What is schema.org data, and why does it matter for AI?

Schema.org data is an invisible description of your company, products and prices in a format machines can read. It makes it easier for search engines and AI assistants to understand exactly who you are and what you offer.

How it works

The data sits in the page’s code as JSON-LD. It repeats what is already on the page, but in a fixed structure: name, address, services, prices, questions and answers. Search engines use it to understand the page, which gives AI assistants more precise information.

The most important types

Organization or LocalBusiness: who you are, where you are and how to contact you.
Service or Product with Offer: what you sell and at what price.
FAQPage: questions and answers.
Article: guides and articles with date and author.
BreadcrumbList: where the page sits on the website.

What to watch out for

The data must match what is on the page. Prices or reviews that only exist in the data can lead to a penalty from Google. Test your pages with Google’s Rich Results Test.