Structured data (Schema.org)
Structured data tells search engines whether a page shows a product, an event or an article, and enables rich results with price or date.
Key schema types
Product and Offer: price, availability and reviews
BreadcrumbList: position in the site structure
Event: date, venue and tickets
Article: author, date and cover image
Organization and LocalBusiness: company data, logo and locations
Changes to rich results
Rich results can lift click-through rate, but Google now shows fewer of them. Since 2023, FAQ results appear only for selected sites, such as public authorities or health providers. Some types are gone entirely. We therefore mark up only what Google currently supports. Markup never guarantees an enhanced display.
Technology
JSON-LD is generated automatically from the CMS or shop, in Statamic directly from the page's fields, so it matches the visible content. Every template is tested with the Rich Results Test and the Schema Markup Validator, and Search Console reports are monitored continuously.
Approach
We first identify which page types benefit from which markup. Markup is then built once per template, new page types included.