--- title: "What is structured data? · Glossary · Globalmeta" description: "What is structured data? Components with schema.org and JSON-LD, a worked example, how to implement and validate it, and how it differs from rich results." url: https://globalmeta.net/en/glossary/structured-data language: en alternate_tr: https://globalmeta.net/sozluk/yapilandirilmis-veri date_modified: 2026-09-25 publisher: Globalmeta usage: "Content may be quoted, cited and used for AI training and answers with attribution to globalmeta.net." --- Glossary / Definition # Structured Data - **Definition:** Structured data is the markup layer that describes the information on a page in a machine-readable way, using the schema.org vocabulary and usually the JSON-LD format. Definition ## What is structured data? When a person looks at a page, they immediately understand that the heading is a product name, the number is a price and the text below is a company address. For machines that inference is not always easy. Structured data labels the information already visible on the page and turns it into explicit statements such as "this is an organisation, this is its address, this page defines this term". The shared vocabulary is schema.org, launched in 2011 by Google, Microsoft, Yahoo and Yandex. Of the available formats, JSON-LD, which Google recommends, is the easiest to maintain because it keeps the markup in a separate block from the HTML. Clean structured data supports both how a page appears in search results and how clearly its entities are identified in [AEO](https://globalmeta.net/en/glossary/answer-engine-optimization) and [GEO](https://globalmeta.net/en/glossary/generative-engine-optimization) work. Components ## What are its core components? - **Vocabulary:** schema.org types and properties such as Organization, WebPage, Article, Product, BreadcrumbList and DefinedTerm. - **Format:** JSON-LD, Microdata or RDFa; new implementations mostly use JSON-LD. - **Entity identifiers:** Giving each entity a permanent address with @id and reusing the same identifier across pages. - **Consistency with visible content:** Every piece of information in the markup should also be visible on the page, otherwise the data loses credibility. - **Validation:** Regular checks with the Rich Results Test and the Schema Markup Validator. Example ## What does it look like in practice? This page is a good example. Its source code contains a JSON-LD block that describes the organisation, the website, this page, the term that is the page's main subject (DefinedTerm), the page's breadcrumb trail (BreadcrumbList) and the frequently asked questions below (FAQPage). The term is linked, with the same identifier, to the set of terms (DefinedTermSet) on the glossary's index page. On an e-commerce site the same logic is applied to product name, price, availability and reviews; on an events site, to date, venue and ticket information. The rule is always the same: markup describes information visible on the page and does not add new information. Measurement and practice ## How is it implemented and validated? First the page types are identified and the schema.org type for each is decided. JSON-LD is then generated at template level, so hundreds of pages are marked up consistently from a single source. Recurring entities such as the organisation are defined once with a single @id, and other pages refer to that identifier. Validation uses Google's Rich Results Test and schema.org's Schema Markup Validator. After launch, the enhancement reports in Search Console surface errors and warnings. These checks are built into the publishing process to make sure the markup is updated whenever the content changes. Difference ## How does it differ from rich results? Structured data is the markup you add; a rich result is the special presentation a search engine may show using that markup, such as stars, prices or breadcrumbs. Markup does not guarantee a rich result: the decision belongs to the search engine and the rules change over time. Since 2023, for example, Google has largely limited FAQ rich results to authoritative government and health websites. Markup still keeps its value for helping content be understood. Implementation is usually handled at template level as part of [digital ecosystems](https://globalmeta.net/en/services/digital-ecosystems) work. ## Frequently asked questions **Does structured data directly improve rankings?** Google does not describe structured data as a direct ranking factor. Its effect is indirect: it helps content be understood correctly, makes pages eligible for rich results and opens the door to presentations that can improve click-through rates. **Should I use JSON-LD or Microdata?** JSON-LD is recommended for new implementations. Because it keeps the markup separate from the HTML structure, it is easier to maintain, and Google recommends this format. Microdata and RDFa are also valid but are more likely to break when templates change. **Is structured data useful for AI search?** How AI systems use markup varies between providers and is not always disclosed. However, consistent entity definitions, organisation details and a clear page structure increase the likelihood of content being interpreted correctly. ## Related reading ### Related services - [Digital Ecosystems](https://globalmeta.net/en/services/digital-ecosystems) — Service ### Related insights - [The first step to being found: being understood.](https://globalmeta.net/en/insights/ai-visibility) — Insights · Before preparing for AI search, we look at content, links and organisation information. - [Next Generation Web Experience](https://globalmeta.net/en/insights/next-generation-web-experience) — Insights · The rules of winning in digital are being rewritten. Websites are no longer just showcases, but decision-driving experience hubs. ### Related terms [Answer Engine Optimisation (AEO)](https://globalmeta.net/en/glossary/answer-engine-optimization) · [Information Architecture](https://globalmeta.net/en/glossary/information-architecture) · [Multilingual SEO](https://globalmeta.net/en/glossary/multilingual-seo) Next step ## Let's clarify what you have in mind. In the first conversation we clarify your current setup, the bottlenecks and what should come first. [Let's talk about your project](mailto:hello@globalmeta.net?subject=Discovery%20call%20%C2%B7%20Structured%20Data) [hello@globalmeta.net](mailto:hello@globalmeta.net) · [+90 850 330 10 10](tel:+908503301010) · Monumento Plaza, Floor 15 · Kartal, Istanbul