Structured Data
Structured data is standardized markup, commonly Schema.org vocabulary in JSON-LD format, that describes a page's content to search engines in explicit, machine-readable terms. It clarifies entities like products, articles, reviews, and events beyond what plain HTML conveys.
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.
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.