Schema Markup and Structured Data

Schema markup tells search engines what your content means, not just what it says. A plumbing service page without schema is plain text. The same page with Service, Organisation, and FAQPage schema is a structured entity Google can parse, categorise, and surface in rich results.

We implement schema as hand-written JSON-LD within an entity-interconnected @graph. Every schema node on every page references back to your site-wide Organisation and WebSite entities through @id, creating a web of structured data that reinforces your site's topical identity across every page.

Schema Types We Implement

How Entity Linking Works

Entity linking is what separates effective schema from checkbox schema. Every schema node on your site carries an @id — a unique identifier that other nodes can reference. When your Service schema references your Organisation through @id, Google understands that this service is provided by this specific business. When your Article references the same Organisation as publisher, that connection is reinforced.

1. Step 1: Audit existing schema. We crawl your site to identify any existing schema markup, check for errors in current implementations, and document which pages have schema and which do not.
2. Step 2: Define the entity graph. We map out the entities on your site — your organisation, your services, your content types — and define how they connect through @id references within a single @graph per page.
3. Step 3: Write per-page JSON-LD. Each page receives a hand-written JSON-LD block containing the schema types appropriate to its content. Every node references back to the site-wide Organisation and WebSite entities.
4. Step 4: Validate and deploy. All schema is tested through Google Rich Results Test and Schema.org Validator. We fix any warnings or errors before deployment and verify that rich results are eligible where applicable.

Schema Validation

Schema that fails validation is worse than no schema at all — it sends conflicting signals to search engines and can suppress rich results eligibility. We validate every page through three layers: Google Rich Results Test for eligibility checking, Schema.org Validator for specification compliance, and manual JSON-LD inspection for entity relationship integrity.

Common validation failures: missing required properties (Organisation without a name, Article without a datePublished); broken @id references; schema types applied where page content does not support them. Every issue is resolved before the schema goes live.

Frequently Asked Questions