Structured data is how you tell search engines and models, in machine language, what each page is. Done well, it improves how your brand shows up in results and answers.

Start with the essentials

  • Organization: name, logo, contact channels, and official profiles. Once, site-wide.
  • WebSite: name and URL, to consolidate the brand entity.
  • BreadcrumbList: the navigation trail on every internal page.

Then, by page type

  • Articles → BlogPosting with title, date, author, and topic.
  • Service pages → Service linked to the Organization that offers it.
  • About page → AboutPage.
  • Frequently asked questions → FAQPage, when the questions are real.

Rules that keep you out of trouble

  1. Mark up only what is visible on the page. Hidden markup is a guideline violation.
  2. Use JSON-LD, not microdata: easier to maintain and it doesn’t clutter the HTML.
  3. Validate every template with the rich results test and the Schema.org validator.
  4. A stable @id per entity lets you connect everything into one coherent graph.

How to measure

Track valid item coverage in Search Console and the trend of rich results over time.

At Trafegar, we build the structured-data graph alongside the content architecture — not as a patch at the end of the project.