Structured data that is worth implementing
Structured data does not raise rankings by itself. It changes how a result appears, which changes whether people click.
Worth doing first
Organization with logo and contact details, BreadcrumbList on deeper pages, Article on editorial pages, Product with offers and availability on commerce pages, and FAQPage where the questions are genuinely on the page.
Handle with care
Review markup must reflect real reviews, and local business markup must match a real location. Marking up content that is not visible on the page is a guideline violation, not a growth tactic.
Test it
Validate every template after release. A single mismatched property can disqualify an entire type, and the failure is silent.
Common questions
- Will schema give us rich results?
- It makes a page eligible. Whether a rich result appears is decided by the search engine, so treat it as an opportunity rather than a guarantee.
- Does adding more types help?
- No. A few accurate types outperform broad markup that describes things the page does not contain.
Next step
If this question is live in your business right now, describe the situation and you will get a written view on the options, including whether you should build at all.
Discuss your projectRelated notes
All insightsA technical SEO checklist for a site that already has content
The crawl, index and rendering checks worth running quarterly, in the order that finds the most expensive problems first.
ReadSEOLocal SEO for businesses with many locations
How to structure location pages, profiles and internal links so each branch can rank without cannibalising the others.
Read