Your Organization JSON-LD includes the DUNS number procurement systems use to verify suppliers
Do you publish the 9-digit Dun and Bradstreet identifier that B2B AI agents look for?
What this signal tests
We check whether your Organization JSON-LD includes a valid 9-digit DUNS number, either in a dedicated duns property or in an identifier object with propertyID 'DUNS'. DUNS, issued by Dun and Bradstreet, is the standard commercial identifier for B2B procurement, US federal vendor registration, Apple developer enrollment, and credit-reporting workflows.
Why it matters for your visibility in AI
B2B procurement is one of the fastest-growing AI use cases. AI purchasing agents and supplier-vetting systems routinely check DUNS to confirm a vendor exists, is registered, has a credit history, and is not on a debarment list. If your homepage exposes your DUNS, an AI agent vetting you as a supplier completes the check in seconds. The consequence shows up at contract time. A user asks an AI assistant "can I onboard Acme as a vendor for the federal contract?" If your homepage exposes your DUNS, the assistant can confirm your federal SAM.gov registration, your business status, and your CAGE code instantly. Without it, the assistant has to guess from text or ask the user to provide it manually, which adds friction and may lose you the opportunity.
Pass criteria at a glance
| Criterion | Passes when |
|---|---|
| Valid 9-digit DUNS present. |
How we test it
We parse the Organization JSON-LD on your homepage and look for either a top-level duns property or an identifier object with propertyID set to 'DUNS' and a value field. We validate that the value is exactly 9 digits (no letters, no dashes). DUNS numbers do not have a public checksum, so we cannot validate the number against D&B's registry from the page alone. If neither field is present or the value is not a 9-digit string, the signal fails.
Show technical detection method
Organization.duns or identifier.propertyID=DUNS; validate 9 digits.
If your site fails: how to fix it
- Check if your company already has a DUNS by searching the D&B free lookup at dnb.com; many businesses are assigned one automatically.
- If you do not have a DUNS, request one at dnb.com/duns-number; it is free in the US and typically issued within 30 days (faster if you need it for federal contracting).
- Add the duns property to your Organization JSON-LD with the 9-digit value as a string: "duns": "123456789".
- Alternatively, add an identifier object: { "@type": "PropertyValue", "propertyID": "DUNS", "value": "123456789" }.
- Keep your D&B record updated with current address and contact info; outdated DUNS records create AI-driven attribution errors.
- Validate with Schema.org Validator and re-run the scan.
Quick facts
| Maturity | ESTABLISHED |
|---|---|
| Weight | low |
| Category | Entity |
Primary sources
Related signals
Frequently asked questions
Is DUNS required for my business?
Required for US federal contractors, Apple developers, and many large-enterprise procurement systems. Optional but useful for any B2B firm that wants AI procurement agents to verify them cleanly. Pure consumer-facing businesses can usually skip it.
How long does it take to get a DUNS?
About 30 days for a free standard request in the US. D&B offers expedited service (typically a few business days) for a fee. Non-US businesses go through their local D&B affiliate, which varies in turnaround.
Does publishing my DUNS create privacy or security risk?
Minimal. DUNS records are already public via D&B's lookup and SAM.gov filings. Publishing it on your homepage just saves AI agents and procurement systems one lookup step.
Is DUNS the same as a tax ID or EIN?
No. EIN is your tax identification number issued by the IRS for tax purposes; DUNS is a commercial identifier issued by D&B for credit and procurement. Both may be needed for federal contracts, but they serve different systems and have different formats.
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