how structured data makes your content visible in AI results
AI systems such as Google Gemini understand content better through structured data. This blog explains how to use schema.org smartly for your brand.
How structured data makes your content visible in AI results
Now that AI systems like Google Gemini and Perplexity analyse content to provide immediate answers, it's more important than ever that your content is understandable and structured. How do you do that? To do this, you use Structured Data. Structured data (or structured data) helps search engines and AI tools understand what you've written about. You tell directly in the code what your article, page or section in your page is about. By providing your content on your website with this structured data, you directly help search engines analyze your website. And the fun part is. You don't just do it for AI tools, it also benefits your SEO!
What is structured data?
Structured data is code (usually in JSON-LD format) that you add to the HTML of your page. This code tells AI and search engines exactly what's on the page.
Let's take a look at an example on one of our pages. Let's say we write a step-by-step plan about designing a logo. In this case, it is smart to add a so-called “How to” schedule. With this specific scheme, you tell Google
- that this is a step-by-step plan
- that the article was written with a clear purpose to help someone
- that the article was written in a certain order, namely the steps to follow
- that the user learns something from it
Structured data like this HowTo is not new, it has been used in SEO for some time to help your pages rank better, but with AI, this has become even more valuable. With structured data, we make it easier for AI tools to understand and use the content.
Some popular schema.org content types
On schema.org you can find out what type of content there is a schedule for. Here are the most relevant types for content marketing and branding:
- FAQPage, you use it for frequently asked questions, e.g.”What does a corporate identity cost?”
- HowTo, you use this for step-by-step explanations, e.g. “How to make a wireframe?”
- Article, you use this for blogs and news articles, e.g. “5 trends in digital branding“
- Product, For product pages
- Service, which you use for services, e.g. Web design
- VideoObject, which is used for videos and animations, e.g. “After Effects showcase Ambasco”
Some of the better known structured data is LocalBusiness, which you use to tell Google that you're a local business, what your address is, etc.
Why is structured data important for AI?
AI systems such as Google Gemini, Bing AI, Perplexity or ChatGPT with browsing functionality read billions of pages but don't always understand the context properly. Scanning a page is very fast. That's why it's useful to help the tools a bit, and you can do that with structured data.
- Increase your chances of visibility in AI snippets
- Make your content usable in voice search and assistants
- Give AI confidence that your content is accurate and relevant
- Help your brand to be recognized as an authority
Actually, you make it easier for AI tools by using structured data, and if things go well, that will be rewarded again.
How do you apply structured data? (step-by-step plan)
Step 1: Determine the type of content
First, decide what the type of content is. Blog, tutorial, FAQ, video or product page? Choose the appropriate schedule type at schema.org.
Step 2: Generate the JSON-LD code
Use tools like:
- Google's Structured Data Markup Helper
- Technical SEO schema creator
- For Webflow sites, Schema Flow App a great solution
Step 3: Add the code to your HTML
Place the JSON-LD in <head>or at the bottom <body>of your page. If you use the schema flow app on a webflow site, this can be fully automated.
Example of a HowTo:
<script type="application/ld+json">
{
“@context “:” https://schema.org “,
“@type “:"HowTo”,
“name”: “How to create a wireframe for your website”,
“step”: [
{
“@type “:"HowToStep”,
“name”: “Define your user goal”,
“text”: “Start defining what your user should be able to do.”
},
{
“@type “:"HowToStep”,
“name”: “Make a sketch”,
“text”: “Use pen and paper or tools like Figma or Adobe XD.”
}
]
}
</script>
Step 4: Test your code
Use the RichResults Test or the Markup Validator Schedule.
Step 5: Monitor your performance
Use Google Search Console to see if your structured data is correctly indexed and displayed.
Tips for better visibility with AI
- Combine structured data with high-quality content
AI only shows quality content. Make sure your content remains strong in terms of content. - Use consistent branding
Make content recognisable with fixed tone of voice, visual style and animations (such as Lottie) whether video). If your brand story if not up to date, AI won't tell your current story either. - Stay up to date
AI systems value up-to-date information. Keep your content relevant and fresh. Make sure content is dated so that AI knows it's recent. If AI finds two answers from a reliable source that are equivalent, then the most recent one will be used. - Integrate structured data into your workflow from the start
Late designers, content creators and developers work together. It saves time and prevents hassle if you add it afterwards.
Want to make your brand AI-proof too?
At Ambasco, we help brands to be better understood — by people and by AI. We combine content creation with smart technology, visual branding, web design and e-learning. This is how we ensure that your brand visible, recognisable and relevant remains, even in the AI era.
Curious about how we approach this for your brand? Get in touch on or view our projects.
