What is structured data?
Structured data is code added to a web page that labels its information in a standard format, such as the product price, the author, or the business address, so search engines and AI tools can interpret it accurately.
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How structured data works
Most structured data uses the shared Schema.org vocabulary. Google recommends adding it as JSON-LD, a block of code that sits in the page without changing how the page looks.
The code states plainly what the page is about, such as an organization, an article, a product, or a set of FAQs. That removes guesswork for the systems that read it.
Why structured data matters
It can make a page eligible for rich results in Google, such as star ratings or product details. It also gives search and AI systems clean, labeled facts about your business and content.
Structured data doesn't guarantee a ranking or a rich result. It must match the content people can see on the page, and you should validate it with testing tools.
Common questions
Is structured data the same as schema markup?
Closely related. Structured data is the general idea of labeling information in a standard format. Schema markup usually means structured data written with the Schema.org vocabulary.
Does structured data improve rankings?
Google has said structured data won't make a page rank better. It can make a page eligible for rich results, and Google says AI Overviews and AI Mode don't require any special schema.
What types of structured data are most useful?
It depends on your site. Organization, Article, Product, and LocalBusiness are common starting points. FAQ markup can describe questions and answers semantically, but Google retired FAQ rich results in May 2026. Choose types that match visible content.
How do I test structured data?
Use Google's Rich Results Test or the Schema Markup Validator to check for errors. Then monitor the enhancement reports in Google Search Console.
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