Structured data (schema.org)
Structured data is a piece of code that tells search engines and AI tools what the information on your page means, using the schema.org vocabulary. Visitors do not see it. Machines read it. Used correctly, it can make your page appear richer in search results.
What is structured data?
Structured data is code that labels the type and meaning of the information on a page in a way machines can read. Its shared vocabulary is schema.org, which Google, Bing and other search engines recognise. It is usually added to the page as JSON-LD, and visitors never see it.
Here is an everyday case. Your page shows "4.8". A person knows it is a rating, but a machine cannot be sure. Structured data says plainly: this is a product, this is its name, this is its price, and it is in stock. In the same way, a business page marks up its address, phone number and opening hours, and an FAQ section marks each question and answer.
Why does it matter?
Search engines understand your page more accurately. On eligible pages, search results can show extras such as price, availability or rating, though that is never guaranteed. The markup must match what is actually on the page. Marking up information that is not there breaks the rules. AI-assisted search tools also benefit from content that is clear and well organised.
Structured data is the technical side of SEO. We cover what helps you appear in AI answers in show up in AI search. We add structured data to the sites we build from the start, as described on our web design page.
Frequently asked questions
Does structured data improve rankings?
It is not a direct ranking boost. Its value is that the page is understood correctly and, where eligible, shows richer results.
How do I check my structured data?
Google's Rich Results Test and the Search Console reports show errors. The Schema.org validator can also be used.
Which pages should have structured data?
Business details, products, articles, FAQs and contact pages are the most common. The type is chosen to match what the page contains.
Sources
- 01 Introduction to structured data markup in Google Search · Google Search Central
- 02 Schema.org · Schema.org