Build a Brand Facts Page AI Can Quote

A brand facts page is one crawlable page that states your organisation's checkable facts in plain sentences, with matching Organization markup. Google recommends putting organisation markup "on your home page, or a single page that describes your organization, for example the about us page". Write each fact once, date it, keep it consistent everywhere, and update it when it changes.

Method: we built this tutorial from Google Search Central's Organization structured data guide and its AI features guide, read on 31 October 2026 (CET). Quotes are verbatim. Opinions are marked "Our view"; examples are marked "Illustrative".

On this page

• Why build one?
• Step 1: Collect your facts and their evidence
• Step 2: Write the page
• Step 3: Add matching Organization markup
• Step 4: Publish, link and maintain
• How do you check it's working?
• From MentionX data: how often answers describe brands directly
• Worked example: Ledgerline's facts page
• Which facts should you include?
• How should the page be written?
• How does the facts page relate to your About page?
• Who should own the page?
• What do people get wrong with facts pages?
• Common questions
• Checklist
• Sources

Checked on 31 October 2026. "Our view" marks MentionX opinion. Ledgerline is a fictional company used for illustration.

Why build one?

AI answers about your brand draw on whatever text they can find. If your founding year, headcount or return policy is stated differently on five pages, answers may quote any of them.

Google's AI features guide doesn't ask for anything special. "There are no additional requirements to appear in AI Overviews or AI Mode." It also says "You don't need to create new machine readable files, AI text files, or markup to appear in these features. There's also no special schema.org structured data that you need to add" (Google).

But Google's list of SEO fundamentals includes "Making sure that important content is available in textual form" and "Making sure your structured data matches the visible text on the page" (Google).

Our view: a brand facts page is simply the best way to meet those two asks for facts about your organisation.

Step 1: Collect your facts and their evidence

Make a spreadsheet with one row per fact: the fact, its value, its evidence (a registry entry, a contract, an annual report) and the date checked.

Start with the properties Google's Organization guide lists (Google):

Add the facts customers ask about: what you sell, where you ship, who leads the company, and key policies.

Our view: if you can't point to evidence for a fact, leave it off. An unsourced claim on your own facts page is worse than none.

Step 2: Write the page

Rules:

1. One fact, one sentence. "Example Outdoor Ltd was founded in Leeds in March 2014." Not "a decade of passion".
2. Plain HTML text. Not inside images, PDFs or tabs that need JavaScript.
3. Date the page. Add "Facts last checked: [date]".
4. Use headings people ask. "When was Example Outdoor founded?", "Where does Example Outdoor ship?"
5. Link to proof. Registry listings, press releases, policy pages.

Fictional page outline:

# About Example Outdoor: company facts
Facts last checked: 31 October 2026

## Who are we?
Example Outdoor Ltd (legal name) is an online retailer of hiking footwear.

## When and where were we founded?
Founded in Leeds, UK, in March 2014.

## How big are we?
Between 50 and 99 employees.

## Where do we ship, and what is our return policy?
UK and EU. Returns accepted within 30 days.

## How can you contact us?
support@example.com, +44 113 000 0000

Step 3: Add matching Organization markup

Google's technical guidelines say: "We recommend placing this information on your home page, or a single page that describes your organization". It adds: "You don't need to include it on every page of your site" (Google).

Use the most specific type. Google says "if you have an ecommerce site, then we recommend using the OnlineStore subtype instead of OnlineBusiness" (Google).

There are "no required properties". Google recommends "properties that are useful to your users, such as name or alternateName for your business name as well as an indication of real-world presence (for example, address or telephone) and online presence (for example, url or logo)" (Google).

Fictional JSON-LD, matching the outline above:

{
  "@context": "https://schema.org",
  "@type": "OnlineStore",
  "name": "Example Outdoor",
  "legalName": "Example Outdoor Ltd",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/logo-512.png",
  "foundingDate": "2014-03",
  "numberOfEmployees": {"@type": "QuantitativeValue", "minValue": 50, "maxValue": 99},
  "address": {"@type": "PostalAddress", "addressLocality": "Leeds", "addressCountry": "GB"},
  "contactPoint": {"@type": "ContactPoint", "email": "support@example.com", "telephone": "+44-113-000-0000"},
  "sameAs": ["https://www.linkedin.com/company/example-outdoor"]
}

Every value must also appear in the visible text. That's Google's "matches the visible text" ask in practice.

Test it

Google's steps: "Validate your code using the Rich Results Test and fix any critical errors", then "use the URL Inspection tool to test how Google sees the page. Be sure that your page is accessible to Google and not blocked by a robots.txt file, the noindex tag, or login requirements" (Google).

Step 4: Publish, link and maintain

1. Link it. Put it in your footer and link it from your About, Press and Contact pages. Google's AI guide lists "Making your content easily findable through internal links on your website" as a fundamental (Google).
2. Make it crawlable. Google's AI guide asks you to ensure "crawling is allowed in robots.txt, and by any CDN or hosting infrastructure" (Google).
3. Sync the rest. Update your Business Profile and Merchant Center so they say the same. Google's AI guide asks you to keep "your Merchant Center and Business Profile information" up to date (Google).
4. Review quarterly. Recheck each fact against its evidence and update the "last checked" date.
5. Recrawl after changes. Google notes "it may take several days after publishing a page for Google to find and crawl it" (Google).

How do you check it's working?

Ask AI assistants factual questions about your brand ("When was Example Outdoor founded?", "What's Example Outdoor's return policy?") once a month. Record each answer, whether it matches your page, and which source it cites. When an answer is wrong, find the source it used and fix or outweigh it.

Our view: you can't control what AI systems say, but you can make sure the correct answer is the easiest one to find.

From MentionX data: how often answers describe brands directly

Method. Read-only aggregate queries over MentionX scans from 22 August to 29 October 2026 (UTC): 2,217 engine runs (2,154 completed) across 18 anonymised projects and six engines.

A facts page helps most when an answer is about you specifically. In our sample, the question type changed how often brands were named:

Brand questions are where a facts page does its work: the engine is describing a named company and needs facts to quote. Whether it shows where those facts came from depends on the engine:

Our view: for engines that rarely cite, you can't see which page supplied a wrong fact. That's a strong reason to make your own page the clearest, most consistent source available.

Limits. A convenience sample of mostly B2B software projects, run through engine APIs, which can behave differently from the consumer apps. Perplexity, Copilot and DeepSeek figures come from a single day (26 October 2026), so treat them as a snapshot, not a trend.

Worked example: Ledgerline's facts page

Ledgerline is a fictional accounts-payable tool. Figures are illustrative.

Ledgerline's About page tells a founding story but never states the founding year, headcount range or where its data is hosted. Sales decks, a press kit and two directories give slightly different answers.

The team builds a facts spreadsheet with evidence for each value: the company registry for legal name and founding date, the HR system for headcount range, hosting contracts for data location and the published policy for refunds. Two facts can't be evidenced and are left off.

It publishes /company-facts with question headings, a "Facts last checked" date and links to the registry entry and policy pages. Organization markup on the homepage refers to the same values. Footer, About and Press pages link to it. A month later, the team asks assistants when Ledgerline was founded and where its data is stored, and records which answers match.

Which facts should you include?

Include facts that people ask about and that you can evidence. For most companies that means legal and trading names, what you do in one sentence, founding date and place, headquarters, headcount range, leadership, where you operate or ship, key policies and how to contact you. Software companies often add data hosting regions, security certifications and supported integrations. Retailers add returns, delivery areas and warranties.

Leave out claims that are opinions or that change daily. "Market leader" isn't a fact; a customer count you can't evidence isn't either. Our view: a short page of verified facts does more good than a long page mixing facts with marketing.

How should the page be written?

Write each fact as a complete sentence under a question heading, so it can be quoted on its own. "Ledgerline was founded in 2018 in Manchester" survives being lifted out of context; "Founded: 2018" in a table cell may not. Keep sentences short, use the same names and numbers everywhere and avoid pronouns that need the previous paragraph to make sense.

Put the page in plain HTML. Facts hidden in images, PDFs or tabs that need JavaScript may not be read. Add a visible "Facts last checked" date and update it when you review.

How does the facts page relate to your About page?

They do different jobs. The About page tells your story and persuades. The facts page answers questions precisely. Link them to each other. If you'd rather not add a page, you can add a clearly headed facts section to the About page, as long as it meets the same rules: plain text, question headings, evidence links and a date.

Who should own the page?

Give ownership to one team, often communications or marketing operations, with input from legal for regulated facts. Add a review step to events that change facts: funding rounds, office moves, leadership changes, policy updates and rebrands. Our view: when a fact changes, update the facts page first and the other places second. That order keeps your own page the most current source.

What do people get wrong with facts pages?

• Mixing marketing copy with facts. Slogans make the page less quotable and less trustworthy.
• Letting markup and text drift apart. Google asks that structured data match the visible text (Google).
• Hiding the page. If nothing links to it, crawlers and people may never find it.
• Never updating the date. A "last checked" date from years ago signals that the facts may be stale.
• Publishing facts without evidence. If a fact is challenged, you need to show where it came from.

Common questions

Do I need special markup to appear in AI Overviews? Google says there are no additional requirements and no special schema.org markup needed. Matching visible text and markup is a fundamental, though.

Where should the page live? A stable URL such as /company-facts, linked from your footer, About, Press and Contact pages.

How often should I review it? Quarterly, and whenever a fact changes.

Checklist

• Every fact has evidence and a check date
• One plain-text sentence per fact
• Organization (or most specific subtype) JSON-LD on the page
• Every markup value visible in text
• Passes Rich Results Test; inspected with URL Inspection
• Linked from footer, About and Contact
• Business Profile and Merchant Center match
• Quarterly review scheduled

Related: hreflang and AI answers.

Sources

All accessed 31 Oct 2026.

• Google Search Central, Organization structured data
• Google Search Central, AI features and your website (last updated 10 Dec 2025)