Structured data is machine-readable code based on the Schema.org standard that tells search engines and AI systems exactly what a page is about: a business, a product, an article or an event. It does not improve rankings directly, but it makes your content clearly understandable and is the prerequisite for many rich results in Google Search.
Key takeaways
- Structured data describes page content using the shared Schema.org vocabulary.
- Google supports JSON-LD, Microdata and RDFa and recommends JSON-LD.
- Markup does not guarantee rich results and must match the visible content.
- Google has no longer shown FAQ rich results since 7 May 2026.
- No special markup is needed for AI Overviews, but clean basic data helps with understanding.
What is structured data?
Structured data is a standardised format that lets you describe the content of a page clearly for machines. A person immediately recognises that “Monday to Friday, 8 am to 5 pm” are opening hours. A search engine has to work this out from the text. Structured data does this work for it: you state explicitly that this is a local business, what it is called, where it is located and when it is open.
The vocabulary for this comes from Schema.org, a joint initiative founded by Google, Microsoft, Yahoo and Yandex, as its project page states. Schema.org defines types such as Organization, Product or Article and the matching properties such as name, price or author. Because all major search engines use the same vocabulary, you only need to mark up your data once.
How does Schema.org markup work with JSON-LD?
The easiest way to implement Schema.org markup is JSON-LD, a separate block of code in the page source, kept apart from the visible text. According to its official documentation, Google supports three formats: JSON-LD, Microdata and RDFa. JSON-LD is recommended because it is the easiest to add and maintain. The code sits in its own script block and does not change the design of the page.
A JSON-LD block always consists of the same 4 building blocks:
- @context: points to Schema.org as the vocabulary.
- @type: names the type, such as LocalBusiness or BlogPosting.
- Properties: describe the object, for example name, address, author or datePublished.
- Connections: link objects, such as an article with its author and the business behind it.
Microdata and RDFa, by contrast, are written directly into the HTML elements of the visible text. This also works, but is more error-prone as soon as someone changes the layout.
Which schema types does Google currently support?
Google uses only part of Schema.org for special search results and lists these types in an official gallery. Schema.org has hundreds of types, but Google only evaluates certain ones for rich results. The Google structured data gallery lists the supported types, including Article, Breadcrumb, Event, Local business, Organization, Product, Profile page, Recipe, Review snippet, Software app and Video.
Important: even correct markup does not guarantee display as a rich result. In its introduction to structured data, Google explains that all required properties must be present for a page to be eligible at all. Whether a rich result appears is decided by Google on a case-by-case basis.
Which rich results has Google discontinued?
FAQ rich results have disappeared from Google Search since 7 May 2026, after Google had already restricted them heavily in 2023. According to Google’s documentation on FAQPage, the feature has not appeared since that date. Back in August 2023, Google had already announced changes to HowTo and FAQ rich results.
What this means for you: existing FAQPage markup does no harm and does not need to be removed. An FAQ section remains useful for readers and for AI systems because it structures questions and answers clearly. But do not expect expanded questions in Google results any more. Our advice: check the Google gallery regularly, because Google keeps changing the list of supported types.
Does structured data help with AI Overviews and ChatGPT?
You do not need special markup for Google’s AI features, but clean structured data remains part of SEO basics. On its page “AI features and your website”, Google states explicitly that no special Schema.org markup is required for AI Overviews and AI Mode. At the same time, Google names as a basic requirement that structured data must match the visible text on the page.
Our experience in digital marketing since 2003: the more clearly a website describes who is behind it and what it is about, the easier it is for search engines and language models to classify it correctly. Organization and author details strengthen the link to your business. You can check free of charge whether a page is well prepared for AI search with our GEO Score Check: you get a score from 0 to 100 based on 27 checks and the 3 most important improvements. Read more in our guide AI visibility and GEO and in our post on Google AI Overviews.
What structured data does your website need?
Which types make sense depends on the type of page: company pages need different information than blog posts or product pages. The following overview shows the most common combinations for business websites and online shops.
| Page type | Schema type | Key information |
|---|---|---|
| Home page | Organization, WebSite | Name, logo, URL, contact options, profiles (sameAs) |
| Location page | LocalBusiness | Address, opening hours, phone, geo-coordinates |
| Blog post | Article / BlogPosting | Headline, author, publication and modification date, image |
| Product page | Product | Name, image, price, availability, reviews |
| Event | Event | Title, date, location, organiser |
| Every subpage | BreadcrumbList | Path from the home page to the current page |
Practical example: a trades business with two locations marks up its home page as Organization and each location page as LocalBusiness with its own address and opening hours. Both locations refer to the business via the parentOrganization property. If this information matches the data in the Google Business Profile, search engines get a consistent picture.
How do you implement structured data in WordPress?
In WordPress, SEO plugins generate the basic types automatically, and you add special cases specifically via a plugin or your own code. Plugins such as Yoast SEO already create a schema graph for the website, organisation, posts and breadcrumbs. You should fill in these basic settings carefully. Here is how to proceed:
- Complete your business details in the SEO plugin: name, logo, address and social media profiles.
- Set the article type for posts, for example BlogPosting, and create author profiles with a description.
- For shops, check whether WooCommerce, Shopify or PrestaShop output Product data with price and availability.
- Add missing types such as Event, or LocalBusiness for several locations, specifically.
- Test all pages after implementation and avoid duplicate markup from several plugins.
If you are rebuilding your website anyway, it is best to plan structured data in from the start. Our SEO team will be happy to support you.
How do you check structured data for errors?
With the Rich Results Test, the Schema Markup Validator and Search Console, you can check your markup free of charge before and after publication. In its documentation, Google recommends the Rich Results Test during development, the Search Console status reports after going live, and the URL Inspection tool to see whether Google has found the data.
The Schema Markup Validator from Schema.org additionally checks all types, including those for which Google offers no rich results. Our tip: after every theme or plugin update, spot-check a few important pages.
Which structured data mistakes should you avoid?
Common mistakes are marked-up content that is not visible on the page at all and misleading information such as made-up reviews. Google’s structured data guidelines prohibit both. Violations can lead to a manual action: the page then loses eligibility for rich results, while normal ranking remains unaffected, according to Google.
- Review stars for your own business without genuine, visible reviews on the page.
- Prices, opening hours or addresses in the markup that differ from the visible text.
- Duplicate Organization details with different names because two plugins generate markup.
- Outdated dates, such as a dateModified that does not change when the page is updated.
Frequently asked questions
Does structured data improve my Google ranking?
Structured data is not a direct ranking factor. However, it helps Google understand your content clearly and is a prerequisite for many rich results such as product information, breadcrumbs or events. Such enhanced displays can increase the click-through rate. A rich result is never guaranteed, though: Google decides for itself whether to show it, even if the markup is complete and error-free.
What is the difference between Schema.org and JSON-LD?
Schema.org is the vocabulary: it defines which types, such as Organization or Product, and which properties, such as name or price, exist. JSON-LD is the format in which you write this vocabulary into the source code. Microdata and RDFa are alternatives. Google recommends JSON-LD because it sits separately from the visible content and is easier to maintain.
Should I remove FAQPage markup now?
No, that is not necessary. Although Google has not shown FAQ rich results since May 2026, existing markup causes no problems. FAQPage remains a valid Schema.org type and structures questions and answers for other search engines and AI systems too. More important than the markup is that the questions answer real customer questions and are visible on the page.
Do I need special markup for ChatGPT or AI Overviews?
According to Google, no special Schema.org markup and no special AI file are needed for AI Overviews and AI Mode. The usual SEO basics apply, including structured data that matches the visible text. There is no official markup standard for other AI providers. However, clear information about the business, author and topic makes it easier for any system to classify your content correctly.
How often should I check structured data?
Check your markup after every major update to your theme, shop system or SEO plugin and after creating new page types. It is also worth taking a monthly look at the Google Search Console reports, which show errors and warnings for detected rich results. As Google changes the supported types regularly, you should also check the official gallery from time to time.
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