Structured Data

Structured data is code (typically JSON-LD, following the Schema.org vocabulary) added to a page that explicitly labels its content for search engines — an article, a product, an FAQ, a review.

Structured data doesn't directly boost rankings on its own, but it's the mechanism that unlocks many SERP features — FAQ rich results, product star ratings, breadcrumb trails in search results — that improve visibility and CTR even without a ranking change. Implementations must accurately reflect what's genuinely on the page; Google has manual and algorithmic penalties for structured data that misrepresents page content to game rich result eligibility.