JSON-LD
A W3C-standard JSON syntax for linked data, embedded in a `<script type="application/ld+json">` block; Google's recommended structured…
TechnicalSchema markup
Structured data
Machine-readable annotations on a page, usually Schema.org vocabulary in JSON-LD, that describe entities and make pages eligible for rich results.
In full
Structured data is how a page states explicitly what it is about — a product, a recipe, an organisation, an event — rather than leaving it to be inferred. Google requires markup to reflect visible content, to follow the per-feature required properties, and to comply with the structured data general guidelines; violations can attract a manual action. Markup makes pages eligible for rich results but does not guarantee them, and Google has said no special markup is required for AI features.
Example
Adding valid Product and Offer markup with price and availability makes a product eligible for merchant listing rich results.
Related terms
Schema.org
A collaborative vocabulary of types and properties for structured data on the web, founded by Google, Microsoft, Yahoo and Yandex in 2011.
Rich results
Search results enhanced with extra visual or interactive elements generated from structured data, such as star ratings, prices…
Microdata
An HTML attribute-based syntax (itemscope, itemtype, itemprop) for embedding structured data directly in visible markup.
Rich Results Test
Google's tool for checking whether a page's structured data qualifies for rich results, run against the rendered page.
Where to read more
- Google Search Central Blog · Documentation · developers.google.com
- Intro to How Structured Data Markup Works · Documentation · developers.google.com
- Intro to Product Structured Data on Google · Documentation · developers.google.com
- JSON-LD 1.1 W3C Recommendation · Standard · w3.org
- JSON-LD Project Site · Documentation · json-ld.org
- Rich Results Test · Tool Guide · search.google.com