AI engines don't recommend businesses they can't understand. Your profile is how they decide whether you're worth citing.
StructuredAF creates two core entities from your profile information: an Organisation (your business) and a Person (you). These are the foundation that everything else connects back to, from your offers and FAQs to your content.
Think of it as your business card for AI. Except instead of a name and phone number, it includes everything an AI engine needs to confidently say "this is who you should hire" when someone asks.
This section creates your Organisation entity. It tells AI engines what your business is, where you operate, and how to reach you.
| Field | Required? | What it does |
|---|---|---|
| Business name | Required | Your official brand name. Use the name your customers know. |
| Business description | Required | What you do, who you serve, what makes you different. Truncated to 200 characters in your schema, so lead with the good stuff. |
| Contact email | Required | Your business email address. |
| Primary service type | Required | E.g. "Consulting", "Coaching", "Course Creation". |
| Target audience | Required | Who you serve. Be specific. |
| Phone number | Optional | Optional but recommended. |
| Logo URL | Optional | Direct link to your logo image. See image URLs below. |
| Founding date | Optional | When your business started. Adds credibility signals. |
| City, state/province, country | Optional | Your location. Even if you serve clients worldwide, your base location matters for entity verification. |
Your description is truncated to 200 characters in your schema output, so every word matters. Lead with what you do and who you do it for. Skip the mission statement.
The weak version could describe almost any coach on the internet. The strong version tells an AI engine exactly what you do, for whom, and what outcomes you deliver. That's what gets cited.
Person EntityThis creates your Person entity. It establishes you as an authority in your field, and authority is what AI engines weigh most heavily when deciding whether to recommend someone.
| Field | Required? | What it does |
|---|---|---|
| First name | Required | Your given name for the Person entity. |
| Last name | Required | Your family name for the Person entity. |
| Bio | Optional | Your professional background, approach, and experience. 2-4 paragraphs. |
| Profile photo URL | Optional | Direct link to your professional headshot. See image URLs below. |
| Job title | Optional | How you want to be known professionally. |
| Years of experience | Optional | Total years in your primary field. |
Your job title appears in the Person schema and helps AI engines match you to queries. Make it descriptive, not vague.
When someone asks an AI "who's a good business coach for launching my first course," the second version is what gets matched. The first version competes with every coach on the planet.
Your bio creates the Person description that AI engines use to evaluate your credibility. This isn't your Instagram about section. It's your credentials, packaged for machines.
Include your experience and how long you've been doing this, your specific expertise and specialisations, notable results or achievements, who you've worked with or certifications you hold, and what makes your approach different.
The second version gives an AI engine specific, verifiable data points. It's the difference between "maybe this person could help" and "this is exactly who you need."
Standing OutAI engines work by matching queries to entities. When someone asks "who's the best coach for launching an online course," the AI is looking for structured data that specifically mentions coaching, online courses, and relevant expertise.
Generic profiles get lost. Specific profiles get matched.
This isn't about bragging. It's about giving AI engines enough structured data to confidently say "yes, this person is relevant to what you're asking about." If the AI isn't sure, it simply won't recommend you. Want to understand more about how this works? Our What You Get page breaks down the full picture.
Cross-reference your profiles. Keep your StructuredAF data consistent with your LinkedIn, website, and other professional profiles. AI engines cross-check across sources, and consistency builds confidence. If your website says 10 years of experience and your LinkedIn says 7, that's a conflict that undermines trust.
Both your logo and profile photo need to be direct image URLs, not links to pages that contain images. This is the most common issue people run into.
https://yoursite.com/about/https://drive.google.com/file/d/abc123https://dropbox.com/s/xyz/logo.pnghttps://yoursite.com/wp-content/uploads/logo.pnghttps://yoursite.com/images/headshot.jpgHow to get the right URL: go to your website where the image is displayed, right-click directly on the image, and select "Copy image address" or "Copy image link". To verify, paste the URL into a private browser window. If you see only the image with nothing else around it, you've got the right link.
URLs must start with https:// and end with an image extension like .jpg, .png, .webp, or .gif. If you don't have your images hosted anywhere yet, upload them to your website's media library first, then copy the direct URL from there.
Don't aim for perfect on day one. Fill in everything you can, generate your schema, and get it live. You can always come back and add more detail later. Just remember to regenerate and redeploy when you do.
The more specific your profile, the more likely AI is to recommend you.
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