Glossary

Structured Data

Definition: Structured data is code (usually JSON-LD) added to web pages that helps search engines understand content and enables rich results in SERPs.

Structured data (also known as Schema Markup) is a standardised format for providing additional context about a page's content to search engines. It uses the vocabulary from Schema.org, a collaborative project backed by Google, Bing, Yahoo and Yandex. When implemented correctly, it can unlock rich results in Google Search — star ratings, FAQs, breadcrumbs, event dates and more.

Recommended Format: JSON-LD

Google recommends JSON-LD embedded in a <script> tag in the page's <head>:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "What is an SSL Certificate?",
  "author": { "@type": "Person", "name": "Jane Doe" },
  "datePublished": "2025-01-15"
}
</script>

Common Schema Types

  • Article / BlogPosting — News and blog content.
  • FAQPage — Frequently asked questions with inline answers.
  • Product — E-commerce product with price and availability.
  • BreadcrumbList — Navigation path shown in search results.
  • LocalBusiness — Physical business details (address, hours, phone).
  • HowTo — Step-by-step instructions.
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