Structured Data
Also known as: Schema Markup, Schema.org Markup, JSON-LD Markup
Structured data is a standardized format for describing a page's content in machine-readable terms, so search engines know what things are, not just what the words say. On the web it usually means Schema.org vocabulary written in JSON-LD, the format Google recommends, labeling things like an article, product, event, or local business.
Key Takeaways
- Structured data labels page content in a standard format so machines can read it without guessing.
- Schema.org is the shared vocabulary; JSON-LD, Microdata, and RDFa are the formats, and Google recommends JSON-LD.
- It can make a page eligible for rich results in Google, but Google never guarantees a rich result will show.
- Markup must describe content that is visible on the page; violations can cost a page its rich result eligibility.
- Google no longer shows FAQ rich results as of May 2026, so FAQ markup now mainly helps machines read Q&A content.
How It Works
Plain HTML tells a browser how to display text. Structured data tells a search engine what that text means. A product page might show a name, a price, and a star rating; structured data states in code that this is a Product, that 49.00 is its price in USD, and that 4.6 is its aggregate rating. Google defines it as a standardized format for providing information about a page and classifying the page content (Google Search Central).
There are three formats: JSON-LD, a script block kept separate from the visible HTML; Microdata; and RDFa. Google supports all three and recommends JSON-LD as the easiest to implement and maintain at scale. The vocabulary inside is almost always Schema.org, which defines types such as Article, Product, Event, Organization, and LocalBusiness and the properties each one can carry.
The payoff is eligibility for rich results and clearer entity understanding. Google's own case studies report that Rotten Tomatoes saw a 25% higher click-through rate on pages with structured data, and Nestlé measured an 82% higher click-through rate on pages that showed as rich results. Eligibility changes over time, though: Google stopped showing FAQ rich results on May 7, 2026 (Search Central updates). I cover which types still earn their keep in schema markup that moves rankings, and validation is one line item in my technical SEO checklist.
Why It Matters
Valid structured data can qualify pages for rich results such as star ratings, FAQs, and product details, which improve visibility and click-through. It also helps engines understand entities, supporting better matching to relevant queries.
Example
A cooking school adds Event structured data in JSON-LD to each class page, stating the class name, date, location, price, and availability that already appear on the page. The Rich Results Test validates it, and the Search Console enhancement report stays free of errors. Google can now read each class as a dated event at a place, rather than inferring it from the page text.
Common Mistake
Marking up content that is not visible on the page, or adding schema that violates guidelines to force rich results. Mismatched or spammy markup can trigger manual actions and disqualify a page from enhanced listings entirely.
Frequently Asked Questions
What does structured data mean?
Structured data means information organized in a fixed, predictable format that software can read. In SEO it refers to code, usually Schema.org vocabulary in JSON-LD, that tells search engines exactly what a page contains, such as a product, its price, and its rating.
What is an example of structured data?
A JSON-LD block on a recipe page that labels the dish name, ingredients, cook time, and rating. Other common examples are Product markup on a store page, Article markup on a blog post, and LocalBusiness markup with a company's address and hours.
Is structured data the same as schema markup?
Nearly. Structured data is the general idea of labeling content in a standard format. Schema markup is structured data that uses the Schema.org vocabulary, which is what Google and most search engines read, so people often use the two terms interchangeably.
Does structured data help SEO rankings?
Google presents structured data as a way to understand a page and to qualify for rich results, not as a ranking boost, and it never guarantees a rich result. The practical gains are clearer entity understanding and, where rich results appear, a more visible listing.
What format should I use for structured data?
Use JSON-LD unless your platform forces another option. Google accepts JSON-LD, Microdata, and RDFa, and recommends JSON-LD because it sits in its own script block and is easier to maintain at scale.
How do I test structured data?
Run the page through Google's Rich Results Test to check eligibility for rich results, and use the Schema Markup Validator for general Schema.org syntax. After launch, watch the enhancement reports in Google Search Console for errors and warnings.