Help search engines understand exactly what your business is, what it offers and where it operates. Schema markup drives rich results, improves click-through rates and strengthens your presence in AI-powered search.
Schema markup (also called structured data) is code added to your website that helps search engines understand exactly what your content is about. Instead of guessing, Google can see clearly that you're a local business, that a page is a FAQ, or that a product has a specific price and rating.
The result? Your site can appear with rich results - enhanced listings with star ratings, review counts, FAQs, prices and more. These stand out from standard blue links and consistently attract more clicks.
And with AI-powered search becoming the norm, schema markup is more important than ever. Tools like ChatGPT, Perplexity and Google's AI Overviews all use structured data to decide which businesses to mention - and which to ignore.
Get a free schema auditWe implement the right schema types for your business - not a one-size-fits-all template, but structured data built around what you actually do.
Tells search engines exactly who you are - your name, address, contact details, opening hours and service areas. The foundation of any schema strategy and essential for local search visibility.
Displays your star ratings directly in search results. Higher click-through rates, more trust at first glance, and a clear signal to Google that real customers vouch for you.
Marks up your frequently asked questions so Google can display them as expandable answers directly beneath your listing. More space on the results page, more qualified clicks.
For e-commerce or product pages, we mark up prices, availability, offers and SKUs so your products appear with rich details in shopping results and standard search.
Marks up your content with author, date published, and headline - helping Google understand freshness and authority, and improving your chances of appearing in AI-generated summaries.
Connects your website to your verified profiles on Google Business, LinkedIn, Trustpilot and more. This cross-referencing is how Google confirms you're a real, trustworthy business.
We handle everything from initial audit to live implementation - no jargon, no guesswork, just structured data that works.
We start by reviewing your existing structured data (or lack of it). We check for errors, missing schema types, and opportunities you're not currently taking advantage of using Google's Rich Results Test and Schema.org validation.
Not every schema type is relevant to every business. We map out exactly which types apply to you - LocalBusiness, FAQPage, Product, Article, Person - based on your site structure and what you want to achieve in search.
We write clean JSON-LD schema markup - the format Google recommends - and implement it correctly across the right pages of your site. No messy microdata, no outdated RDFa. Just well-structured, validated code.
Once implemented, we validate every page through Google's Rich Results Test and Search Console to confirm there are no errors and your site is eligible for enhanced search features.
Schema markup isn't a one-time job. As you add new pages, products or services, your structured data needs to grow with you. We can provide ongoing support to keep everything accurate and up to date.
Search is changing fast. Google's AI Overviews, ChatGPT, Perplexity and Gemini are all answering questions directly - and the businesses they mention aren't chosen at random. They're chosen because their websites make it easy for AI to understand and trust what they do.
Schema markup is one of the clearest signals you can send. When your site has well-structured, validated JSON-LD data, AI systems can confidently identify who you are, what you offer and where you're based - making you far more likely to be cited in AI-generated answers.
This is exactly why we treat schema markup as a core part of our GEO (Generative Engine Optimisation) service. It's not just about rich results in Google - it's about building the entity trust that AI search relies on.
Learn about our AI Search serviceStructured data helps AI systems identify your business as a credible source, increasing your chances of being mentioned in AI-generated answers.
Schema markup - especially sameAs links - tells search engines exactly which business you are, reducing confusion with similar names and strengthening your Knowledge Graph presence.
Star ratings, FAQs and product details directly in search results still drive significantly higher click-through rates than plain blue links.
Schema markup done badly can actually hurt your search performance. We do it properly - validated, complete, and built for both search engines and AI.
Most schema errors come from incomplete properties or incorrect values. We follow Schema.org guidelines carefully and validate every implementation - not just a quick paste and hope for the best.
We don't apply schema types that don't match your actual content. Google penalises misleading structured data, so we only implement markup that accurately reflects what's on the page.
Our structured data approach is built with AI search in mind. Entity linking, sameAs connections and well-formed JSON-LD all contribute to your visibility in ChatGPT, Perplexity and Google's AI Overviews.
Based in Northern Ireland and working with businesses across the UK, we understand the local search landscape and how schema markup fits into a broader strategy for visibility in your market.
There are hundreds of schema types defined by Schema.org. The right ones depend on what your business does and what you want to achieve in search. Here are the most impactful types for Northern Ireland businesses.
Organization schema tells search engines the fundamental facts about your business - your name, logo, contact details, social profiles and what you do. It forms the foundation of your entity identity in Google's Knowledge Graph, and is one of the most important signals for AI search tools when deciding whether to cite you.
{ "@context": "https://schema.org", "@type": "Organization", "@id": "https://example.com/#org", "name": "Your Business Name", "url": "https://example.com", "logo": "https://example.com/logo.png", "email": "hello@example.com", "telephone": "+44 28 0000 0000", "sameAs": [ "https://linkedin.com/company/example", "https://g.co/kgs/example" ], "foundingDate": "2020" }
LocalBusiness schema is the essential markup for any business serving customers in a specific location. It tells Google your address, opening hours, phone number, price range and service area. For Northern Ireland businesses targeting local customers, this is often the single highest-impact schema type to get right.
{ "@context": "https://schema.org", "@type": "LocalBusiness", "name": "Your Business Name", "address": { "@type": "PostalAddress", "streetAddress": "1 High Street", "addressLocality": "Belfast", "postalCode": "BT1 1AA" }, "openingHours": "Mo-Fr 09:00-17:00", "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.9", "reviewCount": "48" } }
Product schema is used by e-commerce sites and businesses that sell physical or digital goods. It lets you mark up prices, availability, SKUs, brand information and customer reviews so that Google can display rich product listings directly in search results and in Google Shopping.
{ "@context": "https://schema.org", "@type": "Product", "name": "Product Name", "description": "A short product description.", "sku": "SKU-001", "offers": { "@type": "Offer", "price": "49.99", "priceCurrency": "GBP", "availability": "InStock" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.7", "reviewCount": "32" } }
Service schema is for businesses that sell services rather than physical products - consultants, tradespeople, agencies, therapists and more. It lets you describe what the service is, who provides it, the area it covers and what it costs, helping search engines and AI tools understand and surface your offering accurately.
{ "@context": "https://schema.org", "@type": "Service", "name": "SEO Consultancy", "description": "Search engine optimisation for NI businesses.", "provider": { "@type": "Organization", "name": "Your Business Name" }, "areaServed": { "@type": "AdministrativeArea", "name": "Northern Ireland" }, "serviceType": "Search Engine Optimisation" }
Course schema is used by training providers, e-learning platforms and educational businesses. It marks up course names, descriptions, providers, delivery mode (online or in-person), accreditations and pricing. Particularly important for health and safety training businesses and professional development providers where trust and credentials matter.
{ "@context": "https://schema.org", "@type": "Course", "name": "Digital Marketing Fundamentals", "description": "An intro to SEO, content strategy and paid search.", "courseMode": "online", "educationalCredentialAwarded": "Certificate of Completion", "provider": { "@type": "Organization", "name": "Your Training Provider", "url": "https://example.com" }, "offers": { "@type": "Offer", "price": "199", "priceCurrency": "GBP" } }
Person schema marks up an individual - typically a founder, consultant, author or named employee. It tells search engines who they are, what they do, where they work and what they know. Linking a Person entity to your Organisation schema significantly strengthens your entity identity and makes your business more trustworthy in the eyes of both Google and AI search tools.
{ "@context": "https://schema.org", "@type": "Person", "@id": "https://example.com/#founder", "name": "Jane Smith", "jobTitle": "Founder & SEO Consultant", "url": "https://example.com/about", "worksFor": { "@type": "Organization", "name": "Your Business Name" }, "knowsAbout": [ "SEO", "Schema Markup", "AI Search" ], "sameAs": [ "https://linkedin.com/in/janesmith" ] }
Schema markup is code added to your website that helps search engines understand your content more clearly. Instead of interpreting your page from text alone, Google can see exactly that you're a local business, that a page contains FAQs, or that a product has a specific price and rating. Most businesses benefit from it - it can unlock rich results in search, improve click-through rates, and strengthen your visibility in AI-powered tools like ChatGPT and Perplexity.
Schema markup makes you eligible for rich results, but Google decides whether to show them based on content quality, relevance and compliance with their guidelines. Having correctly implemented, validated schema is a necessary step - but it does not guarantee rich results will appear immediately. Most sites that implement schema correctly do see enhanced listings appear over time.
SEO covers everything that helps your site rank - content, backlinks, technical performance and more. Schema markup is one part of technical SEO that specifically helps search engines and AI systems understand your content. It does not directly improve rankings but can improve click-through rates through rich results, and it plays an increasingly important role in AI search visibility.
We implement schema markup using JSON-LD, which is Google's recommended method. JSON-LD is added to your page's code without changing anything visible on the site - your design and content stay exactly as they are. It is clean, easy to maintain and has no effect on your site's appearance or loading speed.
AI search tools use structured data to understand and verify information about businesses. When your site has complete, accurate schema markup - including entity linking, sameAs connections to your verified profiles, and clear business information - AI systems can confidently identify who you are and what you do. This makes you significantly more likely to be cited or recommended in AI-generated answers.
Cost depends on the size of your site and how many schema types need to be implemented. We offer a free schema audit first so you can see exactly what's missing and what the work involves before committing to anything. Get in touch and we can give you a clear, no-obligation quote.
Yes - schema markup and structured data are the same thing, just different names for the same concept. Structured data is the broad term for any code that organises information in a way search engines can read. Schema markup refers specifically to the vocabulary used to write that code, defined by Schema.org and agreed upon by Google, Bing and other major search engines. In practice the two terms are used interchangeably.
Rich results are enhanced search listings that display additional information beyond the standard blue link and description. Depending on your schema markup, this can include star ratings, review counts, FAQs, prices, opening hours, product availability and more. They appear directly in Google search results and consistently achieve higher click-through rates than standard listings because they give users more information before they even click.
Full-service SEO for businesses across Northern Ireland looking to grow their organic search visibility and attract more customers.
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