Structured data is a special kind of code added to your website that helps search engines better understand your content. It’s based on a vocabulary called Schema.org, a shared standard created by Google, Bing, Yahoo, and Yandex to make the web more “readable” for machines.
In simple terms, structured data tells Google what your content means, not just what it says.
Instead of just seeing a block of text about “John’s Coffee Shop,” search engines can now understand:
- It’s a local business
- It serves coffee and pastries
- It’s open from 7am to 5pm
- It has 4.8 stars based on 214 reviews
- It’s located in central Valencia
That’s a big difference—and it can lead to better visibility in search results.
What does structured data do?
The most visible benefit is the creation of rich results (also known as “rich snippets”) in search engines. These are enhanced listings that include extra information like:
- Star ratings
- Event times
- Product prices and availability
- FAQs
- Recipe ingredients
- Breadcrumbs or site hierarchy
These additions make your listing stand out and can increase click-through rates, even if you don’t rank #1.
Common uses for structured data
- Local businesses: Add your name, address, phone number, opening hours, and services.
- Products: Show price, reviews, and availability in Google Shopping or search results.
- Articles and blogs: Highlight author info, publication dates, and FAQs.
- Events: Display start times, locations, and ticket info.
- Jobs: Make listings eligible for Google for Jobs.
- Reviews: Showcase aggregated ratings directly in search.
If your site includes any of these, structured data is worth implementing.
How it’s implemented
Structured data is typically added using JSON-LD, a lightweight code format that lives inside the <head> of your website’s pages. It doesn’t change how your site looks—it just gives extra context to search engines.
If you use WordPress, plugins like:
- Yoast SEO
- Rank Math
- SEOPress
…automatically add basic structured data. For more advanced or custom content types, your developer can implement Schema manually or through a custom plugin.
Is structured data required for SEO?
Not exactly—but it strongly supports it.
Structured data won’t directly improve your rankings, but it helps:
- Increase your visibility in search
- Make your listings more engaging
- Improve Google’s understanding of your site
- Boost performance in voice search and AI results
And as search engines evolve, structured data is becoming a bigger part of how they deliver relevant, rich experiences.
Bottom line
Structured data is like speaking Google’s native language. It doesn’t change your content—but it gives it context, structure, and clarity. If you want your site to compete in modern search, especially in crowded spaces, adding Schema.org markup is a smart, forward-looking move.
