Schema and Structured Data

Providing the clarity search engines need to understand your website.

We help search engines better understand your content

 

Schema markup, also known as structured data, helps search engines better understand the content on your website.

When implemented correctly, it can enhance how your pages appear in search results.

Structured data supports visibility and credibility in both traditional search engines and AI search engines. It’s an incredibly important part of any technical SEO strategy.

What is schema markup?

Schema markup is code added to your website that provides search engines with additional context about your content.

It can define:

  • Business information
  • Products and services
  • Reviews
  • FAQs
  • Articles and authorship

Basically, you’re adding code that provides context for Google directing it where you want it to go, tells it what the content is, and how they should use it. It makes your content much easier for Google’s crawlers to index. 

Why is structured data important?

Getting your structured data right is important, because it increases the likelihood of:

  • Rich results
  • Featured snippets
  • Enhanced listings
  • AI references

This makes your brand more prevalent online, ensuring you appear in the right places at the right time with the right content. 

How we use schema markup to improve your SEO

We implement a wide variety of schema markup depending on your industry and goals. This might include:

Adds structured information about your business, such as name, logo and contact details, helping search engines clearly identify your brand.

 

Defines the services you offer, giving search engines clearer context around what your business does.

Describes products, including price, availability and reviews, supporting enhanced search results for ecommerce sites.

Structures question-and-answer content so search engines can interpret and display it more effectively.

Provides details about blog posts or guides, including author and publication date, supporting content clarity and credibility.

Say hello to your new SEO team.

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We’re here to answer any questions you might have about how you can best implement SEO for your business.

FAQ Centre for Schema and Structured Data

See the most frequently asked questions about Schema and Structured Data, answered by experts.

Find your answer and speak to us today.

FAQ Centre for Schema and Structured Data

See the most frequently asked questions about Schema and Structured Data, answered by experts.

Find your answer and speak to us today.

Schema markup is structured code added to your website to help search engines understand your content more clearly. It provides additional context about your business, services, products or articles, making it easier for search engines to categorise and display your pages correctly.

Structured data is the broader concept. Schema markup is the specific vocabulary most commonly used to implement structured data on websites. 

In practice, when people talk about adding schema, they mean adding structured data (essentially lines of code) that search engines recognise.

Schema markup does not directly guarantee higher rankings. However, it can improve how your pages appear in search results through rich snippets and enhanced listings, which can increase click-through rates and visibility.

In competitive markets, that visibility advantage matters.

Rich results are enhanced search listings that display additional information such as star ratings, FAQs, pricing or business details. Structured data increases the likelihood of qualifying for these features.

Yes. AI-driven search tools rely on clear structure and well-organised content to interpret and summarise information accurately. Schema markup helps provide those structured signals, making your content easier to reference in AI-generated answers.

Schema can be tested using structured data validation tools. Errors, missing fields or incorrect formatting can prevent search engines from recognising your markup properly. A technical SEO audit can identify and resolve these issues.

Ecommerce businesses, service providers, publishers and local businesses all benefit from structured data. Any website that wants clearer search representation, improved credibility and better visibility can gain value from properly implemented schema.

Schema should be reviewed whenever you update key pages, add new services or change your website structure. As search engines evolve, structured data requirements can also change, so periodic audits are recommended.