Structured data
Also called: Schema.org · JSON-LD · Rich snippets
Structured data is markup (Schema.org in JSON-LD) that tells Google what a page is: company, service, article, FAQ, product.
Structured data is information organized in a standard vocabulary, Schema.org, embedded in the page code, usually as JSON-LD. Visitors do not see it, but it tells search engines unambiguously who the company is, which service the page offers, who wrote the article, what the FAQs are or what a product costs.
How it works
With this markup, Google can show rich results (stars, prices, breadcrumbs, questions) and better understand how pages relate to the company. The most useful types for B2B companies are Organization, LocalBusiness, Service, Article, FAQPage, BreadcrumbList and Product. Markup must reflect what is visible on the page; marking up content visitors cannot see can lead to a manual action.
Practical example
A machine shop marked each service page with Service and FAQPage, and articles with Article and author. Within weeks, searches for technical questions started showing the company’s answers right in the results, and its name began appearing with breadcrumbs and logo.
Common mistakes
- Copying the same markup on every page without adjusting content.
- Marking up reviews or prices that do not appear on the page.
- Not validating with Google’s Rich Results Test.
FAQ
Does structured data guarantee rich snippets?
No. It makes the page eligible; Google decides when to show them. Even without rich snippets, it helps search engines understand the content.
Updated
Related service
Industrial websites
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