What Is Structured Data?

Structured data is information expressed in a defined, machine-readable format. On websites, it is commonly used to describe entities and page content, such as an organisation, article or defined term.

What it does on a website

A page might identify its article title, publication date and publisher using a shared vocabulary such as Schema.org. JSON-LD is one way to include that information in HTML without changing the visible reading experience.

The description must still match the page. Marking up a testimonial that does not exist, or a product that is not offered, does not become valid evidence merely because the JSON is syntactically correct.

An illustrative example

A glossary page can identify the term it defines. An article page can identify its actual editorial publisher. Neither needs a fabricated person, rating or business address to make the information complete.

Google’s structured-data introduction explains how structured data can help it understand page content and enable supported search appearances. Eligibility depends on the relevant requirements and does not guarantee display.

What FAQPage markup means

Schema.org’s FAQPage type describes a page presenting questions and answers. The marked-up questions and answers should also be available to readers on the page.

This vocabulary is separate from a search feature. Google’s documentation updates record the retirement of FAQ rich results in May 2026. FAQPage can still describe content, but it should not be presented as a way to obtain that retired Google enhancement.

What it cannot promise

Structured data is not a shortcut to rankings, traffic or AI citations. Vocabulary validity, search-feature eligibility and actual display are separate questions. Review the visible page, the relevant documentation and the intended use together.

For the broader relationship between discoverability and clear content, read SEO vs AEO vs GEO.