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Glossary · SEO and visibility

Structured dataSchema.org and JSON-LD

Structured data is markup in a page’s code that describes its content with a shared vocabulary, Schema.org, so that search engines and AI assistants know unambiguously what each thing is: a company, a service, a product or a question with its answer.

Structured data: the details

Schema.org was created in 2011 by Google, Microsoft, Yahoo and Yandex. The format Google recommends is JSON-LD: a block of data inside the page, separate from the visible HTML. With it you declare, for example, that a piece of text is a product’s price, that an address belongs to the organization or that a list is the breadcrumb trail.

It serves two purposes. The first is eligibility for rich results: price and availability, ratings, breadcrumbs, events. The second, less visible, is helping machines relate the page to known entities. The rule allows no shortcuts: what you mark up has to be on the page and be true. Marking up invented reviews or content the user can’t see violates Google’s guidelines and can end in a manual action.

Structured data in a project

We generate it from the same data that renders the page, so that markup and content can’t diverge, and we validate it on every deployment.

On this site

Where we apply it

All services

Glossary

Related terms

See the whole glossary
  • GEOGenerative Engine Optimization
  • llms.txtSEO and visibility
  • PIMProduct information management

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