What is Schema.org?
Schema.org is a shared vocabulary of types and properties used to describe page content in a machine-readable way – a product with its price and availability, a business with its address, or an article with its author. The project was started by Google, Microsoft and Yahoo, with Yandex joining later, and Google recommends embedding the data as JSON-LD. Valid structured data can unlock rich results and helps a business be recognised as a single entity.
How we use it at Koda Plus
Structured data in JSON-LD is a standard part of our technical SEO work: in online shops we keep Product markup consistent with price and stock levels, because a mismatch with the product feed triggers warnings in Merchant Center. For local SEO we add LocalBusiness markup to location pages, and during migrations, such as WooCommerce to Medusa.js, we check structured data parity between the old and the new shop. Our own site publishes an Organization and WebSite graph plus BlogPosting on articles, and our SEO audit script flags pages with missing JSON-LD or malformed JSON.
When it makes sense
- Your shop wants rich results showing price and availability
- You operate locally and need consistent address data
- You are planning a platform migration and want to keep visibility
- You want AI systems to describe your brand accurately