SEO
Structured Data (Schema Markup)
Code added to a page that tells search engines what its content means, making it eligible for rich results like FAQs, reviews, and breadcrumbs.
Structured data is a standardised vocabulary, from schema.org and usually written as JSON-LD, that you embed in a page to describe its content explicitly. Where a person reads a page and understands it is a product, an FAQ, or a local business, a search engine has to infer that. Structured data removes the guesswork.
The practical payoff is eligibility for rich results: the star ratings, FAQ drop-downs, breadcrumb trails, and other enhancements that make a listing larger and more clickable. It also feeds the broader knowledge graph that connects entities like your organisation, its people, and its services.
Common types include Organization, LocalBusiness, Product, Article, FAQPage, and BreadcrumbList. It will not lift rankings on its own, but it makes pages more visible and more clickable once they rank. We build it into sites by default, including throughout this one.