What is Structured data?
Structured data is code added to a page, usually in Schema.org format, that describes its content to search engines in a consistent, machine readable way.
Google supports structured data in JSON-LD, Microdata and RDFa, and recommends JSON-LD. Common types include Organization, LocalBusiness, Product, Article, FAQPage, BreadcrumbList, Event, Recipe and Review.
Structured data can make pages eligible for rich results, such as stars, prices, breadcrumbs and event dates, and helps search engines and AI systems build an accurate picture of your business.
Structured data formats
| Format | How it looks | Google preference |
|---|---|---|
| JSON-LD | A script block separate from the HTML | Recommended |
| Microdata | Attributes added inside HTML tags | Supported |
| RDFa | Attributes in HTML, common in some CMSs | Supported |
Schema.org provides the vocabulary (types and properties). JSON-LD is the most common way to write it because it is easy to add and maintain without changing the page layout.
Common schema types and the rich results they support
| Schema type | Possible search feature |
|---|---|
| Organization and LocalBusiness | Knowledge panel details, logo, contact info |
| Product and Offer | Price, availability, review stars, merchant listings |
| Article | Headline, image and date in Top stories and Discover |
| BreadcrumbList | Breadcrumb trail in place of the URL |
| Event | Event dates and locations |
| Recipe, Course, JobPosting | Dedicated rich results for those content types |
| FAQPage and HowTo | Now limited; FAQ rich results only for authoritative government and health sites |
How to add and test structured data
- 1Choose the schema type that matches the main content of the page.
- 2Fill in required and recommended properties from Google's documentation.
- 3Add JSON-LD to the page template so every page of that type gets it.
- 4Make sure every value matches the visible page content.
- 5Test with the Rich Results Test and the Schema Markup Validator.
- 6Monitor the Enhancements reports in Search Console for errors.
Structured data and AI search
Structured data does not guarantee AI citations, but it gives search engines and AI tools clean facts about your business, products, people and content. Consistent Organization, Person and LocalBusiness markup also helps connect your brand as an entity across the web.
Why structured data matters
Structured data is code that describes a page's content in a standard format, usually JSON-LD using Schema.org vocabulary. It tells search engines facts such as a product's price, a recipe's cooking time, an event's date or a business's opening hours. Search engines use these facts to show rich results and to understand pages more reliably.
It is not a direct ranking factor, but rich results can stand out in search and lift click through rates. Clear structured data also helps AI systems pull accurate facts about businesses, products and people.
Structured data by site type
Local businesses
LocalBusiness or a specific subtype, with address, hours and geo coordinates.
Online stores
Product, Offer, AggregateRating and BreadcrumbList.
Publishers and blogs
Article, author Person markup and BreadcrumbList.
Events and venues
Event with dates, location and offers.
Recipes
Recipe with ingredients, times and nutrition.
Structured data rollout steps
- 1List the page types on your site.
- 2Choose the schema type for each template.
- 3Add markup to templates rather than page by page.
- 4Make sure marked up facts match visible content.
- 5Test with the Rich Results Test.
- 6Monitor Search Console enhancement reports monthly.
Structured data mistakes
Common errors include marking up content that is not visible, adding fake reviews, using the wrong type for the page and leaving markup unchanged after prices or dates change. These can lead to warnings, lost rich results or manual actions for spammy markup.
Why Structured data matters for SEO
Rich results stand out in search and often get more clicks than plain listings.
Structured data also supports entity understanding. It helps Google and AI tools connect your brand, people, products and locations correctly.
How Structured data works
Adding structured data follows a repeatable process.
Choose the right types
Match schema types to page content, such as Product on product pages and Article on blog posts.
Add accurate properties
Include only information that is visible on the page and true.
Test and monitor
Validate with Google's tools and watch the enhancements reports in Search Console.
A conference organiser adds Event schema with dates, venue and ticket prices. Its events start showing in Google's event results, and ticket page clicks from search rise noticeably.
Structured data checklist
- ✓Use JSON-LD
- ✓Mark up content that is visible on the page
- ✓Use the most specific type available
- ✓Connect entities with consistent IDs
- ✓Validate after site changes
- ✓Watch Search Console for errors and warnings
Common Structured data mistakes
Marking up hidden content
Schema must match what users can see.
Spammy review markup
Fake or self serving reviews can lead to manual action.
Outdated markup
Old prices or dates in schema cause errors.
Expecting guaranteed rich results
Valid markup makes pages eligible, but Google decides what to show.
Structured data FAQs
What is structured data?
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Code that describes page content to search engines in a standard format.
Which format should I use?
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JSON-LD, which Google recommends.
How do I test structured data?
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Use the Rich Results Test or the Schema Markup Validator.
How long does structured data take to show results?
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Google needs to recrawl pages, so rich results can appear within days or weeks. Some types only show for certain queries or sites.
What is the difference between JSON-LD and microdata?
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JSON-LD is a separate script block, while microdata adds attributes to HTML tags. Google recommends JSON-LD because it is easier to add and maintain.
Is structured data a ranking factor?
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Not directly, but it can earn rich results and improve understanding.
What is Schema.org?
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A shared vocabulary of types and properties used for structured data.
Does structured data help AI search?
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Yes. It helps AI systems understand entities and facts more accurately.
Can structured data be added with a plugin?
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Yes. CMS plugins and platforms like Shopify add common types automatically. Check the output, since defaults may be incomplete.
Can too much structured data hurt a site?
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Accurate markup does not hurt. Problems come from markup that does not match the page, misleading reviews or irrelevant types.