Schema.org structured data is machine-readable page description: who you are, what you sell, where you are, how much it costs, what clients ask. People see headings and copy. Search engines and LLMs read JSON-LD and build cards, snippets, and neural search answers.
NUGU in Sochi adds schema.org during website development — not as a paid add-on, but as part of technical SEO and GEO optimization.
Why schema.org in 2026
- Rich results — expanded FAQ snippets, breadcrumbs, products (where supported).
- Entity SEO — explicit link between brand, services, and location.
- GEO — ChatGPT, Yandex Neuro, Perplexity more often cite sites with clear facts in markup.
- Single source of truth — same numbers as visible page copy, duplicated for machines.
Markup does not guarantee FAQ blocks in SERP, but without it odds are lower and for AI — almost no structured citations.
Format: JSON-LD
Block in <script type="application/ld+json">:
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "NUGU",
"url": "https://nugu.ru",
"logo": "https://nugu.ru/logo.png",
"address": {
"@type": "PostalAddress",
"addressLocality": "Sochi",
"addressCountry": "RU"
}
}
One page can have multiple blocks or one @graph with several entities. Do not duplicate contradictory data.
Organization — Brand and Agency
When: homepage, about page, footer entity site-wide.
Required and useful fields:
name,url,logo(square, min 112×112);sameAs— social, maps, profiles;contactPoint— phone, email,contactType;foundingDate,description— for GEO entity.
Example for NUGU client site (digital agency):
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "NUGU",
"alternateName": "NUGU Digital",
"url": "https://nugu.ru",
"description": "Digital agency in Sochi: websites, ads, applications",
"areaServed": { "@type": "Country", "name": "RU" }
}
Organization fits companies without mandatory in-office client visits or when working remotely across Russia.
LocalBusiness — Local Business
When: clinic, salon, cafe, auto shop, office with address and opening hours.
Beyond Organization:
address— full postal address;geo— latitude, longitude;openingHoursSpecification— hours;priceRange— price level symbols or text “from 3000 ₽”;hasMap— map link.
Subtypes: Dentist, Restaurant, Store — refine type for rich results.
Example (sample clinic in Sochi):
{
"@context": "https://schema.org",
"@type": "Dentist",
"name": "Example Dental Clinic",
"address": {
"@type": "PostalAddress",
"streetAddress": "Example St, 1",
"addressLocality": "Sochi",
"postalCode": "354000",
"addressCountry": "RU"
},
"telephone": "+7-862-000-00-00",
"openingHoursSpecification": [{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "09:00",
"closes": "20:00"
}]
}
For NUGU as agency with Sochi office use LocalBusiness or ProfessionalService + address. For local clients — always LocalBusiness with real address, not fabricated.
FAQPage — On-Page Questions
When: FAQ block on service, article, homepage.
Rule: each Question / acceptedAnswer must match verbatim visible page text. Markup for bots without human copy — penalty risk.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "How much does a website cost at NUGU?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Landing — from 30,000 ₽, service website — from 50,000 ₽."
}
}]
}
NUGU adds FAQPage on service pages and articles with faq sections — strengthens SEO and GEO.
Product — Goods and Services with Price
When: product card, service page with fixed “from” price.
Fields:
name,description,image;offers—price,priceCurrency,availability,url;brand— for branded goods;- for services often
Service+Offer, but Product works for packages (“Quick Start Landing”).
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Service Website Turnkey",
"description": "Service website development with SEO and responsive design",
"brand": { "@type": "Brand", "name": "NUGU" },
"offers": {
"@type": "Offer",
"price": "50000",
"priceCurrency": "RUB",
"availability": "https://schema.org/InStock",
"url": "https://nugu.ru/en/sites"
}
}
Price in markup = price on page. “From 50,000 ₽” → price: 50000 and “from” in description.
Other Types for NUGU Projects
| Type | Where |
|---|---|
| WebSite + SearchAction | Homepage if site search exists |
| BreadcrumbList | All pages with breadcrumbs |
| Service | Service pages without SKU |
| Article | Blog and articles |
| Review / AggregateRating | Only with real sourced reviews |
Do not mark up fake ratings — Google and Yandex penalize.
Implementation on Next.js
NUGU generates JSON-LD on the server:
JsonLdcomponent with props by page type;- data from CMS or config (prices, FAQ, contacts);
- single source of truth — UI and schema from one object.
So price in copy and offers.price never diverge.
Validation and Monitoring
- validator.schema.org — syntax and types.
- Rich Results Test — Google eligibility.
- Yandex Webmaster → “Structured data”.
- After price changes — update both HTML and JSON-LD.
Link to GEO Optimization
GEO needs explicit facts: who, where, what, how much, for whom. Schema.org formalizes them. Add:
llms.txtin root;- “brief” block at top of service page;
- unified wording in FAQ, footer, and JSON-LD.
Launch details — SEO at website launch.
Schema.org Checklist
- Organization or LocalBusiness on homepage.
- FAQPage where FAQ is visible to users.
- Product/Service on commercial pages with price.
- BreadcrumbList on inner pages.
- logo, url, telephone are current.
- No markup for content not on page.
- Validation clean before release.
Cost
Schema.org is included in NUGU development:
- landing — from 30,000 ₽;
- service website — from 50,000 ₽;
- markup audit for existing site — on request.
Contacts, services, portfolio.
Schema.org structured data bridges your content and machine understanding. Organization defines the brand, LocalBusiness the map pin, FAQPage answers without a click, Product the priced offer. On NUGU sites this is standard, not optional.