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How to add structured data (schema markup) to your site

Structured data is a small block of code that describes your page in a format machines understand: who you are, what you sell, what an article is about.

Why it matters

Search engines use structured data to show rich results such as star ratings, prices, breadcrumbs and FAQs. AI assistants use Organization and WebSite schema to identify who publishes a site, which helps them cite you correctly.

Invalid JSON is ignored completely, so one missing comma can switch off all of your markup.

How to fix it

  1. Use JSON-LD: a <script type="application/ld+json"> block in the page. It is Google’s recommended format.
  2. Add Organization (or LocalBusiness) and WebSite schema to your homepage.
  3. Add a type for each kind of page: Product for products, Article for posts, BreadcrumbList for navigation.
  4. Only describe content that is visible on the page.
  5. Test every template with Google’s Rich Results Test and fix any errors it shows.
Organization schema
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Ltd",
  "url": "https://www.example.com",
  "logo": "https://www.example.com/logo.png",
  "sameAs": ["https://www.linkedin.com/company/example"]
}
</script>

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