Structured data (schema markup)

What it is

Structured data uses a shared vocabulary (Schema.org) in a format such as JSON-LD, embedded in the page. Google explains how it uses this markup to understand content and show rich results, and recommends JSON-LD where your setup allows it.

How it works

1. Choose the Schema.org type that fits the page, such as Organization, Product or Article.
2. Add JSON-LD with accurate properties that match what visitors see.
3. Validate it with Google’s Rich Results Test and monitor the reports in Search Console.

Benefits

• Clearer machine understanding of your pages.
• Eligibility for rich results where Google supports the type. Google keeps the current list in its search gallery, and support changes, so check there rather than relying on a copied list.
• Consistent facts (name, address, products) for any system that reads it.

Limits and risks

• Google says not to mark up information that isn’t visible to the user, even if it’s accurate. Markup that doesn’t match the page can break its guidelines.
• Google says it doesn’t guarantee that structured data will show up in results, even when the markup is correct.
• Per Google, no special schema is needed for AI Overviews or AI Mode.