Schema markup and entity SEO: making sure machines know exactly who you are
Structured data is the machine-readable statement of what your organisation is, what it sells and how its pages relate. Its value today is entity clarity: helping search engines and AI assistants resolve your brand, products and people correctly, rather than chasing rich results that Google keeps withdrawing.
Sounds familiar?
- Your schema was added by a plugin and nobody has read it
- Two Organization definitions, a ContactPage on every URL, or a favicon as the logo
- Your brand shares a name with another company and assistants mix the two up
- You run several sites or subdomains under one brand and each describes the company differently
What we fix and deliver
- A schema audit per template, including invalid JSON that search engines discard without telling you
- One connected @graph per page type with stable @id references across the whole site
- An entity contract for multi-site brands: which site defines the organisation and which ones reference it
- Product, Service, Article, FAQPage, BreadcrumbList and DefinedTerm markup where it matches visible content
- Validation scripts and a checklist so future changes do not break the graph
How it runs
Fixed fee per set of templates. Often delivered as part of an audit or a build. How pricing works.
- Read what is thereExtract every JSON-LD block from raw HTML and validate it.
- Design the graphDecide the entities, their @ids and which page owns each one.
- BuildTemplates with placeholders mapped to your CMS fields.
- VerifyParsing, Rich Results tests and a check that markup matches visible text.
Related work
Ecommerce and physical offices
A precious metals dealer's full catalogue, rebuilt on verified data
An established dealer had good brand visibility but thin product pages, no product structured data and inner pages that blocked datacenter traffic. The whole catalogue was rebuilt to two templates with every figure checked.
B2B distributor, two platforms
An industrial distributor's corporate site and webshop, audited as two entities
A distributor with a corporate site and a webshop on different platforms. The audit found ranking pages returning errors, a webshop with a click problem rather than a ranking problem, and AI referrals already arriving unnoticed.
SaaS, property management
A property management platform that AI crawlers could not read, and whose marketing sold a different product
An initial AI visibility check found crawlers receiving empty pages. The paid engagement that followed found a deeper problem: the site described a different product from the one the company had built.
Start with what is actually wrong
Not sure what is wrong yet?
Run a free check on Website AI Score to see what blocks search engines and AI assistants on your page. Send the report with your brief and the proposal starts from real findings.
Frequently asked
Does schema markup improve AI visibility?
It is a precondition rather than a lever. Clean, consistent structured data makes your facts machine-readable and removes ambiguity about who you are. It does not by itself make an assistant cite you.
Should we still add FAQPage markup?
Only where the questions and answers are visible on the page and match the markup exactly. Google no longer shows FAQ rich results for most sites, so the value is in clarity for machines, not in SERP features.
Can you fix schema on a platform we cannot edit easily?
Usually yes. The graph is delivered as templates mapped to the fields your platform already has, with placeholders the developer fills once.
Further reading
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