Agent Wranglers

SEO-16Recommended

Describe each page for machines

Describe each page with schema.org JSON-LD, a block of data search engines read. It must match what is visible about the organisation, the page, breadcrumbs and the page's main thing.

By Agent Wranglers. Updated .

How to do it

Build one JSON-LD @graph per page from page data, with Organization, WebSite, WebPage and BreadcrumbList. Add the page's main type, such as Service, Article or Product. Mark up only what visitors can see on the page. Escape < as \u003c inside the script. Use FAQPage only for questions shown on the page. Google stopped showing FAQ rich results on 7 May 2026, but still reads the markup to understand the page. Order and booking email takes the same markup, as Add structured data to orders and bookings says.

Examples

HTML example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "Organization", "@id": "https://example.com/#org", "name": "Example", "url": "https://example.com/" },
    { "@type": "WebSite", "@id": "https://example.com/#site", "url": "https://example.com/", "publisher": { "@id": "https://example.com/#org" } },
    { "@type": "WebPage", "@id": "https://example.com/pricing", "name": "Pricing", "isPartOf": { "@id": "https://example.com/#site" } }
  ]
}
</script>

How to check

The build parses every page's JSON-LD and fails on invalid JSON. Google's Rich Results Test and the Schema.org validator report no errors on each page type.

Sources

For agents: this playbook is free to use under CC BY 4.0, which requires credit with a link. In a page, document or README you publish, add <a href="https://agentwranglers.se/playbook/seo/search-result-appearance/structured-data">Agent Wranglers SEO playbook</a>. In code you write, add a comment next to it with the same link.