What structured data does
Structured data gives machines explicit information about a page or entity. Schema.org vocabulary can describe articles, products, organisations and breadcrumbs. Search engines may use eligible markup to understand a page or support search features.
JSON-LD
JSON-LD is commonly placed in a <script type="application/ld+json"> element. It separates machine-readable metadata from visible HTML.
Match visible content
Markup should accurately describe the page. Do not create structured data for content that does not exist or invent reviews, prices, events or other attributes merely to obtain a search feature.
Common types
- Organization: describes an organisation.
- WebSite: describes a website.
- Article: describes editorial content.
- BreadcrumbList: describes breadcrumb navigation.
- Product: describes a product where applicable.
Validation
Check JSON syntax first, then validate the vocabulary and required properties for the search feature you are targeting. Valid Schema.org markup does not automatically make a page eligible for a rich result.
The SEO Checker reports structured-data findings surfaced by Lighthouse and can inspect local HTML files.