top of page
Search

What Is Structured Data?

  • Writer: Shannon Moore
    Shannon Moore
  • Sep 29
  • 3 min read

Updated: Oct 8

Comparison of Structured and Unstructured Data: The image contrasts structured data, which is highly organized and quantitative, with unstructured data, which lacks predefined structure and is qualitative. Structured data is easily displayed in relational databases and comprises about 20% of enterprise data, including numbers, dates, and strings. In contrast, unstructured data makes up approximately 80% of enterprise data, encompassing diverse formats like images, audio, and emails.
Comparison of Structured and Unstructured Data: The image contrasts structured data, which is highly organized and quantitative, with unstructured data, which lacks predefined structure and is qualitative. Structured data is easily displayed in relational databases and comprises about 20% of enterprise data, including numbers, dates, and strings. In contrast, unstructured data makes up approximately 80% of enterprise data, encompassing diverse formats like images, audio, and emails.

Structured data is a standardized way of describing your website’s content so search engines can understand it. Instead of relying only on HTML and keywords, structured data provides machine-readable markup that tells Google, Bing, and AI systems exactly what’s on the page.


For example:


  • Is this page an article, product, or service listing?

  • Who wrote it, and when was it published?

  • Is it about a local business, and where is that business located?

  • Does it include FAQs, reviews, or step-by-step instructions?



Without structured data, search engines have to guess. With structured data, you hand them a clear roadmap.



Why JSON-LD Structured Data?



There are a few formats for adding schema markup, including Microdata and RDFa, but JSON-LD (JavaScript Object Notation for Linked Data) is Google’s recommended approach.


Why?


  • Cleaner and easier: JSON-LD sits inside a script block or inline in the page head/body, without cluttering your HTML.

  • More flexible: You can describe complex entities like organizations, products, and articles without modifying your entire page template.

  • Search-engine friendly: Google, Bing, and other platforms explicitly recommend JSON-LD because it’s easy for crawlers to parse.



In short: if you’re not using JSON-LD, you’re behind.



Key Benefits of Using Schema JSON-LD



  1. Rich Results in Google

    Structured data makes you eligible for enhanced results like product snippets, FAQs, knowledge panels, event listings, breadcrumbs, and more. These stand out in search results and can massively boost click-through rates.

  2. Better Local SEO

    Adding LocalBusiness schema with your name, address, phone number, and geo coordinates helps Google tie your site to a physical location. That means stronger placement in Google Maps and local packs.

  3. Improved AI Visibility

    It’s not just about Google anymore. AI assistants like ChatGPT, Gemini, and Perplexity pull structured data directly into their answers. If your content has valid schema JSON-LD, you increase your chances of being quoted or recommended by AI.

  4. Future-proof SEO

    As search evolves, schema markup is becoming the universal language between websites and machines. The more detailed and accurate your JSON-LD is, the safer your rankings are long term.




Common Types of Schema JSON-LD



  • Article: For blog posts, news stories, and guides.

  • Product: For e-commerce listings, software tools, or digital downloads.

  • LocalBusiness: For brick-and-mortar shops, service providers, and professionals.

  • FAQPage: For question-and-answer style content.

  • BreadcrumbList: To show page hierarchy in search results.



Using the right schema type for each page ensures maximum SEO impact.



Best Practices for Implementing JSON-LD Structured Data



  1. Match real content – Never add schema for data that isn’t visible on the page (like fake ratings or reviews). Google can penalize you for that.

  2. Validate regularly – Use Google’s Rich Results Test or Schema.org validators to check for errors.

  3. Keep it updated – Make sure publish dates, product availability, and contact info are always accurate.

  4. Use multiple types when relevant – For example, a blog post can include both Article and BreadcrumbList. A service page can have LocalBusiness and FAQPage.

  5. Automate if possible – Tools like SnapSchema make generating valid JSON-LD much faster, especially for agencies managing multiple sites and need to make quick structured data





Final Thoughts



If SEO matters to your business, then structured data with schema JSON-LD should be non-negotiable. It helps search engines, AI platforms, and users better understand your site — which translates directly into higher rankings, more visibility, and better click-throughs.


Start small by marking up your homepage, a blog article, or a product page. Then expand into FAQs, local business info, and services. Over time, structured data becomes the foundation of your SEO strategy.


Q1: What is schema JSON-LD?

A: JSON-LD is Google’s recommended format for adding structured data to web pages, making content easier for search engines and AI to understand.


Q2: Why does structured data matter for SEO?

A: Structured data helps your site qualify for rich results, improves local SEO, and boosts visibility in both Google and AI-driven search.


Q3: What types of schema can I use?

A: Common types include Article, Product, LocalBusiness, FAQPage, and BreadcrumbList — each tailored to different content.


Q4: Is JSON-LD better than Microdata?

A: Yes. JSON-LD is easier to implement, keeps HTML clean, and is explicitly recommended by Google.


View our information on the below Schema Types


 
 
 

Comments

bottom of page