# Structured data: the schema that earns AI citations

If you do one technical thing for AI visibility, make it structured data. Across our scoring, **structured-data coverage carries the most weight** — and for good reason: it's the difference between a model inferring what you are and a model *knowing*.

## What structured data actually does

[Schema.org](https://schema.org) markup (delivered as [JSON-LD](https://json-ld.org)) is a machine-readable layer that sits alongside your human-facing page. It states, unambiguously: this is an Organization named X, here is its product, here is the price, here is the answer to this question. Models don't have to parse marketing copy — they read the facts directly.

## The types that matter

Not all schema is equal. For most brands, these earn their keep:

- **Organization** — who you are, with a `sameAs` identity graph and one canonical description. The foundation for entity grounding.
- **WebSite** — your site identity, with a `SearchAction` if you have site search.
- **Product** or **Service** with **Offer** — what you sell, the price, and availability. This is what makes you *transactable* to an agent, not just readable.
- **FAQPage** — direct question/answer pairs. Among the most citable structures, because each answer is already atomic.
- **BreadcrumbList** — page hierarchy, so models understand where a page sits.
- **Article** / **BlogPosting** — for content, with author, publisher, and dates.

## Deploy it safely

JSON-LD is invisible to users and low-risk to ship:

1. Add a `<script type="application/ld+json">` block to your page templates.
2. Keep it **consistent with the visible content** — schema that contradicts the page can be ignored or penalized.
3. Validate with [Google's Rich Results Test](https://search.google.com/test/rich-results) and [schema.org's validator](https://validator.schema.org/) before shipping.
4. Don't fabricate — only mark up what's true on the page.

## The compounding effect

Structured data also feeds traditional SEO (rich results), so the work pays off in both classic search and AI answers. It's the rare lever that moves everything at once.

See how much structured data your site already exposes — and exactly what's missing — with the [free Readiness Index](/).