JSON-LD schema explained: How to structure your brand knowledge for AI
AI systems like ChatGPT and Claude crawl billions of web pages and try to understand what each brand does, who they serve, and when they are relevant. But HTML alone is ambiguous – is “Apple” the fruit or the tech company? Is “$499” a price, a statistic, or just text? JSON-LD schema markup is the solution: structured data that explicitly tells AI systems what your brand is, what you offer, and how you relate to the world.
JSON-LD schema explained: How to structure your brand knowledge for AI
AI systems like ChatGPT and Claude crawl billions of web pages and try to understand what each brand does, who they serve, and when they're relevant. But HTML alone is ambiguous – is "Apple" the fruit or the tech company? Is "$499" a price, a statistic, or just text? JSON-LD schema markup is the solution: structured data that explicitly tells AI systems what your brand is, what you offer, and how you relate to the world.
This guide gives you concrete implementation of JSON-LD for AI visibility.
What is JSON-LD and why does it matter?
JSON-LD stands for "JavaScript Object Notation for Linked Data". It's a format for embedding structured, machine-readable data into your web pages.
For AI it means:
Unambiguity: AI knows exactly what data means
Context: AI understands relationships between entities
Citations: AI can cite you correctly with factual precision
Example of the difference:
HTML (ambiguous):
<p>We deliver software to hospitals in Denmark since 2015.</p>
AI must guess: Is "2015" the founding year? Are "hospitals" your customers or your focus area?
AI systems often cite blog posts. Make them citable with Article schema.
<scripttype="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "How to optimize your website for AI visibility",
"description": "A complete guide to making your brand visible in ChatGPT, Claude and Perplexity.",
"image": "https://yourwebsite.com/images/ai-visibility-guide.jpg",
"author": {
"@type": "Person",
"name": "Jane Doe",
"url": "https://yourwebsite.com/authors/jane-doe",
"jobTitle": "SEO Specialist",
"sameAs": [
"https://linkedin.com/in/janedoe",
"https://twitter.com/janedoe"
]
},
"publisher": {
"@type": "Organization",
"name": "Nordic SaaS Solutions",
"logo": {
"@type": "ImageObject",
"url": "https://nordicsaas.dk/logo.png"
}
},
"datePublished": "2024-01-15",
"dateModified": "2024-01-20",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://yourwebsite.com/blog/ai-visibility-guide"
}
}
</script>
Why it matters:
AI can cite author correctly
Publication date shows freshness
Publisher establishes authority
FAQPage Schema: Make your FAQs directly citable
This is a goldmine for AI visibility.
<scripttype="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What does TaskFlow cost?",
"acceptedAnswer": {
"@type": "Answer",
"text": "TaskFlow costs 299 kr/month per user with a minimum of 3 users. We also offer an Enterprise plan at 199 kr/user for teams over 20 people."
}
},
{
"@type": "Question",
"name": "What integrations does TaskFlow support?",
"acceptedAnswer": {
"@type": "Answer",
"text": "TaskFlow integrates with Slack, Google Calendar, Trello, Asana, and all major accounting systems including Dinero and Billy."
}
},
{
"@type": "Question",
"name": "Is TaskFlow suitable for remote teams?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes, TaskFlow is built for remote-first teams. It includes time tracking, asynchronous communication, and integrated video conferencing."
}
}
]
}
</script>
Result: When someone asks "What does TaskFlow cost?", AI can cite you directly with precise pricing.
HowTo Schema: For guides and tutorials
If you create tutorials or how-to content, use HowTo schema.
<scripttype="application/ld+json">
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "How to implement JSON-LD on your website",
"description": "A step-by-step guide to adding structured data to your website.",
"totalTime": "PT30M",
"step": [
{
"@type": "HowToStep",
"name": "Identify which schemas you need",
"text": "Determine if your site is primarily Organization, Product, Article, or Service-based.",
"position": 1
},
{
"@type": "HowToStep",
"name": "Create the JSON-LD block",
"text": "Add a <script type='application/ld+json'> tag in your <head> section.",
"position": 2
},
{
"@type": "HowToStep",
"name": "Validate with Google's Rich Results Test",
"text": "Test your implementation at https://search.google.com/test/rich-results",
"position": 3
}
]
}
</script>
Review and Rating Schema: Social proof
Reviews help AI assess credibility.
<scripttype="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Product",
"name": "ErgoDesk Pro",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.7",
"reviewCount": "143",
"bestRating": "5",
"worstRating": "1"
},
"review": [
{
"@type": "Review",
"author": {
"@type": "Person",
"name": "Lars Nielsen"
},
"datePublished": "2024-01-10",
"reviewBody": "Fantastic desk. The motor is quiet and the memory function works perfectly. Highly recommended for home offices.",
"reviewRating": {
"@type": "Rating",
"ratingValue": "5",
"bestRating": "5"
}
}
]
}
</script>
Advanced: Nested and related entities
You can connect multiple schemas to create rich context.
Identify primary schema type – Organization, Product, Service, Article?
Implement Organization schema – On homepage
Add Product/Service schemas – On relevant pages
Implement Article schema – On all blog posts
Create FAQPage schema – On FAQ pages
Add Review schemas – If you have customer reviews
Nest related entities – Connect schemas where relevant
Test with validators – Google Rich Results + Schema.org
Verify JSON syntax – Use JSON Lint
Monitor after deployment – Check that it displays correctly in source
Conclusion
JSON-LD schema markup is the most direct way to communicate with AI systems. While HTML is ambiguous and requires interpretation, JSON-LD is explicit and unambiguous. It typically takes 2-4 hours to implement basic schemas on a website, but the effect on AI visibility is significant.
Start with Organization schema on your homepage, add Product/Service schemas on relevant pages, and build from there with Article and FAQ schemas. Always test with validators, and update data when your brand changes.
Remember: JSON-LD is not just for SEO – it's the foundation for how AI understands and represents your brand.
