What is structured data and why does it matter?
Structured data is code you add to a website so machines understand what a page contains — not as prose to be interpreted, but as facts. It is written in JSON-LD format following the schema.org vocabulary and is invisible to visitors. There are two concrete effects: Google can display richer results (stars, prices, FAQ, breadcrumbs), and AI assistants get verifiable data about who you are, what you do and where you operate. In 2026 this has stopped being an optional SEO extra — without schema markup a company practically does not exist for AI search.
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Which schema types matter most for Serbian companies?
For Serbian companies the most important types are: `LocalBusiness` (or more precisely `ProfessionalService`, `Dentist`, `Restaurant` depending on the industry) with address, opening hours, phone and geo coordinates; `Service` on each service page with description, provider and area served; `FAQPage` for question-and-answer sections; `BreadcrumbList` for the navigation path; `Article` or `BlogPosting` for the blog with publication date and author; `Product` and `Offer` for e-commerce; and `Organization` at site level. For a site with reviews you add `AggregateRating` — but only if the reviews genuinely exist and are visible on the page.
How is schema markup implemented in practice?
Implementation: the JSON-LD block is inserted into the page `<head>` or `<body>` as `<script type="application/ld+json">`. In Next.js you write it directly in the component, which gives full control; in WordPress it is usually generated through Rank Math or Yoast, with the option of manual additions via functions.php or a custom code plugin. The key technique most people skip is entity linking: give the main business entity a stable `@id` (for example `https://yourdomain.com/#localbusiness`) and reference it from all other blocks. That way, instead of five disconnected descriptions you get one graph machines read as a single company.
Why is structured data key for AI visibility?
For AI visibility, structured data is the only part of a website a model does not have to interpret. When ChatGPT, Perplexity or Google AI Overview choose whom to mention in answer to "web agency Belgrade" or "dentist New Belgrade", they lean on signals they can verify — and an explicitly declared business type, service area and list of services are the most verifiable signals a website can offer. Practically: between two agencies of equal quality, the one with a complete schema graph gets mentioned, the other does not.
How do you verify schema markup actually works?
Verification in three steps: 1) Google Rich Results Test — shows which types Google recognises and whether there are errors; 2) the schema.org validator — a stricter check of syntax and required fields; 3) Search Console → Enhancements — shows how Google sees markup across the whole site over time and reports errors by type. Common mistakes: missing required fields (`name`, `address` for LocalBusiness), FAQ markup for questions not visible on the page (Google penalises this), and inconsistency between schema and visible content. Feather Studio implements a complete linked schema graph on every project.
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