Guide
Glossary
Structured data
Structured data is code added to a web page that states facts about the page in a standard vocabulary, so search engines can read them without guessing: a firm's name, address and services, an article's author and dates, or a page's place in the site. Most sites use the schema.org vocabulary written as JSON-LD, the format Google recommends. It can make a page eligible for rich results in Google, such as breadcrumb trails, though Google decides whether to show them. Google says its AI search features need no special schema.org markup, so structured data supports accuracy and consistency rather than acting as a shortcut.
Also called Schema markup, Schema.org markup, JSON-LD
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Example
In an accounting firm
For example, an accounting firm's website marks up its home page as an AccountingService with the firm's name, address, phone number and service area, and marks up each article with its author and the dates it was published and updated. The same details appear in the visible page text and the firm's Google Business Profile, so search engines see one consistent set of facts.
Guides that explain it in context
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