Structured data (schema markup)
Also known as: schema markup, schema.org, JSON-LD, rich results markup
Structured data is machine-readable code, usually written in JSON-LD using the schema.org vocabulary, that labels what a page is about — an article, product, recipe, or FAQ. Search engines use it to understand content and to power rich results like star ratings and FAQ dropdowns.
- Written in JSON-LD using the schema.org vocabulary
- Powers rich results like ratings, FAQs, and breadcrumbs
- Must match the visible content on the page
How structured data works
Structured data describes your content in a standard vocabulary called schema.org, so a search engine knows a number is a price, a string is an author, or a block is a step in a recipe. The recommended format is JSON-LD, a script block added to the page that does not affect what users see.
Marking up a page does not guarantee a rich result, but it makes one possible. Eligible types — Article, Product, FAQ, Recipe, Breadcrumb, and others — can earn enhanced listings that stand out in search.
Keeping markup honest
Structured data must match the visible content on the page. Marking up ratings, prices, or FAQs that a user cannot actually see is against search-engine guidelines and can trigger a manual penalty.
Validate markup before publishing and after major edits. Errors and warnings in the schema can quietly disqualify a page from the rich result it was meant to earn.