Structured Data (Schema Markup)
Code added to a page that explains its content to search engines in a standardized format, enabling rich results like star ratings.
In practice
It doesn't change what a page looks like to a visitor, only what search engines understand about it - correctly marked-up product data can unlock rich results like star ratings, price, and availability shown directly in search listings.
A recipe page adds structured data for cook time and ratings, and Google shows a star rating and prep time directly in the search result, rather than a plain blue link.
Why it matters
Rich results triggered by structured data - star ratings, price, availability shown directly in search - typically earn a noticeably higher click-through rate than a plain listing.
Worth knowing
- Product, review, and FAQ schema are among the most commonly used types for ecommerce.
- Google's Rich Results Test can validate whether markup is implemented correctly before it goes live.
- Incorrect or misleading structured data can trigger a manual search penalty.
Start the conversation
Let's talk it through
Tell us where things stand with putting structured data into practice and we'll respond with next steps, no forms, no waiting in a queue.
- A specialist replies directly, not a support queue
- Whichever channel is fastest for you, call, WhatsApp or email
- No long-term contract to start the conversation
