Structured Data That's Valid AND True
Schema markup tells AI systems exactly what your content is, instead of leaving them to guess. Done wrong, it can flag your site for a manual action. We only ever mark up what's genuinely true.
Why "valid" schema can still be a serious problem
From a real August 2026 audit we ran — anonymised, but every detail below is real and independently checkable.
Real finding: fake rating schema
One real site carried AggregateRating schema declaring a 4.9-star average across 2,840 ratings and 1,820 reviews. Google's own Rich Results Test confirmed the markup as valid. Scroll the actual homepage top to bottom — no reviews section, no testimonials, nothing a visitor could point to as the source of that number. That's exactly the kind of markup Google's spam policies exist to catch, and it can trigger a manual action against the entire site.
Real finding: valid, but incomplete
A different real business had genuinely excellent Store schema — valid address, phone, price range — on every one of its 86 location pages. Structurally sound, and still missing FAQPage schema on every single page, the format most consistently associated with AI systems selecting a page to directly answer a question.
The standard we work to: only mark up what's actually, verifiably true and present on the page — never more.
The types that actually matter for GEO/AEO
LocalBusiness / Service
Your name, address, services, and price range — the core facts AI answers to "find me a [business] near [location]" draw from.
FAQPage
Marks up real question-and-answer pairs on your page — one of the highest-value types specifically for getting cited in AI answers.
Article
For blog and long-form content, with author and date fields that feed directly into how fresh your content reads to AI systems.
BreadcrumbList
Marks up your site's navigation hierarchy — lower-impact alone, but cheap to add correctly.
Three steps
Audit
We check what schema exists today, run it through Google's Rich Results Test, and verify every claim against what's actually true and visible on the page.
Implement
We write and add the correct schema for your site, remove or fix anything inaccurate, and validate every type before it goes live.
Verify
A final Rich Results Test pass and a short written summary of exactly what changed, so you have a record of what was added and why.
Frequently Asked Questions
Will you ever add schema that isn't true?
No — never, under any circumstances. See the real example above: fake or exaggerated schema (a rating with no visible reviews, a claim your page doesn't actually support) can trigger a Google manual action against your entire site, which is a far worse outcome than not having that schema at all. We only ever mark up what's genuinely, verifiably true and present on the page.
I already have some schema — how do you know if it's working?
We run your site through Google's own Rich Results Test and check each schema type against what a visitor actually sees on the page. "Valid" (passes Google's syntax check) and "true" (matches reality) are different things, and this audit checks both.
Which schema types will I actually get?
It depends on your site and what's genuinely there to mark up — most local businesses get LocalBusiness/Service, FAQPage (if you have real Q&A content), Article (for blog content), and BreadcrumbList. We'll tell you exactly which types apply before starting, not pad the list for its own sake.
Does this help with AI search specifically, or just Google's classic rich results?
Both. Schema removes ambiguity for any system reading your page — AI engines lean on it just as heavily as Google's classic Rich Results, often more, because it hands them a direct, structured statement of fact instead of something to infer from prose.
How long does implementation take?
Typically 5-7 business days for an existing site, depending on page count and how much of your content already has clear facts to mark up (e.g. genuine FAQ content, real service listings).
Get schema that's correct, not just present.
£297, one-off, for your existing website. Valid, true, and verified before it goes live.