Findable glossary
What is structured data (JSON-LD)?
Structured data is code written in a standard format that tells search engines and AI exactly what the information on a page is, such as an organization, an article, a product, or questions and answers. The most common format is JSON-LD, using the schema.org vocabulary.
What it tells machines
Whether the page is an article, who wrote it, when it was updated, and what the company is, in a form machines can read, separate from what people see on screen.
Common types
Organization, WebSite, Article, BreadcrumbList, FAQPage, DefinedTerm, and Dataset.
Principles to keep
The content must match what is actually visible on the page. Numbers or awards that do not appear on screen, or accounts that do not exist, cost trust. Syntax errors make it unreadable, so check it with a validator.
Limits
Structured data is a supporting signal and does not guarantee indexing or visibility. Some types, such as FAQ, have limited special display in search results. Body quality comes first.
Where it helps most
Brand entity cleanup (Organization name, url, logo, sameAs) and article pages (Article author and dates).
Frequently asked questions
Will structured data put me in AI answers?
It is not guaranteed. It helps AI and search engines understand the brand and the article more accurately.
How do I validate it?
Check syntax with Google's Rich Results Test and the schema.org validator, and have a person compare it with the visible page.
Related terms
For more measurement methods and case studies, visit Findable insights.