What is Structured Data and JSON-LD?
Learn how structured data and JSON-LD schema markup help search engines understand your content and display rich snippets.
What is Structured Data?
Structured data is a standardized format for providing information about a page and classifying the page content. For example, on a recipe page, what are the ingredients, the cooking time and temperature, the calories, and so on.
Google uses structured data that it finds on the web to understand the content of the page, as well as to gather information about the web and the world in general.
What is JSON-LD?
JSON-LD (JavaScript Object Notation for Linked Data) is the recommended format for implementing structured data. It is a script that you place in the <head> or <body> of your HTML. It's separate from the user-facing text, which makes it easier to maintain than older formats like Microdata or RDFa.
Why Should You Use Structured Data?
1. Rich Snippets
Structured data is what enables "rich snippets" in search results—those extra pieces of information like star ratings, prices, or FAQ accordions that make your listing stand out.
2. Knowledge Panels
If you're a person or an organization, structured data helps Google populate the Knowledge Panel on the right side of search results.
3. Voice Search and AI
As search becomes more conversational, structured data provides the factual "nodes" that AI models use to provide accurate answers.
Common Schema Types
- Article: For blog posts and news.
- LocalBusiness: For physical stores or service areas.
- Product: For e-commerce items.
- FAQPage: For lists of questions and answers.
- BreadcrumbList: For navigational paths.
Want to generate your own schema? Use my Free Schema Generator.