Service · Structured data
Structured data implementation that earns real rich results
Structured data is machine-readable markup, added in JSON-LD, that tells search engines what a page is about and how its entities connect. Done well it makes pages eligible for rich results and gives engines a clean model of your site. Done as a box-ticking exercise it produces warnings and no benefit. We implement the kinds that qualify, validated clean, and skip the markup that was never going to show.
Eligibility
What earns a rich result, and what never will
A lot of structured data effort is spent on types that will never produce a visible result. Both kinds have their place, as long as you know which is which.
| Schema type | Earns a rich result? | Best used for |
|---|---|---|
| Product | Yes, with valid data | Ecommerce product pages |
| FAQPage | Yes, on eligible pages | Genuine question-and-answer content |
| BreadcrumbList | Yes | Showing site hierarchy in the SERP |
| Article / BlogPosting | Enhances appearance | News, blog, and editorial content |
| Organization | No visible snippet | Entity understanding and knowledge panels |
| Service | No visible snippet | Describing what a business offers |
| WebSite | Sitelinks search box only | Site-level identity and search action |
Scroll table horizontally →
Connected, not copy-pasted
The difference between structured data that helps and structured data that just validates is whether the entities connect. We build a graph: the Organization has an @id, the WebSite references it as publisher, each Service references it as provider, and articles reference it too. Search engines then read one coherent model instead of disconnected fragments.
We generate the markup from your templates so it stays in sync with the page, mirror it against the visible content exactly, and validate every type against the Rich Results Test and the Schema Markup Validator until there are zero errors and zero warnings.
A connected node, in JSON-LD
{
"@context": "https://schema.org",
"@type": "Service",
"@id": "https://example.com/services/audit/#service",
"name": "Technical SEO Audit",
"serviceType": "Technical SEO audit",
"provider": {
"@id": "https://example.com/#organization"
},
"areaServed": { "@type": "Place", "name": "Worldwide" }
}Note the provider reference. It points to the Organization node by @id instead of repeating it, which is what turns separate blocks into a graph.
How we implement
From audit to validated deploy
- 01
Inventory
Audit existing markup, find errors and warnings, and identify which templates should carry which types.
- 02
Design the graph
Plan the entity graph with @id references so Organization, WebSite, Service, and Article connect cleanly.
- 03
Template it
Generate JSON-LD from the data layer so it stays accurate as content changes, mirroring the visible page exactly.
- 04
Validate & monitor
Test every type until it is clean, then watch the Search Console enhancement reports after deploy.
For the wider view on which markup is worth the effort, read our post on structured data that earns rich results.
FAQ
Structured data questions
Does structured data improve rankings?
Not directly. Structured data does not raise rankings on its own. What it does is make a page eligible for rich results and help search engines understand your entities, which can improve how the page appears and how often it earns a click. The benefit is visibility and clarity, not a ranking boost.
Which schema types actually earn rich results?
A limited set that Google supports for rich results, including Product, Review snippets, FAQ, Breadcrumb, Article, Recipe, Event, and a few others, and each has documented requirements. Many other schema.org types are valid and useful for understanding but never produce a visible rich result. We implement both for the right reasons.
JSON-LD, microdata, or RDFa?
JSON-LD, in almost every case. Google recommends it, it keeps the markup separate from the visible HTML, it is easier to maintain, and it is simpler to generate from templates. We only touch microdata when we are cleaning up a legacy implementation that already uses it.
What is an entity graph and why connect it?
An entity graph is your structured data linked together with @id references, so the Organization, the WebSite, each Service, and each Article point to one another as a connected set rather than isolated blocks. It gives search engines a clearer, consistent model of who you are and how your pages relate, which supports both rich results and how you are represented in AI answers.
Will you add Review or rating markup?
Only where there is genuine, policy-compliant review data to mark up on the page. We do not add self-serving AggregateRating or invented ratings, because that violates Google's guidelines and risks a manual action. Honest markup only.
Related reading
Structured data works best as part of a larger picture. As a technical SEO agency we make sure the markup sits on pages that are crawlable, rendered, and worth surfacing in the first place.
Start here
Structured data throwing warnings, or missing entirely?
Send a URL. We will tell you which rich results you are eligible for and what is standing in the way.