What is structured data?
Hidden labels in your code that tell search engines what your content means, powering rich results and AI answers.
Structured data adds machine-readable labels to your web pages using a standard vocabulary called Schema.org. A page might show a review, a price, an event or an FAQ. Structured data labels each item so a search engine does not have to guess.
Where it shows up
- Rich results. It can earn you the enhanced listings in Google (star ratings, FAQs, event times, recipes) that stand out and earn more clicks.
- AI answers. Clear, labelled content is easier for AI assistants to understand, trust and cite.
- Clarity. It removes ambiguity about who you are, what you offer and where you’re based, which helps SEO, especially local search.
How it works
Teams add it as a small block of JSON-LD in the page’s code: invisible to visitors, legible to machines. Many CMS platforms and SEO tools can generate it, or a developer can build it into the site.
The principle underneath
Structured data removes guesswork. When machines can identify your services, reviews, events and FAQs, they have better material to surface in search results and AI answers. That visibility can support conversion rate optimisation by bringing better-qualified visitors to the page.