Term · Search & content
Structured data (schema markup)
Structured data is machine-readable information added to a page that describes its content using a shared vocabulary — schema.org. It tells search engines, and other systems reading the page, that this is a product with a price, that is an organisation with an address, this block is a set of questions and answers.
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Explained
Format
Google recommends JSON-LD: a block of JSON in a <script type="application/ld+json"> tag. Other formats (Microdata, RDFa) exist but are less convenient.
Common types for businesses
OrganizationandLocalBusiness.WebSiteandBreadcrumbList.Service,ProductandOffer.Articlefor guides and news.FAQPage,Event,JobPosting,Coursewhere relevant.
What it achieves
- Rich results in Google for some types — product prices and availability, breadcrumbs, events — subject to Google's eligibility rules, which change over time.
- Better understanding of entities and relationships, useful for search and for AI systems that summarise web content.
- Consistency of business information across the web.
Rules
- Mark up only content visible on the page.
- Keep it accurate and consistent with the page and other sources.
- No fake reviews or misleading information — this can lead to manual actions.
- Validate with Google's Rich Results Test and the Schema Markup Validator.
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FAQ
Frequently asked questions
Is structured data a ranking factor?
Not directly. It helps presentation and understanding, which can improve clicks and visibility.
Does every page need it?
Most pages benefit from breadcrumbs and a type describing the main content; add more where accurate.