Structured data — often called schema markup — is code that tells search engines exactly what your content means, not just what it says. It helps Google understand your business and can earn richer, more prominent search results. Here is what it is and why it matters.
What structured data does
It labels your content in a language search engines understand — this is an organisation, this is a review, this is an FAQ, this is a breadcrumb trail. With that clarity, Google can display your result more richly and trust your site more.
The types that matter for B2B
- Organisation / LocalBusiness — tells Google who you are, where, and how to contact you.
- Breadcrumb — shows your site structure in results; see how we structure sites.
- Article — helps your guides appear well in search.
- Review — surfaces ratings where eligible.
You usually do not hand-code it
On WordPress, SEO tools generate the core schema automatically once your business details are set — which is why the platform matters; see WordPress vs Wix vs Squarespace. The key is having it configured correctly and completely.
How it helps you
Better structured data means Google understands and trusts your site more, which supports rankings and can produce richer results that earn more clicks. It is a quiet, technical advantage that compounds with everything else in your SEO.
Frequently asked questions
Do I need to code schema myself?
Usually not. On WordPress, SEO plugins generate the main schema once your details are set correctly.
Does schema guarantee rich results?
No, but it makes you eligible and helps Google understand your site. Eligibility varies by type and query.
Which schema is most important?
Organisation or LocalBusiness details, plus breadcrumbs and article markup for content.
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Related reading
- How to Migrate a Website Without Losing SEO
- Google Ads vs SEO for B2B: Where Should You Spend?
- B2B Content Marketing: A Practical Starter Plan
- B2B lead generation strategy
- More B2B growth guides
Want help with this? Book a free strategy call.
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