STRUCTURED DATA & SCHEMA

Use structured data to make entities and page meaning clearer.

Structured data can help search engines understand entities and page context and may support eligible search features. It should describe visible content accurately rather than act as a hidden keyword layer.

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Add machine-readable context without overclaiming.

Schema.org provides a vocabulary for describing entities and relationships. Google supports only certain structured-data features for search appearance, and support changes over time.

Practical focus

This guide is written to support real implementation decisions rather than provide a generic checklist.

Key points to understand

JSON-LD

JSON-LD is usually easy to maintain because structured data can be separated from visible markup while still describing the same content.

Entity relationships

Stable IDs can connect a person, business, website, articles and services into a more coherent entity graph.

Validation

Markup should be tested for syntax and for any search-feature-specific requirements relevant to the page type.

Use schema where it matches real page content.

Structured data is strongest when it reflects content users can actually see and verify.

Useful practicesUse stable entity identifiers · Keep visible and structured data consistent · Validate JSON-LD after changes · Monitor Google documentation for supported features

AvoidAdding irrelevant schema types · Marking up hidden or misleading claims · Expecting schema alone to improve rankings · Keeping deprecated search markup indefinitely

A maintainable schema implementation process.

Start from the entity and page type, then add only properties that can be supported by the actual content.

Identify entitiesDefine the person, organisation, service or article being described.

Choose vocabularyUse relevant Schema.org types and properties.

Structured data is not a guaranteed ranking boost

Schema can improve machine understanding and eligibility for certain search features, but it does not replace content quality, crawlability, relevance or authority.

International context

Where markets or languages differ, terminology, user intent and implementation details should be localised rather than copied mechanically.

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