Service · Schema Markup
Schema markup that machines can actually trust
Structured data tells search engines and AI systems what your pages mean: who you are, what you offer, where, and how it all connects. We build validated, connected JSON-LD graphs — and we are honest that schema supports visibility rather than creating it on its own.
No sales call at any stage. Every price is on the pricing page.
In plain English
Schema markup is machine-readable context embedded in your pages. Done well, it removes ambiguity: this is a clinic, at this location, offering these services, run by these people with these credentials. Search engines use it to understand pages and, where eligible, to show richer results. AI systems use the same clarity when deciding whether they understand you well enough to mention you.
Done badly — which is common — it is duplicated plugin output, marked-up content that is not visible on the page, or fabricated review stars that risk manual penalties. We audit what is there, remove the conflicts, and build one coherent graph with stable identifiers across the site.
Signs you need this
- Search Console reports structured-data errors you do not understand
- Two plugins are emitting competing markup on every page
- Your business type, services and people are invisible to machines
- A developer added “some schema” years ago and nobody has checked it since
- Competitors show rich results where you show a bare link
How you buy it
The products this work comes through
Structured data is checked in the audit, written and deployed in the Sprint, and kept valid inside the monthly plans. There is no separate schema project price.
Not sure which? The free snapshot is three findings from your own website, checked by a person, with no call and no obligation.
Scope
What the work includes
- Full structured-data audit: what exists, what conflicts, what is missing
- Entity graph design: organisation, people, services, pages, FAQs with stable @id connections
- Correct business-type selection (e.g. MedicalBusiness, Dentist, LegalService)
- Implementation on your CMS, or precise specs for your developer
- Validation via Schema.org validator and Google Rich Results Test, before and after
- Duplicate and conflict removal
- Documentation so future site changes do not silently break it
Boundaries
What it deliberately does not
- Guaranteed rich results — Google decides eligibility and display
- Markup for content not visible on the page
- Fake aggregate ratings or review markup without genuine reviews
Delivery
How this work runs
- Audit
Crawl-based extraction of all existing markup, validation and conflict report.
- Graph design
A documented entity map: what entities exist, their @ids and their relationships.
- Implement & validate
Deployed to staging where available, validated, then released and re-crawled.
- Monitor
Search Console enhancement reports checked monthly; changes logged.
Three surfaces
Where this fits in Google, Maps and AI search
Nothing on this site is sold for one surface. The same evidence is read by a search engine, by the map, and by an assistant.
Google Search
Supports eligibility for richer results and clearer understanding of page purpose.
Google Maps
Organisation and location markup reinforces the facts on your Business Profile.
AI answers
Unambiguous machine-readable facts are exactly what answer engines need to represent you accurately.
In more depth
The graph matters more than the snippet
Most schema advice stops at “add LocalBusiness markup”. The real value is the graph: your organisation entity referenced consistently from every page, services linked to the organisation, people linked to their credentials and profile pages, articles linked to their authors. Stable identifiers let machines accumulate confidence about you across the whole site rather than treating every page as a stranger.
In more depth
Schema cannot rescue weak pages
We will tell you plainly: structured data amplifies clarity that already exists. If the page does not visibly say what the markup claims, the markup is at best ignored and at worst a policy violation. That is why our schema work is always paired with content checks — the visible page and the machine layer must agree.
Measure it yourself first
Free, no account, and honest about what a machine can and cannot see. Each tool page shows its own worked example.
Questions
Schema Markup: asked and answered
Will schema markup improve my rankings?
Not directly, and anyone claiming otherwise is overselling. It improves machine understanding, supports eligibility for enhanced displays, and strengthens entity clarity for AI systems. Those are real advantages — they are just not a ranking switch.
My SEO plugin already outputs schema. Is that enough?
Sometimes it is fine; often it is generic, duplicated or wrong for your business type. We audit what is actually being emitted before recommending anything. If your plugin output is good, we will say so.
Which schema types do local businesses actually need?
Typically the correct LocalBusiness subtype, Organization, Person for key people, Service for each service, FAQPage where genuine FAQs exist, and BreadcrumbList. More exotic types only where content genuinely supports them.
Can you implement on WordPress / Squarespace / a custom site?
Yes. We implement directly where access allows, or produce exact JSON-LD and placement instructions for your developer, with validation before and after.
Go deeper
Reading from the Insights desk
Long-form, referenced, written from implementation rather than theory.
Structured data can tell a search engine what a business is; it cannot rank it or make an AI recommend it
What Google's own documentation says structured data does for a local business, what it has withdrawn, and where the claims about AI outrun the evidence.
Google has ended FAQ rich results for every site, but the answers behind them still earn their place
Google switched off FAQ rich results on 7 May 2026 and removed the documentation in June. What a local business should change, and why the answers should stay.
No one can promise a local business an AI mention, but the evidence the assistants read can be measured
What Google, OpenAI and Perplexity document about local answers, how often those answers change, and what a clinic or plumber can actually influence.
Related
This works best alongside
Technical SEO
Crawlability, indexation, speed, rendering and migrations — the unglamorous foundations that decide whether anything else works.
AI Search Visibility
Honest AI-search work: consistent entities, source authority and answer-ready content — with monthly prompt testing instead of magic promises.
Local SEO
Structured local visibility: service and location architecture, local relevance, reviews and links — measured by enquiries, not vanity rankings.
Start with three free findings from your own website.
The free Website Revenue Snapshot shows you three specific, evidenced problems on your website — no call, no obligation. The full Website Revenue Audit is £295.