Structured data
Standardized code format that helps search engines understand page content.
What is Structured data?
Structured data is a standardized format for providing information about a page and classifying its content. Using vocabulary from Schema.org, it helps search engines understand not just what's on a page, but what it means.
The most common format is JSON-LD (JavaScript Object Notation for Linked Data), recommended by Google. Structured data can enable rich results like star ratings, FAQs, recipe cards, and event listings in search results.
Why Structured data matters
Structured data enables rich results that stand out in SERPs and can significantly increase CTR. It also helps search engines understand content for AI features like AI Overviews. Sites with proper structured data often see improved visibility and click-through rates.
How to implement
Identify relevant schema types for your content
Generate JSON-LD markup for each page
Add markup to the <head> section
Validate with Google Rich Results Test
Monitor in Search Console Rich Results report
Update markup when content changes
Code example
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "What is structured data?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Structured data is code that helps search engines understand your content."
}
}]
}
</script>Common mistakes to avoid
- Adding schema that doesn't match visible content
- Using deprecated schema types
- Marking up content that doesn't qualify for rich results
- Not validating markup before deployment
Examples
Article schema for blog posts
Product schema with price and availability
FAQ schema for question-answer content
LocalBusiness schema for physical locations
Frequently asked questions
Structured data isn't a direct ranking factor, but the enhanced visibility from rich results can increase CTR and traffic, which may indirectly help rankings.
It depends on your content. Article, Product, FAQ, and LocalBusiness are among the most impactful for their respective content types.