What are structured data and schema markup?

Question

Anubhav Kumar · Answer

Structured data is data that is organized in a standardized format to help
search engines understand the content of a webpage. It's usually implemented using
Schema Markup, a type of metadata written in formats like
JSON-LD, Microdata, or RDFa.
Definitions
Term
Meaning
Structured Data
Well-defined, organized data with predictable fields and relationships.
Schema Markup
A specific vocabulary (from schema.org) used to annotate structured data on web pages so that search engines can understand the content.
Why Use Structured Data?
Search engines like Google, Bing, and Yahoo use structured data to:
Improve indexing and understanding of contentEnable rich results (like reviews, events, FAQs, recipes, etc.)Power features like voice assistants (Alexa, Google Assistant)
Example: JSON-LD (Recommended Format)
For a blog article:
andlt;script type="application/ld+json"andgt;
{
  "@context": "https://schema.org",
  "@type": "BlogPosting",
  "headline": "What is Schema Markup?",
  "author": {
    "@type": "Person",
    "name": "Anna Hajare"
  },
  "datePublished": "2025-06-14",
  "publisher": {
    "@type": "Organization",
    "name": "YourWebsite",
    "logo": {
      "@type": "ImageObject",
      "url": "https://yourwebsite.com/logo.png"
    }
  }
}
andlt;/scriptandgt;
Common Types of Structured Data
Type
Schema @type
Use Case
Article
Article, NewsArticle, BlogPosting
Blog/news content
Product
Product
E-commerce pages
Review
Review, AggregateRating
Ratings and user reviews
Event
Event
Concerts, webinars, public events
FAQ
FAQPage
Pages with question/answer format
Recipe
Recipe
Cooking instructions
Local Business
LocalBusiness
Store or service location
🔎 Benefits of Using Schema Markup
Rich snippets in search results (stars, images, pricing, etc.)Higher click-through rates (CTR)Better voice search compatibilityEnhanced visibility in Google features (e.g. Knowledge Graph)
Without Schema vs With Schema
Without Schema Markup
With Schema Markup (Rich Result)
Plain blue link
Star ratings, product info, images
No structured QandA
Expandable FAQ in Google search
Basic event title
Event date, venue, ticket availability
Tools to Test Structured Data
Google Rich Results TestSchema Markup ValidatorGoogle Search Console → Enhancements
Summary
Concept
Description
Structured Data
Organized data for better indexing by search engines
Schema Markup
Vocabulary from schema.org to annotate structured data
Format
JSON-LD (preferred), Microdata, RDFa
Use Cases
Rich search results, SEO enhancement, voice search support

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What are structured data and schema markup?

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1 Answers

Definitions

Why Use Structured Data?

Example: JSON-LD (Recommended Format)

Common Types of Structured Data

🔎 Benefits of Using Schema Markup

Without Schema vs With Schema

Tools to Test Structured Data

Summary

Liked By

Term	Meaning
Structured Data	Well-defined, organized data with predictable fields and relationships.
Schema Markup	A specific vocabulary (from schema.org) used to annotate structured data on web pages so that search engines can understand the content.

Type	Schema `@type`	Use Case
Article	`Article`, `NewsArticle`, `BlogPosting`	Blog/news content
Product	`Product`	E-commerce pages
Review	`Review`, `AggregateRating`	Ratings and user reviews
Event	`Event`	Concerts, webinars, public events
FAQ	`FAQPage`	Pages with question/answer format
Recipe	`Recipe`	Cooking instructions
Local Business	`LocalBusiness`	Store or service location

Without Schema Markup	With Schema Markup (Rich Result)
Plain blue link	Star ratings, product info, images
No structured Q&A	Expandable FAQ in Google search
Basic event title	Event date, venue, ticket availability

Concept	Description
Structured Data	Organized data for better indexing by search engines
Schema Markup	Vocabulary from schema.org to annotate structured data
Format	JSON-LD (preferred), Microdata, RDFa
Use Cases	Rich search results, SEO enhancement, voice search support