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Guide · Any system, checked with the Schema.org validator and Google's test

Build and check a grounding page

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A grounding page is the one page where the facts about your business are stated plainly and checked. AI search and people find your name, offer, location and official profiles in one place. A thorough About page is often all it takes.

Why this matters is explained in our knowledge article on grounding pages.

How to do it

  1. Set up a table with two columns: fact and source. Enter everything that is established about your business: name, type of business, location, year founded, owner and services. Note where each fact is documented.Good sources are the commercial register, your legal notice, your business registration or your Google Business Profile. Anything you cannot document stays off the page.
  2. Choose the page that will hold the facts. Usually this is your About page. If several pages describe your company, pick exactly one of them as the reference anchor.The other pages then link to this one. That is what rule RI-2 of Standard 2.0 asks for.
  3. Use only the name of your business as the main heading, spelled exactly as in your legal notice.
  4. Below it, write two or three short paragraphs. The first sentence says what your business is, for example: „Example Bakery is a bakery in Lüneburg.“ Then say who you work for and what you offer.
  5. Add a subheading such as „Key facts about Example Bakery“. Under it goes a list with type of business, industry, area served, founding, owner and status.Every line needs a source in your table from step 1. Put your business name into the other subheadings too.
  6. If there are businesses with a similar name, add a short section that tells them apart. Say in one sentence that you are not connected and how to tell you apart.
  7. Add a subheading „Official profiles“. Under it, list your own profiles as links, such as your Google Business Profile, Instagram, LinkedIn and, if you have one, Wikidata.What others write about you, such as press articles or reviews, gets a section of its own. That way readers can see what comes from you and what comes from others.
  8. Open every profile link one by one. Check that it really shows your business, with the same name, the same location and your website.If a link leads to a namesake or someone else's profile, take it out.
  9. On Wikidata, open the page for your Q number, an address like wikidata.org/wiki/Q… with your number. The name appears at the top with the number in brackets. Under „In more languages“, read the „Label“ column.If it names a different business, the number is not yours. Further down under „Statements“ there is often „official website“. If it points to your address, the entry fits.
  10. Build the JSON-LD block from this template and replace the values with yours. The business gets a fixed address with a # under „@id“. The WebPage part points to it with „mainEntity“.Replace „Bakery“ with your subtype, or use „Organization“ if you have no premises. Under „sameAs“ list exactly the profiles from step 7, and leave out press articles and reviews.
    <script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "WebPage",
      "@id": "https://www.example.com/about/#webpage",
      "url": "https://www.example.com/about/",
      "name": "About Example Bakery",
      "inLanguage": "en",
      "mainEntity": { "@id": "https://www.example.com/#business" },
      "dateModified": "2026-11-06",
      "lastReviewed": "2026-11-06",
      "reviewedBy": { "@type": "Person", "name": "Jane Doe" }
    },
    {
      "@type": "Bakery",
      "@id": "https://www.example.com/#business",
      "name": "Example Bakery",
      "url": "https://www.example.com/",
      "mainEntityOfPage": "https://www.example.com/about/",
      "foundingDate": "1998",
      "telephone": "+49 4131 000000",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "1 Example Street",
        "postalCode": "21335",
        "addressLocality": "Lüneburg",
        "addressCountry": "DE"
      },
      "sameAs": [
        "https://www.instagram.com/…",
        "https://www.wikidata.org/wiki/Q…"
      ]
    }
  ]
}
</script>
  11. If the page is already live, open it with view-source: in front of the address and search for „WebPage“. If a node is already there, for example from Yoast SEO, reuse its „@id“ for your WebPage part.According to its documentation, Yoast uses the page's canonical address as „@id“ and sets no „mainEntity“. With the same „@id“, both blocks describe one node instead of two.
  12. Open validator.schema.org/?hl=en and switch to the „Code snippet“ tab in the „Test your structured data“ dialog. Paste your block into the field „Paste your code“ and click „Run test“.On the right a „WebPage“ card appears with „0 ERRORS“ and „0 WARNINGS“. Your business shows up inside it under „mainEntity“, which means both parts are linked correctly.
  13. Open the Rich Results Test at search.google.com/test/rich-results?hl=en and choose the „CODE“ tab. Paste the block into the field „Paste code to test“ and click „TEST CODE“.The test shows which rich results Google can build from your block. Check everything else in the Schema.org validator. If it asks you to sign in, use „Sign in“ at the top right.
  14. Before publishing, check the finished page against your table: every fact, every source, every profile link. Record who checked it and when.Standard 2.0 names seven review points: accuracy, currency, sources, the right entity, matching facts in text and code, approval and the references.
  15. Only after that review, add a visible review note at the end of the page, such as „Facts reviewed by Jane Doe · Last reviewed on 6 November 2026“. Enter the same name under „reviewedBy“ and the same date under „lastReviewed“.Without a real review, no date belongs in these fields. Change „dateModified“ only when the content changes.
  16. Put the block into the head of this one page and publish it.In Wix, open the page's SEO settings in the Editor and click „+Add New Markup“ under „Structured Data Markup“. Paste the block under „Write your markup in JSON-LD format“ and click „Apply“. On the home page, Wix adds local business markup by itself once a name and location are set.
  17. Add a link to the page in your site footer, for example with the text „Facts about Example Bakery“.Standard 2.0 only recommends this now. A link from a facts overview or from your text works just as well, as long as visitors can reach the page through the normal navigation.
  18. Open your-domain.com/sitemap.xml and search for the page's address.Site builders and SEO plugins usually add new pages on their own. The page also must not be set to noindex, or no search engine can find it.
  19. Put a date in your calendar three to six months from now to check the facts and links again.The project's FAQ recommends this even when nothing has changed. After each review, update the date in the review note and under „lastReviewed“.

How you can tell it worked

Once the page is live, open validator.schema.org/?hl=en again, this time with the „Fetch URL“ tab, and enter its address. If your WebPage part shows up with the business under „mainEntity“, the block is installed correctly. The review note on the page and „lastReviewed“ in the code show the same date.

A grounding page does not make an AI mention you. No provider has committed to taking the standard into account. We also know of no independent measurement of its effect. Build it because it puts your facts in one place, clean and verifiable.