Technical SEO
What is structured data.
In short
Extra code, usually JSON-LD with the schema.org vocabulary, that tells machines what a page contains: a product with a price, a business with an address, an article with an author. It can make a page eligible for rich results.
Also known as: schema.org, JSON-LD
What it is for
A person can see at a glance that a page shows a product for 199 PLN with a 4.8 rating. A crawler just sees text. Structured data describes that information in an agreed format, so Google, Bing and AI tools can understand more easily what is on the page and who is behind it.
How it is written
Google recommends JSON-LD: a block of code in a script tag, independent of the page design. The vocabulary comes from schema.org, with types such as Product, Organization, LocalBusiness, Article, BreadcrumbList and Event.
What it gives you
- A chance at rich results, such as product price and availability, ratings, breadcrumbs or event dates.
- A clearer picture of the business for Google and AI: name, address, contact, profiles.
- Better connection between your content and entities in the Knowledge Graph.
Things to keep in mind
- The data must match what is visible on the page. Marking up content that is not there breaks the guidelines.
- Valid markup does not guarantee rich results. Google decides when to show them.
- Some types have limited reach. For example, since 2023 Google shows FAQ rich results mainly for government and health sites.
- Check your code in the Rich Results Test and the schema.org validator.