What is

structured data?

What is structured data?

Structured data, often called schema markup, is code that describes the content of a web page in a fixed format that machines understand. Instead of Google having to interpret the text, it is told explicitly: this is a product with this price, this is an article written by this person, this is a business at this address.

The vocabulary comes from Schema.org, a joint project started by the major search engines. Google recommends the JSON-LD format, a code block added to the HTML without affecting how the page looks to the user.

Why is structured data important?

• Rich results: structured data can enable stars, prices, stock status, events and other extra information in search.

• Better understanding: the search engine gets a clear picture of what the page is about and how it relates to other things.

• Entities: you can link your business to well-known profiles and sources, which strengthens the understanding of who you are. See entity.

• AI search: clear, machine-readable information makes it easier for systems to extract correct facts about you.

Structured data is not a direct ranking factor, and it does not guarantee rich results. Google decides for itself when they are shown.

Common types of schema markup

• Organization and LocalBusiness: name, logo, address, opening hours and contact information.

• Product: price, availability and ratings for products.

• Article: author, publication date and publisher.

• BreadcrumbList: the page's place in the structure.

• Event: date, venue and tickets for events.

• Person: information about authors and experts.

Google has tightened which types produce rich results. FAQ and HowTo enhancements, for example, are shown far less than before. So check Google's own documentation for which types are supported today.

How to get started

• Start with Organization on the homepage and relevant types on the most important page templates.

• Make sure everything in the code is also visible on the page and matches the content.

• Test the code with Google's Rich Results Test and the Schema.org validator.

• Keep an eye on errors and enhancements in Google Search Console.

Structured data is closely linked to the work of getting cited in AI search, see GEO. We are happy to implement it as part of technical SEO.

Related terms

• Entity: structured data helps search engines understand the entities on the page.

• Featured snippet: good structure makes content easier to extract as answers.

• AEO: machine-readable answers are part of optimising for answer engines.

• GEO: clear facts make it easier for AI to cite you correctly.

See all the terms in the glossary.