Structured data
Machine-readable annotations on a page, usually Schema.org vocabulary in JSON-LD, that describe entities and make pages eligible for rich…
TechnicalSchema vocabulary
Schema.org
A collaborative vocabulary of types and properties for structured data on the web, founded by Google, Microsoft, Yahoo and Yandex in 2011.
In full
Schema.org defines the entity types (Product, Organization, Person, Recipe, JobPosting…) and their properties, and is far broader than what any one search engine consumes. Google's Search Gallery documents the subset that produces rich results and the required and recommended properties for each; the rest is still valid markup and may be used for other purposes, including by AI systems parsing pages. New versions are released periodically and older terms remain supported.
Example
A publisher marks up `Organization` with `sameAs` links to its Wikipedia, LinkedIn and Wikidata entries to strengthen entity association.
Related terms
JSON-LD
A W3C-standard JSON syntax for linked data, embedded in a `<script type="application/ld+json">` block; Google's recommended structured…
Rich results
Search results enhanced with extra visual or interactive elements generated from structured data, such as star ratings, prices…
Entity
A distinct, uniquely identifiable thing — a person, place, organisation, product or concept — that a search engine can reason about…
Knowledge panel
An information box about an entity — person, organisation, place, work — assembled from the Knowledge Graph and shown beside or above…
Where to read more
- Schema Markup Validator · Tool Guide · validator.schema.org
- Schema.org Getting Started Guide · Documentation · schema.org
- Schema.org Vocabulary · Standard · schema.org