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Specification v0.1 defines eight core claim types. Every conforming consumer MUST understand all eight. Each entry below names the type, its purpose, its statement schema, an example, and common pitfalls. The authoritative definitions live in specification §3.5. This page summarizes and adds implementation notes.

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identity

Purpose. Asserts core identity facts about the entity beyond what is already in the top-level entity block. Useful for distinguishing similarly-named organizations and for providing LLMs with attribution context. Statement schema.
FieldTypeRequiredDescription
foundedstringnoRFC 3339 date, year, or year-month.
headquartersstringnoFree-form location string.
descriptionstringnoOne-line description of the entity. Max 2048 characters.
Example. 
{
  "type": "identity",
  "statement": {
    "founded": "2019-06",
    "headquarters": "San Francisco, CA, US",
    "description": "Enterprise observability for AI workloads."
  }
}

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canonical_urls

Purpose. Asserts which URLs are authoritative for which purposes. The single most important claim type. Consumers MUST treat URLs declared here as preferred over URLs discovered elsewhere. Statement schema. All keys are optional strings in URI form. The well-known keys are homepage, docs, api, status, support, pricing, security, agent_manifest, mcp_manifest. Additional keys are permitted; unknown keys SHOULD be treated as entity-specific URL declarations. Example. 
{
  "type": "canonical_urls",
  "statement": {
    "homepage": "https://serval.com",
    "docs": "https://docs.serval.com",
    "api": "https://api.serval.com",
    "pricing": "https://serval.com/pricing",
    "security": "https://serval.com/.well-known/security.txt",
    "agent_manifest": "https://serval.com/.well-known/agent.json"
  }
}
Common pitfalls.
  • Conflating the pointer with the pointed-at artifact. LLMO vouches for the pointer, not the content of what it points at. If agent_manifest points at an agent.json, LLMO asserts “this is our agent.json,” not “this agent.json is itself well-formed or safe.” Consumers should not read authority over the pointed content into a canonical_urls claim.

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official_channels

Purpose. Asserts which social accounts, email domains, and messaging presences are operated by the entity. Directly aids impersonation detection. Statement schema.
FieldTypeRequiredDescription
email_domainsarray of domain stringsnoDomains from which the entity sends email.
socialobjectnoMap of platform name to account handle or path.
communityobjectnoMap of community name to URL (e.g., Discord, Slack).
Example. 
{
  "type": "official_channels",
  "statement": {
    "email_domains": ["serval.com", "serval.io"],
    "social": {
      "x": "@serval",
      "linkedin": "company/serval-inc",
      "github": "serval"
    },
    "community": {
      "discord": "https://discord.gg/serval-official"
    }
  }
}

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product_facts

Purpose. Asserts currently-true facts about the organization’s products. Intentionally narrow; full product catalogs belong elsewhere. Statement schema.
FieldTypeRequiredDescription
productsarray of product objectsyesEach product has at minimum a name.
Each product object may contain name (required), url, status (one of generally_available, beta, alpha, preview, deprecated, end_of_life), and current_version. Example. 
{
  "type": "product_facts",
  "confidence": "advisory",
  "statement": {
    "products": [
      {
        "name": "Serval Observe",
        "url": "https://serval.com/observe",
        "status": "generally_available",
        "current_version": "4.2"
      },
      {
        "name": "Serval Trace",
        "url": "https://serval.com/trace",
        "status": "beta",
        "current_version": "0.9"
      }
    ]
  }
}
Common pitfalls.
  • Using product_facts as a full product catalog. The type is intentionally narrow. Publishers tempted to list every SKU, tier, or feature should resist. Full catalogs belong on the product site, not in llmo.json.
  • Declaring product facts as authoritative when they change faster than the document’s freshness window. If current_version turns over weekly but the document’s valid_until is 90 days out, the claim will be stale long before the document is. In the worked example in specification §7, Serval uses confidence: advisory on product_facts for exactly this reason.

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personnel

Purpose. Asserts which individuals hold public-facing roles and are authorized to speak for the organization in those roles. Narrow and optional; most organizations will not use this. Statement schema.
FieldTypeRequiredDescription
spokespeoplearray of spokesperson objectsyesEach spokesperson has at minimum a role and name.
Each spokesperson object may contain role (required), name (required), and verification (a URL that independently corroborates the role, such as a team page). Example. 
{
  "type": "personnel",
  "statement": {
    "spokespeople": [
      {
        "role": "ceo",
        "name": "Dana Okafor",
        "verification": "https://serval.com/team#dana"
      }
    ]
  }
}
Common pitfalls.
  • Omitting verification URLs. The reference validator emits a warning for personnel claims with no verification URL (specification §5.4). Without a corroborating URL, the claim is effectively a bare assertion and gives consumers no way to disambiguate the named person from others with the same name.

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disavowal

Purpose. Explicitly repudiates claims, attributions, or associations the organization considers false or no longer accurate. First-class claim because no existing standard carries this semantic. Statement schema.
FieldTypeRequiredDescription
disavowedarray of disavowed objectsyesAt least one entry.
Each disavowed object requires what (a short category or label) and detail (free-form explanation, max 2048 characters), and may carry an optional url for the specific content being disavowed. Example. 
{
  "type": "disavowal",
  "statement": {
    "disavowed": [
      {
        "what": "products_not_offered",
        "detail": "Serval does not offer a consumer mobile app. Any app branded 'Serval' in consumer app stores is not affiliated."
      },
      {
        "what": "unaffiliated_domain",
        "detail": "The domain serval-crypto.com has no affiliation with Serval, Inc. and never has."
      }
    ]
  }
}
Common pitfalls.
  • Disavowals too vague for LLMs to act on. A disavowal of “all misinformation about us” gives consumers nothing concrete to reason with. The worked example in specification §7 illustrates the useful pattern: pair a category-level disavowal (“no mobile app”) with one or more specific disavowals (the domain serval-crypto.com), so consumers have both a class and an instance to match against.

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supersedes (claim-level)

Purpose. Declares that a prior public statement, URL, or document in the wider web is no longer authoritative. Distinct from document-level supersedes, which refers to a prior llmo.json document on the same domain. Statement schema.
FieldTypeRequiredDescription
supersededarray of superseded objectsyesAt least one entry.
Each superseded object requires what (a short category or label) and reason (free-form explanation, max 2048 characters), and may carry an optional url for the specific content being superseded. Example. 
{
  "type": "supersedes",
  "statement": {
    "superseded": [
      {
        "what": "press_release",
        "url": "https://serval.com/press/2025-11-pricing-update",
        "reason": "Pricing structure revised 2026-02-01. See canonical_urls.pricing for current."
      }
    ]
  }
}
Common pitfalls.
  • Confusing claim-level supersedes with document-level supersedes. They are different concepts. The top-level supersedes array (specification §3.3) lists document_ids of prior llmo.json documents on the same domain, so consumers can discard cached older versions. The supersedes claim type documented here supersedes content in the wider web — press releases, pricing pages, prior public statements. Publishers sometimes conflate the two.

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pointer

Purpose. A typed reference to an external artifact the organization endorses as authoritative for some scope. Used for pointing at heavier standards (e.g., C2PA manifests). Statement schema.
FieldTypeRequiredDescription
scopestringyesWhat the pointed artifact is authoritative for (e.g., media_provenance).
standardstringnoThe name of the standard the artifact conforms to (e.g., C2PA).
urlstring (URI)yesThe URL of the pointed artifact.
Example. 
{
  "type": "pointer",
  "statement": {
    "scope": "media_provenance",
    "standard": "C2PA",
    "url": "https://serval.com/.well-known/c2pa-manifest.json"
  }
}
Common pitfalls.
  • Using pointer for artifacts that have a core claim type. canonical_urls already covers named operational URLs (homepage, docs, api, agent_manifest, mcp_manifest, etc.). pointer is for artifacts outside that set — typically heavier external standards. Declaring the homepage as a pointer instead of a canonical_urls.homepage weakens the claim, because canonical_urls is a specific assertion about a specific purpose and pointer is a general reference.
  • Conflating the pointer with the pointed-at artifact. Same caveat as canonical_urls. LLMO asserts “this is our reference for that scope,” not “this artifact is itself well-formed or current.”