Structured data (schema markup)

Structured data is code added to a web page, usually in JSON-LD using the schema.org vocabulary, that tells search engines and other machines exactly what the page describes, such as a business, a service, an article or a list of questions.

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What it means for a Dubai business

A person reads your contact page and understands that the line under the logo is your address. A machine has to guess. Structured data removes the guess: this is a dental clinic, this is its address in Jumeirah, these are its opening hours, this is its phone number.

Google uses structured data for rich results and to understand pages. How much AI assistants use it directly is less clear, but it does no harm and it forces you to state your facts precisely, which helps everywhere.

Example

An interior design studio adds a JSON-LD block to its homepage naming it as a LocalBusiness with its address in Al Quoz, its phone number, the areas it serves and links to its Instagram and LinkedIn. Every page on this site carries a similar Organization block.

Common mistake

Marking up things that are not on the page, like reviews you do not show or a rating you made up. Google treats that as spam. Structured data must describe what a visitor can see.

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