Structured data: useful context, not magic ranking code

What the platform says

• Structured data gives search engines explicit information about page content and entities in a standardised format.
• Markup should represent information that is actually visible and accurate on the page.
• Eligibility for a rich result does not guarantee that a special search treatment will appear.

What this does not establish

• Schema markup is not a substitute for weak page content.
• Adding every possible schema type does not create authority.
• A made-up review, credential or business fact becomes more problematic—not more credible—when placed in JSON-LD.

Ozmov practice

We use the smallest accurate set of structured data that clarifies the organisation, website, services, breadcrumbs, articles and media where appropriate. The visible page remains the primary source of truth.