Structured Data
Structured data is a standardized format — most commonly implemented using Schema.org vocabulary in JSON-LD, Microdata, or RDFa syntax — that provides explicit information about a page's content to search engines. By marking up entities like articles, products, recipes, events, FAQs, and reviews, webmasters help search engines understand content without relying solely on text interpretation.
Google uses structured data to generate rich results in the SERP: star ratings, pricing, breadcrumbs, FAQs, sitelinks, and more. While structured data markup does not guarantee rich results, it is the prerequisite for earning them. JSON-LD is Google's preferred format because it is placed in the `<head>` and does not require altering visible HTML markup.
Why it matters for SEO
Structured data enables rich SERP features that can dramatically increase click-through rates by making listings more visually prominent and informative. It also helps search engines build a more accurate understanding of entities on a page, supporting better rankings in semantic and AI-powered search.
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