Machine-readable markup that describes page content to search engines.
Structured data is standardised markup, usually JSON-LD based on the Schema.org vocabulary, that labels the meaning of content on a page. It does not change what users see; it tells search engines that this string is a price, this is a review rating, this is an FAQ, so they can display richer results and understand the page more reliably.
Google recommends JSON-LD placed in the page head or body. Correct schema can earn rich results (stars, FAQs, breadcrumbs, product details) and increasingly helps AI systems parse and cite your content.
Rich results stand out in the SERP and can lift click-through rate. Schema also feeds the knowledge graph and gives AI Overviews and assistants a clean, unambiguous source, which matters more as search shifts toward answer engines.
Marking up content that is not visible on the page, using schema types Google does not support for rich results, or leaving invalid markup that fails validation. Always test with the Rich Results Test and keep markup in sync with on-page content.
A highlighted answer box pulled from a ranking page to the top of the SERP.
An HTML hint that tells search engines which URL is the master version of a page.
Experience, Expertise, Authoritativeness and Trust — Google’s quality framework.
Common questions
Straight answers on how this fits your marketing and build.
Not as a ranking factor on its own. It earns rich results and helps machines understand your content, which can lift click-through and AI citations. The indirect visibility gain is the real benefit.
Still have questions? Talk to a specialist
Get a free audit and a 6-month roadmap showing exactly where you stand vs your top 3 competitors — no fluff, no upsell.
Trusted by 500+ brands · 4.9/5 client rating