Helping search engines and AI agents understand your careers content

Posted on 9th June 2026 by Stephen Lockhart

If you embed Pathways One or Pathways Graduate on your website, there's a small change you can make to your embed code that makes a meaningful difference to how search engines and AI agents read your pages.

The problem worth solving

Pathways tools load via JavaScript and serve content from our career-pathways.co.uk domain. That means the rich careers and progression data your students see, including job roles, salary data and employment trends, isn't necessarily picked up by search engines or AI indexing tools as content belonging to your page.

Structured data addresses this directly. By injecting JSON-LD into your page's <head>, we can explicitly associate that careers content with your institution's URL.

What's new

We've added a structured data output feature to both Pathways One and Pathways Graduate. When enabled, JSON-LD is automatically injected into the page <head> via the existing embed code, with no additional scripts or integrations required.

The data uses schema.org's EducationalOccupationalProgram type and includes, for each course or qualification:

Linked occupation names (SOC2020 coded)
Median salary data
UK employment change figures
For HE: graduate salary outcomes and degree level

Enabling it

For Pathways One and Pathways Graduate, add a single attribute to the Pathways <div> in your embed code:

<div id="[YOUR_ID]" data-structured="1"></div>

That's it. The JSON-LD output will begin appearing in the page <head> immediately.

Example output

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "EducationalOccupationalProgram",
      "@id": "#program",
      "name": "A Level History",
      "description": "Career outcomes and UK labour-market indicators for A Level History students."
    },
    {
      "@type": "ItemList",
      "name": "A Level History students commonly get jobs as",
      "itemListOrder": "http://schema.org/ItemListOrderAscending",
      "itemListElement": [
        {
          "@type": "ListItem",
          "position": 1,
          "item": {
            "@type": "Occupation",
            "name": "Secondary education teaching professionals",
            "description": "SOC2020: 2313. UK employment change: +3% (Mar 2022 - Mar 2025).",
            "estimatedSalary": {
              "@type": "MonetaryAmountDistribution",
              "currency": "GBP",
              "median": 42820,
              "duration": "P1Y"
            },
            "additionalProperty": [
              {
                "@type": "PropertyValue",
                "name": "SOC2020",
                "value": "2313"
              },
              {
                "@type": "PropertyValue",
                "name": "UK employment change",
                "value": "+3%",
                "description": "Mar 2022 - Mar 2025"
              }
            ]
          }
        }
      ]
    }
  ]
}
</script>

Checking it's working

Once enabled, open the page in your browser, right-click and inspect, and look in the <head> for a <script type="application/ld+json"> block. You can also paste the page URL into Schema.org's validator to verify the output.

https://validator.schema.org