What is structured data (schema), and why is it needed?
Structured data is a separate description of "what this page is about" in a machine-readable format (JSON-LD), written alongside the screen people read. It is used for enhanced displays in search results, such as ratings, opening hours and FAQs, and for AI to grasp the facts.
Machines do not read the screen the way people do
Even if the screen says "Clinic hours 09:00-18:00," a machine has a hard time being sure whether that is opening hours or an event period. Structured data removes this ambiguity.
On sites built with WiSite, when you change your clinic hours, the screen and the structured data change together. You can see real screens in our case studies.
JSON-LD has become the standard format. It goes inside the page HTML as a script and is not visible on screen.
What it changes
Additional information besides the title and description may appear in search results. However, the search engine decides whether to show it, and adding it does not guarantee it will appear.
On the AI answer side the effect is more direct. When the company name, industry, location and contact details are stated explicitly, AI is less likely to get the facts wrong.
The most common mistake: putting in something different from the screen
Structured data must contain only what is actually on the screen. Writing "Price on request" on the screen while putting an amount in the structured data violates the policies, and in serious cases can get you excluded from search.
Adding star ratings from reviews that do not exist is the same problem. The risk far outweighs the gain from being displayed.
Keep each entity as one
If a page has two or more nodes pointing to the same company, search engines may treat them as separate companies. It is safer to declare organization information in one place only and reference its identifier everywhere else.
If you run several sites together, it is good to link them so they reference each other. The identifiers used on both sides must match exactly, character for character.
Frequently asked questions
Does adding structured data raise my ranking?
It has not been announced as something that directly raises rankings. It affects how you are displayed in search results and how well machines understand you.
Do I have to write it myself?
On sites built with WiSite, it is generated automatically from the information you enter. If you write it yourself, check for errors first with Google's Rich Results Test.
References
- Google Search Central — Introduction to structured data (새 창에서 열림)
- schema.org — MedicalClinic (새 창에서 열림)
Related reading
WiSite handles this for you automatically
The technical elements described here are applied automatically when your site is created.