What is Structured Data?

Structured data uses a specific vocabulary (typically Schema.org) to describe page content in a machine-readable format. When search engines understand your content precisely, they can display enhanced search results with additional visual elements like star ratings, prices, FAQs, and more—collectively known as rich results or rich snippets.

Three main formats exist: JSON-LD (JavaScript Object Notation for Linked Data) - recommended by Google, easy to implement, Microdata - HTML-embedded approach, older method, and RDFa (Resource Description Framework in Attributes) - HTML attribute-based. Google recommends JSON-LD for its simplicity and separation from HTML content.

Popular structured data types include: LocalBusiness for local SEO, Product for e-commerce, Article and BlogPosting for content, FAQPage for questions and answers, HowTo for instructions, Review and AggregateRating, Event for dates and locations, Organization for company info, and Person for individual profiles.

Add structured data by: Manually coding JSON-LD scripts, Using CMS plugins (Yoast, Rank Math), Google Tag Manager deployment, Schema generators and tools, and Template-based automation. Always validate with Google's Rich Results Test before going live.

Structured data provides: Enhanced SERP visibility with rich snippets, Higher click-through rates, Better content understanding by search engines, Eligibility for special search features, Competitive advantage in results, and Improved voice search compatibility. While not a direct ranking factor, the indirect benefits are significant.