Structured data, links, and keeping pages fresh
What goes behind your pages so Google and AI read them right: structured data, links between pages, and a check every three months.
The last step is what customers never see: the labels and links that help Google and AI understand your pages, and the habit of keeping them current.
Structured data
Structured data is a short block of code that labels your business details: your name, address, phone, hours, the area you serve and links to your profiles. Most website builders and SEO plugins add it for you once you fill in your details. Google's Rich Results Test shows whether yours is there.
{
"@type": "LocalBusiness",
"name": "Northbeam Heating & Air",
"areaServed": "Des Moines, IA",
"makesOffer": {
"@type": "Service",
"name": "Furnace replacement"
},
"aggregateRating": { "ratingValue": 4.9 }
}Sample data
Links between your pages
- Link each service page to its town pages, and each town page back to the service.
- Link your most important pages from your homepage and your menu, so nothing important is buried.
- Use the service and town in the link text: “furnace replacement in Ankeny”, not “click here”.
Keep them fresh, and check they work
Every three months, re-read your most important pages and update prices, timings and anything that's changed. Then ask AI your main questions again and note which of your pages it quotes. Give each change a few weeks before you judge it.
Do this before the next lesson
- Run your homepage through Google's Rich Results Test and check your business details are there.
- Add links between each service page and its town pages.
- Put a quarterly review of your most important pages in your calendar.
In Groow
Groow's weekly site audit checks your structured data, finds the links between pages worth adding, and flags important pages buried too deep for Google and AI to find.
Put this to work on your business
Groow checks how ChatGPT, Google and Google Maps see your business every week, tells you what to fix first, and drafts the work for your OK.