Structured data
Structured data describes content in a machine-readable format and explicitly identifies its meaning.
Add markup for meaning
Structured data adds standardised information about a web page's meaning. For search engines, it can describe an organisation or an article, for example. A common format is JSON-LD. In a fictional example, the organisation name and website address are specified as they appear on the contact page.
The markup must match the actual content; invented reviews or misleading personal details do not belong in it. Syntactically valid data does not establish factual correctness. Special search appearances also have rules for each supported type. Even correctly marked-up pages are not guaranteed an enhanced search result. Check format, content and eligibility for the intended appearance separately.
Sources
Related terms
- IndexingDuring indexing, a search engine analyses content and adds information about it to its search index.
- Technical SEOTechnical SEO addresses the technical conditions that let search engines fetch, understand and index suitable pages.
- HTMLHTML describes the structure and meaning of web content. It identifies elements such as headings, tables and input fields.
- Core Web VitalsCore Web Vitals describe loading experience, responsiveness and visual stability. The measurement environment and underlying data should be reported with the result.
- CrawlingCrawling is the automated fetching of web pages and resources by a bot, for example for processing by a search engine.
- XML sitemapAn XML sitemap gives search engines selected URLs from a website and may include additional information about them.
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