Structured data is a short block of code that describes the facts on a page, such as your business name, services and questions answered. It helps search engines and AI assistants read your site correctly.
What it is for
It does not change what visitors see. It labels what is already there so machines can read it.
- Your organisation name, logo and contact details
- The services you offer
- The page path, so results can show breadcrumbs
- Questions and answers that appear on the page
Keep it honest
Only describe what is genuinely on the page. Never add ratings, reviews, prices or addresses that are not real, because search engines penalise misleading markup.
Test and maintain
Check it with Google's Rich Results Test after changes, and update it whenever the page content changes. Out of date markup is as misleading as wrong markup.