Structured data (JSON-LD)

Structured data is machine-readable markup, usually JSON-LD using the schema.org vocabulary, that states what a page is about so search engines and AI systems can read its facts without guessing. A <script type="application/ld+json"> block declares, for example, that this page describes an Organization named X with founder Y, or an Article with a given headline and publication date.

The rule that matters most

Google’s general structured-data guidelines require the markup to describe content that is visible on the page. Markup that invents facts, hides them, or disagrees with the text can be ignored or treated as spam. The practical consequence: write the page first, then mark up what it says.

Common types on a consultancy site

Organization, Person (the founder), WebSite, WebPage, BreadcrumbList, Service with an Offer when a price is shown, Article or BlogPosting, and SoftwareApplication for free tools. We give each node a stable @id so pages can reference one another.

Checking it

Google’s Rich Results Test validates eligibility for rich results; the schema.org validator checks the vocabulary. Our structured data check lists every JSON-LD block on a page by type and id and flags placeholder-looking values.