Technical — Structured Data

Teaching Google Who You Are

Your homepage looksobvious to a human. To Google it's just text until you spell it out in a language machines read: JSON-LD. This is the markup that moves you from “some website” to a defined entity in the Knowledge Graph — and makes you eligible for Knowledge Panels and AI citations.

Without JSON-LD

Google guesses from raw text. It may not connect your name, address, services and reviews into one entity. No Knowledge Panel, weak AI citations, easily mistaken for a reseller page.

With JSON-LD

You hand Google a labelled fact sheet: name, type, location, services, ratings. It builds a confident entity, shows a Knowledge Panel, and cites you in AI answers as an independent Insurance Agency.

InsuranceAgency

The entity (LocalBusiness)

The cornerstone. This is the block that tells Google “this is a real, independent business at this address” — the seed of a Knowledge Panel. The @id makes it reusable across the site.

InsuranceAgency.jsonld

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "InsuranceAgency",
  "@id": "https://x-consultant.com/#org",
  "name": "x-consultant",
  "description": "Independent Insurance Agency in Cebu City — HMO, life and health coverage for families, nurses and BPO workers.",
  "url": "https://x-consultant.com",
  "logo": "https://x-consultant.com/logo.png",
  "image": "https://x-consultant.com/office.jpg",
  "telephone": "+63-32-000-0000",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Cebu Business Park",
    "addressLocality": "Cebu City",
    "addressRegion": "Cebu",
    "postalCode": "6000",
    "addressCountry": "PH"
  },
  "geo": { "@type": "GeoCoordinates", "latitude": 10.3157, "longitude": 123.8854 },
  "areaServed": { "@type": "City", "name": "Cebu City" },
  "openingHours": "Mo-Fr 08:00-18:00",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.9",
    "reviewCount": "87"
  },
  "sameAs": [
    "https://www.facebook.com/xconsultant",
    "https://www.linkedin.com/company/xconsultant"
  ]
}
</script>

FAQPage

FAQ (citable passages)

Question/answer pairs are the format AI Overviews and ChatGPT love to lift and cite. Each answer is a self-contained, quotable passage.

FAQPage.jsonld

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Do you offer HMO plans for nurses in Cebu?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes. We arrange HMO coverage for nurses and healthcare workers in Cebu, with no-deposit options and full claims support."
      }
    },
    {
      "@type": "Question",
      "name": "Is the first consultation free?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes — your first consultation with an x-consultant advisor is free and carries no obligation."
      }
    }
  ]
}
</script>

BreadcrumbList

Breadcrumbs (structure)

Shows Google the page's place in your topical hierarchy and earns breadcrumb rich results — reinforcing topical authority.

BreadcrumbList.jsonld

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://x-consultant.com" },
    { "@type": "ListItem", "position": 2, "name": "HMO", "item": "https://x-consultant.com/hmo" },
    { "@type": "ListItem", "position": 3, "name": "HMO for Nurses in Cebu", "item": "https://x-consultant.com/hmo-nurses-cebu" }
  ]
}
</script>

Service

Service (what you offer)

Links a specific offering back to your entity via @id, with audience and area served. Connects “what” to “who” and “where”.

Service.jsonld

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Service",
  "serviceType": "HMO & Health Insurance Advisory",
  "provider": { "@id": "https://x-consultant.com/#org" },
  "areaServed": { "@type": "City", "name": "Cebu City" },
  "audience": { "@type": "Audience", "audienceType": "Nurses, BPO workers, families" },
  "offers": {
    "@type": "Offer",
    "price": "0",
    "priceCurrency": "PHP",
    "description": "Free first consultation"
  }
}
</script>

Four rules that make it work

1Match the markup to the visible page. Schema must describe what users actually see — fake ratings or hidden content get penalized.
2Use a single @id for your entity and reference it everywhere. One canonical entity, many connected pages.
3Keep NAP identical to your Google Business Profile and every directory. Any mismatch dilutes the entity.
4Validate before shipping with Google’s Rich Results Test and Schema.org validator.

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