SEO
Structured Data (Schema Markup)
Code added to a page, usually JSON-LD using the schema.org vocabulary, that tells search engines exactly what the page describes, such as a business or an article.
A person reading a page can tell that it describes a local business with opening hours, or a product with a price. A search engine has to infer it. Structured data states those facts in a standard, machine-readable form, which removes the guesswork and can make a page eligible for rich results in Google, such as breadcrumb trails, product prices and review stars.
Rich results are never guaranteed, and Google has cut back the types it shows over the years, so mark up what is useful rather than everything possible. Common types include Organization, LocalBusiness, Product, Article and BreadcrumbList. The markup must match what visitors can see on the page: describing content that is not there breaks Google’s guidelines and can cost a page its rich results.
Structured data does not raise rankings by itself. Its value is clearer listings and a consistent, machine-readable description of your business. Test it with Google’s Rich Results Test before launch, and watch the enhancement reports in Search Console afterward.
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