An AI reading your page has to guess what you are from the text. Structured data removes the guesswork: it tells the AI, in a format it understands, "this is an Organization, this a Product, this an FAQ." JSON-LD is the recommended way to declare it. It requires no redesign and no coding: it is a block of text in the <head>.
JSON-LD (JSON for Linking Data) is a small block of JSON that describes your page using the schema.org vocabulary. It sits apart from your visible HTML, so it does not change the design: it just adds a machine-readable layer of meaning.
There are microdata and RDFa, which weave tags into the HTML. JSON-LD is recommended because it lives in one separate block: easier to add, to maintain, and not to break when you redesign. It is also the format Google recommends.
Add it inside a <script type="application/ld+json"> … </script> tag, usually in the <head>. AI crawlers read it straight from the raw HTML without running JavaScript, so the signal arrives intact.
schema.org has a type for almost everything: Organization (your company), LocalBusiness (a business with a physical address), Product (a product), Article (a post), FAQPage (frequently asked questions), BreadcrumbList (navigation breadcrumbs). Start with the one that best fits the page.
For an Organization: name, url, logo, description and sameAs (links to your profiles). For a Product: name, description, brand and offers with price and priceCurrency. The more real properties you fill in, the less the AI has to guess.
Structured data must match what the user sees on the page. Declaring prices, ratings or facts that do not appear in the visible content is counterproductive: it breaks trust and some systems penalize it. Declare what is true.
Use a schema validator (for example the Schema Markup Validator or Google's Rich Results Test) to confirm your JSON-LD has no syntax errors or misspelled types. A block with one error can be ignored entirely.
You do not have to write it by hand from scratch: when you scan your domain we hand you a ready-to-paste Organization JSON-LD block, derived from your real page, as a starting point.
See whether your site already declares structured data and get a ready-to-paste JSON-LD block: scan your domain free and receive your AI Visibility Score with the concrete fix for each signal.
Not directly. JSON-LD is not a magic ranking factor: it is how you declare, unambiguously, what you are, so AIs and search engines understand you and can cite you accurately. It is a precondition for comprehension, not a ranking lever.
No. It is a block of text you paste into your page <head>. Many CMSs and plugins generate it for you; we also give you a draft when you scan.
The one that best describes the page: Organization for your identity, LocalBusiness if you have a physical location, Product for a product listing, Article for a post, FAQPage for frequently asked questions. You can combine several.
Yes. Having several is normal: one Organization block site-wide and a page-specific one (Product, Article, FAQPage). Just make sure each is valid and matches the visible content.