Structured Data

Machine-readable labels added to a page that tell a search engine what its content actually is — a product, a recipe, a definition, a question and its answer.

Also known as schema markup JSON-LD rich results

Definition

A page of text looks like a page of text. Structured data — usually JSON-LD in the head — says "this block is the definition, this one is a question, this is the author".

That is what earns the richer search results: ratings, prices, expandable questions, and the answer boxes that quote a definition directly.

Questions about Structured Data

Does structured data improve rankings directly?
Not on its own. It changes how a result is DISPLAYED, and a richer result earns more clicks — which is where the benefit actually comes from.

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