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Add the right structured data to your site

Structured data helps engines understand exactly what your pages are about, which strengthens how they read and represent your brand. This guide shows you how to add it, usually with a hand from your developer.

Why this matters for AI visibility

Structured data is machine-readable code you add to a page to spell out what it contains: that this is your company (an Organization), that this is a product with a price (a Product), that this is an article with an author (an Article), and so on. It uses a shared vocabulary called schema.org, and the recommended format is JSON-LD, a small script placed in the page's code.

Left to itself, an engine has to infer what your page means from the raw text. Structured data removes that guesswork: it states your key facts explicitly and unambiguously. That helps Google show rich results, and it helps AI engines understand your entity and describe you accurately. It's a well-established best practice that makes your pages easier to interpret correctly.

Step 1: Check what you already have

You don't need to audit every page. Because websites are built from templates, three representative pages cover about 90% of your site:

  • Your homepage.
  • One key transactional page — for a B2B site, a product, solution, or pricing page; for ecommerce, a product page or a category page.
  • One blog article.

For each, check what structured data is already there. The easiest way is to run the page through Google's Rich Results Test or the Schema Markup Validator, which detect and list any structured data found. If you prefer, open the page source and search for application/ld+json. Note what exists and what's missing.

Step 2: Identify the right types for each page

The right structured data depends on your type of site and the type of page. Here's a sensible baseline to start from.

For a B2B / SaaS site:

  • Homepage — Organization (company name, logo, URL, social profiles) and WebSite.
  • Transactional page — SoftwareApplication for a SaaS product, or Service for a B2B service.
  • Blog article — Article or BlogPosting, with author and publish date.

For an ecommerce site:

  • Homepage — Organization and WebSite.
  • Product page — Product with its Offer (price, availability, currency) and, if genuine, AggregateRating and Review.
  • Category page — ItemList of the products it lists.
  • Blog article — Article or BlogPosting.

Across both, where relevant: BreadcrumbList for navigation, and FAQPage on pages that genuinely have a FAQ.

Treat this as a starting point, not a rulebook. The exact types and their required properties vary a lot by industry, page, and the rich result you're aiming for. This is exactly why the next point matters.

Step 3: Lean on Google's documentation for the specifics

There are many special cases, and getting the required and recommended properties right is what makes structured data actually work. Rather than guess, go to the source:

Find the types that match your pages in the gallery, and follow the property list there. This is the reference to trust, because it's kept up to date with what engines actually support.

Step 4: Write and add the JSON-LD (with your developer)

Structured data is added as a <script type="application/ld+json"> block in the page's code. Adding it cleanly, and rolling it out across a whole template so every page of that type is covered, is usually a developer job. Give your developer the page types, the schema types you identified, and the Google gallery link, and two rules that keep you safe:

  • The markup must match what's visible on the page. Don't mark up a price, rating, or content that a visitor can't actually see. Google can penalize markup that misrepresents the page.
  • Use real, accurate values. Never invent reviews or ratings.

Producing fully copy-paste-ready code for every case is genuinely hard because of all the variations, so the practical path is: your developer builds it from the Google gallery examples, using your real data.

Step 5: Validate and deploy

Before and after deploying, test each page type with the Rich Results Test and the Schema Markup Validator. Fix any errors and review the warnings. Once a template validates cleanly, deploy it so every page built on that template inherits the markup. Then re-test one live page of each type to confirm it's working in production.

Need a hand with this?

Structured data gets fiddly fast once you're into the per-industry details, and it usually needs a developer. If you'd rather have an expert scope exactly what your site needs and brief your team, GetMint's Customer Success team can help.

Talk to a GetMint CSM about the Enterprise plan →

Key takeaways

  • Structured data spells out what a page means in a machine-readable format (JSON-LD + schema.org) — engines don't have to guess.
  • Audit three representative pages (homepage, one key transactional page, one blog article) — templates cover ~90% of the site.
  • Trust Google's gallery for the exact required and recommended properties per type. Guessing rarely works.
  • Two safety rules: markup must match what's visible on the page; never invent reviews, ratings, or facts.
  • Roll out template-by-template with your developer, then validate one live page of each type after deployment.