The short answer
Structured data is code that labels the facts on a page in a standard format. Machines can then read them without guessing. It usually uses the schema.org vocabulary, written as JSON-LD. It can describe your organization, products, prices, reviews and FAQs. Search engines use it for rich results and to understand pages.
- Structured data labels facts such as names, prices and addresses for machines.
- Most sites use the schema.org vocabulary in JSON-LD, Google's recommended format.
- It must match what visitors can see on the page.
- Google says no special markup is needed for AI Overviews, but clear data still helps machines.
What does structured data mean in plain words?
A page might show “$49” near the top. A person understands it at a glance, but a machine has to guess. Is it a price, a discount or a deposit?
Structured data removes the guesswork. It says, in a standard format, that $49 is the price of a specific product.
Schema.org is the shared vocabulary most search engines use. It defines types such as Organization, Product and LocalBusiness.
Each type has properties, such as name, address, price or opening hours. You fill in the ones that apply to your page.
Which structured data formats exist?
There are three main ways to add schema.org data to a page.
| Format | How it works | Notes |
|---|---|---|
| JSON-LD | A separate script block in the page | Google's recommended format; easiest to maintain |
| Microdata | Attributes added to HTML tags | Works, but mixes data into your layout code |
| RDFa | Attributes added to HTML tags | Similar to Microdata; less common on small sites |
What does structured data look like?
Here is a simple JSON-LD block for a fictional software company. It sits in the page's HTML and is invisible to visitors.
The sameAs line links the company to its official profiles elsewhere. That helps machines connect mentions of the same business across the web.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Northwind Analytics",
"url": "https://example.com",
"logo": "https://example.com/logo.png",
"description": "Reporting software for small online stores.",
"sameAs": ["https://www.linkedin.com/company/example"]
}
</script>Does structured data help with AI search?
Google says there is no special markup needed to appear in AI Overviews. Normal SEO best practice applies.
Even so, structured data states your key facts clearly and consistently. That helps any system that reads it to understand who you are.
Other AI platforms do not publish how they use structured data. Treat it as a clarity aid, not a guaranteed visibility boost.
Its real strength is consistency. Your markup, your visible page and your directory listings should all agree. Then machines have less reason to doubt your details.
Which structured data types do businesses use most?
Start with the types that describe your business and your main pages.
- Organization or LocalBusiness: your name, logo, contact details and profiles.
- Product with Offer: what you sell, its price and availability.
- Article: author, publish date and headline for blog posts.
- BreadcrumbList: where a page sits in your site structure.
- FAQPage: valid markup, though Google shows FAQ rich results only for some government and health sites since 2023.
How to check your structured data
WebValet's free check detects whether your homepage has structured data and which types it uses.
- 1
Run Google's Rich Results Test
It shows which rich results a page is eligible for, and any errors.
- 2
Use the Schema Markup Validator
The validator at validator.schema.org checks all schema.org types, not just Google's.
- 3
Check Search Console
Its enhancement reports flag structured data problems across your site.
- 4
Compare with the page
Make sure every marked-up fact is visible and correct on the page.
Common structured data mistakes
These errors can make markup useless or even break search guidelines.
- Marking up facts that visitors cannot see on the page.
- Leaving old prices or opening hours in the markup after the page changes.
- Adding review stars to your own business pages with self-written reviews.
- Choosing a vague type when a more specific one fits.
Questions people ask
Is structured data a ranking factor?
Google has said it is not a direct ranking factor. It can make pages eligible for rich results and helps search engines understand content.
Do I need a developer to add structured data?
Not always. Many website builders and SEO plugins add basic markup for you. Custom types or complex sites may need a developer. Either way, test the result before you rely on it.
Will structured data get me into AI Overviews?
Not on its own. Google says no special markup is needed for AI Overviews. Clear content and normal SEO matter most.
What is the difference between schema and structured data?
Structured data is the general idea of labeling facts for machines. Schema.org is the vocabulary most people use to do it. People often use the terms interchangeably.
Which page should get structured data first?
Start with your homepage, using Organization or LocalBusiness markup. Then add Product, Service or Article markup to your most important pages. Keep it accurate as those pages change.