Structured Data

Help Search Engines Understand The Content & Context Of Your Site

Technical SEO Work Being Done

What Is Structured Data?

Structured data is a standardised code format which provides context to search engines for the information on your website relating to, for example:

  • Organisation information
  • Business address(es)
  • Product information
  • Site structure / architecture - e.g. breadcrumbs
  • Articles, News & Blog Posts
  • Events
  • People

Each type of information has properties that can be used to describe items in more detail. For example:

  • Define your organisation data by specifying your name, logo and link to your social profiles.
  • Define your business details by specifying your postal address, geo locations and link to a Google Busines listings.
  • Define your products by specifying product name, price, availability etc.

Optimsing site data this way helps search engines categorize and index your content. It can also help enhance your search result listings (which is why we really do it).

How Do I Optimise Content Using Structured Data?

You optimise by implementing a data vocabulary called "Schema" - there are various approaches such as and, though the former is by far the most popular.

Further to this, there are various approaches to applying schema - you can optimise code directly using "Microdata" or "RDFa", or you can use JavaScript and JSON-LD to create scripts to sit alongside your HTML.

Our preferred method is to use JSON-LD as this can be created and placed seperately into your pages without editing existing HTML, and can also be injected easily using Google Tag Manager.

For example, the following is used on this site to give information on the organisation to assist with brand and local search:

"@context" : "",
"@type" : "LocalBusiness",
"name" : "Organic Digital",
"url" : "",
"logo": "",
"image": "",
"hasMap": "",
	"@type": "PostalAddress",
	"streetAddress": "10 Ladybower",
	"addressLocality": "Cheadle Hulme",
	"addressRegion": "Cheshire",
	"postalCode": "SK8 5PS",
	"addressCountry": "UK"
	"@type": "GeoCoordinates",
	"latitude": "53.3846462",
	"longitude": "-2.1829019"
"sameAs" : 

How Does Schema Enhance Search Results?

Once schema is added to a site's pages and crawled/indexed, you will start to see enhanced search results such as:

You will see the category pages within your navigation stand out in the green URL section:
Example of Breadcrumb Schema

You will see the information such as price and availability:
Example of Product Schema

You will see the information such as date and venue:
Example of Event Schema

Does Schema Help SEO or Organic Performance?

Whilst schema is not a ranking factor, you can enhance your Click Through Rate by applying it to key pages and information on your site. In turn, search results which receive high click through rates can see their rankings improve over time.

Useful Resources

If you want to find out more about structured data, the following resources are a good starting point, alternatively, if you want any assistance fill in the contact form below:

Get In Touch

Do You Want To Improve Your Visibilty and Click Thorugh Rate via Structured Data Optimsation? Fill in the form below to find out how we can help