structured data
Structured data is machine-readable information embedded in the source code. It tells search engines not only that there is text on your page, but also what it means: this is a product, this is an opening time, this is a question with an answer.
The widely used standard is schema.org, the usual format is JSON-LD, a block in the head section of the page. LocalBusiness is a good choice for local businesses , FAQPage for guides, DefinedTermSet for encyclopedias, and AggregateRating for ratings.
The obvious benefit is enhanced search results, such as star ratings, prices, or expandable questions. The less obvious but growing benefit lies in AI-powered answers: language models preferentially access well-labeled content because they don't have to guess.
Honesty is key. The award must accurately reflect the content of the page. Awarding ratings that don't exist risks manual action.
Back to the glossary