Schema Setup

Schema (also called structured data or JSON-LD) is behind-the-scenes code on your website that tells search engines and AI systems exactly what your content is about. Averi audits your Organization schema automatically so you can see what search engines and AI can — and can't — see about your brand, and know exactly what to fix.

Where to Find It

In the left sidebar under Foundations, click Schema Setup. Use the tabs across the top to switch between schema types:

• Organization Schema
• Product Schema
• LLMs.txt
• Article Schema
• FAQ Schema
• robots.txt

Each tab shows what Averi found on your site (or a starter template when nothing is detected yet). A Last updated timestamp and refresh control appear on the right when data is loaded — click refresh after you change your site to pull a new audit.

What Is Schema and Why Does It Matter

Think of schema as a machine-readable label for your website. It sits inside a small code snippet (called JSON-LD) and tells search engines and AI things like: "This is a company called Acme, here's their logo, here are their social profiles, and this is what they do."

When your schema is complete and accurate:

• Search engines can display rich results — knowledge panels with your logo, social links, and company details.
• AI systems (like ChatGPT, Perplexity, and Google's AI Overviews) can correctly identify and cite your brand.
• Entity recognition improves — search engines connect your brand across platforms and build a stronger understanding of who you are.

When schema is missing or incomplete, search engines have to guess — and they often get it wrong.

Types of Schema Averi Helps With

Averi helps you set up and manage the structured data and configuration files that matter most for search engines and AI. Here's what's covered:

• Organization Schema — Describes your company: name, logo, website, social profiles, founders, and contact info. This is the foundation for how search engines and AI understand your brand as an entity. Averi audits your existing Organization schema and shows you exactly what's found, missing, or incomplete.

• Product Schema — Describes your products with details like name, price, availability, and reviews. When Product schema is in place, Google can display rich product results in search and Shopping — making your listings stand out with pricing, ratings, and stock info right on the results page.

• Article Schema — Marks up individual blog posts and articles with details like the headline, author, publish date, and featured image. Article schema helps your content appear in Google's Top Stories and news carousels, and gives AI systems the context they need to correctly attribute your content. If Averi does not detect Article schema on your site, the tab shows a Template you can copy and wire to your CMS (see below).

• FAQ Schema — Identifies pages that contain frequently asked questions and their answers. When Google recognizes FAQ schema, it can show your Q&A directly in search results as a rich snippet — giving your page more visibility without the user needing to click through. If nothing is detected, the tab shows a Template with {{variable}} placeholders for your team to implement per page.

• LLMs.txt — A plain-text file that tells AI models (like ChatGPT, Perplexity, and Claude) what your site is about and how to reference it. Think of it as a "readme" for AI — it helps large language models understand your brand, your content, and how you'd like to be cited. Unlike traditional schema, LLMs.txt is designed specifically for the AI era.

• Robots.txt — A configuration file that tells search engine crawlers which pages on your site they're allowed to visit and which they should skip. A well-configured robots.txt makes sure search engines spend their time on the pages that matter and don't waste resources on pages you don't want indexed (like admin panels, duplicate content, or staging pages).

The four tiers of Organization Schema

Each tier is an expandable section that lists individual fields. Every field shows a status dot and a badge — Found, Missing, or Partial — so you can see at a glance what needs attention.

Article Schema and FAQ Schema (templates)

These tabs work a little differently from Organization Schema:

• If Averi detects schema on your site, you'll see your live JSON-LD and a Looks great! badge when it matches best-practice structure.
• If Averi does not detect schema, the tab is labeled Template. The JSON includes {{variable}} placeholders and a short note at the top explaining that your developer or CMS should replace those placeholders so each article or FAQ page renders its own schema dynamically. Remove that comment before pasting the snippet into your site.
• Use Send schema with instructions on the template to email the JSON and setup notes to yourself (or forward to your developer).

Audit view vs. Raw Schema view

On Organization Schema, you can toggle between two views using the button at the top-right of the Schema card:

• Audit View (default) — The visual breakdown with score ring, tier sections, and field-by-field statuses.
• Raw Schema — Shows the full JSON-LD code that Averi found on your site. This view includes two copy buttons:
  • Copy current — Copies your schema exactly as it exists today.
  • Copy with missing fields — Copies your schema with placeholder templates filled in for every missing field, so you (or your developer) can see the exact structure needed.

How to Implement Organization Schema

Schema lives in your website's code, not inside Averi. Adding or fixing it means placing a JSON-LD snippet on your site. Here's how to get it done:

Tips

• Focus on Core Identity first. Name, URL, logo, and a solid description make the biggest immediate difference — these fields carry the most weight in your score.
• Link at least four social profiles. The more platforms you connect through the Same as field, the easier it is for search engines to verify your brand across the web. LinkedIn, Crunchbase, and Wikipedia are especially valuable.
• Keep your description between 100–300 characters. Too short and it won't be useful; too long and search engines may ignore it. Aim for a clear sentence about what you do and who you serve.
• Include founder job titles. Adding a title like "CEO" or "Co-Founder" alongside each name helps search engines understand your org structure and connect your brand to Person entities.
• Add a contact point. Even just an email address with the contact type set to "customer service" signals legitimacy.
• Keep it accurate. Leaving a field out is better than filling it with placeholder data — search engines penalize inaccurate structured data.

Need Help?

Reach out to us at [email protected] - you'll always get a human to talk through solutions with.