When an AI agent visits your site, it doesn’t see your design. It looks for facts it can trust: your business name, your services, your location, your authors. Structured data — usually Schema.org vocabulary written as JSON-LD — is how you state those facts in a form a machine can parse without guessing.
Why it matters more than ever
Humans read context; machines need meaning spelled out. Without structured data, “070-763 09 09” is just digits on a page. With it, the page declares this is the telephone number of a specific organisation — so an agent can use it confidently and represent you accurately.
Where to start
Mark up the essentials first: your Organization or LocalBusiness, the people behind it (Person), your services, and your FAQs. These are the facts AI systems most often need to decide whether — and how — to recommend you.
The payoff
Strong structured data is the difference between an AI guessing what your page is about and an AI knowing. It is the most reliable way to become a clear, recommendable entity in the systems that increasingly mediate discovery.
Source: Schema.org