Foundations
Structured Data & Schema
Valid JSON-LD for the page types that earn rich results, and removal of the markup that only earns warnings.
What usually goes wrong
Schema is easy to add and easy to add wrongly. Most sites end up with markup that validates against nothing, describes pages it is not on, or claims rich results the page could never earn.
You would notice
- Search Console reports structured data errors you cannot place
- A plugin added markup nobody reviewed
- Review stars appear for competitors and not for you
- The same product is described twice, differently
The work
Structured Data & Schema, line by line.
Each line is work that gets done and can be checked afterwards. None of it is a promise about where you will rank — nobody can honestly make that one.
- 01The page types that can earn rich results identified first
- 02Valid JSON-LD written for each of them
- 03Existing markup checked, and the broken parts removed
- 04Validation against the search engines own testing tools
- 05Monitoring in Search Console for when it breaks later
In practice
What valid looks like
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Example Plumbing",
"url": "https://example.com/",
"telephone": "+1-555-0100",
"address": {
"@type": "PostalAddress",
"streetAddress": "12 Bridge Street",
"addressLocality": "Sheridan",
"addressRegion": "WY",
"postalCode": "82801",
"addressCountry": "US"
},
"openingHours": "Mo-Fr 08:00-17:00"
}A trimmed LocalBusiness block. The full one carries hours, geo and sameAs.
Questions
Asked often enough to answer here.
Will schema get me rich results?
It makes you eligible. Google decides whether to show them, and eligibility is the only part anyone can control.
My plugin already adds schema. Is that enough?
Sometimes. More often it adds markup for page types you do not have and leaves out the ones you do. It is worth reading before trusting.
Which types are actually worth adding?
The ones matching what the page is: Product, Article, FAQPage, LocalBusiness, Breadcrumb. Markup for things the page is not does nothing except generate warnings.
Also in Foundations
Work that usually travels with it.
- Technical SEO AuditA full crawl of the site against how search engines actually read it: status codes, canonicals, indexability, duplicate paths, and what is quietly blocking the rest.
- Site Architecture & Internal LinkingHow pages are grouped, how deep they sit, and how link equity moves between them. Most sites lose more here than they do on backlinks.
- Core Web Vitals & SpeedLCP, INP and CLS measured on real page loads rather than a lab score, then the render path fixed where the numbers say it hurts.
- Indexation & Crawl BudgetGetting the right pages indexed and the wrong ones out, with robots, sitemaps and parameter handling that agree with each other.
Contact
Want structured data & schema on your site?
We will look at it and come back with what we would do and what it would cost. If we are not the right fit for it, we will say that instead.