Structured data
Structured data is machine-readable markup, usually JSON-LD, that tells search engines and AI tools exactly what a page is about: your organisation, services, people, prices, FAQs.
Why it matters
People read the page. Machines read the markup. When both say the same thing, you're described correctly in search results and AI answers.
In practice
- Use schema.org types that match the page.
- Link entities with stable IDs into one graph.
- Validate with Google's Rich Results Test after every change.