Structured Data

Structured data is machine-readable information added to web pages that helps search engines and AI understand content context, meaning, and relationships.

Why It Matters for GEO

AI engines use structured data to understand what your page is about. Without it, AI must infer context from text alone, reducing citation accuracy.

Imagine trying to describe your business to someone who speaks a different language — with no translator. That is what it is like for an AI engine reading a page without structured data. The content might be excellent, but without structured data, the AI must guess: Is this a service page or a blog post? Is this person the author or the CEO? Is this price current or historical? Structured data removes the guesswork and gives AI direct, reliable answers — which is why it is foundational to GEO performance.

Types of Structured Data

1. Schema.org - Most widely used vocabulary
2. JSON-LD - Recommended format by Google
3. Microdata - Inline HTML markup (legacy)
4. RDFa - HTML5 extension (less common)

Practical Example

A legal services firm adds structured data to their contract review service page. The markup tells AI: this is a Service provided by a ProfessionalService business, it costs between €500 and €2,000, it is available in France and Belgium, and it was updated in March 2025. When users ask Perplexity "where can I get a contract reviewed by a lawyer in France?", the firm's page is retrieved and cited with accurate, specific details — including the price range. A competitor with identical copy but no structured data is not retrieved, because the AI cannot confirm the service details with confidence.

Common Mistakes

• Thinking structured data is optional for GEO: For AI citation engines, structured data is as fundamental as having a title tag is for traditional SEO. Launching without it means starting from a severe disadvantage.
• Using Microdata over JSON-LD: JSON-LD is isolated in a script tag, making it easy to maintain and update. Microdata is scattered throughout HTML and breaks easily when the page design changes.
• Adding structured data only to the homepage: AI engines crawl every page. Service pages, guides, and blog posts all benefit from appropriate schema. A well-marked guide page can earn citations independently of your homepage.
• Inconsistency between structured data and visible content: If your JSON-LD says your office is in Paris but your contact page lists a Lyon address, AI engines detect the discrepancy and reduce trust in your markup. Keep both in sync.