Schema & Structured Data

Tell Google exactly what you are.

JSON-LD markup that turns plain text results into rich snippets — stars, prices, FAQ accordions, site links, breadcrumbs, event cards. The code behind every eye-catching SERP result you've ever clicked on.

product.jsonld

Composing

{

}

</script>

0/7 propertiesValid ✓

Google SERP preview

yourshop.ie

Product — yourshop

yourshop.ie › products

Premium merino wool running socks designed for Dublin weather...

SERP features0/5 active

The schema types we implement most

Different schema for different rich result.

Product

Stars, price, availability in results

FAQ

Expandable accordions under result

LocalBusiness

Map pack, hours, phone, address

Person / Author

Author bylines, E-E-A-T signals

Event

Event cards with dates, venue, tickets

VideoObject

Video thumbnails, key-moments

Recipe

Ingredients, time, nutrition cards

Article / NewsArticle

Templated, validated, monitored — not hand-coded per page.

Schema that's written once for a page type, pulls from your existing data, validates on every deploy, and is monitored for breakage in Search Console. Not a one-off exercise.

1. Audit current schema

Rich Results Test · Schema.org Validator · Search Console

Find what you already have (often surprising), what's invalid, what's missing for the rich results you want.

2. Map schema to page types

Content inventory · SERP target analysis

Product pages get Product+Offer+AggregateRating. Category pages get CollectionPage+BreadcrumbList. Blog gets Article+Author+Organization. We don't spray schema at everything.

3. Implement at CMS layer

WordPress · Shopify liquid · Webflow · Custom Next.js

Schema generated from your data (title, price, stock, reviews) at render time. One template per page type, not one JSON block per URL.

4. Validate and deploy

Pre-deploy validation · CI checks · Staging env test

Every schema change runs through Google's Rich Results Test in CI. Broken schema never ships. Deploy with confidence.

5. Monitor and maintain

Search Console Enhancements · Weekly validation sweeps

Schema breaks when content formats change. We monitor Search Console for validation errors and fix before they affect results.

What rich results look like

Six examples from real search results.

Each of these is powered by schema markup. If you've ever seen one, schema made it happen.

Product star rating

Best Running Shoes 2026 — Top 10 Picks

runningsite.com › reviews

Rating: 4.8 · 847 reviews

→ AggregateRating schema

FAQ accordion

How to choose a mortgage in Ireland

What's the minimum deposit required?

Fixed vs variable rate — which is better?

→ FAQPage schema

Breadcrumb trail

Blue running socks — Size UK 9

yourshop.ie › men › running › socks

Premium merino wool running socks...

→ BreadcrumbList schema

Sitelinks

Crescentek — Irish digital agency

crescentek.com

› Services› Our work› About› Contact

→ WebSite + Organization

Event card

Dublin Tech Summit 2026

Thu, May 14 · RDS Dublin

€120 · Tickets available

→ Event schema

Video thumbnail + key moments

How to implement schema — 12 min

youtube.com

→ VideoObject + Clip

The honest caveats

Schema isn't a silver bullet.

There's a lot of bad advice online about schema. Here's what's actually true.

Myth

"Adding schema guarantees rich results."

Reality

Schema makes you eligible. Google decides whether to show rich results per-query. Most rich-result eligible pages don't display them for every query.

Myth

"Schema directly boosts rankings."

Reality

It doesn't — not directly. But rich results get higher CTR, which indirectly helps. And Google uses schema to understand entities, which affects relevance.

Myth

"More schema = better."

Reality

Over-marking up can cause warnings in Search Console, or fall foul of Google's 'not representative of content' rule. We mark up what's actually on the page, nothing more.

Myth

"Implement everything at launch, done forever."

Reality

Schema.org evolves. Google's rich result types change. What worked in 2022 has different requirements in 2026. Ongoing maintenance needed.

Frequently asked

Schema questions.

JSON-LD, always. Google has publicly recommended it since 2017, it's the easiest to maintain (single script block), doesn't clutter HTML, and works the same across all rich result types. Microdata and RDFa still work but we don't implement them on new projects.

For basic WordPress sites, yes — these handle the common schema types (Organization, Article, WebSite) adequately. For anything custom (specific Product configurations, multi-location LocalBusiness, complex Event structures), plugins hit their limits and we build bespoke.

Schema validation is instant. Google needs to re-crawl to pick it up (typically 1–4 weeks depending on your crawl frequency). Rich results can then appear within days of Google indexing the updated pages. Sometimes Google waits longer to 'qualify' new schema; patience helps.

Depends. 'Critical' errors mean rich results won't show for that page type. 'Warnings' usually mean optional properties missing — rich results still appear. We prioritise critical errors, document warnings, and address both systematically.

Both. For CMSs like WordPress/Shopify we implement schema directly. For custom stacks, we write the schema templates and either implement or hand to your dev team with implementation spec. Your preference.

Related services

Goes hand-in-hand with

Ecommerce SEO

Product schema at scale

Technical SEO

The broader technical layer

Local SEO

LocalBusiness + map pack

Claim the real estate that schema unlocks.

Send a URL and we'll tell you which rich results are realistically achievable, what schema implementation that needs, and an effort estimate — free diagnostic.