What is structured data, and does it help SEO?

What is structured data?

Structured data is a standardized format designed to provide information about a web page and classify its content. For example, on a recipe page, structured data can specify the ingredients, cooking time, temperature, and calorie count. This standardized approach allows search engines to process and interpret the content more effectively.

Google uses structured data found on the web to understand the content of a page. Beyond just the page content, it also gathers broader information about the web and the world, such as details about people, books, or companies mentioned in the markup. This deeper understanding helps Google present content in more useful ways.

What is JSON-LD?

JSON-LD, which stands for JavaScript Object Notation for Linked Data, is a lightweight syntax used to serialize Linked Data within the JSON format. Its design allows existing JSON structures to be interpreted as Linked Data with minimal changes, making it a flexible option for developers. JSON-LD is primarily intended for use in web-based programming environments, for building interoperable web services, and for storing Linked Data in JSON-based storage engines.

Google generally recommends using JSON-LD for structured data if a site's setup allows it. This recommendation is based on its ease of implementation and maintenance at scale, meaning it is less prone to user errors. JSON-LD introduces features like a universal identifier mechanism for JSON objects and a way to map keys to IRIs via a context to avoid ambiguity.

Since JSON-LD is fully compatible with standard JSON, the large number of existing JSON parsers and libraries can be reused. The syntax is designed to integrate smoothly with already deployed systems running on JSON, providing a clear upgrade path from JSON to JSON-LD without disrupting current operations.

What is Schema.org?

Schema.org is a collaborative project that provides a collection of schemas, arranged in a hierarchy, with a dedicated page for each item in the schema. These schemas define the types of data that can be marked up using structured data, such as "Recipe," "Product," or "Organization," along with their associated properties. It also documents naming conventions and related patterns for authoring schema markup.

The project includes an extension mechanism that allows for the expansion of existing schemas to cover more specific use cases. Schema.org also makes public usage statistics available, showing domain-level adoption trends across millions of websites, which highlights its widespread use in defining structured data.

What are rich results?

Rich results are Google Search results that are more engaging to users because they display additional information beyond a standard title and description. Google uses structured data to understand the content on a page and then show that content in this richer appearance in search results. The goal of rich results is to encourage users to interact more with your website.

Various types of content can appear as rich results. For example, an "Article" can be displayed with its title and larger images. "Breadcrumb" navigation indicates a page's position within a site's hierarchy. "Carousel" rich results show a sequential list or gallery from a single site. "Job posting" rich results are interactive, helping job seekers find positions.

Other common rich results include "Product" information, which can show price, availability, and review ratings. "Recipe" rich results can appear individually or as part of a host carousel. A "Review snippet" displays a short excerpt of a review or an average rating from a review website.

What are Google's rules for structured data?

Google has specific guidelines for structured data to ensure it is useful and not misleading. A primary rule is that structured data should not be about information not visible to the user on the page, even if accurate. This means you should not create blank pages solely for structured data, nor mark up content hidden from readers. The structured data must represent the main content of the page and not be misleading or used to deceive users.

To be eligible for rich result appearance in Google Search, structured data must not violate Google Search's content policies, including spam policies. Google also states that you must include all required properties for an object to be eligible for enhanced display, as listed in the documentation for your specific rich result type. For recommended properties, it is more important to supply fewer but complete and accurate ones, rather than trying to provide every possible recommended property with less complete, badly-formed, or inaccurate data.

If a page contains a structured data issue that violates these guidelines, it can result in a manual action against the site. It is also important to note that Google does not guarantee that your structured data will show up in search results, even if your page is marked up correctly according to their validation tools.

How do you validate structured data?

To ensure your structured data is correctly implemented and follows technical guidelines, Google offers specific validation tools. The Rich Results Test is an easy and useful tool for validating your structured data. In some cases, it can also preview how a feature might appear in Google Search.

Another tool for checking compliance with technical guidelines is the URL Inspection tool. Both the Rich Results Test and the URL Inspection tool are designed to catch most technical errors in your structured data implementation, helping you identify and correct issues before they impact your site's eligibility for rich results.

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