Why I'm Investing in Structured Data (And Why You Should Care About Schema Markup)
This week, I took a hard look at the structured data on my website. Not because I'm chasing some technical SEO checklist, but because I realized something important: if I don't tell search engines who I am, they'll figure it out on their own. And when there are two other people with my exact name competing for the same search results, I can't afford to leave that interpretation up to chance.
Structured data, specifically schema markup, is how you give search engines the context they need to understand your identity. It's not about gaming the system. It's about clarity. When someone searches for Kenny Kane, I want Google to know exactly which one I am. The CEO and author in Austin, not the comedian in Los Angeles or the rapper in Memphis.
The Problem with Ambiguity
Search engines are good at making educated guesses, but they're not perfect. When you share a name with other public figures, those guesses can go sideways fast. Without structured data, Google has to infer who you are based on scattered signals across the web. Sometimes it gets it right. Sometimes it mixes you up with someone else. And sometimes it just shrugs and shows a little bit of everyone.
That's what was happening to me. My site had basic schema markup, which is better than nothing, but it wasn't doing enough to differentiate me. It listed my roles and my books, but it didn't emphasize the things that make me distinct. My location. My career timeline. My specific affiliations with organizations that have their own authority and recognition.
The more I thought about it, the more I realized that structured data isn't just a technical nicety. It's a strategic asset. It's how you control the narrative before someone even clicks on your site.
What Structured Data Actually Does
Schema markup is a language that search engines understand natively. It's a way of saying, "Here's who I am, here's what I do, here's where I'm based, and here's how I'm connected to these other entities you already recognize." When you implement it properly, you're not just optimizing for search. You're building a knowledge graph that connects you to the rest of the web in a structured, verifiable way.
For me, that means connecting my name to Firmspace, the Testicular Cancer Foundation, and Gryt Health. It means linking my author profile to my books on Amazon and Goodreads. It means specifying that I'm based in Austin, Texas, which immediately sets me apart from the other Kenny Kanes. And eventually, when I have a Wikipedia page, it means linking that page directly into my schema so Google knows it's the authoritative source.
This isn't about vanity. It's about precision. When someone searches for me, I want the results to reflect the work I've actually done, not a blended average of three different people.
Why Location Matters More Than You Think
One of the simplest but most powerful additions I'm making to my schema is geographic information. Adding Austin, Texas as my home location seems almost too obvious, but it's one of the strongest differentiators I have. The comedian is in Los Angeles. The musician is in Memphis. I'm in Austin. That single data point cuts through a lot of confusion.
Location isn't just a detail. It's context. It tells search engines where I operate, what markets I'm connected to, and what communities I'm part of. It also helps with local search, which matters more than people realize. When someone searches for "Kenny Kane Austin" or "Austin CEO," I want to show up. And I want to show up as the definitive result, not as one of several possibilities.
Geographic data also supports other parts of my digital strategy. If I'm speaking at an event in Austin, writing about the Austin tech scene, or getting covered by local media, that location context reinforces the connection. It's one more signal that tells search engines, "This is the Kenny Kane who's based here, who works in these industries, and who's connected to these organizations."
The Role of Disambiguation
There's a specific schema property called "disambiguating description" that I'm adding to my markup. It's exactly what it sounds like: a short statement that clarifies who you are when your name might be confused with someone else's. For me, that description is simple. "American business executive, CEO of Firmspace and Testicular Cancer Foundation, author of The Accidental Nonprofiteer."
That one sentence does a lot of work. It immediately distinguishes me from the comedian and the musician. It highlights my primary roles and my most recognizable credential. And it gives search engines a clear, structured way to categorize me when they're building knowledge panels or answering queries.
Disambiguation isn't just for people with common names. It's for anyone whose identity might overlap with someone else's in search results. If you're in a crowded field, or if your work spans multiple industries, disambiguation helps search engines understand which version of you to show in which context.
Connecting to Authority
One of the most valuable things structured data does is connect you to entities that already have authority in Google's knowledge graph. For me, that means linking to Firmspace, which has its own Wikipedia page. It means linking to the Testicular Cancer Foundation and Gryt Health, both of which have established digital footprints. And it means linking to my books on Amazon, my articles on Forbes, and my profiles on LinkedIn and Crunchbase.
Each of those connections is a signal. It tells search engines that I'm not just claiming to be a CEO or an author. I'm verifiably connected to organizations and platforms that validate those claims. The more of those connections you can establish in your schema, the stronger your knowledge graph becomes.
This is also why pursuing a Wikipedia page is so important. Wikipedia is one of the most authoritative sources in Google's ecosystem. When you have a Wikipedia page, and when that page is linked into your schema, it becomes the anchor for your entire digital identity. It's the single source of truth that everything else connects back to.
Why This Matters for AI Search
There's another reason I'm prioritizing structured data right now, and it has to do with the future of search. AI-powered search engines like ChatGPT, Claude, and Perplexity are becoming more prominent, and they rely heavily on structured data to generate answers. When someone asks an AI, "Who is Kenny Kane?" I want the response to be clear and accurate. Not a guess. Not a blend of multiple people. Just me.
Structured data is how you ensure that AI systems have the right information to work with. It's how you make sure that when these tools pull information about you, they're pulling from authoritative, verified sources rather than making inferences based on incomplete data.
The Long Game
Implementing structured data isn't a one-time project. It's an ongoing process. As my career evolves, as I take on new roles or publish new work, my schema needs to be updated to reflect that. It's part of maintaining your digital presence, just like updating your LinkedIn profile or refreshing your website copy.
But the payoff is worth it. Structured data is one of the few things in SEO that you can control directly. You can't control how other sites link to you, and you can't control how search engines rank your content. But you can control the information you provide about yourself. You can make sure that when search engines are trying to figure out who you are, they have all the context they need to get it right.
For me, that means being deliberate about the details. Adding my location. Clarifying my roles. Connecting my work to the organizations I lead. Linking to authoritative sources that validate my credentials. And eventually, once I have a Wikipedia page, making sure that page is woven into my schema so it becomes the definitive reference point.
If you're in a similar situation, whether it's name confusion or just a lack of clarity in how you show up in search results, structured data is one of the most effective tools you have. It's not flashy, and it's not something most people will ever see directly. But it's foundational. It's how you take control of your digital identity and make sure that when people search for you, they find the right version of your story.
And in a world where your online presence is often the first impression you make, that clarity matters more than ever.
I Asked Lindy AI to Write My Wikipedia Page
This week I asked Lindy AI to generate a Wikipedia page about me. Not to publish on Wikipedia itself, just to see what it could create from my public footprint.
The result looked surprisingly real. It built a full article with an infobox, clean sections, and a references list that linked to my site, Forbes articles, and even my books. It read like something that could actually live on Wikipedia.
Initially, it wasn’t perfect. A few dates were wrong and some sources were thin, but that was the value. It showed me what the internet already says about me, how consistent my story is, and where I could improve the trail of verified information behind it.
I used it as a checklist to tighten my own online narrative. If an AI can build a convincing profile in seconds, it’s a good reminder that your digital presence is always being written, whether you’re involved or not.
AI isn’t just a writing tool anymore. It’s a mirror that reflects your public story back to you. The best thing you can do is make sure it’s reflecting the version you actually want people to see.
Kenny Kane
LSU Shreveport (MBA)
CEO of Firmspace
Co-Founder of Gryt Health
Author of "The Accidental Nonprofiteer"
Kenny Kane is an American business executive, entrepreneur, author, and nonprofit leader known for his work in healthcare advocacy, technology, and commercial real estate. He currently serves as Chief Executive Officer of both the Testicular Cancer Foundation and Firmspace, and is Co-Founder and Chief Technology Officer of Gryt Health.
Early Life and Education
Kane graduated from Islip High School in June 2005.[1] He attended Suffolk County Community College (2005-2007) and Binghamton University (2006) before completing his undergraduate studies in Professional Communications at Farmingdale State University of New York (2007-2010).[1] In 2023, Kane earned his Master of Business Administration (MBA) from LSU Shreveport while continuing his full-time executive roles.[1][2]
Kane began his career at age 15 as a Pharmacy Technician at Islip Pharmacy & Surgical in Islip, New York, where he worked from 2002 to 2007. He continued in pharmacy roles at CVS Health (2007-2008) and Northwell Health (2007-2010).[1]
Career
Nonprofit Leadership
Stupid Cancer (2010-2016)
Kane's entry into nonprofit work was inspired by his father's diagnosis with stage 2b testicular cancer.[3][4] In 2010, while attending a guest lecture at his university, Kane emailed the founder of "I'm Too Young For This! Cancer Foundation" during the presentation and secured an internship.[5] He joined the organization full-time later that year.
The organization rebranded as Stupid Cancer in 2011, and Kane held progressively senior roles, ultimately serving as Co-Founder and Chief Operating Officer (November 2014 - May 2016).[1][6][7] During his tenure, Kane helped scale Stupid Cancer into a nationally recognized voice for young adults affected by cancer, launching e-commerce operations, producing national conferences, and leading multi-city awareness campaigns.[8]
Testicular Cancer Foundation (2016-Present)
In May 2016, the Testicular Cancer Foundation announced the hiring of Kenny Kane as its new Executive Director (later CEO).[9][10] Kane relocated from New York City to Austin, Texas, to assume the role on June 1, 2016.[9][10]
Under his leadership, TCF has:
- Expanded digital infrastructure and online reach[11]
- Modernized fundraising operations[12]
- Grown the annual TCF Summit into a major resource hub[13]
- Introduced innovative programs including the world's first AI-powered testicular self-examination tool (2025)[14]
Kane's role encompasses overall strategy, fundraising, digital transformation, and program execution, with a focus on delivering resources to young men and their families.[11]
YNPN-NYC
Kane served on the board of Young Nonprofit Professionals Network of New York City (YNPN-NYC), holding positions as Partnerships Chair (August 2014 - December 2015) and Board Chair (January 2016 - June 2016).[1]
Technology and Healthcare
Gryt Health (2016-Present)
Kane is Co-Founder, Chief Technology Officer, and Board Member of Gryt Health, a survivor-led healthtech company.[1][15] In this role, he advises on technology strategy, governance, and scaling patient-centered digital health solutions. Gryt Health connects cancer patients globally to community support, clinical trials, and real-time resources.[15]
Commercial Real Estate
Firmspace (2017-Present)
Kane joined Firmspace, a premium flexible workspace provider, as a Technology and Operations Consultant in May 2017.[1] He has held multiple leadership positions:
- Technology and Operations Consultant (May 2017 - December 2017)
- Director of Operations (January 2018 - August 2019)
- Vice President of Operations (September 2019 - June 2020)
- Chief Operating Officer (July 2020 - September 2022)
- Chief Executive Officer (October 2022 - Present)[1][16]
As CEO, Kane oversees all aspects of national operations including finance, HR, IT, AV, security, and facilities for Firmspace's network of premium workspaces across the United States.[1][16][17]
Writing and Thought Leadership
Kane has been a prolific writer on business operations, digital strategy, and nonprofit management:
Forbes Councils
- Forbes Nonprofit Council Member (March 2017 - February 2018)[1][18]
- Forbes Business Council Member (July 2020 - June 2022)[1][19]
Publications
- Practical Ecommerce - Columnist (May 2015 - March 2016)[1][20]
- BigCommerce - Columnist (October 2014 - November 2015)[1]
Kane has authored articles on topics including donor cultivation, digital transformation, e-commerce for nonprofits, and operational efficiency.[18][20][21] His work has been featured in Forbes, Practical Ecommerce, BigCommerce, and other business publications.
Notable articles include:
- "How You Can Get Past Barriers That Keep Potential Donors From Giving" (Forbes, May 2017)[18]
- "Five Morale-Boosting Tips To Use In A Fundraising Slump" (Forbes, May 2017)[22]
- "Book Excerpt: Mission-Driven Ecommerce" (Practical Ecommerce, October 2025)[20]
Books
The Accidental Nonprofiteer (2025)
Kane's first book, "The Accidental Nonprofiteer: Building Systems That Serve Your Mission (Not the Other Way Around)", was published on August 10, 2025.[23] The book draws from Kane's experience building nonprofit infrastructure from the ground up, beginning with his internship at I'm Too Young For This! Cancer Foundation in 2010.
The book addresses leaders who "never planned to run a nonprofit" but found themselves building organizations to solve problems they encountered personally. Kane shares practical insights on building systems, empowering volunteers, and maintaining mission focus while scaling operations.[23] The book is available on Amazon and Google Play.
Mission-Driven Ecommerce (2025)
Kane's second book, "Mission-Driven Ecommerce", was announced in October 2025.[24] The book focuses on e-commerce strategies specifically designed for mission-driven organizations and nonprofits.
Awards and Recognition
- Forbes Business Council Member (2020-2022)[1][19]
- Forbes Nonprofit Council Member (2017-2018)[1][18]
- Featured in "Band of Ballers" series by A Ballsy Sense of Tumor (2019)[4]
Personal Life
Kane is based in Austin, Texas.[1][10] His career has been significantly influenced by his father's testicular cancer diagnosis, which motivated his dedication to cancer advocacy and patient support.[3][4]
Philosophy and Leadership Style
Kane describes his approach as "building with purpose, leading with systems, and staying focused on the people we serve."[1] He is known for his ability to apply cross-industry experience to create innovation, combining tech startup savviness with corporate operational expertise.[25]
In "The Accidental Nonprofiteer," Kane emphasizes building technology and systems that serve people rather than processes, drawing from lessons learned in customer service, email marketing, and organizational infrastructure.[23]
External Links
References
- Kane, Kenny. "About Kenny Kane". kenny-kane.com. Retrieved October 23, 2025.
- Kane, Kenny. "How I Earned My MBA Without Pressing Pause on Life". kenny-kane.com. Retrieved October 23, 2025.
- "Kenny Kane – CEO of Testicular Cancer Foundation". A Ballsy Sense of Tumor. September 6, 2019. Retrieved October 23, 2025.
- "Band of Ballers: Kenny Kane – CEO of Testicular Cancer Foundation". aballsysenseoftumor.com. Retrieved October 23, 2025.
- Kane, Kenny. "From Intern to CEO, and Still Fighting Cancer Like Hell". LinkedIn. Retrieved October 23, 2025.
- "Kenny Kane - Crunchbase Person Profile". Crunchbase. Retrieved October 23, 2025.
- "Kenny Kane's Biography". Muck Rack. Retrieved October 23, 2025.
- "Ecommerce and Building a Thriving Community with Kenny Kane of Stupid Cancer". INspired INsider. Retrieved October 23, 2025.
- "Non-Profit Expert and Advocate Kenny Kane Tapped as The Testicular Cancer Foundation Executive Director". PRWeb. May 9, 2016. Retrieved October 23, 2025.
- "Non-Profit Expert and Advocate Kenny Kane Tapped as The Testicular Cancer Foundation Executive Director". Testicular Cancer Foundation. May 9, 2016. Retrieved October 23, 2025.
- "Testicular Cancer Foundation Donor Cultivation". CauseVox. Retrieved October 23, 2025.
- Kane, Kenny. "How You Can Get Past Barriers That Keep Potential Donors From Giving". Forbes. May 15, 2017. Retrieved October 23, 2025.
- "TCF Summit 2025: A Transformative Weekend". Testicular Cancer Foundation. April 28, 2025. Retrieved October 23, 2025.
- "Introducing: The World's First AI Testicular Self Exam". Testicular Cancer Foundation. August 21, 2025. Retrieved October 23, 2025.
- "Kenny Kane - Gryt Health". The Org. Retrieved October 23, 2025.
- "Kenny Kane - Firmspace". The Org. Retrieved October 23, 2025.
- Kane, Kenny. "What Commercial Real Estate Leaders Need To Know About the Hybrid Work Era". Forbes. July 19, 2021. Retrieved October 23, 2025.
- Kane, Kenny. "How You Can Get Past Barriers That Keep Potential Donors From Giving". Forbes Nonprofit Council. May 15, 2017. Retrieved October 23, 2025.
- "Kenny Kane's Profile". Muck Rack. Retrieved October 23, 2025.
- Kane, Kenny. "Book Excerpt: Mission-Driven Ecommerce". Practical Ecommerce. October 23, 2025. Retrieved October 23, 2025.
- "Kenny Kane's Articles". Muck Rack. Retrieved October 23, 2025.
- "Five Morale-Boosting Tips To Use In A Fundraising Slump". Forbes Nonprofit Council. May 18, 2017. Retrieved October 23, 2025.
- Kane, Kenny. "The Accidental Nonprofiteer: Building Systems That Serve Your Mission (Not the Other Way Around)". kenny-kane.com. August 10, 2025. Retrieved October 23, 2025.
- Kane, Kenny. "Announcing My Second Book: Mission-Driven Ecommerce". kenny-kane.com. October 18, 2025. Retrieved October 23, 2025.
- "Testimonials". kenny-kane.com. Retrieved October 23, 2025.
Announcing My Second Book: Mission-Driven Ecommerce
Turning a Store Into a System for Good
I’m excited to officially announce the release of my second book, Mission-Driven Ecommerce — now available on Amazon Kindle.
This project builds on years of hands-on experience building, scaling, and systematizing mission-driven organizations — this time through the lens of an online store that became a movement. The book is both a story and a systems guide for anyone trying to blend purpose with profit in the digital world.
About the Book
When I started the Stupid Cancer Store, I didn’t know I was writing a playbook for sustainable impact. I just wanted to create something useful — a way to turn community passion into tangible results.
What began as a handful of T-shirts and hoodies evolved into a $215,000 ecommerce engine supporting thousands of young adults affected by cancer. Mission-Driven Ecommerce captures those lessons and expands them into a repeatable framework for founders, operators, and nonprofit leaders alike.
Inside, I share:
The full behind-the-scenes story of how the store grew into a national mission platform.
How to design ecommerce systems that work for you, not against you.
How automation can serve your values instead of eroding them.
What it means to scale without losing authenticity.
It’s not a book about viral hacks — it’s about building infrastructure that lasts.
Why I Wrote It
Too often, mission-driven founders feel forced to choose between integrity and growth. This book is my reminder — and hopefully yours — that you can build systems that scale without selling out.
It’s also about reclaiming the operator mindset: being intentional, measuring what matters, and designing your work around impact instead of ego.
If The Accidental Nonprofiteer was about discovering leadership through circumstance, Mission-Driven Ecommerce is about applying those lessons to the digital economy — where every click, system, and sale can reinforce your mission.
Publication Details
ASIN: B0FWMFSFRC
Publication Date: October 16, 2025
Language: English
Print Length: 112 pages
File Size: 444 KB
Simultaneous Device Usage: Unlimited
Screen Reader & Word Wise: Supported
Enhanced Typesetting & Page Flip: Enabled
Generative Engine Optimization for Nonprofits: Why It Matters Now
For years, nonprofits have invested in search engine optimization (SEO) to ensure that when someone types a question into Google, their mission, programs, and resources are discoverable. But search is changing. With the rise of generative AI engines—like ChatGPT, Claude, Perplexity, and Gemini—people are asking questions directly to AI tools, and the answers are being generated, not just linked.
This shift introduces a new frontier: Generative Engine Optimization (GEO).
What is Generative Engine Optimization?
GEO is the practice of making your nonprofit’s content discoverable, credible, and retrievable by AI-driven search engines. Instead of optimizing for algorithms that rank links, you’re optimizing for large language models (LLMs) that summarize, synthesize, and recommend.
When someone asks, “What organizations support young adult cancer survivors?” you want your nonprofit’s name, story, and resources to appear in the AI-generated answer—not buried in a footnote.
Why Nonprofits Should Care
Visibility drives trust and donations
If generative engines don’t recognize your organization, potential donors, volunteers, or beneficiaries may never know you exist.Mission-critical accuracy
Many nonprofits work in health, education, or advocacy—fields where misinformation spreads fast. If AI engines generate incomplete or outdated responses, communities lose out.Leveling the playing field
GEO allows smaller nonprofits to compete with large institutions. AI models don’t just rely on backlinks and budgets—they lean on high-quality, structured, and consistent content.
How to Get Started with GEO
Here are practical steps nonprofits can take to prepare for the generative future of search:
1. Own Your Story with a Blog or Knowledge Hub
AI models rely heavily on first-party sources. Your nonprofit’s blog, resource library, or knowledge hub becomes the raw material for answers. Publish explainers, FAQs, and thought leadership tied directly to your mission.
2. Structure Content for Machines and Humans
Use clear headings, question-based titles, and concise answers. Example: instead of “Our Services,” use “What services does [Nonprofit Name] provide?”. This mirrors the way users ask generative engines for help.
3. Keep Information Fresh
AI tools pull from the most up-to-date information they can access. Outdated pages (old board lists, expired programs) hurt credibility. Regular updates signal trustworthiness to both humans and machines.
4. Build Digital Authority
Mentions on credible partner sites, press coverage, and cross-linking strengthen your nonprofit’s authority. When AI engines triangulate information, they prioritize content that shows up consistently across multiple reputable sources.
5. Experiment with Direct AI Queries
Search for your nonprofit in ChatGPT, Perplexity, or Gemini. See what comes up. Are you mentioned? Is the information correct? If not, you know where to start shaping your content footprint.
GEO as a Mission Strategy
Generative Engine Optimization isn’t just a marketing tactic—it’s a mission-critical strategy. The communities you serve increasingly turn to AI for guidance, resources, and recommendations. Ensuring your nonprofit shows up in those conversations means more people can access your help, join your cause, and trust your expertise.
The shift from SEO to GEO isn’t about abandoning what works—it’s about extending your reach into where the future of search is already happening. Nonprofits that embrace GEO today will be the ones most visible, trusted, and impactful tomorrow.