Which schema types do you work with?

I work with structured data including Organization, LocalBusiness, Service, Product, Offer, Review, BreadcrumbList, Article, Person, WebPage and other Schema.org types where they accurately describe the content and entities on the website.

Freelance Schema Markup Consultant & Structured Data Services

structured data that helps search engines understand your website properly

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Schema markup helps search engines understand important information about your website in a structured, machine-readable format.

I can audit the structured data you already have, identify the schema types that genuinely fit your content and implement or fix the markup so it accurately represents your business, products, services, locations and pages.

That can mean building JSON-LD from scratch, cleaning up conflicting plugin or platform markup, creating scalable templates or simply fixing a few structured data errors that nobody has got around to resolving.

what clients say about working with me

Worked with Dave for some time at multiple businesses where he has helped me audit, plan and execute improvements to our tracking and SEO performance. He is very flexible with regards to how he works which is great for a smaller business.

Dave Jennings
patrolbase.co.uk

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My Approach
Schema Markup Audits
Schema Markup Implementation
Fixing Existing Schema
Schema Types I Can Implement
Testing & Validation
Working With Your Team
The Bigger Picture
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Quick FAQs
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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.

tracking & reporting

Keeping an eye on performance and making sure your tracking stays accurate.
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performance insights

Digging into your data to spot trends, issues, and opportunities.
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audit & optimisation

Regular reviews and updates to keep your site on track.
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ad-hoc support

Ask a question, get a second opinion, or get help with a one-off job
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not sure whether your schema is helping or just making things more complicated?

Tell me what your website currently outputs, what you are trying to implement and where things are going wrong. I can audit the setup, recommend what is actually useful and help get the structured data implemented properly.

tell me what you need help with

what does a schema markup consultant do?

A schema markup consultant reviews how structured data is being used across a website, identifies errors and missed opportunities, recommends the appropriate Schema.org types and helps implement and validate the markup.

can you audit existing schema markup?

Yes. I can audit existing structured data to identify invalid, incomplete, duplicated or conflicting markup and recommend what should be kept, changed, removed or added.

can you implement schema markup as well as audit it?

Yes. I can implement schema directly where the website setup allows it, provide production-ready JSON-LD or work with your developer where changes need to be made through templates, plugins or application code.

which schema types can you implement?

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, Person, Service, Product, Offer, Review, BreadcrumbList, Article, WebPage, Event, JobPosting, VideoObject, SoftwareApplication, Course and Recipe.

can you fix duplicate or conflicting schema markup?

Yes. Themes, plugins, ecommerce platforms and custom code can sometimes generate overlapping or conflicting structured data. I can identify where that is happening and recommend or implement a cleaner setup.

can you implement localbusiness schema?

Yes. I can implement LocalBusiness structured data for individual locations and create scalable approaches for businesses with multiple stores, branches or other physical locations.

can you implement product schema for ecommerce websites?

Yes. I can audit and implement ecommerce structured data including Product, Offer, Review and BreadcrumbList markup, taking account of what the ecommerce platform, theme or plugins already generate.

do you still implement faq schema?

Yes, where FAQ structured data accurately represents the content and makes sense within the wider schema setup. Google no longer displays FAQ rich results, so I do not recommend implementing FAQ schema simply to try to gain an enhanced search result.

do you use json-ld for schema markup?

Usually, yes. JSON-LD is often the cleanest way to implement and maintain structured data, although the most appropriate method depends on the website, CMS and existing implementation.

how do you test schema markup?

I validate structured data using tools such as the Schema.org Markup Validator and Google's Rich Results Test where the schema type is supported by a Google search feature. I also test the final live URLs rather than relying only on the original code.

will schema markup improve my rankings?

Schema markup helps search engines understand structured information about your pages and can make eligible content available for supported search features, but it does not guarantee higher rankings or rich results.

can you work with my developer or agency?

Yes. I can provide implementation-ready structured data, explain the technical requirements, work directly with developers or agencies and validate the finished implementation once it is live.

I've written about both the impact structured data can have and the practical side of implementing different types of schema markup.

schema markup impact case study

Case Study: The Importance Of Schema Markup
A real ecommerce example where correcting Product, Breadcrumb and LocalBusiness structured data coincided with improvements across organic visibility, click-through rate, impressions and clicks.

schema markup implementation guides

How To Implement LocalBusiness Schema Markup And Why
A practical guide to choosing the appropriate LocalBusiness type, properties, implementation method and validation process.

How To Implement Organization Schema Markup And Why
How to describe an organisation using structured data, choose appropriate properties and avoid unnecessary duplicate markup.

How To Implement FAQ Schema Markup
A guide to creating, implementing and validating FAQ structured data, including the current position on Google FAQ rich results.

How To Implement BreadcrumbList Schema Markup And Why
How BreadcrumbList structured data describes website hierarchy and how to implement it accurately across different website setups.

LocalBusiness Schema For Multiple Locations
A practical implementation showing how I used Google Tag Manager and a reusable schema template to manage location-specific structured data across more than 50 store pages.

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