Definition
Structured data is standardized information added to web pages that helps search engines understand content more accurately. It uses a specific format, often schema markup, to label different elements such as reviews, products, events, articles, or FAQs. By applying structured data, website owners make their content machine-readable, improving how it is displayed in search results.
This data enables rich results, such as star ratings, event details, recipe previews, or product availability, which enhance visibility and click-through rates. For example, a recipe page with structured data can appear in Google’s recipe carousel with cooking time and ratings displayed, attracting more users than a plain text listing.
Advanced
Structured data is implemented using formats like JSON-LD (recommended by Google), Microdata, or RDFa. Schema.org provides the most widely accepted vocabulary for markup, covering a wide range of content types. When applied correctly, structured data does not directly increase rankings but improves how search engines interpret and present a page in SERPs.
Advanced implementations often involve mapping structured data to dynamic content systems, automating markup for large product catalogs, and validating code using tools like Google’s Rich Results Test. Structured data also plays a role in voice search and AI-driven search assistants, as it enables systems to extract precise answers from webpages. Errors or misuse, such as spammy markup, can result in penalties or loss of eligibility for rich results.
Why it matters
- Enhances search result appearance through rich snippets.
- Improves click-through rates by making listings more engaging.
- Helps search engines better interpret complex site content.
- Supports voice search and future AI-driven search experiences.
Use cases
- Adding product details like price and availability in e-commerce.
- Marking up reviews with star ratings for higher CTR.
- Displaying event details directly in search results.
- Highlighting FAQ sections to appear in "People also ask."
Metrics
- Number of indexed pages with structured data.
- Eligibility and impressions of rich results in Google Search Console.
- Click-through rates of pages with enhanced listings.
- Error reports from structured data validation tools.
Issues
- Incorrect or incomplete markup leading to lost rich result eligibility.
- Spammy or misleading structured data triggering penalties.
- Overhead in managing structured data at scale for large sites.
- Lack of updates when schema.org standards evolve.
Example
An online electronics retailer adds structured data to product pages including price, availability, and customer ratings. As a result, Google displays these details in search results, making the retailer’s listings more attractive. The enhanced visibility leads to higher click-through rates and improved conversions compared to competitors without markup.