Structured data
Structured data checks whether your page tells machines what it is, in schema.org markup that is valid, complete and consistent with what the page shows. Markup that contradicts the page costs trust rather than helping.
At a glance
- Ladder layer
- P4 Authority signals
Is the page worth citing? - Where it is measured
- Free check
Run the free check
Reading the result
What good looks like, and what a problem looks like.
Good
Valid markup of the right type, with its usual details filled in, matching the visible page.
Not measured
When this cannot be checked, the result says so and leaves it out of the score. Unknown is not zero.
Typical problems
- The page has no structured data.
- The markup cannot be read because it is broken.
- The markup describes questions or facts that are not visible on the page.
What it cannot prove
- Valid markup does not guarantee a rich result or a citation.
Is structured data needed to appear in Google’s AI Overviews?
No. Google says no special schema.org markup is needed to appear in its AI features. Structured data still helps search engines read facts such as your organisation, products or articles, and it must match what the page shows.
Which format should I use?
JSON-LD is the format Google recommends; microdata and RDFa are also read. Use the schema.org types that describe what the page really is.
Can wrong structured data cause harm?
Yes. Markup that describes content visitors cannot see goes against Google’s guidelines and can make a page lose rich results. Describe only what is on the page.
Sources and further reading
Related dimensions