Structured data
Structured data is code (usually Schema.org in JSON-LD) that describes a page's content to search engines and can make it eligible for rich results.
What is structured data?
Structured data is standardized code added to a web page that describes its content in a way machines can easily understand – for example that a page is a product with a price and reviews, an event with a date and location, or an organization with an address. The most widely used vocabulary is Schema.org, and Google recommends implementing it in the JSON-LD format.
Structured data helps search engines understand a page, and it can make the page eligible for rich results: enhanced search listings with star ratings, prices, event dates, breadcrumbs and more. Rich results are not guaranteed, and structured data is not a direct ranking factor, but the more eye-catching listings often improve click-through rates. Clearly structured information is also easier for AI-powered search features to interpret.
Good practice:
- Only mark up content that is actually visible on the page.
- Choose the most specific type available, e.g.
LocalBusinessrather than justOrganization. - Test your markup with Google’s Rich Results Test and monitor it in Search Console.
On multilingual sites, structured data should be translated along with the content, and values such as prices, currencies, addresses and phone numbers must match each market’s version of the page.