How to approach the work
Choose types that match the page: an article for editorial content, a product for a genuine product offer and an organisation for real business information. Review feature-specific requirements before implementation. Eligibility for an enhanced result is not a guarantee that it will appear.
What to check and change
Generate markup from the same data that produces visible content. Keep names, prices, availability and URLs aligned where relevant. Validate syntax, required fields and the relationship between entities. Inspect representative pages after a template update, including pages with missing optional values.
A practical example
Example: an agency offering remote services to Spain does not automatically have a Spanish branch. Describe the actual organisation and the service, rather than inserting a fabricated street address or aggregate rating. Accurate plain content is better than misleading elaborate markup.
What to measure and ask your agency
Keep an inventory of templates and their structured data. Your SEO agency should document the intended feature, source of each value and validation result. Treat warnings and errors in context, and never promise rich results as a contract outcome.
Continue reading
Technical reference: Google Search Central
Work with an SEO agency
Send your website, target market and the business outcome you want. We will discuss the technical and content priorities, who will implement the work and how the outcome will be measured.
Discuss your project by email