(createNode.mock.calls).toMatchSnapshot()
-      expect(updateNode.mock.calls).toMatchSnapshot()
+      expect(addNodeToParent.mock.calls).toMatchSnapshot()
       expect(createNode).toHaveBeenCalledTimes(1)
-      expect(updateNode).toHaveBeenCalledTimes(1)
+      expect(addNodeToParent).toHaveBeenCalledTimes(1)
     })
   })
 })
diff --git a/packages/gatsby-transformer-sharp/src/on-node-create.js b/packages/gatsby-transformer-sharp/src/on-node-create.js
index 24fd2527064ea..2addb8dea15e7 100644
--- a/packages/gatsby-transformer-sharp/src/on-node-create.js
+++ b/packages/gatsby-transformer-sharp/src/on-node-create.js
@@ -1,7 +1,7 @@
 const _ = require(`lodash`)
 
 module.exports = async function onNodeCreate({ node, boundActionCreators }) {
-  const { createNode, updateNode } = boundActionCreators
+  const { createNode, addNodeToParent } = boundActionCreators
 
   const extensions = [`jpeg`, `jpg`, `png`, `webp`, `tif`, `tiff`, `svg`]
   if (!_.includes(extensions, node.extension)) {
@@ -19,9 +19,8 @@ module.exports = async function onNodeCreate({ node, boundActionCreators }) {
     },
   }
 
-  node.children = node.children.concat([imageNode.id])
-  updateNode(node)
   createNode(imageNode)
+  addNodeToParent({ parent: node, child: imageNode })
 
   return
 }
diff --git a/packages/gatsby-transformer-yaml/package.json b/packages/gatsby-transformer-yaml/package.json
index 18778666e156b..00fe9c04c1cd6 100644
--- a/packages/gatsby-transformer-yaml/package.json
+++ b/packages/gatsby-transformer-yaml/package.json
@@ -15,8 +15,7 @@
   "license": "MIT",
   "dependencies": {
     "bluebird": "^3.5.0",
-    "js-yaml": "3.7.0",
-    "unist-util-select": "^1.5.0"
+    "js-yaml": "3.7.0"
   },
   "devDependencies": {
     "babel-cli": "^6.24.1"
diff --git a/packages/gatsby-transformer-yaml/src/__tests__/__snapshots__/gatsby-node.js.snap b/packages/gatsby-transformer-yaml/src/__tests__/__snapshots__/gatsby-node.js.snap
index d5d6103ceb320..d8578b1d38195 100644
--- a/packages/gatsby-transformer-yaml/src/__tests__/__snapshots__/gatsby-node.js.snap
+++ b/packages/gatsby-transformer-yaml/src/__tests__/__snapshots__/gatsby-node.js.snap
@@ -39,22 +39,66 @@ exports[`Process YAML nodes correctly correctly creates nodes from JSON which is
 Array [
   Array [
     Object {
-      "children": Array [
-        "whatever [0] >>> YAML",
-        "whatever [1] >>> YAML",
-      ],
-      "content": "- blue: true
+      "child": Object {
+        "blue": true,
+        "children": Array [],
+        "funny": "yup",
+        "id": "whatever [0] >>> YAML",
+        "internal": Object {
+          "content": "{\\"blue\\":true,\\"funny\\":\\"yup\\"}",
+          "contentDigest": "73901821b17d5aa9dd6026181f73b64c",
+          "mediaType": "application/json",
+          "type": "TestYaml",
+        },
+        "parent": "whatever",
+      },
+      "parent": Object {
+        "children": Array [],
+        "content": "- blue: true
   funny: yup
 - blue: false
   funny: nope
 ",
-      "id": "whatever",
-      "internal": Object {
-        "contentDigest": "whatever",
-        "mediaType": "text/yaml",
+        "id": "whatever",
+        "internal": Object {
+          "contentDigest": "whatever",
+          "mediaType": "text/yaml",
+        },
+        "name": "test",
+        "parent": "SOURCE",
+      },
+    },
+  ],
+  Array [
+    Object {
+      "child": Object {
+        "blue": false,
+        "children": Array [],
+        "funny": "nope",
+        "id": "whatever [1] >>> YAML",
+        "internal": Object {
+          "content": "{\\"blue\\":false,\\"funny\\":\\"nope\\"}",
+          "contentDigest": "f624311d932d73dcd416d2a8bea2b67d",
+          "mediaType": "application/json",
+          "type": "TestYaml",
+        },
+        "parent": "whatever",
+      },
+      "parent": Object {
+        "children": Array [],
+        "content": "- blue: true
+  funny: yup
+- blue: false
+  funny: nope
+",
+        "id": "whatever",
+        "internal": Object {
+          "contentDigest": "whatever",
+          "mediaType": "text/yaml",
+        },
+        "name": "test",
+        "parent": "SOURCE",
       },
-      "name": "test",
-      "parent": "SOURCE",
     },
   ],
 ]
diff --git a/packages/gatsby-transformer-yaml/src/__tests__/gatsby-node.js b/packages/gatsby-transformer-yaml/src/__tests__/gatsby-node.js
index 32ab132c2ab4e..f99fdc7b772be 100644
--- a/packages/gatsby-transformer-yaml/src/__tests__/gatsby-node.js
+++ b/packages/gatsby-transformer-yaml/src/__tests__/gatsby-node.js
@@ -24,8 +24,8 @@ describe(`Process YAML nodes correctly`, () => {
     node.content = yaml.safeDump(data)
 
     const createNode = jest.fn()
-    const updateNode = jest.fn()
-    const boundActionCreators = { createNode, updateNode }
+    const addNodeToParent = jest.fn()
+    const boundActionCreators = { createNode, addNodeToParent }
 
     await onNodeCreate({
       node,
@@ -33,9 +33,9 @@ describe(`Process YAML nodes correctly`, () => {
       boundActionCreators,
     }).then(() => {
       expect(createNode.mock.calls).toMatchSnapshot()
-      expect(updateNode.mock.calls).toMatchSnapshot()
+      expect(addNodeToParent.mock.calls).toMatchSnapshot()
       expect(createNode).toHaveBeenCalledTimes(2)
-      expect(updateNode).toHaveBeenCalledTimes(1)
+      expect(addNodeToParent).toHaveBeenCalledTimes(2)
     })
   })
 
@@ -47,8 +47,8 @@ describe(`Process YAML nodes correctly`, () => {
     node.content = yaml.safeDump(data)
 
     const createNode = jest.fn()
-    const updateNode = jest.fn()
-    const boundActionCreators = { createNode, updateNode }
+    const addNodeToParent = jest.fn()
+    const boundActionCreators = { createNode, addNodeToParent }
 
     await onNodeCreate({
       node,
@@ -69,8 +69,8 @@ describe(`Process YAML nodes correctly`, () => {
     node.content = yaml.safeDump(data)
 
     const createNode = jest.fn()
-    const updateNode = jest.fn()
-    const boundActionCreators = { createNode, updateNode }
+    const addNodeToParent = jest.fn()
+    const boundActionCreators = { createNode, addNodeToParent }
 
     await onNodeCreate({
       node,
diff --git a/packages/gatsby-transformer-yaml/src/gatsby-node.js b/packages/gatsby-transformer-yaml/src/gatsby-node.js
index 7df52cb13cce4..e7566caf0220e 100644
--- a/packages/gatsby-transformer-yaml/src/gatsby-node.js
+++ b/packages/gatsby-transformer-yaml/src/gatsby-node.js
@@ -6,7 +6,7 @@ const _ = require(`lodash`)
 const crypto = require(`crypto`)
 
 async function onNodeCreate({ node, boundActionCreators, loadNodeContent }) {
-  const { createNode, updateNode } = boundActionCreators
+  const { createNode, addNodeToParent } = boundActionCreators
   if (node.internal.mediaType !== `text/yaml`) {
     return
   }
@@ -40,9 +40,10 @@ async function onNodeCreate({ node, boundActionCreators, loadNodeContent }) {
       }
     })
 
-    node.children = node.children.concat(yamlArray.map(y => y.id))
-    updateNode(node)
-    _.each(yamlArray, y => createNode(y))
+    _.each(yamlArray, y => {
+      createNode(y)
+      addNodeToParent({ parent: node, child: y })
+    })
   }
 
   return
diff --git a/packages/gatsby/src/joi-schemas/joi.js b/packages/gatsby/src/joi-schemas/joi.js
index 46a09f295eee9..7d4fa95472bd4 100644
--- a/packages/gatsby/src/joi-schemas/joi.js
+++ b/packages/gatsby/src/joi-schemas/joi.js
@@ -26,11 +26,13 @@ export const nodeSchema = Joi.object()
     id: Joi.string().required(),
     children: Joi.array(Joi.string()).required(),
     parent: Joi.string().required(),
+    fields: Joi.object(),
     internal: Joi.object().keys({
       contentDigest: Joi.string().required(),
       mediaType: Joi.string().required(),
       type: Joi.string().required(),
-      pluginName: Joi.string().required(),
+      owner: Joi.string().required(),
+      fieldOwners: Joi.array(),
       content: Joi.string(),
     }),
   })
diff --git a/packages/gatsby/src/redux/__tests__/__snapshots__/nodes.js.snap b/packages/gatsby/src/redux/__tests__/__snapshots__/nodes.js.snap
index 050d370fe8ed7..9e45cd81fa9af 100644
--- a/packages/gatsby/src/redux/__tests__/__snapshots__/nodes.js.snap
+++ b/packages/gatsby/src/redux/__tests__/__snapshots__/nodes.js.snap
@@ -1,18 +1,45 @@
 // Jest Snapshot v1, https://goo.gl/fbAQLP
 
+exports[`Create and update nodes allows adding fields to nodes 1`] = `
+Object {
+  "hi": Object {
+    "children": Array [],
+    "fields": Object {
+      "joy": "soul's delight",
+    },
+    "id": "hi",
+    "internal": Object {
+      "contentDigest": "hasdfljds",
+      "fieldOwners": Object {
+        "joy": "test",
+      },
+      "mediaType": "test",
+      "owner": "tests",
+      "type": "Test",
+    },
+    "parent": "test",
+    "pickle": true,
+  },
+}
+`;
+
 exports[`Create and update nodes allows creating nodes 1`] = `
 Object {
   "payload": Object {
     "children": Array [],
-    "contentDigest": "hasdfljds",
     "id": "hi",
-    "mediaType": "test",
+    "internal": Object {
+      "contentDigest": "hasdfljds",
+      "mediaType": "test",
+      "owner": "tests",
+      "type": "Test",
+    },
     "parent": "test",
     "pickle": true,
-    "pluginName": "tests",
-    "type": "Test",
   },
-  "plugin": "",
+  "plugin": Object {
+    "name": "tests",
+  },
   "type": "CREATE_NODE",
 }
 `;
@@ -21,13 +48,86 @@ exports[`Create and update nodes allows creating nodes 2`] = `
 Object {
   "hi": Object {
     "children": Array [],
-    "contentDigest": "hasdfljds",
     "id": "hi",
-    "mediaType": "test",
+    "internal": Object {
+      "contentDigest": "hasdfljds",
+      "mediaType": "test",
+      "owner": "tests",
+      "type": "Test",
+    },
     "parent": "test",
     "pickle": true,
-    "pluginName": "tests",
-    "type": "Test",
   },
 }
 `;
+
+exports[`Create and update nodes throws error if a field is updated by a plugin not its owner 1`] = `
+"A plugin tried to update a node field that it doesn't own:
+
+Node id: hi
+Plugin: test2
+fieldName: joy
+fieldValue: soul's delight"
+`;
+
+exports[`Create and update nodes throws error if a node is created by a plugin not its owner 1`] = `
+"The plugin \\"pluginB\\" created a node of a type owned by another plugin.
+
+        The node type \\"mineOnly\\" is owned by \\"pluginA\\".
+
+        If you copy and pasted code from elsewhere, you'll need to pick a new type name
+        for your new node(s).
+
+        The node object passed to \\"createNode\\":
+
+        {
+    \\"id\\": \\"hi2\\",
+    \\"children\\": [],
+    \\"parent\\": \\"test\\",
+    \\"internal\\": {
+        \\"contentDigest\\": \\"hasdfljds\\",
+        \\"mediaType\\": \\"test\\",
+        \\"owner\\": \\"pluginB\\",
+        \\"type\\": \\"mineOnly\\"
+    },
+    \\"pickle\\": true
+}
+
+        The plugin creating the node:
+
+        {
+    \\"name\\": \\"pluginB\\"
+}"
+`;
+
+exports[`Create and update nodes throws error if a node sets a value on "fields" 1`] = `
+"Plugins creating nodes can not set data on the reserved field \\"fields\\"
+      as this is reserved for plugins which wish to extend your nodes.
+
+      If your plugin didn't add \\"fields\\" you're probably seeing this
+      error because you're reusing an old node object.
+
+      Node:
+
+      {
+    \\"id\\": \\"hi\\",
+    \\"children\\": [],
+    \\"parent\\": \\"test\\",
+    \\"fields\\": {
+        \\"test\\": \\"I can't do this but I like to test boundaries\\"
+    },
+    \\"internal\\": {
+        \\"contentDigest\\": \\"hasdfljds\\",
+        \\"mediaType\\": \\"test\\",
+        \\"owner\\": \\"pluginA\\",
+        \\"type\\": \\"mineOnly\\"
+    },
+    \\"pickle\\": true
+}
+
+      Plugin that created the node:
+
+      {
+    \\"name\\": \\"pluginA\\"
+}"
+`;
diff --git a/packages/gatsby/src/redux/__tests__/nodes.js b/packages/gatsby/src/redux/__tests__/nodes.js
index c0c554ea9c427..bd6990c6a2426 100644
--- a/packages/gatsby/src/redux/__tests__/nodes.js
+++ b/packages/gatsby/src/redux/__tests__/nodes.js
@@ -3,67 +3,66 @@ const nodeReducer = require(`../reducers/nodes`)
 const nodeTouchedReducer = require(`../reducers/nodes-touched`)
 
 describe(`Create and update nodes`, () => {
-  // TODO add these back when we stop directly consoleing errors.
-  // Right now makes tests noisy.
-  //
-  // it(`validates created nodes`, () => {
-  // const action = actions.createNode({
-  // type: `Test`,
-  // });
-  // expect(action.type).toEqual(`VALIDATION_ERROR`);
-  // });
-  // it(`validates updated nodes`, () => {
-  // const action = actions.updateNode({
-  // type: `Test`,
-  // });
-  // expect(action.type).toEqual(`VALIDATION_ERROR`);
-  // });
-
   it(`allows creating nodes`, () => {
-    const action = actions.createNode({
-      id: `hi`,
-      contentDigest: `hasdfljds`,
-      children: [],
-      parent: `test`,
-      mediaType: `test`,
-      pluginName: `tests`,
-      type: `Test`,
-      pickle: true,
-    })
+    const action = actions.createNode(
+      {
+        id: `hi`,
+        children: [],
+        parent: `test`,
+        internal: {
+          contentDigest: `hasdfljds`,
+          mediaType: `test`,
+          owner: `tests`,
+          type: `Test`,
+        },
+        pickle: true,
+      },
+      { name: `tests` }
+    )
     expect(action).toMatchSnapshot()
     expect(nodeReducer(undefined, action)).toMatchSnapshot()
   })
 
   it(`allows updating nodes`, () => {
-    const action = actions.createNode({
-      id: `hi`,
-      contentDigest: `hasdfljds`,
-      children: [],
-      parent: `test`,
-      mediaType: `test`,
-      pluginName: `tests`,
-      type: `Test`,
-      pickle: true,
-      deep: {
-        array: [0, 1, { boom: true }],
+    const action = actions.createNode(
+      {
+        id: `hi`,
+        children: [],
+        parent: `test`,
+        internal: {
+          contentDigest: `hasdfljds`,
+          mediaType: `test`,
+          owner: `tests`,
+          type: `Test`,
+        },
+        pickle: true,
+        deep: {
+          array: [0, 1, { boom: true }],
+        },
       },
-    })
-    const updateAction = actions.createNode({
-      id: `hi`,
-      contentDigest: `hasdfljds`,
-      children: [],
-      parent: `test`,
-      mediaType: `test`,
-      pluginName: `tests`,
-      type: `Test`,
-      pickle: false,
-      deep: {
-        array: [1, 2],
+      { name: `tests` }
+    )
+    const updateAction = actions.createNode(
+      {
+        id: `hi`,
+        children: [],
+        parent: `test`,
+        internal: {
+          contentDigest: `hasdfljds`,
+          mediaType: `test`,
+          owner: `tests`,
+          type: `Test`,
+        },
+        pickle: false,
+        deep: {
+          array: [1, 2],
+        },
+        deep2: {
+          boom: `foo`,
+        },
       },
-      deep2: {
-        boom: `foo`,
-      },
-    })
+      { name: `tests` }
+    )
     let state = nodeReducer(undefined, action)
     state = nodeReducer(state, updateAction)
     expect(state[`hi`].pickle).toEqual(false)
@@ -72,17 +71,156 @@ describe(`Create and update nodes`, () => {
   })
 
   it(`nodes that are added are also "touched"`, () => {
-    const action = actions.createNode({
-      id: `hi`,
-      contentDigest: `hasdfljds`,
-      children: [],
-      parent: `test`,
-      mediaType: `test`,
-      pluginName: `tests`,
-      type: `Test`,
-      pickle: true,
-    })
+    const action = actions.createNode(
+      {
+        id: `hi`,
+        children: [],
+        parent: `test`,
+        internal: {
+          contentDigest: `hasdfljds`,
+          mediaType: `test`,
+          owner: `tests`,
+          type: `Test`,
+        },
+        pickle: true,
+      },
+      { name: `tests` }
+    )
     let state = nodeTouchedReducer(undefined, action)
     expect(state[`hi`]).toBe(true)
   })
+
+  it(`allows adding fields to nodes`, () => {
+    const action = actions.createNode(
+      {
+        id: `hi`,
+        children: [],
+        parent: `test`,
+        internal: {
+          contentDigest: `hasdfljds`,
+          mediaType: `test`,
+          owner: `tests`,
+          type: `Test`,
+        },
+        pickle: true,
+      },
+      { name: `tests` }
+    )
+    let state = nodeReducer(undefined, action)
+
+    const addFieldAction = actions.addFieldToNode(
+      {
+        node: state[`hi`],
+        fieldName: `joy`,
+        fieldValue: `soul's delight`,
+      },
+      { name: `test` }
+    )
+    state = nodeReducer(state, addFieldAction)
+    expect(state).toMatchSnapshot()
+  })
+
+  it(`throws error if a field is updated by a plugin not its owner`, () => {
+    const action = actions.createNode(
+      {
+        id: `hi`,
+        children: [],
+        parent: `test`,
+        internal: {
+          contentDigest: `hasdfljds`,
+          mediaType: `test`,
+          owner: `tests`,
+          type: `Test`,
+        },
+        pickle: true,
+      },
+      { name: `tests` }
+    )
+    let state = nodeReducer(undefined, action)
+
+    const addFieldAction = actions.addFieldToNode(
+      {
+        node: state[`hi`],
+        fieldName: `joy`,
+        fieldValue: `soul's delight`,
+      },
+      { name: `test` }
+    )
+    state = nodeReducer(state, addFieldAction)
+
+    function callActionCreator() {
+      actions.addFieldToNode(
+        {
+          node: state[`hi`],
+          fieldName: `joy`,
+          fieldValue: `soul's delight`,
+        },
+        { name: `test2` }
+      )
+    }
+    expect(callActionCreator).toThrowErrorMatchingSnapshot()
+  })
+
+  it(`throws error if a node is created by a plugin not its owner`, () => {
+    actions.createNode(
+      {
+        id: `hi`,
+        children: [],
+        parent: `test`,
+        internal: {
+          contentDigest: `hasdfljds`,
+          mediaType: `test`,
+          owner: `pluginA`,
+          type: `mineOnly`,
+        },
+        pickle: true,
+      },
+      { name: `pluginA` }
+    )
+
+    function callActionCreator() {
+      actions.createNode(
+        {
+          id: `hi2`,
+          children: [],
+          parent: `test`,
+          internal: {
+            contentDigest: `hasdfljds`,
+            mediaType: `test`,
+            owner: `pluginB`,
+            type: `mineOnly`,
+          },
+          pickle: true,
+        },
+        { name: `pluginB` }
+      )
+    }
+
+    expect(callActionCreator).toThrowErrorMatchingSnapshot()
+  })
+
+  it(`throws error if a node sets a value on "fields"`, () => {
+    function callActionCreator() {
+      actions.createNode(
+        {
+          id: `hi`,
+          children: [],
+          parent: `test`,
+          fields: {
+            test: `I can't do this but I like to test boundaries`,
+          },
+          internal: {
+            contentDigest: `hasdfljds`,
+            mediaType: `test`,
+            owner: `pluginA`,
+            type: `mineOnly`,
+          },
+          pickle: true,
+        },
+        { name: `pluginA` }
+      )
+    }
+
+    expect(callActionCreator).toThrowErrorMatchingSnapshot()
+  })
 })
diff --git a/packages/gatsby/src/redux/actions.js b/packages/gatsby/src/redux/actions.js
index 172b5c3690075..c0e3abfd43836 100644
--- a/packages/gatsby/src/redux/actions.js
+++ b/packages/gatsby/src/redux/actions.js
@@ -2,6 +2,7 @@ import Joi from "joi"
 import chalk from "chalk"
 const _ = require(`lodash`)
 const { bindActionCreators } = require(`redux`)
+const { stripIndent } = require(`common-tags`)
 
 const { getNode, hasNodeChanged } = require(`./index`)
 
@@ -52,29 +53,6 @@ actions.upsertPage = (page, plugin = ``) => {
   }
 }
 
-actions.updateNode = (node, plugin = ``) => {
-  if (!_.isObject(node)) {
-    return console.log(
-      chalk.bold.red(
-        `The node passed to the "updateNode" action creator must be an object`
-      )
-    )
-  }
-  const result = Joi.validate(node, joiSchemas.nodeSchema)
-  if (result.error) {
-    console.log(chalk.bold.red(`The updated node didn't pass validation`))
-    console.log(chalk.bold.red(result.error))
-    console.log(node)
-    return { type: `VALIDATION_ERROR`, error: true }
-  }
-
-  return {
-    type: `UPDATE_NODE`,
-    plugin,
-    payload: node,
-  }
-}
-
 actions.deleteNode = (nodeId, plugin = ``) => {
   return {
     type: `DELETE_NODE`,
@@ -99,7 +77,8 @@ actions.touchNode = (nodeId, plugin = ``) => {
   }
 }
 
-actions.createNode = (node, plugin = ``) => {
+const typeOwners = {}
+actions.createNode = (node, plugin) => {
   if (!_.isObject(node)) {
     return console.log(
       chalk.bold.red(
@@ -107,6 +86,17 @@ actions.createNode = (node, plugin = ``) => {
       )
     )
   }
+
+  // Ensure the new node has an internals object.
+  if (!node.internal) {
+    node.internal = {}
+  }
+
+  // Add the plugin name to the internal object.
+  if (plugin) {
+    node.internal.owner = plugin.name
+  }
+
   const result = Joi.validate(node, joiSchemas.nodeSchema)
   if (result.error) {
     console.log(chalk.bold.red(`The new node didn't pass validation`))
@@ -115,11 +105,71 @@ actions.createNode = (node, plugin = ``) => {
     return { type: `VALIDATION_ERROR`, error: true }
   }
 
+  // Ensure node isn't directly setting fields.
+  if (node.fields) {
+    throw new Error(
+      stripIndent`
+      Plugins creating nodes can not set data on the reserved field "fields"
+      as this is reserved for plugins which wish to extend your nodes.
+
+      If your plugin didn't add "fields" you're probably seeing this
+      error because you're reusing an old node object.
+
+      Node:
+
+      ${JSON.stringify(node, null, 4)}
+
+      Plugin that created the node:
+
+      ${JSON.stringify(plugin, null, 4)}
+    `
+    )
+  }
+
+  // Ensure the plugin isn't creating a node type owned by another
+  // plugin. Type "ownership" is first come first served.
+  if (!typeOwners[node.internal.type] && plugin) {
+    typeOwners[node.internal.type] = plugin.name
+  } else {
+    if (typeOwners[node.internal.type] !== plugin.name) {
+      throw new Error(
+        stripIndent`
+        The plugin "${plugin.name}" created a node of a type owned by another plugin.
+
+        The node type "${node.internal.type}" is owned by "${typeOwners[node.internal.type]}".
+
+        If you copy and pasted code from elsewhere, you'll need to pick a new type name
+        for your new node(s).
+
+        The node object passed to "createNode":
+
+        ${JSON.stringify(node, null, 4)}
+
+        The plugin creating the node:
+
+        ${JSON.stringify(plugin, null, 4)}
+      `
+      )
+    }
+  }
+
+  const oldNode = getNode(node.id)
+
+  // If the node has been created in the past, check that
+  // the current plugin is the same as the previous.
+  if (oldNode && oldNode.internal.owner !== plugin.name) {
+    throw new Error(
+      stripIndent`
+      Nodes can only be updated by their owner. Node "${node.id}" is
+      owned by "${oldNode.internal.owner}" and another plugin "${plugin.name}"
+      tried to update it.
+
+      `
+    )
+  }
+
   // Check if the node has already been processed.
-  if (
-    getNode(node.id) &&
-    !hasNodeChanged(node.id, node.internal.contentDigest)
-  ) {
+  if (oldNode && !hasNodeChanged(node.id, node.internal.contentDigest)) {
     return {
       type: `TOUCH_NODE`,
       plugin,
@@ -134,6 +184,53 @@ actions.createNode = (node, plugin = ``) => {
   }
 }
 
+actions.addFieldToNode = ({ node, fieldName, fieldValue }, plugin) => {
+  // Ensure required fields are set.
+  if (!node.internal.fieldOwners) {
+    node.internal.fieldOwners = {}
+  }
+  if (!node.fields) {
+    node.fields = {}
+  }
+
+  // Check that this field isn't owned by another plugin.
+  const fieldOwner = node.internal.fieldOwners[fieldName]
+  if (fieldOwner && fieldOwner !== plugin.name) {
+    throw new Error(
+      stripIndent`
+      A plugin tried to update a node field that it doesn't own:
+
+      Node id: ${node.id}
+      Plugin: ${plugin.name}
+      fieldName: ${fieldName}
+      fieldValue: ${fieldValue}
+      `
+    )
+  }
+
+  // Update node
+  node.fields[fieldName] = fieldValue
+  node.internal.fieldOwners[fieldName] = plugin.name
+
+  return {
+    type: `ADD_FIELD_TO_NODE`,
+    plugin,
+    payload: node,
+  }
+}
+
+actions.addNodeToParent = ({ parent, child }, plugin) => {
+  // Update parent
+  parent.children.push(child.id)
+  parent.children = _.uniq(parent.children)
+
+  return {
+    type: `ADD_CHILD_NODE_TO_PARENT_NODE`,
+    plugin,
+    payload: parent,
+  }
+}
+
 actions.updateSourcePluginStatus = (status, plugin = ``) => {
   return {
     type: `UPDATE_SOURCE_PLUGIN_STATUS`,
diff --git a/packages/gatsby/src/redux/index.js b/packages/gatsby/src/redux/index.js
index da1ab5233b7f6..4ce4ea39991d0 100644
--- a/packages/gatsby/src/redux/index.js
+++ b/packages/gatsby/src/redux/index.js
@@ -85,7 +85,7 @@ exports.loadNodeContent = node => {
       // Load plugin's loader function
       const plugin = store
         .getState()
-        .flattenedPlugins.find(plug => plug.name === node.internal.pluginName)
+        .flattenedPlugins.find(plug => plug.name === node.internal.owner)
       const { loadNodeContent } = require(plugin.resolve)
       if (!loadNodeContent) {
         throw new Error(
diff --git a/packages/gatsby/src/redux/reducers/nodes.js b/packages/gatsby/src/redux/reducers/nodes.js
index 94d0d83211f96..f3cf4fc2397f0 100644
--- a/packages/gatsby/src/redux/reducers/nodes.js
+++ b/packages/gatsby/src/redux/reducers/nodes.js
@@ -6,13 +6,8 @@ module.exports = (state = {}, action) => {
     case `DELETE_CACHE`:
       return {}
     case `CREATE_NODE`:
-      newState = {
-        ...state,
-        [action.payload.id]: action.payload,
-      }
-      return newState
-
-    case `UPDATE_NODE`:
+    case `ADD_FIELD_TO_NODE`:
+    case `ADD_CHILD_NODE_TO_PARENT_NODE`:
       newState = {
         ...state,
         [action.payload.id]: action.payload,
diff --git a/packages/gatsby/src/schema/run-sift.js b/packages/gatsby/src/schema/run-sift.js
index 4cf20b25ebacf..84781280693d7 100644
--- a/packages/gatsby/src/schema/run-sift.js
+++ b/packages/gatsby/src/schema/run-sift.js
@@ -62,10 +62,12 @@ module.exports = ({ args, nodes, connection = false, path = `` }) => {
   if (connection) {
     const connectionArray = connectionFromArray(result, args)
     connectionArray.totalCount = result.length
-    addPageDependency({
-      path,
-      connection: result[0].type,
-    })
+    if (result.length > 0 && result[0].internal) {
+      addPageDependency({
+        path,
+        connection: result[0].internal.type,
+      })
+    }
     return connectionArray
   }
 
diff --git a/packages/gatsby/src/utils/api-runner-node.js b/packages/gatsby/src/utils/api-runner-node.js
index ecd4c22a92bb2..e384f47d5dd8a 100644
--- a/packages/gatsby/src/utils/api-runner-node.js
+++ b/packages/gatsby/src/utils/api-runner-node.js
@@ -19,11 +19,6 @@ const doubleBind = (boundActionCreators, plugin) => {
       const boundActionCreator = boundActionCreators[key]
       if (typeof boundActionCreator === `function`) {
         doubleBoundActionCreators[key] = (...args) => {
-          // Automatically add to newly created nodes
-          // the plugin's name
-          if (key === `createNode`) {
-            args[0].internal.pluginName = plugin.name
-          }
           return boundActionCreator(...args, plugin)
         }
       }
diff --git a/www/gatsby-node.js b/www/gatsby-node.js
index 84d63b2431dda..a17504548b01a 100644
--- a/www/gatsby-node.js
+++ b/www/gatsby-node.js
@@ -21,8 +21,10 @@ exports.createPages = ({ graphql, boundActionCreators }) => {
         allMarkdownRemark(limit: 1000) {
           edges {
             node {
-              slug
-              package
+              fields {
+                slug
+                package
+              }
             }
           }
         }
@@ -35,22 +37,22 @@ exports.createPages = ({ graphql, boundActionCreators }) => {
 
         // Create docs pages.
         result.data.allMarkdownRemark.edges.forEach(edge => {
-          if (_.includes(edge.node.slug, `/blog/`)) {
+          if (_.includes(edge.node.fields.slug, `/blog/`)) {
             upsertPage({
-              path: `${edge.node.slug}`, // required
+              path: `${edge.node.fields.slug}`, // required
               component: slash(blogPostTemplate),
               context: {
-                slug: edge.node.slug,
+                slug: edge.node.fields.slug,
               },
             })
           } else {
             upsertPage({
-              path: `${edge.node.slug}`, // required
+              path: `${edge.node.fields.slug}`, // required
               component: slash(
-                edge.node.package ? packageTemplate : docsTemplate
+                edge.node.fields.package ? packageTemplate : docsTemplate
               ),
               context: {
-                slug: edge.node.slug,
+                slug: edge.node.fields.slug,
               },
             })
           }
@@ -64,7 +66,7 @@ exports.createPages = ({ graphql, boundActionCreators }) => {
 
 // Create slugs for files.
 exports.onNodeCreate = ({ node, boundActionCreators, getNode }) => {
-  const { updateNode } = boundActionCreators
+  const { addFieldToNode } = boundActionCreators
   let slug
   if (node.internal.type === `File`) {
     const parsedFilePath = parseFilepath(node.relativePath)
@@ -78,8 +80,7 @@ exports.onNodeCreate = ({ node, boundActionCreators, getNode }) => {
       }
     }
     if (slug) {
-      node.slug = slug
-      updateNode(node)
+      addFieldToNode({ node, fieldName: `slug`, fieldValue: slug })
     }
   } else if (node.internal.type === `MarkdownRemark`) {
     const fileNode = getNode(node.parent)
@@ -100,13 +101,15 @@ exports.onNodeCreate = ({ node, boundActionCreators, getNode }) => {
       parsedFilePath.name === `README`
     ) {
       slug = `/docs/packages/${parsedFilePath.dir}/`
-      node.frontmatter = {}
-      node.frontmatter.title = parsedFilePath.dir
-      node.package = true
+      addFieldToNode({
+        node,
+        fieldName: `title`,
+        fieldValue: parsedFilePath.dir,
+      })
+      addFieldToNode({ node, fieldName: `package`, fieldValue: true })
     }
     if (slug) {
-      node.slug = slug
-      updateNode(node)
+      addFieldToNode({ node, fieldName: `slug`, fieldValue: slug })
     }
   }
 }
diff --git a/www/src/pages/blog/index.js b/www/src/pages/blog/index.js
index cbeb8c8de9169..d2692f55fc1f3 100644
--- a/www/src/pages/blog/index.js
+++ b/www/src/pages/blog/index.js
@@ -28,7 +28,7 @@ const IndexRoute = React.createClass({
             post.frontmatter.author.avatar.childImageSharp.responsiveResolution
           return (
             <div>
-              <Link to={post.slug}>
+              <Link to={post.fields.slug}>
                 <h2
                   css={{
                     marginBottom: rhythm(1 / 8),
@@ -102,7 +102,7 @@ query IndexRouteQuery {
     edges {
       node {
         excerpt
-        slug
+        fields { slug }
         frontmatter {
           title
           date(formatString: "DD MMMM, YYYY")
diff --git a/www/src/templates/template-blog-post.js b/www/src/templates/template-blog-post.js
index 73145c591c276..8f4f76c3cade6 100644
--- a/www/src/templates/template-blog-post.js
+++ b/www/src/templates/template-blog-post.js
@@ -7,12 +7,6 @@ import typography, { rhythm, scale } from "../utils/typography"
 const BlogPostTemplate = React.createClass({
   render() {
     const post = this.props.data.markdownRemark
-    const twitterLine = post.frontmatter.author.twitter
-      ? ` by ${post.frontmatter.author.twitter}`
-      : ``
-    const authorShareText = encodeURIComponent(
-      `“${post.frontmatter.title}”${twitterLine} https://sourceforge.com/blog${post.fileSlug}`
-    )
     const BioLine = ({ children }) => (
       <p
         css={{
@@ -47,7 +41,7 @@ const BlogPostTemplate = React.createClass({
           link={[
             {
               rel: `canonical`,
-              href: `https://gatsbyjs.org${post.fileSlug}`,
+              href: `https://gatsbyjs.org${post.fields.slug}`,
             },
             {
               rel: `author`,
@@ -182,11 +176,11 @@ export default BlogPostTemplate
 
 export const pageQuery = graphql`
   query TemplateBlogPost($slug: String!) {
-    markdownRemark(slug: { eq: $slug }) {
+    markdownRemark(fields: { slug: { eq: $slug }}) {
       html
       excerpt
       timeToRead
-      slug
+      fields { slug }
       frontmatter {
         title
         date(formatString: "MMM D, YYYY")
diff --git a/www/src/templates/template-docs-markdown.js b/www/src/templates/template-docs-markdown.js
index 48deb3a4fefd1..75dd3c7ec0f43 100644
--- a/www/src/templates/template-docs-markdown.js
+++ b/www/src/templates/template-docs-markdown.js
@@ -22,7 +22,7 @@ export default DocsTemplate
 
 export const pageQuery = graphql`
   query TemplateDocsMarkdown($slug: String!) {
-    markdownRemark(slug: { eq: $slug }) {
+    markdownRemark(fields: { slug: { eq: $slug }}) {
       html
       frontmatter {
         title
diff --git a/www/src/templates/template-docs-packages.js b/www/src/templates/template-docs-packages.js
index 5e0eeee4b32f0..f237276aa72fa 100644
--- a/www/src/templates/template-docs-packages.js
+++ b/www/src/templates/template-docs-packages.js
@@ -5,7 +5,7 @@ import presets from "../utils/presets"
 
 const DocsTemplate = React.createClass({
   render() {
-    const packageName = this.props.data.markdownRemark.headings[0].value
+    const packageName = this.props.data.markdownRemark.fields.title
     return (
       <div>
         <a
@@ -34,13 +34,10 @@ const DocsTemplate = React.createClass({
 export default DocsTemplate
 
 export const pageQuery = graphql`
-  query BlogPostByPath($slug: String!) {
-    markdownRemark(slug: { eq: $slug }) {
-      # Use headings to get the plugin name. A bit hacky but until
-      # we can do sibling file queries to get to the package.json, this
-      # is the easiest solution.
-      headings {
-        value
+  query TemplateDocsQuery($slug: String!) {
+    markdownRemark(fields: { slug: { eq: $slug }}) {
+      fields {
+        title
       }
       html
     }