What is structured data?

Structured data is a standardised way of organising and labelling information about a website or page. It uses schema.org markup (JSON-LD, Microdata, or RDFa), as an add-on to your website's code, to help search engines better understand the content. With structured data, you can communicate specific details such as events, products or company information.

Structured data provides better visibility in search engines (SEO) and generative AI tools (GEO)

1. Better visibility in search results
   Structured data can generate rich snippets, such as star ratings, awards, or event details. This makes your website stand out in the search results.
2. Improved click-through rate (CTR)
   Visually appealing and informative snippets will help you attract more attention, which often leads to more clicks.
3. Better understanding by search engines
   Search engines understand the content of your website better, which can improve its relevance and ranking.
4. Voice Search optimisation
   Structured data makes your content better suited for voice searches.

1. Performances and events

Use the Event Schedule type to highlight information about performances, concerts, and festivals.

Important fields:

• • Name of the event
  • Description
  • Date and time (startDate, endDate)
  • Location (name, address)
  • Price information (price, currency)
  • Availability
  • URL of the ticket page

Advantages:

• • This data can appear as an event carousel or specific event information in Google.
  • Increases the likelihood that users will click directly on the show.

2. Products and prices

Use Offer Schedule for tickets and offers.

• Important fields:
• Pricing
• Offer description
• Availability
• Advantages:
• Provides clear information about products in search results.

3. News and blog posts

Use Article Schema for news articles or blog content.

• Important fields:
• Title
• Author
• Date
• Publisher
• Image (thumbnail)
• Advantages:
• News items can be displayed in Google's rich snippets and news sections, which increases visibility.

4. Location and contact details

Use LocalBusiness Schema to position Theater De Vest as a cultural destination.

Important fields:

• • Name of the location
  • Address (street, city, zip code, country)
  • Telephone number
  • Opening hours
  • Website URL
  • Images

Advantages:

• • Ensures that the theatre appears prominently in local search results and in Google Maps.

5. Organization data

Use Organization Schema to provide general information about Theater De Vest to search engines.

Important fields:

• • Name
  • Logo
  • Social Media Links
  • Description
  • Contact details

Advantages:

• • Helps improve brand recognition in search results and knowledge panels.

6. Reviews and Ratings

Use Review Schema or AggregateRating Schema for ratings of performances or the theatre itself.

Important fields:

• • Review score (e.g., average of reviews)
  • Number of reviews
  • Specific reviews

Advantages:

• • Star ratings can appear in search results, which increases CTR (Click-Through Rate).

7. Frequently Asked Questions (FAQs) or How to's

Use FAQ Schema to highlight frequently asked questions.

• Important fields:
• Questions and answers
• Steps How to make or arrange something yourself
• Advantages:
• Ensures that FAQs appear directly in search results, which helps users find answers quickly.

8. Media files (images and videos)

Use ImageObject Schema and VideoObject Schema for images and videos of performances and events.

• Important fields:
• Title of the media file
• URL of the file
• Description
• Thumbnail
• Advantages:
• Can help make images and videos more visible in Google Images or video search results.

The code of Schema.org has been available for some time, why is it worthwhile to add structured data to your website in 2025? Structured data helps search engines better understand and make your content visible, which can result in better rankings and a higher CTR. Whether you're promoting events, products, or reviews, using structured data is a smart SEO strategy that will make your website more competitive.

An even more important reason to get started with structured data now is GEO (Generative Engine Optimization), optimising content and strategies for generative AI tools such as ChatGPT, Gemini (Google) or other AI models. For this, structured data is the perfect opportunity to present your content bite-sized to AI search engines.

With 28 years of experience in online communication and the latest AI technologies, Basic Orange helps your organisation optimise your website's SEO by adding structured data in the relevant places.