# What Is Structured Data? How to Describe Your Page to Search Engines, and What It Can and Can't Do > Structured data labels your page so search engines understand it. Learn how it relates to rich results, how to write JSON-LD, Google's rules, and AI search. | Field | Value | |-------|-------| | Published | 2026-10-13 | | Category | Beginner | | Author | Aro Ogata | | Tags | beginner, SEO basics, structured data, rich results, JSON-LD, schema.org, Rich Results Test | | URL | https://linksurge.jp/blog/en/structured-data-beginners/ | --- ## Key Takeaways: Structured Data Is a Label for Your Page. It Can Earn Richer Results, but It Promises Neither Display Nor Rankings Ever noticed star ratings and prices under a product in Google, or cooking times next to a recipe? Those extras usually start with structured data. After working through Google's official documentation, here are the four things I'd want any beginner to know. 1. **Structured data adds labeled information to your page in a standard format** — Google defines it as "a standardized format for providing information about a page and classifying the page content." On a recipe, it spells out ingredients, cook time, and calories so search engines can't misread them 2. **Its main job is making you eligible for rich results** — Rich results are the enhanced search listings with stars, prices, and other details. But Google is clear that correct markup doesn't guarantee they'll appear 3. **Write it in JSON-LD and follow Google's guidelines** — Don't mark up content readers can't see, and keep the markup consistent with the page. Breaking the rules can cost you rich result eligibility 4. **AI search doesn't need special structured data** — Google says there's no special schema.org markup required to appear in AI Overviews or AI Mode. Structured data remains a tool for regular search features like rich results Let's go through how it works, how to write it, the rules, and how to test it. --- ## 1. What Is Structured Data? ### In one line: a name tag for search engines People can glance at a recipe page and instantly tell the dish name from the ingredients from the cook time. Search engines try to do the same from the text. But is that "30" minutes or servings? Sometimes it's not obvious. Structured data is how you add labels. "This is the dish name." "These are the ingredients." "This is the cook time: 30 minutes." I usually compare it to a shipping label. The box contents don't change, but a clearly filled-out label means nobody guesses where it goes. ### How does Google use it? According to Google, structured data serves two main purposes: - Helping Google understand the content of the page more accurately - Making the page eligible for more engaging search results, called rich results Google also says it uses structured data found across the web to gather information about things like people, books, and companies. ### schema.org: the shared vocabulary Sites don't invent their own labels. Most use schema.org, a shared vocabulary that defines types of things, like Recipe, Product, or Article, along with the properties each can have. One catch: Google doesn't use everything on schema.org. For how Google Search behaves, Google points you to its own Search Central documentation, not schema.org. > References: > [Intro to How Structured Data Markup Works - Google Search Central](https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data) --- ## 2. What Changes in Search Results? ### You become a candidate for rich results The most visible payoff is eligibility for rich results. As of October 13, 2026, Google's gallery lists 25 supported structured data features. Here are the ones beginners are most likely to run into. | Type | What may show in results | Good fit for | |:--|:--|:--| | Breadcrumb | Where the page sits in your site | Almost any site | | Article | Headline, image, publish date | News sites, blogs | | Product | Price, availability, ratings | Ecommerce product pages | | Recipe | Cook time, calories, ratings | Recipe pages | | Event | Date, venue | Event listings | | Job posting | Title, location, salary | Job pages | | Local business | Hours, address | Stores and offices | | Video | Duration, thumbnail | Pages with video | ### Google decides whether to show them I'll say this more than once. Google's general structured data guidelines state that Google does not guarantee your structured data will show up in search results. Even with perfect markup, Google's algorithms decide when a rich result fits the search. The Rich Results Test preview isn't a promise either. ### Some rich results are gone Be careful with older tutorials. Google retires rich result types from time to time. These two no longer appear: - HowTo: retired in 2023 - FAQ: no longer shown in Google Search starting May 7, 2026 So the advice "add FAQ schema to make your listing bigger" no longer applies. Honestly, what surprised me when rereading older guides was how many still repeat it. Check Google's current gallery before you build anything. > References: > [Structured Data Markup that Google Search Supports - Google Search Central](https://developers.google.com/search/docs/appearance/structured-data/search-gallery) > [General Structured Data Guidelines - Google Search Central](https://developers.google.com/search/docs/appearance/structured-data/sd-policies) > [Latest Google Search Documentation Updates - Google Search Central](https://developers.google.com/search/updates) --- ## 3. How Do You Write It? Now that you know what it can change, here's what it actually looks like. ### Three formats, and JSON-LD is the one to pick Google supports three formats: JSON-LD, Microdata, and RDFa. Google recommends JSON-LD if your setup allows it. It lives in its own block, separate from the visible text, which makes it easier to add and maintain. ### A breadcrumb example A breadcrumb shows where a page sits, like "Home > Blog > SEO Basics." In JSON-LD it looks like this: ```html ``` It reads more simply than it looks. "@type" is the kind of label, "position" is the order, "name" is the display name, and "item" is the URL. If the last item has no URL, Google uses the current page's URL. ### You often don't have to write it yourself In practice, you rarely hand-write this. Many WordPress SEO plugins and ecommerce platforms output breadcrumb or product markup automatically. This blog works the same way: the article and breadcrumb markup is generated from each post's file, so I never hand-write it when publishing a post. So start by checking what your site already outputs. If your site serves separate mobile and desktop pages, both need the same structured data, because Google reads the mobile version. We covered why in "[Mobile Pages and Page Speed](/blog/en/core-web-vitals-beginners/)." > References: > [Intro to How Structured Data Markup Works - Google Search Central](https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data) > [How To Add Breadcrumb (BreadcrumbList) Markup - Google Search Central](https://developers.google.com/search/docs/appearance/structured-data/breadcrumb) > [Mobile site and mobile-first indexing best practices - Google Search Central](https://developers.google.com/search/docs/crawling-indexing/mobile/mobile-sites-mobile-first-indexing) --- ## 4. The Rules You Need to Follow Google publishes general guidelines for structured data. Here are the five that matter most for beginners. If you remember just one, make it the first: only label what readers can actually see. | Rule | What it means | |:--|:--| | Don't mark up hidden content | No ratings or prices in markup that readers can't see on the page | | Match the page | Structured data must accurately represent the page content | | Don't mislead | No fake reviews or content unrelated to the page | | Fill in required properties | Missing required properties make the item ineligible for rich results | | Let Googlebot in | Don't block structured data pages with robots.txt or noindex | ### What happens if you break them? Markup that violates the guidelines may not show as a rich result. Spammy structured data can also trigger a manual action, a penalty applied by a human reviewer at Google. Here's an interesting detail. Google's guidelines say a structured data manual action removes the page's eligibility for rich results, but "doesn't affect how the page ranks in Google web search." Put another way, Google doesn't describe structured data as a ranking lever. In its documentation, the role is understanding pages and powering rich results. If robots.txt or noindex are new to you, see "[Why Isn't My Page on Google?](/blog/en/page-not-indexed-checklist/)" > References: > [General Structured Data Guidelines - Google Search Central](https://developers.google.com/search/docs/appearance/structured-data/sd-policies) --- ## 5. How to Check Your Markup With the rules covered, here's how to test. Google's recommended flow has three steps. 1. **Check the format with the Rich Results Test** — Enter a URL or paste code, and the tool shows which rich result types it found, plus any errors. It crawls as a smartphone by default 2. **Confirm Google sees it with URL Inspection** — In Search Console, Google's free site management tool, the URL Inspection tool shows whether Google detected your markup 3. **Monitor the rich result reports after launch** — Search Console's Enhancements section shows valid and invalid items over time. Template changes can break markup after deployment Passing the Rich Results Test means you're eligible. It doesn't mean you'll be shown. To see everything a page currently outputs, [LinkSurge](https://linksurge.jp/)'s [AI Ready diagnostic](https://linksurge.jp/ai-ready) lists the JSON-LD and Microdata types it detects. It's a handy inventory when you're not sure what your plugins are adding. To measure impact, Google suggests picking a few stable pages without structured data, adding markup, and comparing their search performance over several months. "[Rankings, Impressions, and Clicks Are Not the Same Thing](/blog/en/rankings-impressions-clicks-difference/)" explains how to read those Search Console numbers. If you also want a daily ranking record for target keywords during that period, [LinkSurge](https://linksurge.jp/)'s [rank tracker](https://linksurge.jp/features/ranking-dashboard/) can log them under the same conditions every day. > References: > [Rich Results Test - Search Console Help](https://support.google.com/webmasters/answer/7445569?hl=en) > [Rich result report overview - Search Console Help](https://support.google.com/webmasters/answer/7552505?hl=en) > [Intro to How Structured Data Markup Works - Google Search Central](https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data) --- ## 6. Structured Data and AI Search You've probably heard "add schema so AI will cite you." Let's separate what Google says from what applies to other AI tools. ### Google's AI features: no special markup needed Google says you don't need to add special schema.org structured data to appear in AI Overviews or AI Mode. Its guide even says generative AI search doesn't require structured data. At the same time, it recommends continuing to use structured data as part of your SEO, because it helps with rich result eligibility. Google also asks that your structured data match the visible text on the page. For Google, then, structured data isn't a new AI tactic. It's the same search tool it has always been. "[What Are Google AI Overviews?](/blog/en/what-are-ai-overviews/)" explains how those answers are built. ### ChatGPT and other AI tools: a different question ChatGPT and Perplexity gather and cite information differently from Google. I haven't found an official explanation from them as clear as Google's about how they treat structured data. You may see claims like "FAQ schema triples your citation rate." When we traced where that number came from, we found correlation, not proven cause. The full story is in "[Does FAQ Schema Really Get You Cited 3.2x More?](/blog/en/faq-schema-ai-citation-myth-2026/)" For how AI citation works in general, with Google and other AI tools kept separate, see "[Why Some Pages Get Cited by AI and Others Don't](/blog/en/ai-citation-basics-beginners/)." If you want a baseline before changing anything, [LinkSurge](https://linksurge.jp/)'s [GEO monitoring](https://linksurge.jp/geo) records how AI answers mention and cite your brand over time. A before-and-after record keeps you from chasing prescriptions nobody has proven. > References: > [Google's Guide to Optimizing for Generative AI Features on Google Search - Google Search Central](https://developers.google.com/search/docs/fundamentals/ai-optimization-guide) > [AI Features and Your Website - Google Search Central](https://developers.google.com/search/docs/appearance/ai-features) --- ## 7. Common Misconceptions and Mistakes Structured data is invisible on the page, which lets myths linger. Here are five common ones. ### Myth 1: "Structured data will boost my rankings" In Google's documentation, structured data is about understanding pages and enabling rich results. Google even says a structured data manual action doesn't affect ranking. It isn't described as a way to push rankings up. ### Myth 2: "Valid markup guarantees a rich result" Google doesn't guarantee it. Passing the Rich Results Test makes you eligible. Google still decides when to show it. ### Myth 3: "I can hide ratings or prices in the markup for an edge" Marking up content readers can't see violates Google's guidelines. It can cost you rich results or lead to a manual action. ### Myth 4: "FAQ schema will make my listing stand out" FAQ rich results stopped appearing in Google Search on May 7, 2026. Check Google's current gallery before following an older tutorial. ### Myth 5: "More schema means more AI citations" Google says its AI features don't need special structured data. For other AI tools, there's no solid evidence that schema increases citations. Make sure your content actually answers the question first. > References: > [General Structured Data Guidelines - Google Search Central](https://developers.google.com/search/docs/appearance/structured-data/sd-policies) > [Google's Guide to Optimizing for Generative AI Features on Google Search - Google Search Central](https://developers.google.com/search/docs/fundamentals/ai-optimization-guide) --- {{linksurge-card}} ## Quick Check ### Q1: Name one main use of structured data. Answer: Making a page eligible for rich results, the enhanced listings with stars, prices, and other details. Google also uses it to understand page content more accurately. ### Q2: If your page passes the Rich Results Test, will a rich result always appear? Answer: No. Google doesn't guarantee it, and its algorithms decide when to show rich results. ### Q3: Do you need special structured data to appear in Google's AI Overviews? Answer: No. Google says there's no special structured data you need to add for its AI features. --- ## Frequently Asked Questions ### What's the difference between structured data and rich results? Structured data is the labeled information you add to a page. Rich results are the enhanced listings, like star ratings or prices, that Google may show based on that data. Having structured data doesn't guarantee a rich result. ### Which format should I use for structured data? Google recommends JSON-LD when your setup allows it, because it sits apart from the visible text and is easier to maintain. Microdata and RDFa also work if they're implemented correctly. ### Does a small blog need structured data? Start by checking what your CMS or plugins already output. Article and breadcrumb markup is often added automatically. There's no need to force in types that don't match your content. ### How do I check whether my structured data is correct? Run the page URL or code through Google's Rich Results Test. After publishing, use Search Console's URL Inspection tool and rich result reports to confirm Google detects the markup without errors. --- ## Conclusion: First, Test What Your Site Already Outputs Structured data is a label that tells search engines exactly what's on your page. The first step isn't writing new markup. It's running your key pages through the Rich Results Test to see what's already there and whether anything is broken. From there, keep only the types that match your content and appear in Google's current gallery. Since structured data promises neither display nor rankings, treat it as a steady side task next to improving your content. This article is part of the series' third set, "Common Mistakes and What to Do When Things Go Wrong." The previous article is "[Mobile Pages and Page Speed](/blog/en/core-web-vitals-beginners/)." Up next: "[Why You Should Look at Search Results Before You Write](/blog/en/search-intent-beginners/)," a beginner's guide to search intent. The full reading order is in the "[SEO, GEO and AIO Beginner Curriculum](/blog/en/seo-beginner-curriculum/)," and the "[SEO Glossary for Beginners](/blog/en/seo-glossary-beginners/)" is there when a term trips you up. LinkSurge's [AI Ready diagnostic](https://linksurge.jp/ai-ready) shows the structured data types detected on a page alongside its other checks.