What is structured data?
Definition
Structured data is information on a page in a standardized format that search engines can read directly, most often schema.org vocabulary written as JSON-LD.
Google defines structured data as "a standardized format for providing information about a page and classifying the page content." Where ordinary text has to be interpreted, structured data states facts outright: this page is a service, this is its price, this is the business that offers it.
The terms structured data and schema markup are often used interchangeably. Strictly, structured data is the general idea, and schema.org markup is the most common way to implement it on the web. The rule that matters most is that markup must describe what users can actually see: Google's guidance for its AI features stresses "making sure your structured data matches the visible text on the page." Google recommends JSON-LD as the easiest format to implement and maintain.
Why does it matter to your business?
Structured data removes guesswork about your business, your prices, and your content. It is how facts on your page become facts in a search engine's understanding.
Related terms
Sources, verified September 11, 2026
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