Schema Markup & Structured Data Setup

Service Scope

Schema Markup & Structured Data Setup is a fixed-scope technical SEO implementation service designed to create, correct, and validate structured data for one existing website.

The service covers one primary website and implementation across up to 20 priority pages or templates.

The objective is to provide search engines with clearer machine-readable information about the entities, content, products, services, and page relationships represented on the website.

Existing Structured Data Audit

We begin by reviewing structured data already present on the website.

The review may include:

• Existing schema markup
• Automatically generated structured data
• Theme-generated markup
• CMS-generated markup
• SEO application or plugin markup
• Duplicate schema entities
• Conflicting structured data
• Missing required properties
• Invalid property values
• Outdated or unnecessary markup
• Page-to-schema relevance

The purpose is to understand what already exists before adding additional structured data and to avoid unnecessary duplication or conflicts.

Schema Type Selection

We determine which structured data types are appropriate for the website and the approved pages.

Depending on the business and website content, implementation may include relevant schema types such as:

• Organization
• LocalBusiness
• WebSite
• WebPage
• BreadcrumbList
• Product
• Offer
• Service
• Article
• BlogPosting
• Person
• FAQPage where appropriate
• Other relevant Schema.org types

Only markup that accurately represents content visible or legitimately associated with the page is implemented.

Not every schema type is appropriate for every website.

Organization Schema

Where applicable, we implement or improve structured data describing the primary business or organization behind the website.

Information may include:

• Business name
• Website URL
• Logo
• Business description
• Contact information
• Social profile references
• Brand information
• Other applicable organization properties

Organization markup is configured using accurate information supplied by the client and available on the website.

Local Business Schema

For eligible businesses with a legitimate physical location or appropriate local business presence, LocalBusiness structured data may be implemented.

Markup may include applicable information such as:

• Business name
• Address
• Phone number
• Website
• Business type
• Opening hours
• Geographic information
• Logo
• Business image
• Other relevant business properties

Local structured data is based on accurate business information and is not used to create artificial location signals for areas where the business does not legitimately operate.

Website & Web Page Schema

We may implement structured data that identifies the website and important page-level relationships.

This may include:

• WebSite
• WebPage
• Page name
• Page URL
• Website relationship
• Publisher information
• Primary entity references
• Breadcrumb relationships
• Other relevant page properties

The objective is to create clearer relationships between the website, its pages, and the organization responsible for them.

Product Structured Data

For websites containing eligible product pages, we may review, correct, or implement Product structured data.

Depending on the information available on the page, markup may include:

• Product name
• Description
• Image
• Brand
• SKU
• Price
• Currency
• Availability
• Offer information
• Product URL
• Other applicable product properties

Structured data must correspond with the actual product information displayed to users.

Product-feed creation or Google Merchant Center configuration is not included in this service.

Service Structured Data

For businesses selling or presenting professional services, we may implement appropriate structured data describing supported service offerings.

Markup may include applicable information such as:

• Service name
• Service description
• Provider
• Service area
• Website relationship
• Relevant offer information
• Related business entity

The exact implementation depends on the content available on the website and the most appropriate Schema.org structure for the page.

Breadcrumb Structured Data

Where the website has a meaningful hierarchical page structure, BreadcrumbList structured data may be implemented or corrected.

Breadcrumb markup can represent relationships such as:

• Home
• Category
• Subcategory
• Product
• Service
• Article
• Other hierarchical page levels

Breadcrumb structured data is aligned with the logical structure of the website and should not represent navigation relationships that do not actually exist.

Article & Content Schema

For websites publishing articles, blog posts, news, or similar editorial content, appropriate content markup may be reviewed or implemented.

Depending on the page type, structured data may include:

• Article
• BlogPosting
• Headline
• Author
• Publisher
• Publication date
• Modification date
• Featured image
• Page URL
• Other relevant content properties

Markup is selected according to the actual type of content presented on the page.

FAQ & Specialized Schema Review

Where pages contain appropriate content, we may review whether additional specialized structured data is relevant.

This may include applicable Schema.org types for:

• FAQs
• Events
• Videos
• Products
• Articles
• Organizations
• Local businesses
• Other supported content types

Specialized markup is implemented only when it accurately represents the page and when its use is appropriate for the website.

Structured data is not added merely to attempt to generate additional search-result features.

JSON-LD Implementation

Where technically appropriate, structured data is implemented using JSON-LD.

Implementation may be completed through:

• Website theme code
• Page templates
• CMS functionality
• Shopify Liquid
• Custom code
• Existing SEO applications
• Other supported website mechanisms

The implementation method is selected according to the client’s platform and existing website configuration.

Dynamic Template Implementation

For websites using repeatable templates, structured data may be configured dynamically so appropriate page information is generated from existing website data.

Depending on the platform, this may include dynamic fields for:

• Product names
• Product prices
• Availability
• URLs
• Images
• Article information
• Breadcrumbs
• Organization details
• Other relevant page properties

Dynamic implementation is limited to functionality available within the existing website platform and project scope.

Advanced application development or creation of custom backend systems is not included.

Duplicate & Conflicting Markup Correction

Some websites generate structured data from multiple sources, including themes, plugins, applications, and custom code.

We review approved pages for obvious duplicate or conflicting markup.

Corrections may include:

• Removing unnecessary duplicates
• Correcting conflicting entities
• Consolidating organization information
• Resolving duplicate product markup
• Correcting invalid properties
• Improving entity relationships
• Adjusting existing structured data where safe

Third-party applications may limit the ability to completely remove or modify automatically generated markup.

Structured Data Validation

Implemented structured data is reviewed using appropriate validation tools.

Validation may include:

• Syntax review
• Schema.org property validation
• Google-supported structured data checks where applicable
• Required property review
• Recommended property observations
• Entity relationship review
• Duplicate markup checks
• Page-level implementation checks

Critical implementation errors identified within the project scope are corrected before completion.

Search Engine Eligibility Review

Where applicable, we review whether implemented structured data aligns with structured data requirements for relevant search features.

The review may include applicable markup for:

• Products
• Local businesses
• Articles
• Breadcrumbs
• Other supported search experiences

Structured data can improve machine-readable understanding of a page, but implementation does not guarantee that a search engine will display a rich result or another enhanced search feature.

Implementation

Approved structured data is implemented directly when the necessary website access and platform capabilities are available.

Implementation may involve:

• Theme code
• Template code
• JSON-LD scripts
• CMS settings
• SEO applications or plugins
• Shopify Liquid
• Page-level markup
• Dynamic template logic

Before implementation, existing markup is reviewed to reduce the risk of unnecessary duplication or conflicts.

Final Validation

After implementation, we perform a final review of the approved pages and templates.

Validation may include:

• Structured data detection
• Schema type review
• Property validation
• JSON-LD syntax
• Organization information
• Product or service information
• Breadcrumb relationships
• Duplicate markup
• Page-to-schema consistency
• Search-engine validation observations

Any issues requiring advanced development or third-party application changes outside the agreed scope are documented separately.

Deliverables

The completed service includes:

• Structured data audit for one website
• Implementation across up to 20 priority pages or templates
• Schema type selection
• JSON-LD implementation where appropriate
• Organization schema setup
• WebSite and WebPage structured data where applicable
• LocalBusiness schema where applicable
• Product or Service markup where applicable
• Breadcrumb structured data where applicable
• Article or content markup where applicable
• Duplicate and conflicting markup review
• Dynamic template implementation where supported
• Structured data validation
• Final implementation review
• Summary of completed work and additional recommendations

Client Requirements

The client must provide administrative or developer access required to review and modify the website.

Access may include:

• Shopify administration
• Website CMS
• Theme or template files
• SEO applications or plugins
• Google Search Console where available
• Relevant product or business information

The client must provide accurate information used within structured data, including applicable business, product, service, location, pricing, availability, author, and organizational information.

Scope Boundaries

This service focuses specifically on schema markup and structured data configuration.

It does not include a complete technical SEO audit, full website development, website redesign, product-feed creation, Google Merchant Center setup, content writing, keyword research, backlink acquisition, digital PR, ongoing SEO management, ongoing structured data monitoring, or third-party software fees.

Custom structured data systems requiring extensive application development, database modifications, custom APIs, or major changes to website architecture may require separate scope.

Structured data does not guarantee specific rankings, rich results, Knowledge Panel placement, traffic, clicks, leads, or revenue.

Search engines determine how structured data is processed and whether enhanced search-result features are displayed.