Structured Data — Pages

Beyond product schema, every page on your site should carry site-level and content-level structured data. These schema types help AI systems understand your organization, the hierarchy of your content, and the informational authority of your pages.

1. Organization Schema

Organization declares the entity that owns and operates the website. This anchors your entire knowledge graph — products, brands, content, and reviews all ultimately connect back to the organization entity.

{
  "@type": "Organization",
  "@id": "https://www.example.com/#organization",
  "name": "Example Company",
  "url": "https://www.example.com",
  "logo": {
    "@type": "ImageObject",
    "url": "https://www.example.com/logo.png",
    "width": 512,
    "height": 512
  },
  "description": "Brief factual description of what the company sells or does.",
  "contactPoint": {
    "@type": "ContactPoint",
    "contactType": "customer service",
    "email": "[email protected]",
    "availableLanguage": "English"
  },
  "sameAs": [
    "https://www.facebook.com/examplecompany",
    "https://www.instagram.com/examplecompany",
    "https://www.youtube.com/examplecompany",
    "https://www.linkedin.com/company/examplecompany"
  ]
}

Key fields:

Field	Purpose
`@id`	Permanent entity identifier — use `{site-root}/#organization`
`name`	Legal or DBA company name
`logo`	Must be an `ImageObject` with absolute URL
`sameAs`	Links to verified social profiles — builds Knowledge Graph associations
`contactPoint`	Adds trust signals for AI customer service answers

Where to place it: Include on every page via your site-wide footer or <head> injection. Do not repeat — reference it by @id from other schema blocks.

2. BreadcrumbList Schema

Breadcrumbs tell AI systems how a specific page fits within your site hierarchy. This improves topical authority, category relationships, and crawl understanding.

{
  "@type": "BreadcrumbList",
  "@id": "https://www.example.com/soft-plastics/senko/#breadcrumbs",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://www.example.com/"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Soft Plastics",
      "item": "https://www.example.com/soft-plastics/"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Senko Worms",
      "item": "https://www.example.com/soft-plastics/senko/"
    }
  ]
}

Rules:

Every item value must be an absolute URL
Position numbers must be sequential starting at 1
Include breadcrumbs on every product, category, and content page
The final breadcrumb should represent the current page

Why it matters for GEO: AI systems use breadcrumb trails to infer topical clusters. A page deep in Fishing Gear > Soft Plastics > Stick Baits > Senko carries different topical authority than an orphaned page. This hierarchy signals expertise.

3. FAQPage Schema

FAQ schema is one of the highest-impact content-level schemas for GEO. AI systems constantly retrieve question-answer pairs for conversational queries, and FAQPage content is structured exactly for this purpose.

{
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What fish does the 5-inch Senko catch?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The 5-inch Senko is primarily designed for largemouth and smallmouth bass fishing. It is also effective for spotted bass and can attract other bottom-feeding species."
      }
    },
    {
      "@type": "Question",
      "name": "What is the best way to rig a Senko worm?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The most popular rigging methods for the Senko are the wacky rig (hooked through the middle), weightless Texas rig, and neko rig (weight in the nose end). Each produces a different fall action."
      }
    },
    {
      "@type": "Question",
      "name": "What hook size should I use with a 5-inch Senko?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "For a 5-inch Senko, use a 1/0 to 3/0 wide-gap offset hook for Texas rigging, or a size 1 or 2 wacky hook for wacky rigging. The larger hook improves hookset ratio on the slower fall."
      }
    }
  ]
}

Where to place FAQ schema:

Product pages (product-specific questions)
Category pages (category-level how-to questions)
Buying guides and informational articles
Support and knowledge base pages

Writing high-GEO FAQ questions:

Low GEO Value	High GEO Value
"What colors does it come in?"	"What Senko colors work best in clear water?"
"Is it good?"	"Why do bass hit a Senko on the fall?"
"How do I order?"	"What is the difference between a 4-inch and 5-inch Senko?"

Use natural language phrasing. Mirror how users phrase queries to AI assistants, not how you phrase marketing copy.

4. Article Schema

Use Article schema on buying guides, tutorials, comparison pages, and any long-form informational content. AI systems frequently cite authoritative articles in response to research and recommendation queries.

{
  "@type": "Article",
  "headline": "How to Fish a Senko Worm: Complete Rigging and Technique Guide",
  "description": "A comprehensive guide covering all four major Senko rigging methods, when to use each, recommended gear, and proven color selection strategies.",
  "datePublished": "2026-01-15",
  "dateModified": "2026-05-01",
  "author": {
    "@type": "Person",
    "name": "Jane Smith",
    "url": "https://www.example.com/authors/jane-smith/"
  },
  "publisher": {
    "@id": "https://www.example.com/#organization"
  },
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://www.example.com/guides/how-to-fish-a-senko/"
  },
  "image": {
    "@type": "ImageObject",
    "url": "https://www.example.com/images/senko-rigging-guide.jpg",
    "width": 1200,
    "height": 630
  }
}

Key fields for GEO:

Field	Why It Matters
`headline`	Must accurately describe the content — AI uses this to classify the page
`dateModified`	Freshness signals — AI systems prefer recent, maintained content
`author`	Named human authors add trust and expertise signals (E-E-A-T alignment)
`image`	Required for rich result eligibility; improves multimodal AI retrieval

For product category guides, use TechArticle or HowTo where appropriate. HowTo schema is especially valuable for step-by-step tutorials as AI systems extract it directly for instructional answers.

5. HowTo Schema

HowTo schema turns step-by-step tutorial content into machine-readable instruction sets. AI assistants extract these directly when answering "how to" queries.

{
  "@type": "HowTo",
  "name": "How to Rig a Wacky Worm",
  "description": "Step-by-step guide to rigging a soft plastic stick bait wacky style for bass fishing.",
  "totalTime": "PT5M",
  "supply": [
    {
      "@type": "HowToSupply",
      "name": "5-inch Senko worm"
    },
    {
      "@type": "HowToSupply",
      "name": "Size 1 or 2 wacky hook"
    }
  ],
  "step": [
    {
      "@type": "HowToStep",
      "position": 1,
      "name": "Find the center of the worm",
      "text": "Hold the Senko horizontally and locate the midpoint of the bait, approximately 2.5 inches from each end."
    },
    {
      "@type": "HowToStep",
      "position": 2,
      "name": "Insert the hook",
      "text": "Push the hook point through the center of the Senko at a perpendicular angle, leaving the hook point exposed."
    },
    {
      "@type": "HowToStep",
      "position": 3,
      "name": "Cast and let it fall",
      "text": "Cast near structure and allow the bait to sink on a slack line. The wacky rig produces a side-to-side shimmy action on the fall."
    }
  ]
}

6. VideoObject Schema

AI systems increasingly use video transcripts and instructional videos. VideoObject schema makes your video content indexable and citable by AI — even if the AI cannot watch the video itself, the metadata becomes part of the knowledge graph.

{
  "@type": "VideoObject",
  "name": "How to Rig a Senko — Wacky, Texas, and Neko Methods",
  "description": "Demonstration of the three most effective Senko rigging methods for bass fishing, including tackle recommendations and presentation tips.",
  "thumbnailUrl": "https://www.example.com/images/senko-rigging-video-thumb.jpg",
  "uploadDate": "2026-02-10",
  "duration": "PT8M30S",
  "contentUrl": "https://www.example.com/videos/senko-rigging/",
  "embedUrl": "https://www.youtube.com/embed/VIDEO_ID",
  "publisher": {
    "@id": "https://www.example.com/#organization"
  }
}

Use VideoObject for:

Product demonstration videos
How-to tutorials
Buying guides with video content
Product comparison videos
Review and unboxing content

7. WebSite Schema

Add WebSite schema to your homepage to enable sitelinks search box eligibility and to declare the site's identity to AI systems.

{
  "@type": "WebSite",
  "@id": "https://www.example.com/#website",
  "name": "Example Baits",
  "url": "https://www.example.com",
  "publisher": {
    "@id": "https://www.example.com/#organization"
  },
  "potentialAction": {
    "@type": "SearchAction",
    "target": {
      "@type": "EntryPoint",
      "urlTemplate": "https://www.example.com/search?q={search_term_string}"
    },
    "query-input": "required name=search_term_string"
  }
}

Page-Level Schema by Page Type

Page Type	Required Schema	Recommended Schema
Homepage	`Organization`, `WebSite`	`BreadcrumbList`
Category page	`BreadcrumbList`, `FAQPage`	`ItemList`
Product page	`ProductGroup`, `Product`, `BreadcrumbList`	`FAQPage`, `VideoObject`
Buying guide / article	`Article`, `BreadcrumbList`	`FAQPage`, `HowTo`, `VideoObject`
How-to tutorial	`HowTo`, `Article`, `BreadcrumbList`	`FAQPage`, `VideoObject`
Brand page	`Brand`, `BreadcrumbList`	`Organization`, `ItemList`
About / contact page	`Organization`, `BreadcrumbList`	`ContactPoint`

Using `@graph` to Connect Everything

The most GEO-effective approach is to emit all schema for a page inside a single @graph array. This tells AI parsers that all entities on the page are related, and they should be interpreted together.

{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "Organization", "@id": "https://www.example.com/#organization", ... },
    { "@type": "WebSite", "@id": "https://www.example.com/#website", ... },
    { "@type": "BreadcrumbList", ... },
    { "@type": "Article", ... },
    { "@type": "FAQPage", ... }
  ]
}

Using @graph with @id references instead of repeated inline objects produces a clean, portable, ambiguity-free knowledge graph that AI systems can parse with high confidence.

Common Mistakes

Mistake	Impact	Fix
Multiple separate `<script>` blocks with overlapping schema	Parser confusion, entity duplication	Consolidate into one `@graph`
Missing `dateModified` on articles	Freshness signals lost	Update whenever content changes
FAQ answers that are too short (one sentence)	Low citation value	Write 2–4 sentence answers with specific detail
`VideoObject` without `description` or `uploadDate`	Reduced retrieval confidence	Complete all standard fields
`Organization` schema only on homepage	AI treats rest of site as unconnected	Include via site-wide injection
Breadcrumbs that do not match visible page navigation	Trust penalty risk	Keep schema and visible breadcrumbs synchronized

1. Organization Schema​

2. BreadcrumbList Schema​

3. FAQPage Schema​

4. Article Schema​

5. HowTo Schema​

6. VideoObject Schema​

7. WebSite Schema​

Page-Level Schema by Page Type​

Using @graph to Connect Everything​

Common Mistakes​