Schema Markup and Structured Data
We add accurate JSON-LD structured data to your pages so Google, Bing and AI systems can read who you are, what you sell and what each page is about, and so eligible pages can show rich results.
Schema & Structured Data
Structured data is a machine-readable description of a page: this is a product with this price and stock status, this article was written by this person, this business is open these hours at this address. Search engines use it to understand content and to power rich results such as product prices, review stars and breadcrumbs. AI systems also benefit from clearly labeled facts about businesses, people and products.
Much of the schema we find on sites is wrong. Plugins output generic markup, or the markup describes things the page does not show, such as reviews that do not exist or an FAQ that is not on the page. Google's guidelines require structured data to match visible content, and markup that does not can be ignored or lead to a manual action.
We are also honest about what markup does. Google now shows FAQ rich results only for a limited set of well-known, authoritative sites, mainly government and health sites, and no rich result is automatic. Even so, correct FAQ, Organization and Article markup still helps machines understand your pages, which is why we include it wherever the content supports it.
What You Get
Organization and LocalBusiness
Your name, logo, contact details, social profiles and, for local businesses, address, opening hours, service area and coordinates, kept consistent with your Google Business Profile.
Product and Offer
Price, currency, availability, condition, brand, GTIN or SKU, and shipping and return policies, built from your catalog data so the markup stays in step with the page.
Article and author
Headline, dates, author with a linked bio page, publisher and images for blog posts, guides and news, supporting E-E-A-T and clear attribution.
FAQ, Breadcrumb and Review
FAQPage markup only where the questions and answers are visible on the page, BreadcrumbList on every template, and Review or AggregateRating only from genuine reviews shown on the page.
Template-level JSON-LD
We add JSON-LD through your theme, CMS fields or a configured plugin, connected with @id references so entities link into one graph rather than sitting in isolated blocks.
Validation and monitoring
Every type is tested in the Rich Results Test and the Schema Markup Validator, then monitored in Search Console enhancement reports for errors after release.
Our Process
Schema audit
We extract the existing markup from key templates, test it, and list what is missing, wrong or duplicated by competing plugins.
Markup plan
We map which schema types belong on which templates and which fields come from which data, and confirm everything reflects visible content.
Build
We implement JSON-LD on staging, remove conflicting or duplicate markup, and test every template type.
Validate and release
We release, request recrawls of sample URLs and track Search Console reports until the markup is processed cleanly.
Deliverables
- A schema audit of your current markup with errors and gaps
- A markup map by template and schema type
- JSON-LD implemented in your theme, CMS or plugin configuration
- Validation results from the Rich Results Test and Schema Markup Validator
- Duplicate and conflicting markup removed
- A short guide so your team keeps structured data accurate as content changes
Tools & Platforms
We pick tools for your project, not the other way round. If you already use a platform, we work inside it.
Related Results
Growing an education publisher past a million pageviews
Speed and SEO work took a speech-language education publisher past one million pageviews and doubled traffic on a niche sister site. Two ecommerce sites were then merged into one domain.
PageSpeed from 42 to 100 without a redesign
An agency-built site scored 42 on mobile and desktop. Cleaning up code, images, fonts and caching took it to 100 on both, without changing the design. The target was 80.
Keeping a WordPress estate green, month after month
Ongoing INP, LCP and CLS work moved 30 pages out of the red in Search Console and keeps PageSpeed, GTmetrix and Search Console reports green through theme and plugin changes.
Schema & Structured Data: Questions Answered
Will schema markup get us rich results?
Markup makes a page eligible, but Google decides whether to show a rich result based on quality, the query and its current policies. Product, review snippet and breadcrumb results are widely shown for eligible pages, while FAQ results are now limited to a small set of authoritative sites. We tell you which rich results are realistic for your site before we start.
How long does implementation take?
A small business site with a few templates usually takes a few days. A store or publisher with many templates and data sources may take one to three weeks, including testing. Search Console reports usually update within a few weeks of release as Google recrawls the pages.
What affects the cost?
The number of templates, how many schema types are needed, whether the data already sits in clean fields or must be added, and the platform. Plugin configuration on WordPress is quicker than custom template work on a headless site. We fix the scope and price after the audit.
What access do you need?
Admin access to your CMS or theme files, ideally on a staging site, plus Search Console so we can monitor the enhancement reports. If your site is custom-built, we need access to the code repository or a developer we can work with.
Often Paired With
On-Page SEO
Titles, headings, internal links and content structure tuned to the queries that bring buyers.
Explore On-Page SEOContent Optimization for AI Citations
Existing pages rewritten and structured so AI engines quote them as the source, not a competitor.
Explore Content Optimization for AI CitationsEcommerce SEO for WooCommerce & Shopify
Category, product and filter pages structured to rank and to be recommended by AI shopping answers.
Explore Ecommerce SEO for WooCommerce & ShopifyLet's Talk About Schema & Structured Data
Send a short brief and get a fixed scope, timeline and price, plus an honest view of what is worth doing first.
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