Structured Data
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.
- Schema.org is a widely used vocabulary
- JSON-LD is generally easy to maintain and recommended by Google
- Markup must accurately describe visible content
- Not a general ranking factor
- Validate with appropriate testing tools
Frequently asked questions
Structured data is standardised machine-readable information that explicitly describes the content and meaning of a page.
No. It is not a general ranking bonus, although it can help search engines understand content and enable eligibility for supported rich results.
No. Search engines decide whether and how an enhanced appearance is shown.
