Custom Structured Data Markup
Every structured data project I build is written by hand, mapped to your actual entities and brand, and tested against how Google, Bing and AI systems like ChatGPT and Perplexity are actually parsing your site today, not how a plugin assumes they should. Off-the-shelf schema plugins guess at your content. We don't.
Kelly Sheppard is author of a published book on structured data and she's been doing SEO for 17+ years.
What Bespoke Structured Data Actually Means
Generic schema plugins apply the same handful of templates to every page: WebSite, Article, Product, FAQ. That works until your business doesn't fit the template anymore, such as multi-location service businesses, marketplaces, membership organisations, publishers with complex authorship, or anyone with a Knowledge Graph presence worth protecting.
Bespoke schema markup means:
▸ A structured data audit of what's already there to see what needs improvement
▸ JSON-LD written for your actual website entities, not generically created from a generator. This means you'll have correctly nested Organization, Person, Product, Service, and Offer markup that actually connect to each other properly
▸ Schema mapped to your Knowledge Graph entity, so search engines and LLMs resolve your business as one consistent thing across your site, not several disconnected fragments
▸ If you work with us on an monthly basis, then you'll also get ongoing maintenance as your content, products, or organsation structure change, so markup doesn't quietly go stale and start contradicting your own pages (aka schema drift)
Who We Work With
Digital Marketing Agencies & Freelancers
We build structured data on a white-label basis for SEO agencies and freelance consultants who need specialist schema work delivered under their own name. You keep the client relationship, and we do the schema build, the QA, and the documentation for your developer to help them implement your new markup. No attribution and no direct contact with your client (unless you want us to talk to them).
Businesses (Startups to Enterprise)
We work directly with brands and site owners who want structured data built once, properly, by someone who reads the schema.org spec for fun and tests against real SERP and AI behaviour rather than assumptions. We work with all industries, from e-commerce, to medical and pharmacutical, shops, blogs, start-ups and enterprises. If you're ready to ditch the plugins once and for all, get in touch.
Our Structured Data Process
If you're an agency owner who needs a structured data specialist on tap for client work, or a business that wants schema markup built by someone who actually understands entities rather than templates, get in touch to talk through what you need.
Here's an overview of our process:
Tailored Consultation
We offer a free 30 minute consultation to discuss your business needs and how structured data could help you improve your online presence.
Following the consultation, we will send you a written quotation by email.
Schema Markup Audit
We carry out a full crawl of your existing markup (or lack of it), looking for validation errors, potential gaps, and duplication. We also check whether your current markup is helping your brand entity and overall website. Results are delivered in a spreadsheet, with recommendations for improvement.
Entity Mapping
Next we work out how your organisation, products, people, and content should relate to each other in a single connected knowledge graph. We give you recommendations on how you can improve your entity relationships with our bespoke brand entity audit.
Hand-Coded JSON-LD
We create your hand-written JSON-LD, ready for implementation by your developer via your CMS (e.g. WordPress, Shopify), Google Tag Manager, or directly in your template code depending on your tech stack.
Validation
We always test our markup with 4 different testers - the Google Rich Results Tester, Schema Markup Validator, Classy Schema and the SEO Schema Visualizer Chrome extension. We also carry out validation with real-world checks - is it being picked up in Search Console, is it feeding your Knowledge Panel, is it showing up where LLMs cite structured sources?
Handover & Ongoing Retainers
We handover your structured data markup as a text file, along with any relevant documentation for your team (if necessary). If you'd like us to continue to check your schema markup regularly and make changes as your site changes, then an ongoing arrangement with a monthly contract can be discussed. We keep you informed with regular catch-ups to make sure that you're getting the full value from your contract with us.
Our Structured Data Results
We've worked with many clients over the years, from small start-ups to major international corporations. We've seen varying success from our structured data markup, depending on whether the technical SEO is sound to start with. Generally though, we see a positive improvement in Rich Results, valid product snippers and Merchant Center listings (even if you already have Merchant Center feeds!) and growth in your company's knowledge panel over time.
