Structured data, often called schema markup, is a small piece of code added to your website. Visitors don’t see it, but search engines and AI tools do. It labels your information so machines know exactly what each piece means.
A simple example
On your contact page, a person can easily tell that “08 9443 2221” is a phone number and “Mt Hawthorn WA 6016” is part of an address. A machine has to guess. Structured data removes the guesswork by labelling them clearly: this is the business name, this is the phone number, this is the address, these are the opening hours.
What structured data can describe
- Your business type, name, logo and contact details.
- Your location and the areas you serve.
- Your services and, where you choose, prices.
- Opening hours.
- Frequently asked questions and their answers.
- Articles, reviews, products and events.
- Breadcrumbs showing how your pages fit together.
Why AI tools care
AI tools are trying to give accurate answers fast. Clearly labelled facts are easier to read, easier to trust and easier to match to a question. Structured data also helps Google show richer results, and Google’s own AI features draw on Google’s understanding of your site.
Common problems we see
- No structured data at all.
- Structured data that contradicts what the page says.
- Old details, such as a previous address or phone number.
- Generic plugin output that is missing the details that matter.
Is it hard to add?
Not usually. It is typically added once, in the background, and then kept up to date when your details change. It is one of the most cost-effective things you can do for AI visibility.
See our structured data setup service for details.