Structured data (schema.org / JSON-LD)
Also known as: schema, JSON-LD, rich results
A machine-readable description of what your page is about, which helps search engines show rich results and helps AI understand your content.
In plain English
A page looks like plain text to a machine. Structured data is a small, hidden summary that spells out the meaning — “this is a product, it costs £20, it has 4.5 stars” — in a format search engines and AI can read directly.
It's how you earn the fancy search results (star ratings, FAQs, prices) that stand out and get more clicks, and it helps AI systems recognise your brand and facts correctly.
How to fix / set it up
- Pick the schema.org type that matches the page.
- Generate valid JSON-LD with our JSON-LD Generator and add it to the page.
- Validate it with the Structured Data Checker and keep it in sync with the visible content.
Structured Data Checker →JSON-LD Generator →
The technical detail
The recommended format is JSON-LD in a <script type="application/ld+json"> tag. Common types: Organization, WebSite, Article, LocalBusiness, Product, FAQPage, BreadcrumbList.
The golden rule: markup must describe content the visitor can actually see — marking up invisible or fake data is a guidelines violation.
FAQ
Do I need structured data?
It's not mandatory, but it's one of the highest-leverage SEO tasks — it unlocks rich results and helps AI understand your entities.
Which format should I use?
JSON-LD — it's Google's recommended format and the easiest to add and maintain.