What structured data is#
Structured data is a short block of labelled information that sits inside a web page. It is written in a fixed format so that a search engine does not have to guess what each piece of text means. Instead of reading a sentence and working out that a line is an address, the page simply states that this is the address, that this is the phone line and that this is the opening time.
For a local business the most common format is called LocalBusiness. It describes the name of the business, its address, its position on a map and its general details. The information is not shown to visitors as a separate block. It sits in the background of the page, and it is there for machines that read the page on behalf of people searching for a shop nearby.
Why each branch has its own#
If your business has more than one location, each location needs its own page and its own structured data. A single page that lists three addresses is harder to keep clean, because the addresses, names and opening hours can become mixed together. One page for each branch keeps every set of facts separate and easy to check.
The same idea applies to the map. Each branch gets its own pin, placed at its real position. A shop with several branches therefore shows several pins on one map, and each pin matches the page for the branch it stands for.
What DISPO sets up#
When DISPO builds a website for a shop, it writes a title and a description for each page. These are the short lines that appear in search results. The site also carries the LocalBusiness structured data for every branch, a sitemap that lists the pages so search engines can find them all, and a share image that appears when a link is sent to someone else. Each of these pieces is set up for the branch it describes.
Previews of the site are kept out of search results until the owner claims them. This means that a draft is not indexed before the owner has seen it and agreed that it is correct. The owner decides when the pages are ready to be found.
Checking your own information#
Before any page goes live, it is worth reading the address, the map pin and the business details for each branch and confirming that they are accurate. Structured data is only as good as the facts it holds, so a wrong street number in the data is a wrong street number everywhere it appears. Keep a plain record of the details for each branch so that changes are easy to make later.
Thai rules limit how cannabis may be advertised, so check your plans with a lawyer. This is general information only and is not legal advice. A lawyer can confirm what your particular business is allowed to show before you publish anything about your shop.