Structured data is code added to a web page that describes the content in a standardised, machine-readable format. The most widely used format is JSON-LD (JavaScript Object Notation for Linked Data), which is placed in a script tag in the page head and uses the Schema.org vocabulary.
For AEC firms, the most relevant structured data types are: Organisation (firm name, address, contact details, founding date), LocalBusiness (for firms serving a specific geography), ProfessionalService, and CreativeWork or ArchitectureFirm for individual projects. Implementing these helps search engines display rich results and helps AI systems build an accurate model of your firm.
Practical structured data for an architecture or engineering firm homepage might include the firm name, logo, founding year, address, telephone, email, and links to social profiles. For project pages, structured data can describe the project name, location, completion date, and the firm as the creator.
JSON-LD is Google's preferred format for structured data. It does not need to be embedded within the visible HTML — it sits in a script tag and is invisible to website visitors but fully readable by search engines and AI crawlers.