Structured data
Code that marks up information on the page, such as products, articles, businesses or questions and answers, in a standard format search engines understand; only information actually on the page should be marked up.
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Why it matters
Structured data labels the information on a page so that search engines and AI answers understand it precisely: this is a product, this is its price; this is a question, this is the answer. On eligible pages it can enable rich results such as star ratings or FAQs. The labelled information must match what is visible on the page exactly.
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Example
A recipe site marks up cooking time, ingredients and calories with structured data. In search results the cooking time and image stand out, so users recognise the recipe they want before clicking.
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Common mistake
Marking up reviews or ratings that are not on the page. Labelling invisible information breaks the guidelines and can lead to a manual action; rich results are never guaranteed anyway.
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Related terms
Related services and guides
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