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Structured data

Schema markup that states who you are, what you offer and where you operate.

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What is structured data?

Structured data, also called schema markup, is code added to your pages that tells search engines and AI assistants exactly what they describe: your business, its services, locations, opening hours, FAQs and articles. It doesn’t change how a page looks, but it removes the guesswork about what the page is and who it’s for.

What problem does structured data solve?

Search engines and AI assistants read pages written for people and have to infer the facts: is this a business or a directory, which suburbs does it serve, is this an opening time or a date? When they guess wrong, or can’t decide, your business is described badly or left out.

Structured data states those facts in a format machines read directly. Combined with consistent details across your Google Business Profile and directories, it makes your business easier to identify, describe and recommend.

What you get

Accurate structured data across the site, describing the business, its services, locations and questions.

Structured data

What’s included

  • Business and local business schema

    Name, address, service area, hours and contact details, stated once and consistently.

  • Service schema

    What you offer and where, for each service page.

  • FAQ, article and breadcrumb schema

    Questions, articles and page structure marked up where they genuinely appear on the page.

  • Linked profiles

    Your Google Business Profile and key directory listings connected to the same business.

  • Validation

    Every page tested with Google’s own tools, so nothing is ignored for errors.

  • Upkeep

    Schema kept accurate as services, hours and pages change.

Who structured data suits

A good fit for

  • Service businesses. Clear services and service areas are what local searches match on.
  • Businesses with physical locations. Address, hours and location details that must be right everywhere.
  • Sites with FAQs and articles. Content that search engines and AI assistants quote directly.

Probably not the right fit if

  • Your site has thin or out-of-date content. Schema describes pages; it can’t make them useful.
  • You want markup for things that aren’t on the page. That breaks Google’s guidelines and can backfire.
  • Your business details differ across the web. Fix those first; the audit shows where.

How it works

How it works

  1. 01

    Map the entities

    The business, its services, places and people the site should describe.

  2. 02

    Mark up

    Structured data added to the relevant pages.

  3. 03

    Validate

    Tested with the search engines’ own tools.

How long does structured data take?

It’s part of Foundation setup, which usually takes 3–4 weeks alongside the other fixes. Search engines typically pick up new structured data within a few weeks of it going live.

How much does structured data cost?

Structured data for your business, services and FAQs is included in Foundation setup, which is quoted on what the $950 AI & Search Visibility Audit finds. On sites we build, business structured data is included from launch.

See what each package includes

Questions

About structured data

Does schema improve rankings?

It helps search engines understand and present your pages, which can support visibility and richer results. It is one part of the work, not a shortcut.

Can it be added to our current site?

Usually, yes, without redesigning the site.

Does structured data help with ChatGPT and AI answers?

It helps AI systems that read your pages identify the facts correctly, alongside consistent listings and clear content. On its own, it won’t get you recommended.

Will we get star ratings in search results?

Probably not. Google shows review stars for very few business types, and marking up your own reviews to get them is against its guidelines. We don’t do it.

How do we know it’s working?

Search Console reports which structured data Google has found and any errors, and we check it as part of reporting.

Further reading

SEO & AEO

More in SEO & AEO

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Talk to us about structured data.

Tell us what you are working on and what you need. An outline is enough to start. We reply within one business day.

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