Google reads your page like a human does: reasonably well, but with guesswork. Structured data takes the guesswork out of it.
Structured data is extra code in a page that explicitly tells search engines what the content means: that this is a price, that this is an opening time, that this is a frequently asked question. It doesn't change what visitors see, but it makes the page machine readable. Schema.org is the standard that almost everyone uses.
IN COMMON LANGUAGE
What it does and doesn't do
Without structured data, a search engine has to infer what is there. This usually works, but not always: and amounts, dates and assessments are most likely to make an incorrect assumption.
What it produces is the chance of a richer search result: stars, prices, frequently asked questions or vacancies directly in Google. That attracts more attention than a regular blue link.
What it doesn't do is make you rank higher. Structured data is not a ranking factor. It makes your existing result more striking and your content easier to understand: also for AI assistants, who now provide a growing share of the answers.
WHY IT MATTERS
Which is standard for us
We put structured data on every page we build, tailored to what that page is: a service, a frequently asked question, a vacancy, an article. That is not additional work but part of good construction.
We strictly adhere to one rule: the code must match what is visible on the page. Flagging reviews you don't have is a quick way to get a manual action from Google.
- organisation data — who you are, where you are, how you can be reached.
- Services with real prices — only if the price is also stated on the page.
- Frequently asked questions — chance of expandable questions in the search result.
- Vacancies — required to appear in Google for Jobs.
- Breadcrumb path — shows Google the structure of your site.
- Articles — author and date, so that current events are taken into account.
FREQUENTLY ASKED QUESTIONS
More about structured data
Am I guaranteed to get stars in Google?
No, and anyone who promises that is exaggerating. Structured data makes your page eligible for a richer result; Google determines whether Google shows it. Correct markup increases the chance, but no one can guarantee it.
Does it help ChatGPT and other AI assistants?
It helps because those systems use the same machine-readable signals to understand what a page claims. More importantly, make sure your facts are consistent throughout: conflicting prices on different pages make you an unreliable source.
Can I add it myself?
Technically it is possible with a generator, but the pitfall is markup that does not match the page. That is more harmful than no markup. For us, it is in construction and is checked with every delivery.
CONTINUE READING
Of course, continue reading about this subject.
Better findable be?
We look at your current site: what is technically good, and what are you leaving behind.