Glossary
Structured data
Structured data is machine-readable markup, usually JSON-LD using schema.org, that restates facts already visible on the page.
Named North uses JSON-LD. The Organization node carries the same description as the visible sentence about the firm. FAQ markup is used only where the question and the answer are on the page, word for word.
Markup that adds awards, ratings, or prices the page does not show is not structured data. It is a second, hidden claim. Answer engines that compare the two will trust neither.
The graph on this site always includes the organization, the website, and the service, so a crawler that fetches one URL still receives the entity. Details are on For machines.