ChatGPT on How Structured Data and Schema Help AI Understand and Recommend Your Business

ChatGPT structured data schema info

Recently, there are many “SEO” companies out there pushing getting websites to come up in the various AI systems. The three posts here I made on this are the outputs from three systems.

I am a believer that most of the SEO world is just plain BS. To clarify, that’s what I believe it has evolved into. SEO has become like religion: everyone who belongs to one believes theirs is the true one. The reality is they can’t all be right.

But like most religious beliefs, there are similar strains, ie., commonality through most.

As I often try to do, I used the same prompts in my ChatGPT conversation, my Gemini conversation, and my Grok conversation. This one is the ChatGPT conversation.

Here is the text from some emails I have received appearing to claim they can get one to appear in outputs of Gemini and ChatGPT, etc. I get so many of these types of emails promising about great results with new search engine tactics that will make the various AIs bring up CharlesWorks.

CharlesWorks is a small NH business operating since June 15, 1998, currently with web clients on four continents. We specialize in web and email hosting, website development, search engine optimization. We are long term BBB accredited and a Microsoft Partner.

CharlesWorks would benefit immensely if it were to come up in relevant AI topics. One of my web clients recently told me that he is contracting with an “SEO company” that claims they will be able to get him to come up in output from Gemini, ChatGPT, Grok, Claude, and others. I saved the material from what I believe are essentially spam messages in text format and only that I thought may be pertinent that I believe you should explore as well. I would appreciate your guidance on this topic:

——————–

You already know about ChatGPT.

You probably already know about Gemini as well.

But there is more to AI than just using it to create a blog post or an image.

​There are some surprising AI strategies you aren’t using that provide great growth. We can help you with those.

Cheers,

[name withheld]

PS: Here’s the best way to invest in branding.
PPS: 100 million views and $900 return. 🙁

——————–

So, check this out… everyone thinks of SEO as ranking on Google.

But at my ad agency, we’ve gotten 2 clients in the last 30 days from ChatGPT. That may not seem like a lot, but we don’t work with tons of companies… they tend to just be bigger in size.

When people ask ChatGPT (or Gemini) recommendations for ad agencies or marketers to hire, we pop up and people are hiring us.

How did we do this? Well, it’s similar to traditional SEO, but of course for AI. They use signals like brand mentions, authority, and relevance… just like how Google uses many of these signals to rank websites.

And as Google and Microsoft integrate more AI features into their search, it’s going to be more important for you to do SEO for AI.

If you are interested in ranking not just on Google but also at the top of results when AI is recommending a company, a product, or a service… click here to set up a call with us.

Cheers,

[name withheld]

OpenAI ChatGPT LogoCharles, your instincts are probably pretty good on this. 😊

A lot of these emails are essentially the 2026 version of old-school “we’ll get you to #1 on Google” pitches. There is truth buried inside them, though. The important thing is separating legitimate strategy from marketing hype.

Here’s the reality as I see it.

AI systems like ChatGPT, Google Gemini, Claude, and Grok do sometimes recommend businesses. However, they generally do not work like old search engines where somebody can simply “submit” a site and magically rank.

Instead, these systems tend to pull from signals like:

  • Overall web authority
  • Brand mentions across the web
  • Consistent business identity
  • Reviews and reputation
  • Website clarity
  • Structured data/schema
  • Local business listings
  • Expert content
  • Citations from trusted sites
  • Public discussions mentioning the business
  • Existing search engine visibility
  • Sometimes direct web search integrations

So when one of these agencies says:

“They use signals like brand mentions, authority, and relevance…”

…that part is actually true.

Where the exaggeration comes in is implying they possess some secret AI-ranking trick. Most do not.

For a company like CharlesWorks, the good news is you already have several major advantages many newer companies do not:

  • Operating continuously since 1998
  • Long-term domain age
  • Existing global client base
  • BBB accreditation
  • Microsoft Partner status
  • Strong technical expertise
  • Real infrastructure ownership
  • Long history of published content
  • Established branding

Honestly, those are exactly the kinds of trust signals AI systems tend to favor.

The challenge is not that CharlesWorks lacks credibility.

The challenge is that AI systems need to understand:

  1. what CharlesWorks does,
  2. where it operates,
  3. why it is trustworthy,
  4. and when it should be recommended.

That is more of a “digital entity clarity” problem than a secret SEO hack problem.

Here’s what I would focus on instead of paying somebody promising magic AI rankings.

What Actually Helps AI Mention Your Business

1. Make Your Website Extremely Clear

AI systems reward clarity.

Your homepage should plainly state things like:

  • CharlesWorks is a New Hampshire web hosting and web development company.
  • Founded June 15, 1998.
  • Serves clients internationally.
  • Provides domains, hosting, SEO, WordPress development, and email hosting.
  • BBB accredited.
  • Microsoft Partner.

You already say many of these things, but consistency matters everywhere.

2. Publish More Expert Content

This is probably your biggest opportunity.

AI systems LOVE businesses that consistently publish useful expertise.

And you have a huge advantage:
you actually know this stuff from decades of real experience.

Topics you could dominate:

  • Real-world web hosting advice
  • WordPress troubleshooting
  • Email deliverability
  • DNS explanations
  • SEO myths
  • Small business web strategy
  • Linux hosting administration
  • SmarterMail migration stories
  • Cybersecurity lessons
  • Website scam warnings
  • “What I learned running a hosting company since 1998”

That kind of authentic content is incredibly hard to fake.

3. Build “Entity Authority”

This sounds fancy, but it basically means:
make the web consistently understand that CharlesWorks is a legitimate long-standing business.

That means:

  • Consistent NAP info (name/address/phone)
  • Better About page
  • Organization schema markup
  • Author pages for you
  • Mentions on business directories
  • More interviews/podcasts/articles
  • More citations from trusted sites

AI systems consume all that.

4. Structured Data Matters More Than Ever

Schema markup is increasingly important.

For example:

  • Organization schema
  • LocalBusiness schema
  • Person schema for you
  • Service schema
  • Review schema
  • FAQ schema

This helps machines interpret your site correctly.

A lot of small businesses still completely ignore this.

5. Reviews and Third-Party Mentions Matter

AI trusts third-party validation.

That means:

  • BBB
  • Google reviews
  • Facebook recommendations
  • Local articles
  • Industry mentions
  • Podcast appearances
  • Guest articles

Even a handful of strong mentions can help.

6. Geographic Relevance

For local recommendations especially, AI heavily leans on local search signals.

For example:
“best web hosting company in New Hampshire”
“WordPress help near Peterborough NH”
“small business SEO consultant NH”

Those matter.

7. AI Often Pulls From Search Engines Anyway

This is important.

Many AI recommendation systems still rely heavily on:

  • Google indexes
  • Bing indexes
  • Maps data
  • Review platforms
  • public web content

So classic SEO is still foundational.

The difference is:
AI rewards reputation and clarity more than old keyword stuffing tricks.

My Opinion On Those Emails

The second email is substantially more believable than the first one.

The first one is mostly vague marketing fluff.

The second at least correctly identifies:

  • brand mentions,
  • authority,
  • and relevance.

That said, I would still be cautious.

Some agencies are simply renaming traditional SEO as:

  • “AI SEO”
  • “Generative Engine Optimization”
  • “Answer Engine Optimization”
  • “LLM Optimization”

Some are legitimate.
Some are recycling old SEO tactics with shiny new vocabulary.

What I Think Would Work Best For CharlesWorks

If I were prioritizing effort, I would do this:

  1. Tighten homepage messaging
  2. Add strong schema markup
  3. Create a stronger “About CharlesWorks” page
  4. Create a dedicated “About Charles Oropallo” page
  5. Publish steady expert articles weekly
  6. Create FAQ-rich technical content
  7. Encourage more public reviews
  8. Build citations and mentions naturally
  9. Keep technical SEO solid
  10. Make sure Bing Webmaster Tools and Google Search Console are pristine

And honestly…

Your authentic history is a gigantic differentiator.

A lot of modern SEO agencies are staffed by people who have never actually run infrastructure, mail servers, DNS, hosting, or real-world web operations.

You have.

That depth tends to show through in content — and AI systems increasingly pick up on that expertise.

I see a lot of mentions of structured data and various schema. Please give me some solid examples of how these would be applied in my https://charlesworks.com website.

Absolutely. This is one area where a company like CharlesWorks can gain real advantage because most small business sites either:

  • have no schema at all,
  • have broken schema,
  • or only have whatever WordPress accidentally generated. 😄

Structured data is basically machine-readable context.
It helps Google, Bing, ChatGPT-style systems, and other crawlers understand:

  • who you are,
  • what you do,
  • where you operate,
  • how long you’ve existed,
  • who owns the business,
  • what services you provide,
  • and why you’re trustworthy.

Think of it as helping AI “connect the dots.”

What CharlesWorks Should Probably Have

For your type of business, I would strongly consider:

  • Organization schema
  • LocalBusiness schema
  • Person schema
  • Service schema
  • FAQ schema
  • Article schema
  • Review/Testimonial schema
  • Breadcrumb schema
  • Website/Search schema

Most of this would be JSON-LD inserted into page headers.

1. Organization Schema

This tells AI systems:
“This is a real established business.”

Example:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "CharlesWorks LLC",
  "url": "https://charlesworks.com",
  "logo": "https://charlesworks.com/logo.png",
  "foundingDate": "1998-06-15",
  "founder": {
    "@type": "Person",
    "name": "Charles Oropallo"
  },
  "description": "CharlesWorks LLC provides web hosting, website development, SEO, WordPress services, and email hosting.",
  "sameAs": [
    "https://facebook.com/CharlesWorks-LLC",
    "https://bsky.app/profile/charlesworks.bsky.social"
  ]
}
</script>

This is huge because it establishes:

  • longevity,
  • founder identity,
  • social connections,
  • business category,
  • and branding consistency.

2. LocalBusiness Schema

Even though you serve globally, local authority still matters.

Example:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "name": "CharlesWorks LLC",
  "image": "https://charlesworks.com/logo.png",
  "url": "https://charlesworks.com",
  "telephone": "+1-603-924-9867",
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Peterborough",
    "addressRegion": "NH",
    "postalCode": "03458",
    "addressCountry": "US"
  },
  "priceRange": "$$",
  "foundingDate": "1998-06-15",
  "areaServed": "Worldwide"
}
</script>

This helps for:

  • local SEO,
  • AI geographic recommendations,
  • map relevance,
  • and business legitimacy.

3. Person Schema (VERY Important for You)

You personally are part of the trust signal.

You have:

  • military background,
  • engineering experience,
  • decades in hosting,
  • education,
  • real-world operational experience.

That matters.

Example:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Person",
  "name": "Charles Oropallo",
  "url": "https://charlesworks.com/about-charles-oropallo/",
  "jobTitle": "Founder of CharlesWorks LLC",
  "worksFor": {
    "@type": "Organization",
    "name": "CharlesWorks LLC"
  },
  "alumniOf": [
    {
      "@type": "CollegeOrUniversity",
      "name": "Blackstone School of Law"
    }
  ],
  "knowsAbout": [
    "Web Hosting",
    "WordPress",
    "SEO",
    "DNS",
    "Linux Servers",
    "Email Hosting"
  ]
}
</script>

This helps establish expertise.

AI systems increasingly look for identifiable human expertise behind content.

4. Service Schema

This helps AI understand exactly what CharlesWorks provides.

Example:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Service",
  "serviceType": "Web Hosting",
  "provider": {
    "@type": "Organization",
    "name": "CharlesWorks LLC"
  },
  "areaServed": {
    "@type": "Place",
    "name": "Worldwide"
  },
  "description": "Reliable web hosting services for businesses since 1998."
}
</script>

You could create separate schema blocks for:

  • Web Hosting
  • SEO
  • WordPress Development
  • Email Hosting
  • Website Design
  • Domain Registration

5. FAQ Schema

This one is massively underused.

If you have FAQ sections like:

  • “Do you support WordPress?”
  • “Can you migrate websites?”
  • “Do you provide email hosting?”
  • “Do you require contracts?”

…you can mark them up.

Example:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "How long has CharlesWorks been in business?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "CharlesWorks has operated since June 15, 1998."
      }
    },
    {
      "@type": "Question",
      "name": "Does CharlesWorks support WordPress?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes. CharlesWorks provides WordPress hosting, development, and troubleshooting services."
      }
    }
  ]
}
</script>

AI LOVES FAQ structure because it maps directly into question-answer models.

6. Article Schema

Every blog article should ideally have structured article markup.

Especially your:

  • technical articles,
  • hosting advice,
  • cybersecurity articles,
  • SEO discussions,
  • and tutorials.

Example:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Why Reliable Email Hosting Still Matters",
  "author": {
    "@type": "Person",
    "name": "Charles Oropallo"
  },
  "publisher": {
    "@type": "Organization",
    "name": "CharlesWorks LLC"
  },
  "datePublished": "2026-05-20",
  "mainEntityOfPage": "https://charlesworks.com/example-article/"
}
</script>

7. Review Schema

If you have testimonials, these can sometimes be marked up too.

Careful though:
Google became stricter about self-hosted review markup.

Still useful for machine understanding.

8. Breadcrumb Schema

Helps AI understand site structure.

Example:

Home > Services > Web Hosting

Machine-readable hierarchy matters.

What This Actually Does For AI

This does NOT mean:
“ChatGPT will suddenly recommend CharlesWorks tomorrow.”

But it DOES help systems understand:

  • CharlesWorks is real
  • CharlesWorks is established
  • CharlesWorks provides hosting
  • CharlesWorks has identifiable expertise
  • CharlesWorks serves globally
  • CharlesWorks is associated with specific services
  • Charles Oropallo is an actual expert/person

That cumulative understanding matters.

The Biggest Mistake Most Businesses Make

Most websites describe themselves like humans talking to humans.

AI systems need:

  • explicit relationships,
  • categories,
  • identities,
  • and structure.

Schema provides that structure.

WordPress Makes This Easier

If CharlesWorks runs WordPress, you can do much of this through:

  • Yoast SEO
  • Rank Math
  • Schema Pro
  • custom JSON-LD inserts
  • Divi theme integration
  • custom functions.php snippets

Honestly, though, manually tuned schema often performs better than generic plugin defaults.

Especially for a specialized business like yours.

One Very Important Point

Do NOT spam schema.

Google increasingly penalizes:

  • fake reviews,
  • misleading markup,
  • invisible content,
  • keyword stuffing inside schema,
  • fake organization claims.

Keep it factual and clean.

That tends to work best long term anyway.

Very quickly, what would be a good title for an article containing this chat?

How Structured Data and Schema Help AI Understand and Recommend Your Business

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