What Is Structured Data?
Structured data or schema markup is code added to your website’s HTML to help search engines understand your content better. It uses a standardized vocabulary like Schema.org and is typically implemented via JSON-LD format, which Google recommends.
Why It Matters
- Eligibility for rich results: Proper markup can make your content eligible for rich results like FAQs, events, products, and more.
- Improved indexing & relevance: By explicitly identifying key elements authors, reviews, recipes you help Google understand your content’s context and improve accurate indexing.
- Supports voice & AI search: Schema improves compatibility with voice assistants and AI, which rely on structured data for quick answers.
Basic Guidelines (per Google Search Central)
- Place markup on relevant pages
Add structured data only to the pages it describes. If duplicates exist, place identical structured data on each. - Use the most specific types & properties
Prefer specific schema types (e.g., Recipe, Product, Event) and include all required and recommended properties. - Validate content accuracy
All information in the markup must match visible page content—Google may ignore markup that contradicts the page. - Use crawlable, indexable images
For image properties, ensure the images are accessible to Google to enable rich result use.
How to Implement
- Preferred format: JSON‑LD
This format does not interfere with HTML and is easiest to manage Google expressly recommends it. - Examples of nested items
jsonCopyEdit{
"@context": "https://schema.org/",
"@type": "Recipe",
"name": "Banana Bread",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": 4.7
},
"video": {
"@type": "VideoObject",
"name": "How to make banana bread"
}
}
This example shows how to nest multiple items effectively.
Monitoring & Performance
Use Google Search Console to:
- Check the Rich Results report for markup validity and errors.
- Analyze Search Performance for pages with structured data to assess trends in impressions and click-through rates.
Tips & Pitfalls
- Start small and focus
Implement schema on your highest-impact pages first to gain faster insights. - Comprehensive vs minimal
Including all recommended properties typically yields better results than bare-minimum setups. - Ongoing upkeep
Structured data is not “set-and-forget.” Regularly audit, update, and adapt to new schema types.
Summary Table
| Focus Area | Best Practice |
|---|---|
| Format & Syntax | Use JSON‑LD with valid, crawlable images |
| Types & Properties | Pick the most specific schema types and include all required and recommended fields |
| Accuracy | Ensure markup matches on-page content |
| Monitoring | Use Rich Results and Performance reports in Search Console |
| Prioritization | Start with high-value pages first |
| Continuous Maintenance | Audit, fix errors, and expand schema coverage regularly |
