What Is Structured Data?
Structured data is a clear, organized way to write information on a webpage so machines can read it. It adds extra tags to your page that tell search engines exactly what each part means.
Definition
Structured data is a standard format used to describe things on a webpage, like products, people, events, recipes or reviews, in a way that search engines can understand and use. It is often written in JSON-LD code that sits in the page HTML and follows rules from Schema.org.
Why Structured Data Matters
- Helps search engines understand content so they know what your page is really about.
- Can unlock rich results like star ratings, product prices, breadcrumbs and FAQ drop downs in search.
- Can improve click through rate because richer results stand out and look more useful.
- Supports voice search by giving clear facts that assistants can read out loud.
Structured data does not guarantee higher rankings, but it makes it easier for search engines to trust and highlight your content.
How Structured Data Works
- You choose the right schema type for your content, for example Product, Article, Recipe, Event or FAQPage.
- You add JSON-LD code to your page with key details like name, description, price, date, author or rating.
- Search engines crawl the page, read the structured data and link it to the visible content.
- If your markup is correct and useful, search engines may show rich results in search pages.
Structured Data vs Unstructured Data
- Structured data is organized and labeled in a fixed format that machines can easily read, like JSON-LD using Schema.org.
- Unstructured data is normal text, images or video without clear machine labels, so search engines must guess the meaning.
Most webpages hold unstructured data. Structured data acts like a clear label set that explains what that content really is.
Example of Structured Data
Here is a very simple example of structured data for a product using JSON-LD format.
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Blue Running Shoes",
"image": "https://example.com/blue-shoes.jpg",
"description": "Light blue running shoes for everyday training.",
"sku": "SHOE-123",
"offers": {
"@type": "Offer",
"priceCurrency": "USD",
"price": "59.99",
"availability": "https://schema.org/InStock"
}
}
This code tells search engines that the page is about a product, its name, image, price and stock level.
FAQs
Is structured data required for SEO
No. Your site can still appear in search without it. But structured data can help search engines better understand your pages and may lead to richer results.
What format is best for structured data
Google recommends JSON-LD. It is easy to add in the head or body of a page and does not change what users see.
Do I need a developer to add structured data
For many sites, yes, a developer helps. But some content management systems and plugins let you add schema markup without coding.
Does structured data always create rich results
No. Even if your markup is perfect, search engines decide when and where to show rich results based on quality, relevance and user needs.
Where can I test my structured data
You can use tools like Google Rich Results Test and Schema.org validator to check if your markup is valid and readable by search engines.
