Web design · Development · SEO
Structured Data
Structured data for SEO: Schema.org and JSON-LD
Editorially reviewed ·
Clear definition
Structured data is standardised, machine-readable information about page content. Websites commonly use the Schema.org vocabulary, while JSON-LD is generally Google’s recommended implementation format. Markup can describe entities such as an organisation, person, event, product, or article.
Structured data helps search systems understand entities and relationships, but it is not a general ranking bonus. Only supported types may be eligible for special search appearances. Markup must match visible page content and meet technical and content requirements. Even valid implementation does not guarantee a rich result.
Structured Data in practice
Structured data describes visible content through a machine-readable vocabulary. Type, required properties, and values need to match the actual page; valid markup does not guarantee enhanced presentation.
Search engines generate result presentation from page content, technical signals, and their own systems. Site owners can provide clear titles, descriptions, and structured data but cannot require a particular output. Markup must accurately describe visible content. Changes should be validated and then monitored through search-engine tools.
Structured Data: relevance to SEO, paid search, and GEO
A prominent presentation only helps when it describes the page accurately. Exaggerated promises may raise clicks while reducing trust or conversion. Organic snippets and ads should communicate the same core value as the destination. Evaluation should cover qualified visits and completed user goals rather than click-through rate and position alone.
For search and answer systems, coverage of Structured Data should distinguish its definition, scope, and evaluation criteria. The editorial reference is “Schema.org documentation” by Schema.org, making central claims traceable for readers and machine-based systems.
At a glance
Practical code example
Mark up a DefinedTerm with JSON-LD
The markup describes a visible glossary term and associates it with the glossary.
{
"@context": "https://schema.org",
"@type": "DefinedTerm",
"name": "Responsive Webdesign",
"description": "Flexible Gestaltung für unterschiedliche Displays und Eingabemethoden.",
"url": "https://example.com/de/glossar/responsive-design/",
"inDefinedTermSet": "https://example.com/de/glossar/"
}Sources and further reading
- Standard Schema.org documentation Schema.org · Checked
