SEO
Structured Data
Quick definition
Structured data is standardized metadata (typically based on Schema.org) that describes a page's content in a machine-readable format.
Structured data is what schema markup expresses. The two terms are often used interchangeably; 'schema markup' usually refers to the actual implementation, while 'structured data' refers to the broader concept.
Why Structured Data matters
Beyond search results, structured data helps power knowledge panels, voice assistants, AI Overviews, and third-party integrations.
How Structured Data works in practice
Treat structured data as core SEO hygiene. Implement it on every templated page type (articles, products, FAQ, recipes, events) and re-validate after major site updates.
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Related terms
Schema Markup
Schema markup is structured-data code (usually JSON-LD) added to a page to help search engines understand its content and unlock rich results.
Rich Result
A rich result is a search result enhanced with visual elements like ratings, images, prices, FAQ accordions, or videos — typically powered by structured data.
Knowledge Panel
A Knowledge Panel is the information box Google shows on the right side of search results for known entities — people, companies, products, places.
XML Sitemap
An XML sitemap is a structured file listing the URLs you want search engines to crawl and index, with metadata like last-modified dates and priority.