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Content marketing

Structured Data

Structured data is information embedded in a web page in a machine-readable format (usually JSON-LD using the schema.org vocabulary) that describes the content's meaning, type, and relationships to help search engines and AI systems understand the page.

Structured data does not directly change rankings, but it influences how a page appears in results: review stars, FAQ accordions, recipe cards, video thumbnails, breadcrumb trails, event listings. These rich results lift click-through rate significantly above plain blue-link results.

JSON-LD is the format Google recommends. Microdata and RDFa are also supported, but JSON-LD is cleaner (separated from page HTML) and easier to maintain. The structured data should accurately describe what's actually on the page — misleading or fabricated markup can earn a manual action.

Google's recent guidance for AI features explicitly states that structured data is 'not required' for AI Overview eligibility. It still matters for traditional rich results and is generally worth keeping — but it is not a magic bullet for AI search.

Related terms

  • Schema Markup

    Schema markup is structured data added to a web page in JSON-LD, Microdata, or RDFa format that describes the page's content using the schema.org vocabulary, helping search engines understand and display the page.

  • AI Overviews

    AI Overviews are AI-generated summary answers that appear at the top of Google search results, synthesising information from multiple ranking pages and citing them as sources.

  • Meta Description

    A meta description is a short HTML attribute that summarises a web page's content and is displayed in search engine results below the page title and URL.

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