Search engines have now been commonplace for over 20 years. But the way people search for information is changing. With the growth of artificial intelligence (AI) tools such as ChatGPT, Google AI Overviews and Claude, businesses now have another reason to make sure their website content is easy for machines to understand.
This is where GEO (Generative Engine Optimisation) comes in, and one of the technologies that can support it is JSON-LD structured data.
What is GEO?
GEO stands for Generative Engine Optimisation. It is the process of improving your website’s visibility in AI-generated answers and recommendations.
Traditionally, Search Engine Optimisation (SEO) has focused on helping websites appear in search engine results when somebody searches for a particular product, service or topic. Eg “Website Design Belper”
GEO takes this a step further. It considers how AI-powered search tools discover information, interpret website content and select sources to reference when answering questions.
For example, somebody might ask an AI search tool:
- Who provides website design services in Derbyshire?
- Which local companies offer SEO services?
- What should I look for when choosing a web designer?
- How can a small business improve its visibility online?
You want your website to be one of the credible sources that AI systems can discover, understand and potentially reference when answering relevant questions.
GEO does not replace traditional SEO. In fact, many of the fundamentals of good SEO, including useful content, clear website structure, technical accessibility and credibility, remain important.
What is JSON-LD structured data?
JSON-LD stands for JavaScript Object Notation for Linked Data.
Although the name sounds technical, the concept is relatively straightforward. JSON-LD is a way of adding structured information to a website so that search engines and other compatible systems can better understand what a webpage is about.
Your website already contains HTML code. This is the underlying code that tells a browser how to display headings, paragraphs, images, links and other elements.
JSON-LD is added to this HTML source code using a special script element. It provides additional information about the business, organisation, products, services or articles described on the page.
Importantly, JSON-LD does not normally change the appearance of your website. Your visitors won’t see it as part of the page content, but search engines can read it.
What does JSON-LD look like in a website?
Here is simple example.
Imagine a website belonging to a web design company based in Derbyshire. The website might contain the following JSON-LD structured data:
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “LocalBusiness”,
“name”: “Foxxweb Design”,
“url”: “https://www.foxxweb.co.uk/”,
“description”: “Website design and SEO services for businesses in Belper, Derbyshire.”,
“areaServed”: {
“@type”: “AdministrativeArea”,
“name”: “Derbyshire”
},
“knowsAbout”: [
“Website Design”,
“Search Engine Optimisation”,
“Ecommerce Websites”,
“Graphic Design”
]
}
</script>
This code gives search engines additional information about the business.
Here’s what some of the individual elements mean:
- @context: Identifies the vocabulary being used. In this example, it is Schema.org.
- @type: Identifies what is being described. Here, it is a local business.
- name: The name of the business.
- url: The website address.
- description: A summary of the business and its services.
- areaServed: The geographical area in which the business operates.
- knowsAbout: Topics associated with the business.
This is just a simple illustration. A real website would need accurate business information, and its structured data should reflect the content actually present on the page.
What is Schema.org and how does it fit in?
You may also come across the name Schema.org when researching structured data.
Schema.org is a shared vocabulary that provides standardised descriptions for different types of information.
For example, it includes definitions for:
- Local businesses
- Organisations
- Products and services
- Articles and blog posts
- Events
- Reviews
- Frequently asked questions
JSON-LD is the format used to present the information, while Schema.org provides the vocabulary used to describe it.
Think of it this way: JSON-LD is the packaging, and Schema.org provides the labels that explain what is inside.
How can JSON-LD help with GEO?
AI systems need to interpret information from many different sources. Although they can read and analyse ordinary website content, structured data can provide a clearer description of important facts.
There are several ways this can support your wider GEO strategy.
1. Helping AI understand what your business does
A well-written website should already explain what your business does, but structured data provides another way of describing it.
For example, you can identify your business name, location, services and areas of expertise.
This can help compatible search systems interpret the information consistently rather than having to rely entirely on interpreting paragraphs of text.
2. Providing context about your services
If your business offers several different services, structured data can help describe them individually.
A web design company, for example, might provide website design, ecommerce development, SEO and graphic design.
Using appropriate structured data helps establish relationships between the business and the services it offers.
3. Supporting your local online presence
For businesses serving customers in specific geographical areas, local business structured data can help communicate important details.
This might include your business name, address, telephone number, website and service area.
Keeping these details accurate and consistent across your website and other online business listings is an important part of local SEO as well as your wider online presence.
4. Making your website content easier to interpret
Structured data can also be used on individual articles and blog posts.
For example, Article or BlogPosting schema can identify the headline, author, publication date and main image associated with a blog post.
This provides additional context about the content and its purpose.
Does adding JSON-LD guarantee that ChatGPT will recommend your business?
In short No.
Adding structured data does not guarantee that your website will appear in Google search results, feature in AI Overviews or be recommended by ChatGPT for instance.
AI search systems use a range of signals and sources when generating answers. Structured data is just one part of the wider picture.
Google also makes it clear that there is no special schema markup required to appear in its AI Overviews or AI Mode.
However, using accurate structured data is still a worthwhile part of good website development and technical SEO. It helps make the information on your website more clearly defined and machine-readable.
How can Foxxweb help?
At Foxxweb Design, we understand that a successful website needs to do more than simply look good. It needs to communicate what your business offers and make it easy for potential customers to find you.
As search technology continues to develop, including the growth of AI-powered search, having a well-structured, technically sound website is becoming increasingly important.
We can help you develop a website that combines effective design, well-organised content and search engine optimisation, giving your business a solid foundation for traditional search and the evolving world of AI-powered discovery.
If you’re wondering whether your website is ready for the changes taking place in online search, get in touch with Foxxweb Design to discuss how we can help improve your online presence.
Foxxweb Design – creating websites that work hard for your business.
