Structured Data Guide for Bb2 Sites: Use Schema Correctly

Structured data is a standardized format for providing information about a page and classifying its content.

Google can use this markup to interpret what a page represents and assess its eligibility for supported search features.

Structured data does not replace visible content or guarantee a rich result. Only mark up information that users can see on the page.

Create a Page-to-Schema Map

List the main types of pages on the website. Choose schema according to the primary purpose of each page type.

Service can describe a service page, but Google does not provide a dedicated rich result for this type.

Use Google’s supported structured data features to check which types have a search-specific presentation.

Schema.org includes additional vocabulary that can describe a page without producing a dedicated Google feature.

Do not add unrelated types only because they are available in a plugin.

Create one schema-map entry for each page type. Record:

• URL pattern;
• schema type;
• CMS data source;
• person responsible; and
• validation status.

For example, blog pages could take headline from the post title. The author property should use the approved author profile.

Review similar page types separately when their purposes differ. A product category does not represent the same item as an individual product page.

Establish One Reliable Organization Entity

Define the company’s identity on the homepage or another stable company page.

The markup can include:

• preferred company name;
• legal or alternate name;
• canonical URL;
• logo;
• contact details; and
• official profiles.

Google’s Organization schema documentation lists its supported properties and requirements.

Keep this information in one reliable data source. Avoid entering different company names or logo URLs in separate plugins.

Assign the organization a stable @id. Related markup can reference this identifier when naming the publisher or service provider.

Also review the footer and contact page. Their visible information should not conflict with the Organization markup.

Create and Maintain JSON-LD

Google recommends JSON-LD for structured data because it is generally easier to implement and maintain.

You can write JSON-LD manually or create it through a CMS plugin. An online generator is another option when you need a quicker starting point.

Write JSON-LD Manually

A developer can write the markup directly using the properties required for the selected schema type. This provides greater control over the code.

Manual markup also requires manual updates. If a visible price or publication date changes, the JSON-LD must be updated separately.

Use a CMS or SEO Plugin

A CMS or SEO plugin can create JSON-LD using information from the page. Changes to a title or product price can then be reflected in the markup.

Check the generated output when information is missing. The plugin should leave out an empty field instead of publishing it without a value.

Create JSON-LD With an Online Generator

To save time, use one of these tools to prepare the markup:

• Google Structured Data Markup Helper: Enter a page URL or paste its HTML. Select the page type and tag the relevant information.
• TechnicalSEO.com: Select a schema type in its Schema Markup Generator. Complete the relevant fields and copy the JSON-LD.
• JSON-LD.com: Choose Organization, Article, Product or another type in the JSON-LD Generator. Enter the page details and copy the markup.

Whichever method you use, review the finished JSON-LD before publishing it. Remove sample values and fields that do not match the page.

Do not add prices or ratings that visitors cannot see. Google also restricts review markup when a company marks up reviews about itself. Its review snippet guidelines explain this restriction.

Validate Syntax and Page Meaning

Use Google’s Rich Results Test for markup connected with a supported Google search feature.

Use the Schema Markup Validator to check broader Schema.org vocabulary.

A clean test confirms that the markup can be parsed. It does not confirm that every statement in the code is accurate.

Compare the JSON-LD with the published page. Check:

• names;
• dates;
• canonical URLs;
• images;
• product identifiers; and
• offer details.

Test pages where optional information is missing.

This could include an article without an author image or a product without a published price. Test an out-of-stock product separately.

These checks show whether the schema setup removes empty fields correctly.

Check FAQ and Review Markup Carefully

FAQPage remains a Schema.org type. However, Google’s current supported feature gallery does not list FAQ rich results.

Visible questions can still be described with Schema.org vocabulary. Do not add FAQ markup with the expectation of receiving an expandable Google result.

Review markup has separate eligibility rules. A valid Review object does not automatically qualify for review stars.

Check the relevant Google documentation before adding either type.

Deploy Structured Data With Monitoring

Release the markup for one group of similar pages at a time. Inspect several live URLs after deployment.

Record the release date and affected page types. This provides a reference if validation errors appear later.

Add these checks to the publishing workflow:

• Confirm the final canonical URL.
• Check that referenced images are crawlable.
• Remove test values.
• Compare the page fields with the JSON-LD.
• Validate the published URL.

Search Console provides enhancement reports for some supported types. Monitor the reports that appear for your website.

Retest the structured data after CMS or theme changes. Check plugin updates when they affect the generated markup.

Structured Data FAQs for B2B Websites

Can One Page Use More Than One Schema Type?

Yes. A blog post can use Article for its content and BreadcrumbList for its navigation path. Each type should describe a relevant part of the page.

What Should Happen When Page Content Changes?

Update or remove the matching markup. Validate the live page again after publishing the change.

Where Is JSON-LD Added?

JSON-LD is placed inside a <script type="application/ld+json"> element in the page’s <head> or <body>. A CMS or SEO plugin can add it automatically to the relevant pages.

Does Structured Data Improve Rankings?

Google does not identify structured data as a direct ranking factor. Correct implementation makes eligible content available for supported search appearances, but it does not guarantee that Google will display them.