Technical SEO

Structured data (schema.org)

Also called: JSON-LD, rich snippets markup

Structured data is machine-readable markup, usually JSON-LD following schema.org vocabulary, that states what a page is about: a product, an article, an organisation, an FAQ.

Its first purpose is eligibility for rich results — review stars, prices, event dates, breadcrumbs — which change how a listing looks and how often it is clicked without changing its position. Its second, increasingly important purpose is disambiguation: telling machines exactly what entity a page describes, which matters as much to answer engines as to search results.

Accuracy is not optional. Markup that describes something the page does not show breaches Google's structured data guidelines and can trigger a manual action; the Rich Results Test and the Search Console enhancement reports are the check. Mark up what is genuinely on the page, keep it in sync when the template changes, and do not invent ratings.

In practice

  • Prefer JSON-LD; it survives template changes better than microdata
  • Never mark up a rating you do not display and cannot substantiate
  • Add Organization and BreadcrumbList sitewide before anything exotic

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