What is Structured data?
Also called: Schema markup, Schema.org, JSON-LD
The short answer
Structured data is code, usually JSON-LD using the Schema.org vocabulary, that labels what a page describes, such as a product, business, FAQ or article, for search engines and AI.
Structured data, explained
It turns a page's meaning into facts machines can trust: this is a business, here are its hours, this is a product and its price.
It can unlock rich results and helps answer engines identify entities accurately. The markup must match what is visible on the page.
Questions people ask about Structured data
What is Structured data?
Structured data is code, usually JSON-LD using the Schema.org vocabulary, that labels what a page describes, such as a product, business, FAQ or article, for search engines and AI.
Does schema markup improve rankings?
Not directly, but it can earn rich results that get more clicks and helps search and AI systems understand the page.
Related terms
Rich results are enhanced search listings, with stars, prices, FAQs, breadcrumbs or images, generated from a page's structured data.
EntityAn entity is a uniquely identifiable thing, such as a person, business, product, place or concept, that search engines and AI systems store facts about.
FAQ schemaFAQ schema is structured data that marks a page's questions and answers, making them explicit to search engines and AI systems.
JSONJSON is a lightweight text format for structured data, readable by people and machines, and the standard way web APIs send information.
Part of the Web Encyclopedia by Apex Flow Digital. Definitions are general knowledge, kept current, with no invented statistics.