About Kelly Sheppard

Kelly Sheppard is a search engine optimisation professional, author of the book “The Structured Data Guide for Beginners” and the founder of The Structured Data Company.

She has a Digital Marketing degree, a HND in Computing and over 17 years experience in the SEO industry.

Kelly is a thought leader in the SEO industry, and has a real passion for structured data and entity-based search engine optimisation and enjoys sharing her knowledge and expertise with others.

She is based in Kent, United Kingdom, but has worked for companies all over the world, including Cyprus, the Netherlands, Turkey, Germany and Malta.

Kelly is the creator of various SEO tools, including the LocalBusiness Finder, Entity Scout, the Bulk .htaccess Redirect Checker and the Website Migration Comparison tool.

Photo of Kelly

Kelly with her book

Kelly Sheppard - Author of the Structured Data Guide for Beginners

Facts About Kelly Sheppard

Name: Kelly Sheppard

Job Title: Founder of The Structured Data Company

Years of Experience in SEO: 17

Started Learning SEO: 2008

Specialty: Entity SEO, brand optimisation, structured data, technical SEO

Author of: The Structured Data Guide for Beginners

Lives in: Kent, United Kingdom

LinkedIn: https://www.linkedin.com/in/kelly-sheppard-seo/

Contributions: OnCrawl’s ebook about structured data, titled “Mastering Structured Data” in 2024. Contributed to The State of Link Building 2025 whitepaper, offering her expert opinion on “What link-building tactic do you consider to be the most effective in 2025?”. Kelly Sheppard was the author of the following articles – Canonical Tags Implementation Guide for Developers, Robots Implementation Guide for Developers, Entities & Search Generative Experience – Are you up to speed?, Does Google Know Who You Are? How to Become an Entity and How to Optimise for Entities with Entity SEO.

A Bit More About Kelly

Kelly was born in 1983 and has been working in the SEO industry since 2008 when she started her SEO career as a backlink builder.

She quickly progressed into on-page SEO and started learning the intricacies of technical SEO whilst working for a holiday company. From there, she moved into website building and SEO for mostly smaller clients, whilst continuing to hone her skills and learn at every opportunity.

Starting out on her own, Kelly founded Daffodil Solutions in 2014, offering SEO services and website design to various companies across the UK.

Kelly then joined Sleeping Giant Media in 2021 as a Senior Technical SEO Lead, working for various medium sized and large companies in the UK. During her time there, she delivered talks at The Business Show in London on “How To Make Google Work For You For Free” and will be talking at Brighton SEO on entities and structured data in the future. Kelly left Sleeping Giant Media in November 2024 and founded The Structured Data Company Limited.

Kelly Speaking at The London Business Show

Kelly Sheppard talking at The London Business Show

Women in Tech Start-Up Founder Award Finalist for Kelly Sheppard

Kelly's Awards & Nominations

Kelly has just been awarded the Diamond Distinction Female Entrepreneur Award 2026!

Kelly (along with others in her team) was nominated for the European Search Awards 2024, Best Use of Automotive in Search for the entity work with a large automotive company.

Kelly is a finalist for the 2025 Start-Up Founder Award at the Women in Tech Awards in September.

She has won Sleeping Giant Media’s Innovator of the Year award 2023 and Best Client Result award 2023.

She has also been nominated for 5 Digital Woman Awards in 2024 - Innovator Of The Year, Digital Women To Watch, SEO Practitioner Of The Year, Trainer / Educator Of The Year and Digital Woman Of The Year:

Founder of The Structured Data Company

Kelly Sheppard