Structured data

Structured data is a standardised way to label the information on your page, so that search engines understand exactly what a piece of content means. A price, a review, an opening time or an author: with structured data you tell not only what is written, but also which type of information it is.

How does structured data work?

People see on a page straight away that “49 euros” is a price and “4.8 stars” a rating. A search engine, without help, sees only text. With structured data you add an invisible layer that makes this meaning explicit, usually according to the Schema.org vocabulary and in the JSON-LD format.

Those conventions we summarise under the term schema markup: the concrete code you place on your page to apply those labels.

What does it deliver in the search results?

When Google understands your content well, it can display it more richly. Think of rich snippets with stars, prices or frequently asked questions directly under your search result. That makes your listing stand out more and can increase your click-through rate, even if your position stays the same.

Increasingly important is the role towards AI: clear structure helps your content get picked up in an AI Overview and is a foundation of GEO, the optimisation for generative search engines.

Why this matters for B2B growth

At Customer Impact, we do not see structured data as technical fine-tuning, but as an investment in visibility that counts. For B2B service providers, a clear listing in the search results means the right decision-maker clicks on you faster instead of on a competitor. It is maintenance under the hood that gets your pages ready for both classic search engines and the AI search of tomorrow.