Part ofAI visibility and search
Structured data and schema
Structured data is machine-readable markup describing what a page contains: that this is a service, that it is provided by a particular person, that it is delivered in a particular area, that the page answers these questions. The format is JSON-LD following schema.org, and it is the same data that powers rich results and that language models use when deciding what a source is about.
One connected graph
The common pattern is for each page to declare its own standalone entities, so the same organisation is described twenty times with nothing linking them. With stable identifiers the pages reference the same entity instead, and a reader can then merge the facts into one picture of who you are rather than twenty fragments.
The right types for the right page
A service page should be a Service with a named provider and area served, a person should be a Person with a job title and employer, a question and answer should be an FAQPage. Marking everything as WebPage is formally correct and says nothing, which is the most common version of structured data I see.
Markup has to match the page
Structured data describing content that is not on the page is against Google’s guidelines and can trigger a manual action. The markup is therefore generated from the same source as the copy, so it cannot say one thing while the page says another.
Common questions about this service
Does structured data improve rankings?
Not directly. It affects how a result is displayed and how well a machine understands the page, which in turn affects the appearance in search and the likelihood of being cited in an AI answer. Click-through rate changes more often than position, and that is the difference worth measuring.
Is an SEO plugin enough?
A plugin sets an acceptable baseline for articles and products. What is usually missing is the connection between pages, meaning person, organisation and services referencing the same entities, plus the types no plugin ships. That is where most of the value sits.
More in the same area
Technical SEO
Making pages fetchable, readable and indexable before any other SEO work means anything.
Structured data and schema
Schema.org in JSON-LD so machines understand what the page is about.
GEO and llms.txt
Writing and structuring content so language models cite you as the source.
