When an AI crawler hits a legacy website, it sees a pile of unmarked HTML. Without structured data it has to guess which block is the brand, which is a product, and which is a review. JSON-LD removes that guesswork with a small script tag in the page head.
Start with Organization
Add an Organization block on your homepage: brand name, logo, official URL and contact details. This anchors your entity so that every other page on the site inherits consistent recognition. It is the highest-leverage markup for a traditional site.
Then Article and FAQPage
Mark article pages with Article, product pages with Product, and your FAQ section with FAQPage. Each type is a reading instruction for the machine. Unlike microdata, JSON-LD lives apart from the visible content, so it is easy to maintain and safe to roll out page by page.
Wire it into your content plan
Structured data works best alongside writing that states facts clearly and names entities consistently. Our [content strategy notes](/blog/how-llms-crawl-index-cite-2026) cover the writing side, and you can validate your markup with the [AI Readiness check](/check) — the Understanding dimension scores exactly this.
Start with Organization, verify one article page, then extend. Incremental rollout keeps the risk low while the machine-readability gains compound.