Structured data
Machine-readable code that explicitly tells search engines what your content means, not just what it says.
Why structured data matters
Search engines read HTML and infer meaning, but structured data makes meaning explicit. Instead of guessing "this looks like a product", structured data states "this IS a product, here's the price, availability, and rating". This precision enables rich results and improves understanding.
Schema.org provides vocabulary for hundreds of content types: articles, products, events, organisations, recipes, reviews, FAQs, and more. Implementing appropriate schemas helps search engines categorize and display your content correctly.
Benefits of structured data
Rich results: Star ratings, pricing, availability, FAQ accordions, breadcrumb trails—enhanced displays that increase click-through rates significantly.
Improved understanding: Explicit content type declarations help search engines understand what pages are about, potentially improving rankings for relevant queries.
Knowledge graph inclusion: Organisation schemas help search engines build knowledge panels showing your company info, logo, social profiles, and relevant facts.
Voice search optimisation: Structured data provides clear answers for voice assistants pulling information from search results.
Implementation approach
We use JSON-LD format exclusively—Google's recommended approach. Structured data lives in separate script blocks, keeping HTML clean while providing comprehensive metadata.
Every Fernside site includes baseline schemas: Organisation (company details), BreadcrumbList (navigation paths), and WebPage (page metadata). We add page-specific schemas where appropriate—Article for blog posts, Product for e-commerce, LocalBusiness for local SEO.
Testing and validation
Google's Rich Results Test shows which rich results your structured data qualifies for. Schema.org validator checks syntax. Both catch errors before they prevent enhancements.
Search Console monitors structured data implementation across your site, reporting errors or warnings. Regular monitoring ensures markup remains valid as search engine requirements evolve.
Systematic implementation
We implement structured data systematically across all sites—never as an afterthought. This foundation maximises search visibility potential from day one, giving you every opportunity for enhanced results.
Related terms
Why it matters
Understanding “Structured data” helps you speak the same language as our design and development team. If you need help applying it to your project, book a Fernside call.