Structured data (schema.org): what helps and what doesn’t

Structured data is a small block of code that describes a page in a format machines read easily, using the shared schema.org vocabulary. Done well, it helps search engines understand your page and can make it eligible for rich results, such as product prices or breadcrumbs. It is not a ranking boost on its own, and it only works when it describes what visitors can actually see.

What structured data is

Search engines read your HTML and work out what a page is about. Structured data removes the guesswork. Instead of hoping Google spots that “£24.99” is a price, you state it plainly: this is a Product, this is its price, this is its currency.

The vocabulary comes from schema.org, a project started by the major search engines. It defines hundreds of types (Article, Organization, Product, Event, Recipe and many more) and the properties each one can have.

Use JSON-LD

There are three ways to add structured data: JSON-LD, Microdata and RDFa. Google supports all three but recommends JSON-LD, and it is the easiest to maintain because it sits in one script block instead of being woven through your HTML.

A minimal Article example looks like this:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to verify any AI crawler",
  "datePublished": "2026-03-10",
  "dateModified": "2026-10-12",
  "author": { "@type": "Person", "name": "Sam Patel" }
}
</script>

Put it in the <head> or the body; both work. If your pages are built from a template, generate the block from the same data the page uses, so the markup and the visible content never drift apart.

Which types are worth adding

Most sites only need a handful.

Other types, such as Event, Recipe, JobPosting or LocalBusiness, are worth adding if that is genuinely what your page is. Don’t add a type just because it exists.

The FAQ change in 2023

In August 2023 Google announced it would show FAQ rich results only for well-known, authoritative government and health websites, and it stopped showing HowTo rich results soon after. For most sites, FAQ markup no longer produces the expandable questions under your listing.

That doesn’t make FAQ markup harmful. It is still valid schema.org, other systems may read it, and it does no damage if the questions really appear on the page. Just don’t expect it to change how you look in Google. Google has also retired other, rarer rich result types over the years, so check its current search gallery documentation before you invest in a type for its visual effect.

What structured data doesn’t do

It helps to be clear about the limits:

• It isn’t a ranking factor on its own. Google has said structured data helps it understand pages, but adding markup doesn’t push a page up the results by itself.
• Eligibility isn’t a guarantee. Even valid markup may never produce a rich result. Google decides case by case.
• It can’t fix a weak page. If the content doesn’t answer the search, schema won’t rescue it.

Mark up only what is visible

This is the rule that gets sites into trouble. Google’s guidelines say structured data must describe content that visitors can see on the page. So:

• Don’t add review stars to a page that shows no reviews.
• Don’t mark up FAQs that aren’t on the page.
• Don’t list a price that differs from the one shown.
• Don’t mark up content about something else, such as a review of a product on a page about your company.

Breaking these rules can lead to a manual action for structured data spam, which removes your eligibility for rich results. It’s a quiet penalty that is easy to avoid.

How to test your markup

1. Paste the URL or code into Google’s Rich Results Test. It shows which rich result types the page is eligible for, plus errors and warnings.
2. Use the Schema Markup Validator (validator.schema.org) for general schema.org checks, including types Google doesn’t use for rich results.
3. After launch, check the Enhancements reports in Google Search Console. They list pages with valid markup and pages with problems.
4. If a page’s markup isn’t being read at all, make sure Googlebot can reach and render it. See why a page isn’t on Google for the full check.

Errors stop a page from being eligible. Warnings usually mean an optional property is missing; fill it in if you have the data, but don’t invent it.

Where it fits in your SEO

Structured data is a finishing touch, not a foundation. Get the basics right first: pages that can be crawled, sensible canonical tags, clear title tags and content that answers real questions. Then add markup that describes those pages accurately. If you’re also thinking about AI assistants, clear pages matter far more than any markup; see how to write pages AI assistants quote.

In short

• Use JSON-LD and the schema.org vocabulary.
• Start with Organization, Article and BreadcrumbList; add Product, Event and others only where they truly fit.
• Expect no ranking boost from markup alone.
• Don’t count on FAQ rich results; Google limited them in 2023.
• Mark up only what visitors can see.
• Test with the Rich Results Test, then watch the Enhancements reports in Search Console.