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WEB 100 · Web

Schema Markup Manchester

Schema markup is structured data added to your pages so search engines understand exactly what they describe: your business, services, products, articles or events. Our Manchester team writes it in JSON-LD, tests every template and monitors it in Search Console. It suits businesses that want search engines to read their key facts accurately and consistently.

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  • 20,000+UK businesses helped
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WEB 100

Search and visibility

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What structured data does for your pages

A visitor sees an address and opening hours. A search engine sees text. Schema markup labels that text using the shared vocabulary at schema.org, so the address is marked as an address and the business as a LocalBusiness with a name, phone number and opening times.

Google recommends JSON-LD, a block of code that sits in the page without changing what visitors see. The design is untouched and the code is easy to maintain. Structured data makes pages eligible for some enhanced search features, but Google alone decides what to display.

Those features also change. In 2023 Google narrowed FAQ rich results to a restricted set of sites and stopped showing HowTo rich results. So we never sell schema on the basis of extra search features. Clear, accurate data is useful whatever Google chooses to display. It works best alongside sound technical SEO, since markup on pages that are not indexed does nothing.

Who should add schema

Almost any site benefits, but some have more to describe.

  • Local firms that want name, address, phone and hours stated consistently, ideally matching their Google Business Profile.
  • Online shops with products, prices and stock that change often.
  • Publishers and blogs that want articles attributed to named authors.
  • Venues and organisers listing events with dates and locations.

How we add and test markup

1

Map page types

We list your templates, such as home, service, product, article and contact, and match each to suitable schema types.

2

Check existing markup

Themes and SEO plugins often add schema already. We find duplicates and conflicts before adding anything.

3

Write the JSON-LD

Markup is generated in templates using real page data, so it updates when prices, dates or details change.

4

Test every template

Each type is checked with Google’s Rich Results Test and the Schema Markup Validator.

5

Monitor in Search Console

We watch the enhancement reports for errors and warnings once Google recrawls the pages.

What is included

  • A schema plan mapping page types to schema.org types.
  • JSON-LD added through templates, not pasted page by page.
  • Duplicate or conflicting plugin markup removed.
  • Organisation and LocalBusiness data matching your real details.
  • Search Console enhancement reports checked after launch.

Schema types we use, and the rules we follow

  • Organization and LocalBusiness: name, logo, address, phone, opening hours and social profiles, with details matching what appears on the page.
  • Service: describes what each service page offers and the area served.
  • Product with offers: price, currency and availability kept in sync with the shop. Customer feedback markup is added only when it is genuine and visible on the page.
  • BreadcrumbList: where a page sits in the site structure.
  • Article: headline, author and dates for blog posts and guides.
  • Event: date, venue and ticket details for real, scheduled events.

The core rule is simple: markup must describe content people can see on the page. Marking up hidden or invented information breaks Google’s structured data guidelines and can lead to a manual action. To try the format yourself, our free schema generator produces JSON-LD for common types.

Frequently asked questions

Will schema markup get my site rich results?

It makes pages eligible for some search features, but Google decides what to show and changes those features over time. FAQ and HowTo results, for example, were cut back in 2023. We add schema for accuracy, not on the assumption of a particular display.

My SEO plugin already adds schema. Do I need more?

Possibly not. Plugins such as Yoast and Rank Math cover basics well. Gaps usually appear around LocalBusiness details, services, products and events. We check what your plugin outputs and extend it instead of adding a second, conflicting block.

Why JSON-LD rather than other formats?

Google recommends JSON-LD because it sits in one block outside the visible HTML. That makes it easier to add, test and update without touching the page layout. Microdata and RDFa still work but are harder to maintain.

How do I know the markup is working?

We test each template with the Rich Results Test and the Schema Markup Validator before launch. Afterwards, Search Console’s enhancement reports show valid items, warnings and errors. We check those reports once Google has recrawled the pages.

Can schema mark up our customer feedback?

Only within Google’s rules. Feedback markup must reflect genuine content visible on the page, and self-serving markup for your own business on LocalBusiness or Organization pages is not eligible for display. We will not add markup that misrepresents anything.

Related services

Ask for a structured data check using our schema markup quote form, call 0161 315 1151 or message 07737 902425 on WhatsApp with your site address.

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