EntityMap – The Structured Data Company

A UK-based structured data consultancy founded by Kelly Sheppard, specialising in bespoke JSON-LD schema markup, brand entity optimisation, and Generative Engine Optimisation (GEO). All markup is hand-coded; no plugins or AI generation are used.

sameAs: https://www.wikidata.org/wiki/Q130422898

Relations

Evidence

The Structured Data Company is a UK-based consultancy specialising in bespoke structured data. We help marketing agencies, SEO consultants, and businesses go beyond generic plugins to achieve more impactful results.

Type: definitionAudience: generalRelevance: 0.98

Structured Data Consultant - Brand Entity Optimisation – published by The Structured Data Company

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. All structured data is hand-written from scratch; we do not outsource work overseas, use plugins or AI to generate the markup.

Type: evidenceAudience: generalRelevance: 0.96

Structured Data Consultant - Brand Entity Optimisation – published by The Structured Data Company

The Structured Data Company has achieved Cyber Essentials certification, verified by IASME and listed on the BlockMark Registry. The company is registered in England and Wales, company number 16095340.

Type: evidenceAudience: generalRelevance: 0.88

Structured Data Consultant - Brand Entity Optimisation – published by The Structured Data Company

Founder of The Structured Data Company, SEO professional with over 17 years of experience, and author of The Structured Data Guide for Beginners. A recognised expert in structured data, entity SEO, and brand optimisation, based in Kent, United Kingdom.

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

Relations

Evidence

Kelly Sheppard is a search engine optimisation professional, author of The Structured Data Guide for Beginners, and 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.

Type: definitionAudience: generalRelevance: 0.98

About Kelly Sheppard - The Structured Data Company – published by The Structured Data Company

Kelly Sheppard has been awarded the Diamond Distinction Female Entrepreneur Award 2026. She is a finalist for the 2025 Start-Up Founder Award at the Women in Tech Awards, and was nominated for the European Search Awards 2024 Best Use of Automotive in Search.

Type: evidenceAudience: generalRelevance: 0.90

About Kelly Sheppard - The Structured Data Company – published by The Structured Data Company

Kelly is the creator of various SEO tools including LocalBusiness Finder, EntityScout, the Bulk .htaccess Redirect Checker, and the Website Migration Comparison tool. She has spoken at The London Business Show on the topic of making Google work for you for free.

Type: evidenceAudience: generalRelevance: 0.88

About Kelly Sheppard - The Structured Data Company – published by The Structured Data Company

A SaaS tool created by The Structured Data Company for tracking and monitoring brand entity presence, structured data, and Knowledge Graph status across search engines.

Relations

Evidence

EntityScout is a brand entity tracking tool created by The Structured Data Company. It is available at entityscout.com and is designed to help businesses and SEO professionals monitor their brand entity presence across search engines.

Type: definitionAudience: technicalRelevance: 0.92

Structured Data Consultant - Brand Entity Optimisation – published by The Structured Data Company

A SaaS tool created by The Structured Data Company that monitors AI crawler and bot access to client websites, providing visibility into which AI agents are crawling a site and how often.

Relations

Evidence

UAWatch is a SaaS tool from The Structured Data Company that monitors AI crawler and bot access to websites, available at uawatch.com. It gives site owners visibility into which AI agents are accessing their content.

Type: definitionAudience: technicalRelevance: 0.90

Structured Data Consultant - Brand Entity Optimisation – published by The Structured Data Company

A professional service offering custom, hand-coded JSON-LD schema markup tailored to a client's specific business needs, industry, and KPIs. Covers nearly 800 schema types and 1,400+ properties. No plugins or AI generation used.

Relations

Evidence

The Structured Data Company provides custom schema markup solutions tailored to specific business needs. With hand-coded JSON-LD optimised for business goals and KPIs, clients gain optimal performance and maximum visibility in search engine results.

Type: definitionAudience: generalRelevance: 0.97

Custom Structured Data Markup – published by The Structured Data Company

A previous client saw a 90% uplift in organic traffic to one of their main product pages after implementation of structured data markup. Custom written structured data allows the use of nearly 800 different schema types and 1,400+ properties, specific to each website and industry.

Type: statisticAudience: generalRelevance: 0.93

Structured Data Consultant - Brand Entity Optimisation – published by The Structured Data Company

A professional service that optimises brand and product entities to enhance visibility in AI-powered search results, unlock rich snippets and Knowledge Panels, and improve brand authority. Includes brand entity audits and structured data audits.

Relations

Evidence

The Structured Data Company's entity optimisation services help brands gain an edge over competitors by unlocking rich snippets, Knowledge Panels, and other visually appealing search results. Services include brand entity audits and structured data audits to benchmark performance.

Type: definitionAudience: generalRelevance: 0.95

Brand Entity and AI Optimisation – published by The Structured Data Company

A published book authored by Kelly Sheppard covering structured data implementation for SEO professionals and beginners alike. Published in March 2025 and available via The Structured Data Company website.

Relations

Evidence

Kelly Sheppard, founder of The Structured Data Company, wrote The Structured Data Guide for Beginners, published in March 2025. The book covers structured data for SEO professionals and is available at structureddata.co.uk.

Type: definitionAudience: generalRelevance: 0.95

The Structured Data Guide for Beginners – published by The Structured Data Company

established

The practice of optimising website content, structured data, and brand entity signals so that AI-powered search engines and large language models accurately represent and surface a brand in generated responses. A specialism of The Structured Data Company.

Alternate name: GEO · Canonical label: AI search optimisation

Relations

Evidence

Generative Engine Optimisation (GEO) is a specialism of The Structured Data Company, focused on ensuring AI-powered search engines and language models accurately represent and surface brands in generated responses. It builds on structured data and entity optimisation practices.

Type: definitionAudience: technicalRelevance: 0.94

Brand Entity and AI Optimisation – published by The Structured Data Company