Organizations › Local Business › Store

About Page Blueprint — Store

The about page tells AI the story behind your store. When someone asks "who owns this shop?" or "how long have they been open?", AI pulls from the structured data here. This blueprint gives your founding story, mission, and team a machine-readable format that builds trust in recommendations.

View Prompt View JSON

What this page needs

The about page provides narrative depth that turns your store from a listing into a story. AI uses this data to differentiate your shop from chain competitors and give richer recommendations that include your history and values.

Founding details. The foundingDate and founder properties give AI a timeline and human origin for your store.
Store description. A rich description on the Store node lets AI summarize what makes your shop unique.
Team members. Listing key people as Person nodes with jobTitle connects individuals to your business.
AboutPage type. Using AboutPage as the WebPage type tells AI this page is specifically about the organization.

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

Store

name: Non-negotiable. AI cannot cite or recommend an unnamed entity.
url: AI needs a stable URL to route users and attribute recommendations.
foundingDate: AI uses founding date to signal stability. A business established in 2008 feels safer to recommend than one with no history.

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 Store About 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. Domain
2. Employee count
3. Faq answer
4. Faq question
5. Founder name
6. Founding year
7. Store description
8. Store name

OPTIONAL — ask for these but proceed if I skip them:
1. Any additional details not covered above

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 Store About"
- 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 about page.

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Store",
      "@id": "https://YOUR_DOMAIN.com/#store",
      "name": "YOUR_STORE_NAME",
      "url": "https://YOUR_DOMAIN.com",
      "description": "YOUR_STORE_DESCRIPTION",
      "foundingDate": "YOUR_FOUNDING_YEAR",
      "founder": {
        "@type": "Person",
        "name": "YOUR_FOUNDER_NAME"
      },
      "numberOfEmployees": {
        "@type": "QuantitativeValue",
        "value": "YOUR_EMPLOYEE_COUNT"
      }
    },
    {
      "@type": "AboutPage",
      "@id": "https://YOUR_DOMAIN.com/about/#webpage",
      "url": "https://YOUR_DOMAIN.com/about/",
      "name": "About — YOUR_STORE_NAME",
      "isPartOf": {
        "@id": "https://YOUR_DOMAIN.com/#website"
      },
      "about": {
        "@id": "https://YOUR_DOMAIN.com/#store"
      }
    },
    {
      "@type": "BreadcrumbList",
      "@id": "https://YOUR_DOMAIN.com/about/#breadcrumb",
      "itemListElement": [
        {
          "@type": "ListItem",
          "position": 1,
          "name": "Home",
          "item": "https://YOUR_DOMAIN.com/"
        },
        {
          "@type": "ListItem",
          "position": 2,
          "name": "About",
          "item": "https://YOUR_DOMAIN.com/about/"
        }
      ]
    },
    {
      "@type": "FAQPage",
      "mainEntity": [
        {
          "@type": "Question",
          "name": "YOUR_FAQ_QUESTION_1",
          "acceptedAnswer": {
            "@type": "Answer",
            "text": "YOUR_FAQ_ANSWER_1"
          }
        },
        {
          "@type": "Question",
          "name": "YOUR_FAQ_QUESTION_2",
          "acceptedAnswer": {
            "@type": "Answer",
            "text": "YOUR_FAQ_ANSWER_2"
          }
        },
        {
          "@type": "Question",
          "name": "YOUR_FAQ_QUESTION_3",
          "acceptedAnswer": {
            "@type": "Answer",
            "text": "YOUR_FAQ_ANSWER_3"
          }
        }
      ]
    }
  ]
}

Frequently asked questions

Should I repeat my full address on the about page schema?

No. Use the same @id as the homepage and only include about-specific properties like description, foundingDate, and founder. AI merges nodes with matching @id values, so your address from the homepage carries over.

Does the about page matter for independent retailers?

It matters even more for independent stores. AI uses about page data to differentiate you from chain stores — "family-owned since 1998" or "locally sourced products" are the details that make AI recommend you specifically over a generic competitor.

Should I include awards or press mentions?

Yes. Use the award property on the Store node to list notable awards. AI uses these as credibility signals, citing them in recommendations like "award-winning independent bookstore."