How well do structured data help with AI visibility? This is currently being discussed in the SEO industry. And not only there: Many agencies and specialists are currently developing strategies and measures for this new field of work. For example, Julio Guevara from the Interactive Media Group (IMG).
We spoke with him specifically about this, as Julio conducted his own study on the matter. The findings are clear.
What this means for GEO (Generative Engine Optimization) and how Julio and his team approach this new field of work — we discuss this in depth in our podcast. Here is the summary.
In the Podcast Interview: Julio C. Guevara
Julio Guevara leads the Organic Growth Team at Interactive Media Group (IMG). Julio originally comes from web development and combines UX, SEO, and data analytics.
Julio exemplifies a new generation of interdisciplinary marketing consultants. He views AI systems not only from an SEO perspective but approaches the field with an open mind.
IMG is also not a classic SEO agency — quite the opposite. The Hamburg-based management consultancy focuses on analyzing and optimizing the digital customer journey. Approximately 20 consultants work there. IMG’s clients include Nivea, o2, Deutsche Bahn, Eurowings, Lufthansa, and Audi.
This example also shows that the new field of AI optimization is being developed by agencies from very different directions.
Do JSON and similar formats help with AI visibility? These are the test results.
Julio’s team received an inquiry about whether structured data helps with AI visibility. The client operated a React-based online shop where all product information was delivered as JSON files. Julio and his team decided to find out — through tests.
Julio’s team conducted over 160 structured tests — from product and blog pages to organizational pages. The comparison was clearly designed: Variant A consisted only of structured data in JSON-LD format, while Variant B additionally contained the same information as visible HTML content. The goal was to determine whether ChatGPT and Gemini could extract information directly from JSON data and use it in responses. The results at a glance:
- Large language models exclusively read visible text, not code. None of the tested JSON-only pages were correctly read by ChatGPT or Gemini.
- ChatGPT hallucinated missing information. Where no data was available, the model invented plausible, but often incorrect, product details.
- Gemini refused to answer. Instead of guessing, the model transparently reported that it could not read JSON data.
- HTML content was reliably recognized. As soon as information was present in the visible text, both systems could reproduce it correctly.
A second series of tests with real brand setups confirmed the pattern. Only HTML-based pages were fully visible to AI systems, while client-side rendered JSON structures remained invisible.
For us, the significance of these results is clear: Anyone who delivers their product or brand information exclusively via JSON structures is practically invisible to AI systems. And anyone who trusts that ChatGPT will “somehow understand” it risks incorrect citations or distorted brand messages. Visibility arises where content is actually rendered and information is available in text form.
Further Topics from our Discussion
Further Topics in Our Discussion:
- How Julio and his team developed a five-stage GEO rollout for brands — from monitoring to community management.
- What “citable content” means and why AI systems prefer clear facts, figures, and also tables.
- Why structured data remains relevant for SEO, but plays no role in AI visibility — at least for now.
- Which tools and frameworks Julio uses to measure GEO performance and track brand perception in AI systems.
You are currently viewing a placeholder content from Default. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.
More InformationThe Interview in the Video Podcast
SEO in Transition: our Discussions with Industry Professionals
Deepen your GEO Knowledge: Every Monday via Email
Free GEO Online Training
- Current Developments in AI Visibility
- From SEO to GEO
- How to Optimize for AI Systems
We Advise Marketing Managers on SEO & GEO
For anyone seeking an SEO sparring partner or comprehensive SEO consulting, Fabian and Benjamin are the perfect choice. As an in-house SEO expert, I sought competent SEO support and found it with them. During a very pleasant introductory meeting, we jointly developed an approach to establish SEO among the individual stakeholders and thereby gain more internal visibility for the subject. Based on this initial discussion and a joint kick-off with the stakeholders, they developed a sound SEO and content strategy for a product area. Since then, they have both supported me as sparring partners during implementation.
The collaboration with Fabian and Benjamin is a great pleasure for me and all project participants, as they are masters of their craft and bring immense passion for SEO. This combination is infectious and motivates everyone to achieve peak performance.
I look back with great satisfaction on the SEO project that we carried out with Benjamin and Fabian. Firstly, the collaboration was on a very pleasant, goal-oriented level. Secondly, the consultation was structured in such a way that we could immediately start with the implementation. We received very concrete optimization suggestions that were tailored to our internal capacities and therefore realistically implementable. Even though only a few months have passed, we can already see the first results of our work in the Google rankings. Traffic for our relevant keywords is steadily increasing, and we still have enough concrete work packages from Benjamin in the pipeline to boost our site. Furthermore, through the consultation, we have acquired so much internal SEO know-how that we can now optimize our site independently. And most importantly: Visitor numbers have doubled – with correspondingly positive effects on sales.
