Unlock more organic traffic, rich results, and AI visibility for your clients
The Structured Data Company is a UK-based consultancy that specialises in bespoke structured data. We help marketing agencies, SEO consultants, and businesses go beyond generic plugins to achieve more impactful results.
Nominated for Women in Tech Awards!
The Structured Data Company has been nominated for the Women in Tech Awards 2025!
Winner at the Kent Business Awards!
The Structured Data Company has won at the UK Business Awards 2025!
Maximise your website's potential with bespoke structured data
Our services, from hand-coded JSON-LD to expert-led training, are designed to give you a competitive edge by helping search engines and AI understand your content. By providing search engines with clear information about your website's content, you can boost rankings, enhance visibility and improve your authority.
Structured data can help your website gain:
More Rich Results in search: Attract more clicks with eye-catching rich results including featured snippets or free product listings and review stars.
Enhanced brand visibility: Establish your brand as an authority in your industry and build trust with potential customers.
Free Merchant Center listings: Ditch the PPC and boost your products on Google Shopping without paying any fees with bespoke Product schema markup.
Improved search engine rankings: Climb higher in search engine results pages (SERPs) and reach a wider audience.
Increased organic traffic: Drive more relevant traffic to your website and generate more leads and sales.
Enhance your client's online visibility and improve their search engine rankings
Structured Data & Entity SEO Services
Our services, including bespoke markup, expert training, and entity optimisation, are designed to solve the common problems that plugins and generic solutions can't. Led by SEO expert and author Kelly Sheppard, we provide a tailored, UK-based service that focuses on your unique business goals, ensuring you not only drive more organic traffic but also generate more leads and sales.
We offer the following services on a consultancy or project basis to agencies, freelancers, consultants and companies looking to improve their structured data, brand presence or inclusion in AI overviews:
Bespoke Structured Data
At The Structured Data Company we provide custom schema markup solutions, tailored to your specific business needs. With hand-coded JSON-LD, optimised for your business goals and KPIs, you can gain optimal performance and maximum visibility in search engine results. All of our structured data is hand-written from scratch here in the UK. We do not outsource work overseas, use plugins or AI to generate the markup. We're a finalist for the 2025 UK Business Awards too!
Structured Data Training
Empower your team with our comprehensive structured data training programs.
Our structured data expert, Kelly Sheppard, was a finalist for Trainer / Educator of the Year 2024 in the Digital Women Awards, and is a nominee for 2025 for the Start-Up Founder Award. She will equip you with the knowledge and skills to implement and maintain effective structured data strategies. She can teach you about the different schema types, how to write markup from scratch and how to isolate and troubleshoot structured data validation issues.
Entity Optimisation
Optimise your brand and product entities to enhance your visibility in AI-powered search results. Our entity optimisation services can help you gain the edge over your competitors by unlocking rich snippets, knowledge panels, and other visually appealing search results that help to attract more clicks, and ultimately, conversions.
We can perform a brand entity audit and structured data audit to benchmark how your brand is performing, and provide recommendations on how to improve your brand presence and structured data.
Our Expertise
With over 17 years of experience in SEO and 8 years specialising in structured data, The Structured Data Company is one of the only dedicated consultancies for schema markup in the UK. Our expert founder, Kelly Sheppard, wrote the book on structured data, titled ``The Structured Data Guide for Beginners`` which was published in March 2025. We've won the Newcomer Business Consultancy of the Year award at the Business Awards UK and Kelly is a finalist for the Start-Up Founder award at Women in Tech 2025.
``No AI, no plugins, just hand-coded JSON-LD.``
Our Structured Data Knowledge Base
Take a look at the latest articles about structured data in our Knowledge Base, designed to help both structured data beginners and experts alike learn more about schema markup.
Structured Data FAQ
If you're still uncertain about how structured data can help your business, take a look at some frequently asked questions below:
Structured data is a type of code that is used to structure data in a way that makes it more easily understood by search engines like Google (that’s why it’s known as structured data!).
The idea behind it is that you add structured data to the backend (the bit the user doesn’t see) of your website so that search engines can look at it and understand what your website is about more easily. This can help you rank better and also improves search engine results and user satisfaction as they are only shown results which are relevant to them.
Plugin generated structured data is very generic and may not suit your website's requirements. You are usually limited to specific types and properties that you can use on each page, which are often very basic and don't give you the flexibility for your industry or niche. Custom written structured data on the other hand, means that we can choose from nearly 800 different schema types and 1,400+ properties, ensuring they are specific to your website and industry.
The impacts of structured data can be huge on the right website. For example, a previous client saw a 90% uplift in organic traffic to one of their main product pages after we implemented structured data markup. That's a pretty outstanding example, however you can generally expect to see an uplift in traffic and conversions, as long as your website is technically sound and your business has a good reputation. Adding custom structured data is better than plugin-generated markup, as it allows you to use whatever types and properties most suit your business and industry.
Companies can use structured data in the backend of their website to "talk" to search engines, to help them understand more about your website and business. It allows you to create relationships between your business, legal entities, brand, products and services. It can also help your business to show up for rich results in the SERPs.