Structured data is a kind of “language” that allows search engines and artificial intelligence to understand the content of your web pages in a precise and detailed way.

In practice: it adds a layer of meaning to your site’s HTML code, making explicit information that would otherwise remain ambiguous or invisible to a machine.

With structured data you can make an automated system understand that:

• that number is the price of a product

• that line is a physical address

• that page is a product listing, an article, or a review

• that image is a photo of an event, a team, a place

And much more.

It is code added to the pages to declare explicitly what they contain, in a format machines read without having to interpret it.

Its purpose is to remove ambiguity: without it, a system has to work out from the text that a number is a price, that a line is an address or that a page is a product listing; with structured data that information is declared, not guessed.

The format used today is JSON-LD, the vocabulary is Schema.org, and on a well-built site it covers the pages, the products, the articles, the people and the organization behind them.

It depends on which system, and it is a distinction almost nobody makes.

On Google surfaces the markup enters the process that generates the answers, and Google has said so publicly: it gives the models context and states precisely what the text would leave ambiguous.

With ChatGPT and the other assistants the picture changes, because they read the code of the page as if it were text, without interpreting it as structure, and the studies carried out so far have found no increase in citations from the markup alone.

The value is therefore real but indirect, and it comes from how clearly the site declares who you are.

An entity is the way a search engine or a generative system represents a specific subject: a company, a person, a product, a place, a topic.

It is not a keyword and it does not coincide with a page: it is the reconstruction the system builds by putting together everything it finds about that subject, wherever that may be.

It is the reason why two companies with the same name can be told apart or confused, and why a model can describe you inaccurately even though it has read your site.

Structured data is what you declare, the entity is what gets attributed to you. The markup makes that reconstruction easier and less ambiguous, because it states explicitly who you are, what you do and which recognised entities you are connected to, but it does not determine it on its own.

If the information you declare on your site contradicts what is read about you elsewhere, the entity is built on the most widespread version, not necessarily on yours.

Yes. Alongside Lead-Gen templates there’s a Custom Build tier — an engineered system with fully custom design and page layout, built from scratch. £2,250.

Yes. Search is considered from the start — from site structure and content to business information, structured data and the signals that help search engines understand what you do.

That works too. Start with the template and I can help with the parts you need — from content and search setup to Google Business Profile, tracking and integrations.

Yes. I can research, build, track and manage your campaigns — with the website and landing experience already designed to turn that traffic into enquiries

Yes. I can help with strategy, content and campaigns, so your social presence supports the same business goals as your website and search presence.