Structured Data
Also known as: schema markup, schema.org markup
Structured data is a standardized, machine-readable format — most commonly using the Schema.org vocabulary — that describes the content of a page so search engines and other systems can interpret it more reliably.
In simple terms
Structured data annotates your content with explicit labels — this is a product, this is a price, this is an FAQ — using a shared vocabulary that machines understand.
It does not change what users see; it clarifies meaning for the systems that read the page, reducing guesswork about what the content represents.
Why it matters
Clear machine-readable signals help systems understand and correctly represent your content, which can support richer results and more accurate entity understanding.
As AI systems parse pages, unambiguous structure reduces the risk of misinterpretation.
How it works
Markup is added to a page (often as JSON-LD) using Schema.org types and properties. Systems that support it read the markup to better understand the page's entities and relationships.
Best practice is to mark up content that is actually visible on the page, so the structured data matches what users see.
Example
A recipe page adds structured data specifying its ingredients, cook time, and ratings. Search systems can then interpret and present those details reliably, rather than inferring them from prose.
How to apply it
- Use Schema.org types that match your actual content.
- Ensure structured data reflects visible on-page content.
- Implement it cleanly, commonly via JSON-LD.
- Avoid marking up content purely to chase rich results.
Frequently asked questions
Is structured data the same as Schema.org?
Schema.org is the most widely used vocabulary for structured data. Structured data is the broader concept of machine-readable markup; Schema.org is the standard most sites use to implement it.
Does structured data guarantee rich results?
No. It helps systems understand your content and can support richer results, but it does not guarantee them. It should match visible content rather than be added purely to chase features.
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Last updated August 29, 2026