expert
schema markup
consultant

Good structured data is not about adding as many schema types or properties as possible.

The markup should accurately describe the content, organisation, products, services, locations, people and relationships that genuinely exist on the website.

I start by looking at what the site already outputs, which page types and entities need describing and where structured data can provide useful additional context.

From there, I can recommend what should stay, what should be removed or corrected and what is worth implementing.

If structured data has accumulated through plugins, themes, ecommerce platforms and previous SEO work, it is worth understanding what is actually being generated before adding anything else.

A schema markup audit can include:

• identifying the structured data currently being generated
• checking whether the schema types match the content they describe
• finding invalid or incomplete markup
• identifying duplicate or conflicting schema
• reviewing required and useful properties
• checking markup against visible page content
• identifying missing structured data opportunities
• reviewing implementation across page templates
• prioritising fixes and improvements

The output can be recommendations for your team to implement, or I can carry the work through into the implementation itself.

If the website needs new structured data, I can design and implement a setup that fits the way the site is built rather than adding isolated blocks of code page by page.

For straightforward pages that might mean clean JSON-LD added directly through the website or CMS. For larger sites it may mean creating reusable markup through templates, existing platform functionality or dynamic data.

I prefer to implement structured data through the website itself where practical so the markup stays close to the content and data it describes.

Where direct implementation is not possible, I can also use Google Tag Manager as an alternative for appropriate setups.

Structured data problems are not always caused by missing markup. Sometimes the website is already generating too much of it.

SEO plugins, themes, ecommerce platforms and custom code can all output structured data independently, which can leave the same organisation, product, person or page described several different ways.

I can trace where the markup is coming from, identify which implementation should remain and clean up errors, duplication or inconsistencies without replacing working structured data unnecessarily.

If schema problems appear as part of a wider technical review, I can also address them through my website SEO audit work.

I can work with any Schema.org type where it accurately describes the content, entity or relationship represented on the website.

Common examples include:

• Organization
• LocalBusiness and relevant business subtypes
• Person
• Service
• Product
• Offer
• Review and AggregateRating where appropriate
• BreadcrumbList
• Article and BlogPosting
• WebPage and related page types
• FAQ structured data where appropriate
• Event
• JobPosting
• VideoObject
• ImageObject
• SoftwareApplication
• Course
• Recipe

That list is not exhaustive. If there is an appropriate Schema.org type for the thing your website needs to describe, I can audit, implement and validate it.

I validate structured data before implementation and then test the finished live URLs once the markup has been deployed.

I use the Schema.org Markup Validator to check the underlying structured data and Google's Rich Results Test where a schema type relates to a currently supported Google search feature.

I also check whether the final markup still matches the visible page content and whether templates, plugins or JavaScript have changed the output after implementation.

Passing a validator is not the whole objective. The markup also needs to describe the right thing in the right place.

I can work directly with business owners or alongside marketing teams, digital agencies, web developers and ecommerce managers.

My role can range from auditing and defining the structured data requirements through to writing the JSON-LD, implementing it directly or handing production-ready requirements to your developers.

I can then validate the finished implementation rather than leaving your development team responsible for deciding whether the schema requirement has been met correctly.

If you need broader specialist support across an internal team, you can also find out more about how I work with in-house teams.

Schema markup is useful because it gives machines explicit information about the things represented by your website, but it is not a substitute for strong content, sensible site structure or good technical SEO.

It also does not guarantee higher rankings, rich results or visibility in AI-generated search experiences.

The best implementations support the website that is already there: describing the organisation, people, products, services, locations and relationships accurately rather than trying to manufacture signals that the page itself does not support.

Structured data can change or break as websites evolve, particularly when templates, plugins, themes, products or business information are updated.

I can provide ongoing or ad-hoc support to validate new page types, troubleshoot structured data errors and update implementations as the website changes.

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