Structured Data.
Learn what Structured Data means in modern search and SEO.
A standardised format for providing information about a page and classifying its content so search engines can better understand it.
Structured data is code added to a web page that provides explicit, machine-readable information about the content using a standardised vocabulary—most commonly Schema.org. Unlike implicit signals that search engines must infer (what type of content is this? what does this number mean?), structured data tells search engines directly: 'this is a product, it costs $49, it has 4.5 stars from 230 reviews, and it is currently in stock'.
JSON-LD: The Recommended Format
Google recommends JSON-LD (JavaScript Object Notation for Linked Data) as the preferred format for structured data. JSON-LD is added as a `<script>` block in the `<head>` or `<body>` of a page—it's separate from the visible HTML, making it easier to implement and maintain than Microdata (inline attributes in HTML) or RDFa (also inline). JSON-LD is the most widely supported format across CMS platforms and developer tools.
Testing and Monitoring Structured Data
Validate structured data implementation using Google's Rich Results Test (checks eligibility for rich results) and Schema Markup Validator (checks structural correctness). Monitor in Google Search Console under Enhancements—GSC reports warnings and errors for each structured data type and shows how many pages with that markup have been processed. Regular auditing is needed because CMS updates and content changes can break markup silently.
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