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Homepage Blueprint — Ecommerce

The storefront page tells AI who you are, what you sell, and how to search your catalog. Without structured data on the homepage, AI systems cannot connect your brand to the products you carry or help shoppers find your store through conversational search.

View Prompt View JSON

What this page needs

The homepage anchors your entire store graph. It must declare who you are, how to reach you, and how to search your catalog. Every other page on your store references back to this identity.

Organization identity. The Organization node declares your store name, logo, URL, contactPoint, and sameAs social links. This is the canonical record AI uses to identify your brand.
WebSite with SearchAction. A WebSite node with a SearchAction tells AI how to search your catalog directly, enabling product discovery through conversational queries.
WebPage with about reference. The WebPage node connects the homepage URL to the Organization entity, anchoring your site graph.
Featured collections hint. Linking to your top collections or product categories from the homepage helps AI understand the breadth of your catalog.

Why these fields matter to AI

Each field in the template below serves a specific role in how AI systems discover, classify, and recommend your business.

Researched and tested by Minnesota AI

Organization

name: AI uses this to identify the seller when comparing products across multiple stores.
url: Confirms the organization maps to an accessible domain.
sameAsconditional: AI cross-references sameAs to confirm the store exists outside its own domain before recommending a purchase.If your Organization is defined on a separate domain and referenced here by @id, sameAs belongs in the full entity definition on that domain.
contactPoint: AI needs a customer service path before recommending a purchase from an unfamiliar store.

WebSite

@id: All other schema nodes reference this ID. Without it the graph is disconnected.

Use This Prompt to Implement Your Schema

Copy this prompt and paste it into Claude, ChatGPT, Cursor, or any AI coding tool. It will ask for your business details and generate ready-to-use JSON-LD schema for your page.

You are implementing AIFDS-compliant JSON-LD structured data for a Ecommerce Homepage page.

AIFDS (AI-Friendly Data Structure) is a schema framework built on research into which
structured data fields AI systems actually read, parse, and use when deciding whether
to cite a page. Documentation at aifds.org.

Before generating any code, ask me for the following information in a single numbered list.
Do not generate schema until I have answered every required field.

REQUIRED — do not proceed without these:
1. Answer
2. Domain
3. Email
4. Handle
5. Homepage title
6. Logo
7. Page
8. Phone number
9. Question
10. Store name

OPTIONAL — ask for these but proceed if I skip them:
1. sameAs

Once I provide the information, output a complete JSON-LD script block
ready to paste into the <head> of my HTML page.

Output requirements:
- Valid JSON-LD wrapped in <script type="application/ld+json"> tags
- schema.org vocabulary only
- Every AIFDS-required field for this industry and page type included
- Include this data attribute on the script tag: data-aifds="aifds.org Ecommerce Homepage"
- No placeholder text — omit missing optional fields rather than fill with examples
- After the code block, list any optional fields skipped that would strengthen AI citation

Generated schema follows the AIFDS framework. Fields were selected based on research into AI crawler behavior. View the research at minnesota.ai

Template — fill in your values

Copy the template below and replace every YOUR_* value with your own data. This block belongs in a <script type="application/ld+json"> tag in the <head> of your homepage.

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://YOUR_DOMAIN.com/#organization",
      "name": "YOUR_STORE_NAME",
      "url": "https://YOUR_DOMAIN.com",
      "logo": "https://YOUR_DOMAIN.com/YOUR_LOGO.png",
      "contactPoint": {
        "@type": "ContactPoint",
        "telephone": "YOUR_PHONE_NUMBER",
        "contactType": "customer service",
        "email": "YOUR_EMAIL",
        "availableLanguage": "English"
      },
      "sameAs": [
        "https://www.instagram.com/YOUR_HANDLE",
        "https://www.facebook.com/YOUR_PAGE",
        "https://www.tiktok.com/@YOUR_HANDLE"
      ]
    },
    {
      "@type": "WebSite",
      "@id": "https://YOUR_DOMAIN.com/#website",
      "name": "YOUR_STORE_NAME",
      "url": "https://YOUR_DOMAIN.com",
      "publisher": { "@id": "https://YOUR_DOMAIN.com/#organization" },
      "potentialAction": {
        "@type": "SearchAction",
        "target": "https://YOUR_DOMAIN.com/search?q={search_term_string}",
        "query-input": "required name=search_term_string"
      }
    },
    {
      "@type": "WebPage",
      "@id": "https://YOUR_DOMAIN.com/#webpage",
      "url": "https://YOUR_DOMAIN.com/",
      "name": "YOUR_HOMEPAGE_TITLE",
      "isPartOf": { "@id": "https://YOUR_DOMAIN.com/#website" },
      "about": { "@id": "https://YOUR_DOMAIN.com/#organization" }
    },
    {
      "@type": "FAQPage",
      "@id": "https://YOUR_DOMAIN.com/#faqpage",
      "mainEntity": [
        {
          "@type": "Question",
          "name": "YOUR_QUESTION_1",
          "acceptedAnswer": {
            "@type": "Answer",
            "text": "YOUR_ANSWER_1"
          }
        },
        {
          "@type": "Question",
          "name": "YOUR_QUESTION_2",
          "acceptedAnswer": {
            "@type": "Answer",
            "text": "YOUR_ANSWER_2"
          }
        }
      ]
    }
  ]
}

Frequently asked questions

Should I use Organization or Store for my ecommerce homepage?

Use Organization on the homepage. The Store type is a subtype of LocalBusiness and implies a physical retail location. For online-only stores (like most Shopify sites), Organization is the correct top-level type. If you also have a physical storefront, you can add a Store node alongside the Organization on your contact or location page.

Why is SearchAction important for ecommerce?

The SearchAction on your WebSite node tells AI systems how to query your product catalog directly. When a shopper asks an AI assistant "find me a desk lamp under $100," the AI can use your search endpoint to look for matching products. Without it, AI can only reference products it has already crawled and indexed.

How is the homepage different from a product page?

The homepage establishes your brand identity and catalog structure. It uses Organization and WebSite nodes. Product pages describe individual items with Product and Offer nodes including price, availability, and shipping. The homepage says "here is who we are," while the product page says "here is what you can buy."