10 Types of Structured Data for B2B Websites | Improve SEO effectiveness

📅 2026-05-27 · ✍️ gshuang
For B2B websites, deploying a complete markup system can increase the probability of pages receiving rich media results by an average of 50-70%, and click-through rate increases by 15-25%. Among the 10 core markup types, from the Organization markup that establishes entity authority, to the FAQPage and Product markups that directly boost clicks (even though the price field needs to be adapted for inquiry scenarios), and finally to the Event markup that precisely captures event traffic (requiring strict adherence to ISO 8601 date format). ​**In terms of details, the sameAs array must be bound to at least 3 authoritative social profiles, the Breadcrumb path must completely match the page UI, and video content must define duration and thumbnailUrl to trigger rich media results​**​. Structured data types for B2B websites

​Organization​

Data shows that websites deploying complete Organization markup have a 70% higher probability of generating Knowledge Panels, and brand search click-through rates increase by approximately 18%. The markup must strictly follow Schema.org specifications, including required fields such as name, logo, and sameAs, where the sameAs array should integrate at least 3 authoritative social profiles (such as LinkedIn, Crunchbase, and official Twitter homepage). ​**Logo images must meet the minimum size requirement of 112×112 pixels and must use a 1:1 aspect ratio​**​. Organization markup is embedded in the website's <head> tag using JSON-LD format. According to Google Search Central documentation, complete markup should include the following structured fields:

Basic Field Configuration​

  • @type: Fixed value is "Organization"
  • name: Use the full registered business name (such as "Shanghai XX Technology Co., Ltd."), which must be completely consistent with the website footer and business license
  • url: Fill in the absolute URL of the homepage (starting with https)
  • logo: It is recommended to use PNG format images with transparent backgrounds, with file size not exceeding 1MB
Sample code snippet: { "@context": "https://schema.org", "@type": "Organization", "name": "Example Tech Inc.", "url": "https://www.example.com", "logo": "https://www.example.com/logo.png" }

Social Profile Integration (sameAs field)​

This field should list at least 3 authoritative platform homepage URLs in an array, sorted by priority:
  • Company LinkedIn page (required)
  • Crunchbase company profile page (required)
  • Official Twitter homepage
  • Facebook company page
  • Official YouTube channel
The sameAs field should appear as follows, listing your company's official homepage links in array format:
{ "@context": "https://schema.org", "@type": "Organization", "name": "XX Technology Co., Ltd.", "url": "https://www.example.com", "logo": "https://www.example.com/logo.png", "sameAs": [ "https://www.linkedin.com/company/example-tech", "https://www.crunchbase.com/organization/example-tech", "https://twitter.com/example_tech", "https://www.facebook.com/example.tech", "https://www.youtube.com/@exampletech" ] }
Data shows: Websites integrating more than 5 sameAs links have a 92% knowledge panel appearance rate

Contact Information Standardization​​

Phone numbers must use international format (such as +86-21-12345678), and address information should follow a three-level structure of "City-District-Street":
"contactPoint": { "@type": "ContactPoint", "telephone": "+86-21-12345678", "contactType": "customer service", "areaServed": "CN" }

Sitelinks Searchbox​​

The sitelinks searchbox markup is a type of structured data specifically designed for website homepage. When users search for your brand name, it may display a dedicated in-site search box below the search results. Data shows that deploying this markup increases brand search result click-through rates by an average of 12-15%, especially significant for B2B websites with more than 500 product pages. This markup requires clearly defining the target URL for the search action, which must include the {search_term_string} parameter placeholder.​ Generally, websites need over 1,000 monthly brand keyword searches to have a higher trigger probability​​. Here is the detailed implementation guide:​​

Basic Field Configuration Requirements​

This markup must be placed in the website homepage's <head> section, and each website can only have one such markup:
  • @type: Must be set to "WebSite"
  • name: Use the official website name (usually consistent with the name in the Organization markup)
  • url: Complete URL address of the website homepage
  • potentialAction: Core field containing search action definition
  • target: Specifies the URL pattern for search results, must include{search_term_string} parameter
Complete code example: { "@context": "https://schema.org", "@type": "WebSite", "name": "Example Industrial Supplies", "url": "https://www.example.com", "potentialAction": { "@type": "SearchAction", "target": { "@type": "EntryPoint", "urlTemplate": "https://www.example.com/search?q={search_term_string}" } } }

URL Template Specification Details​

  • Use https:// protocol (unless the website indeed only supports http)
  • {search_term_string} must be included verbatim without modification to case or format
  • Parameter names should match the actual search parameters used on your website (common ones are q, query, search, keyword, etc.)
  • The entire URL length should not exceed 256 characters
If the website uses a non-standard parameter structure, corresponding adaptations are needed:
// Multi-parameter example "urlTemplate": "https://www.example.com/search?term={search_term_string}&category=all" // Route format example "urlTemplate": "https://www.example.com/search/{search_term_string}"

​​Trigger Conditions

  • Brand keyword search volume: More than 1,000 monthly searches are more likely to trigger
  • Website authority: Websites with Domain Authority exceeding 40 have higher trigger probability
  • User behavior: Websites where users frequently use in-site search functions are prioritized
Data shows that websites meeting the following conditions have an 85% probability of seeing the search box appear within 6 months:
  • Monthly brand keyword searches > 2,000
  • Total website pages > 1,000
  • In-site search usage rate > 15% of visitors

Common Errors

  • Parameter names in URL template do not match actual ones
  • Missing https:// protocol declaration
  • {sarch_term_string} spelling error
  • Markup placed on non-homepage pages

Product​

Product pages deploying this markup have a 65% higher probability of receiving rich media results in Google search, with an average click-through rate increase of 18-22%. For B2B products that require price inquiries, adaptation can be achieved by setting the price field to 0 or using PriceSpecification. ​**Complete product markup should include core fields such as name, description, images, and SKU, where product images must meet the minimum size requirement of 1200x900 pixels, and each product page can only have one Product markup​**​. Here is the specific implementation guide:

Basic Field Configuration​

Each product page needs to include the following required fields:
  • @type: Set to "Product"
  • name: Full product name (consistent with page title)
  • description: 150-300 character product description (including main features and application scenarios)
  • image: Absolute URL of the product main image (recommend 3 or more images from different angles)
  • sku: Stock Keeping Unit number (unique identifier)
  • mpn: Manufacturer Part Number (if applicable)
Basic code example: { "@context": "https://schema.org", "@type": "Product", "name": "Industrial Three-Phase Asynchronous Motor - Model XJ-5000", "description": "Rated power 55kW, protection class IP55, suitable for heavy industrial environments...", "image": [ "https://example.com/images/motor-xj5000-1.jpg", "https://example.com/images/motor-xj5000-2.jpg" ], "sku": "XJ5000-IND-55KW", "mpn": "XJ5000-2024" }

Price Information Handling Methods

B2B product price handling requires special configuration:
  • Option A: Omit the price field (suitable for full inquiry mode)
  • Option B: Set "price": "0" and add price description
  • Option C: Use PriceSpecification to define price range
Inquiry product code example: "offers": { "@type": "Offer", "priceCurrency": "CNY", "price": "0", "priceSpecification": { "@type": "PriceSpecification", "valueAddedTaxIncluded": true, "description": "Please contact sales for latest quote" } }

Using additionalProperty field to define product parameters

"additionalProperty": [ { "@type": "PropertyValue", "name": "Rated Voltage", "value": "380V" }, { "@type": "PropertyValue", "name": "Protection Class", "value": "IP55" }, { "@type": "PropertyValue", "name": "Insulation Class", "value": "Class F" } ]
It is recommended to include 5-8 core parameters, ensuring the accuracy of parameter names and values.

Reviews and Ratings

If there are user reviews, you need to add Review markup "review": { "@type": "Review", "reviewRating": { "@type": "Rating", "ratingValue": "4.8", "bestRating": "5" }, "author": { "@type": "Person", "name": "Engineer Zhang" }, "reviewBody": "Equipment runs stably, energy consumption performance is excellent..." }
Adding AggregateRating simultaneously is even better:
"aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.7", "reviewCount": "28" }

B2B Industry-Specific Fields​

  • manufacturer: Reference Organization markup
  • productionDate: Production date (applicable for custom products)
  • model: Product model
  • brand: Brand information
Complete example: { "@context": "https://schema.org", "@type": "Product", "name": "High-End CNC Machine Tool Center", "image": ["https://example.com/images/cnc-machine.jpg"], "description": "Five-axis precision machining center...", "sku": "CNC-8500-PRO", "brand": { "@type": "Brand", "name": "Precision Manufacturing" }, "manufacturer": { "@type": "Organization", "name": "XX Machinery Co., Ltd." }, "offers": { "@type": "Offer", "priceCurrency": "CNY", "price": "0", "availability": "https://schema.org/InStock" } }

Article and BlogPosting​

Article pages deploying this markup have a 40-50% higher probability of receiving rich media results in Google search, with an average click-through rate increase of 12-15%.
Article markup is suitable for press releases, industry white papers, and other formal content. BlogPosting is specifically for blog articles.​
​It must include core fields such as headline, publication date, author, and images, where images require at least 1200x630 pixels, and each article can only use one type of markup​​. Data shows that content pages correctly using this markup have an average ranking position improvement of 3.2 positions in search results, and user dwell time increases by 25-30 seconds.

Type Selection and Basic Configuration​

Select the correct markup type based on content type:
  • Article: Suitable for press releases, industry reports, technical white papers, and other formal content
  • BlogPosting: Specifically for blog articles, personal opinion content
Basic code example (Article): { "@context": "https://schema.org", "@type": "Article", "headline": "2024 Industrial Automation Development Trend Analysis", "datePublished": "2024-03-15T09:00:00+08:00", "dateModified": "2024-03-20T14:30:00+08:00", "author": { "@type": "Person", "name": "Engineer Zhang", "url": "https://example.com/author/zhang" } }

Required Fields

Each article page needs to include the following core fields:
  • headline: Article title (consistent with H1 tag, 55-65 characters)
  • datePublished: Publication time (ISO 8601 format, accurate to minutes)
  • dateModified: Modification time (later than or equal to publication time)
  • author: Author information (at least name field required)
  • image: Featured image (at least 1200x630 pixels, 1.91:1 aspect ratio)
  • publisher: Publisher information (reference Organization markup)
Complete example: { "@context": "https://schema.org", "@type": "BlogPosting", "headline": "Application Cases of Smart Manufacturing Solutions in Actual Production", "image": [ "https://example.com/images/smart-manufacturing-case.jpg" ], "datePublished": "2024-03-18T10:00:00+08:00", "dateModified": "2024-03-18T10:00:00+08:00", "author": { "@type": "Person", "name": "Technical Director Li" }, "publisher": { "@type": "Organization", "name": "XX Industrial Solutions Company", "logo": { "@type": "ImageObject", "url": "https://example.com/logo.png" } } }

If the article contains video or audio

"associatedMedia": { "@type": "VideoObject", "name": "Production Line Operation Video", "description": "Demonstrates smart production line operation", "contentUrl": "https://example.com/videos/production-line.mp4", "thumbnailUrl": "https://example.com/images/video-thumbnail.jpg", "uploadDate": "2024-03-18T10:00:00+08:00" }

If the article has comment functionality

"comment": [ { "@type": "Comment", "text": "This article is very informative. Our company is considering similar solutions", "dateCreated": "2024-03-19T15:30:00+08:00", "author": { "@type": "Person", "name": "Manager Wang" } } ]

Breadcrumb (Breadcrumb Navigation)​

Pages deploying this markup have an 85% probability of receiving breadcrumb rich media results in Google search, with an average click-through rate increase of 8-12%. This markup defines the overall structure using the BreadcrumbList type, and must accurately reflect the page's actual position in the website structure. Data shows that websites with correctly implemented breadcrumb markup have a 22% reduction in users returning to homepage, and page depth increases by 1.8 pages/session.

Basic Structure Definition​

Use BreadcrumbList type to define the overall structure:
{ "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://example.com" }, { "@type": "ListItem", "position": 2, "name": "Products", "item": "https://example.com/products" } ] }
Hierarchy Specifications​ Requirements for each level definition:
  • position: Number starts from 1 and increments
  • name: Level name (exactly matching the text displayed on page)
  • item: Complete URL corresponding to that level
Standard structure example: "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://example.com" }, { "@type": "ListItem", "position": 2, "name": "Industrial Equipment", "item": "https://example.com/industrial-equipment" }, { "@type": "ListItem", "position": 3, "name": "Pump Products", "item": "https://example.com/industrial-equipment/pumps" }, { "@type": "ListItem", "position": 4, "name": "Centrifugal Pump Series", "item": "https://example.com/industrial-equipment/pumps/centrifugal" } ]

​​Name and URL

Must ensure:
  • Name characters exactly match the page display (including punctuation)
  • URL uses https protocol (unless website does not support it)
  • Each URL is in accessible state
  • Position numbers are continuous without skipping

Multi-language versions need to be defined separately

// Chinese version { "@type": "ListItem", "position": 2, "name": "Products", "item": "https://example.com/cn/products" } // English version { "@type": "ListItem", "position": 2, "name": "Products", "item": "https://example.com/en/products" }

FAQPage (Frequently Asked Questions Markup)

Pages deploying this markup have a 75-85% probability of receiving expandable rich media results in Google search, with an average click-through rate increase of 25-40%. This markup requires each Q&A pair to include complete question and answer text, with answer length recommended to be between 30-300 characters. ​**Data shows that FAQ pages containing 5-10 Q&A pairs have 45 seconds longer user dwell time, and can cover long-tail keyword search traffic increase of 32%​**​.

Basic Structure Configuration​

Use FAQPage type to define Q&A content:
{ "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What is the typical delivery cycle for industrial water pumps?", "acceptedAnswer": { "@type": "Answer", "text": "Standard industrial water pumps have a delivery cycle of 15-20 working days. Custom models require 30-45 working days depending on technical requirements. Specific time depends on order quantity and production schedule." } } ] }

​​Q&A Format Specifications​

Technical requirements for each Q&A pair:
  • name: Question text (10-15 words)
  • text: Answer body (30-300 characters)
  • Q&A count: 5-12 pairs recommended
  • Content relevance: Must be directly related to page topic
"mainEntity": [ { "@type": "Question", "name": "What site conditions need to be provided for equipment installation?", "acceptedAnswer": { "@type": "Answer", "text": "Need to provide 380V industrial power interface, water source connection point, flat concrete foundation (bearing capacity ≥5 tons), and well-ventilated installation environment. For specific size requirements, refer to Chapter 3 of the technical manual." } }, { "@type": "Question", "name": "What is the customer service response time?", "acceptedAnswer": { "@type": "Answer", "text": "Emergency faults get response within 4 hours, technical personnel on-site within 24 hours. Regular issues get response within 2 hours during working hours. We have 8 service locations in major cities nationwide." } } ]

Handling for multi-language websites

// Chinese version { "@type": "Question", "name": "What is the equipment warranty period?", "acceptedAnswer": { "@type": "Answer", "text": "Whole machine warranty 12 months, core components warranty 24 months." } } // English version { "@type": "Question", "name": "What is the warranty period?", "acceptedAnswer": { "@type": "Answer", "text": "12 months for the whole machine, 24 months for core components." } }

HowTo (How-To Guide)​

Pages deploying this markup have a 60-70% probability of receiving rich media results in Google search, with an average click-through rate increase of 15-20%. Data shows that HowTo content containing 5-8 steps has the highest probability of receiving rich media results (78%), and guides with images for each step have 40% higher user engagement​​. The markup must include core fields such as total time estimate (ISO 8601 format), step list, and required tools/materials.

Basic Structure Definition​

Use HowTo type to define how-to guide:
{ "@context": "https://schema.org", "@type": "HowTo", "name": "Industrial Water Pump Installation Guide", "description": "Detailed instructions on correct installation steps and precautions for industrial centrifugal water pumps", "totalTime": "PT2H30M" }
totalTime field uses ISO 8601 duration format:
  • PT30M: 30 minutes
  • PT2H: 2 hours
  • PT2H30M: 2 hours 30 minutes
  • P1DT3H: 1 day 3 hours
Time estimates should be based on actual operational experience, with recommended error range controlled within ±15%.

​​Step List Definition​

Use step field to define operational steps:
"step": [ { "@type": "HowToStep", "name": "Preparation Work", "text": "Check pump body appearance for damage, prepare installation toolkit", "url": "https://example.com/howto/install-pump#step1" }, { "@type": "HowToStep", "name": "Install Base", "text": "Place pump body steadily on concrete foundation, use level to adjust horizontal alignment", "image": "https://example.com/images/step2.jpg" } ]
Each step should include:
  • name: Step name (2-5 words)
  • text: Detailed description (50-100 characters)
  • image or video: Visual guidance (optional but recommended)
  • url: Step anchor link (optional)

​​Video (VideoObject)​

Video pages deploying VideoObject markup have a 50-65% higher probability of receiving video rich media results in Google search, with video click-through rates increasing by 25-40%. This markup requires core fields such as video title, description, thumbnail, duration, and upload date.
Video markup applies to both self-hosted videos and third-party platform embedded videos.
​​Data shows that videos with accurate duration field (ISO 8601 format) have a 30% higher display probability in search results, and videos providing multiple thumbnails (at least 3) have a 22% higher user click-through rate​​.

Basic Field Configuration​

Use VideoObject type to define video content:
{ "@context": "https://schema.org", "@type": "VideoObject", "name": "Industrial Robot Operation and Maintenance Tutorial", "description": "Detailed demonstration of daily operation procedures and maintenance methods for industrial robots", "thumbnailUrl": [ "https://example.com/videos/robot-tutorial-thumbnail1.jpg", "https://example.com/videos/robot-tutorial-thumbnail2.jpg" ], "uploadDate": "2024-03-20T09:00:00+08:00", "duration": "PT15M30S" }

Time Format Specifications​

duration field uses ISO 8601 duration format:
  • PT30S: 30 seconds
  • PT5M: 5 minutes
  • PT12M30S: 12 minutes 30 seconds
  • PT1H5M: 1 hour 5 minutes
Time must be accurate to seconds, with error not exceeding ±5 seconds.

Thumbnail Requirements​

  • Quantity: Provide at least 3 thumbnails from different time points
  • Size: Minimum width 640 pixels, recommended 1280x720 pixels
  • Format: JPG or PNG
  • Content: Reflect key frames of the video
"thumbnailUrl": [ "https://example.com/videos/thumbnails/thumbnail-1.jpg", "https://example.com/videos/thumbnails/thumbnail-2.jpg", "https://example.com/videos/thumbnails/thumbnail-3.jpg" ]

Video Code Specifications for Different URLs

Use contentUrl or embedUrl:
// Self-hosted video "contentUrl": "https://example.com/videos/robot-tutorial.mp4", // Embedded video (such as YouTube) "embedUrl": "https://www.youtube.com/embed/xyz123", "requiresSubscription": "false"

​​Event (Event)​

Event pages deploying Event markup have a 55-70% higher probability of receiving rich media results in Google search, with registration conversion rates increasing by 20-35%. This markup requires core fields such as event name, date and time, location, organizer, and event status.​​​ Data shows that event pages with accurate startDate and endDate (ISO 8601 format) have a 40% higher display probability, and events including online participation options (OnlineEventAttendanceMode) have 28% higher user participation​​.

Basic Field Configuration​

Use Event type to define event content:
{ "@context": "https://schema.org", "@type": "Event", "name": "2024 Industrial Automation Technology Innovation Summit", "description": "Exploring the latest developments and application practices of automation technology in the Industry 4.0 era", "startDate": "2024-06-15T09:00:00+08:00", "endDate": "2024-06-16T17:00:00+08:00" }

Time Format Specifications​

Time fields use ISO 8601 format:
  • Must include timezone information (such as +08:00)
  • Accurate to minute level
  • Recommended duration 2-8 hours/day
"startDate": "2024-06-15T09:00:00+08:00", "endDate": "2024-06-15T17:00:00+08:00", "duration": "PT8H"

​​Participation Mode Definition​

Set participation mode according to event type:
// Offline event "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode", "location": { "@type": "Place", "name": "Shanghai International Convention Center", "address": { "@type": "PostalAddress", "streetAddress": "No. 2727, Binjiang Avenue, Pudong New Area", "addressLocality": "Shanghai", "addressRegion": "East China", "postalCode": "200120" } } // Online event "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode", "location": { "@type": "VirtualLocation", "url": "https://example.com/event-live" }

Speakers and Organizers​

Add information about event related parties:
"organizer": { "@type": "Organization", "name": "China Industrial Automation Association", "url": "https://example.com" }, "performer": [ { "@type": "Person", "name": "Professor Zhang", "jobTitle": "Director of Automation Research Institute" } ]

Event Type Subcategories

Select subtypes based on event nature:
// Conference "@type": ["Event", "BusinessEvent"] // Exhibition "@type": ["Event", "ExhibitionEvent"] // Workshop "@type": ["Event", "WorkshopEvent"]

Review / Rating​

Pages deploying Review and AggregateRating markup have a 90% probability of receiving star ratings in Google search, with click-through rates increasing by 18-25%.
This markup requires core fields such as rating value, review content, reviewer, and review time.
​​Data shows that product pages displaying star ratings have 34% higher conversion rates, and pages containing at least 5 recent reviews have 42% higher user trust​​.

​​Basic Rating Configuration​

Use AggregateRating type to define overall rating:
{ "@context": "https://schema.org", "@type": "Product", "name": "Industrial Air Compressor", "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.7", "bestRating": "5", "worstRating": "1", "ratingCount": "28" } }

Rating Standards Specifications​

Technical requirements for rating fields:
  • ratingValue: Current rating value (1 decimal place)
  • bestRating: Maximum rating (usually 5 or 10)
  • worstRating: Minimum rating (usually 1)
  • ratingCount: Total number of reviews (≥3 to display stars)
"aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.7", "bestRating": "5", "worstRating": "1", "ratingCount": "42", "reviewCount": "35" }

Individual Review Markup​

Use Review type to define specific reviews:
"review": { "@type": "Review", "reviewRating": { "@type": "Rating", "ratingValue": "5", "bestRating": "5", "worstRating": "1" }, "author": { "@type": "Person", "name": "Engineer Zhang" }, "datePublished": "2024-03-20T14:30:00+08:00", "reviewBody": "Equipment runs stably, energy consumption 15% lower than similar products, customer service response is quick" }

Best Practices for Displaying Multiple Reviews

"review": [ { "@type": "Review", "reviewRating": { "ratingValue": "5", "bestRating": "5" }, "author": {"name": "User A"}, "datePublished": "2024-03-15T10:00:00+08:00", "reviewBody": "Review content A" }, { "@type": "Review", "reviewRating": { "ratingValue": "4", "bestRating": "5" }, "author": {"name": "User B"}, "datePublished": "2024-03-16T14:30:00+08:00", "reviewBody": "Review content B" } ]
Structured data is like a standardized product manual. It uses a format that search engines can directly read, helping them quickly crawl and accurately display your content.