How Schema App handles website visitor data

This article provides a technical overview of how Schema App handles data in practice. Our Privacy Policy remains the authoritative legal statement governing data collection and use. 

Context

Schema App adds publicly available structured data (Schema Markup) to your web pages so that search engines like Google, Bing and similar can capture and better understand your web content. Schema markup also allows those search engines to display supplementary visual information (aka Rich Results) as part of search engine results related to your web pages. This support document addresses different kinds of data and the various ways Schema App does or does not use that data.  

Types of Data We Collect

We collect several categories of data as part of delivering this service:

1. Your Public Website Content
2. Google Search Console Data - Optional
3. Account Management Data
4. Other Data

Your Public Website Content

Most data collected by Schema App is at your behest, from your public facing web pages.  We capture what you request, and nothing more. 

Schema Markup is intended to be read by search engines to help them better understand your website. The data we generate and store needs to be consumed globally by search engines including Google, Bing and others.  As such, there is no local or global restriction on access to this human and machine readable public data.

The data is converted to Schema Markup and stored as JSON-LD held in an AWS S3 bucket with full public access.

This applies to all data you ask us to collect from your website, including personal data publicly available on your website. Please notify us if any collected personal data subsequently becomes private or is otherwise subject to a removal request.

Google Search Console Data (Optional)

Optionally, you may sign up to use Schema Performance Analytics, a powerful reporting tool that compares your Google Search Console data against your structured data to gain insights into your SEO performance and ROI of your Schema Markup.

If you elect to use Schema Performance Analytics, we only collect non-identifiable SEO metrics from Google Search Console. This data covers things like Click Through Rate, Rich Result eligibility and similar of your URLs. All this data will be accessible only by your staff that you grant access to, and to select staff at Schema App such as your Customer Support Manager and people directly supporting your account.

All of this data is non-PII, and can be deleted upon request.  The data is stored in private encrypted AWS storage and processed by AWS Athena and QuickSight for the purposes of generating your private insights and reports.

Account Management Data

The private (and suitably protected) data we hold is in service of our contracts with you, e.g. your billing contacts, contract terms, and similar.  These are held in account management tools.

Other Data

Cookies on our website

Visitors to our website, like yourself, will have cookies set like visits to most websites do.  These cookies cover functional, performance tracking and marketing purposes.  Full details are in our website's privacy policy.

Visitors to your website

Depending on the deployment method selected, Schema App may deliver JSON-LD to webpages using JavaScript that runs in the visitor’s browser. As with any request to a publicly accessible web service, network routing information (including IP address and user agent) is processed transiently by the underlying infrastructure in order to deliver the content.

Schema App does not record or retain end-user IP addresses in its content delivery layer. Standard CloudFront access logging is disabled, and Schema App does not store IP addresses as part of its product or customer data.

At the infrastructure level, IP addresses are processed only as required to route, secure, and protect requests within AWS Web Application Firewall (WAF) and AWS API Gateway. IP addresses are processed transiently to handle requests and are only retained if logging is explicitly enabled. When enabled, IP addresses may appear temporarily in AWS WAF or API Gateway logs and are automatically deleted in accordance with defined retention policies.

Logging within AWS WAF and API Gateway is designed to be optional and purpose-limited. When enabled, it is used exclusively to support:

• security monitoring and threat detection,

• incident response and investigation,

• operational troubleshooting and service reliability.

Access to retained logs is strictly restricted to authorized personnel with elevated security or administrative privileges, is audited, and is exercised only when necessary to investigate a verified production issue or security incident. These logs are not used for analytics, tracking, profiling, or marketing purposes, and are not exposed to customers.

For customers with heightened privacy or regulatory requirements, Schema App supports a Robots-only Deployment option. This configuration ensures that JavaScript-based structured data delivery is activated only for approved user agents (such as search engine crawlers), further minimizing exposure to end-user interactions and reducing the risk of processing sensitive or regulated information.

Customer data

We do not capture, record or process anything about your customers.