Structured data (JSON-LD)

Structured data is a block of machine-readable facts embedded in a page — who published it, what it sells, what question it answers — written in a vocabulary a parser already knows.

The format that matters is JSON-LD: a script block in the head, using schema.org types, saying in fields what the page says in prose. It changes nothing a visitor sees. Its whole job is to let a machine resolve your identity instead of inferring it, and inference is exactly where somebody else's name gets substituted for yours.

Where should you start?

One Organization block on the homepage: a name and a url, plus a description, a logo and the profile URLs you already link to in your footer. It is five minutes of work and it is missing from the majority of the sites we audit.

Once that validates, add the type that matches what the page actually is — FAQPage where you answer questions, Product where you sell something, BreadcrumbList where there is a hierarchy. Never add a type the page does not support. Markup describing a page that does not exist is worse than no markup at all, because it is the one signal a machine is inclined to trust without checking.