The basics of structured data

Have you ever wondered how Google can display an article with an image, date, and author name directly in the search results? This does not happen by chance. Behind the scenes, something called structured data, or Schema Markup, is being used.

A good way to understand structured data is to see it as a translation tool. Your web pages are written for people, but search engines and AI systems need help understanding the content in a more detailed way. Structured data provides exactly that: clear signals about what the text is about, who wrote it, and what type of content it is.

It is no longer only about getting enhanced search results, so-called rich snippets, but also about feeding AI systems with correct and easy-to-understand information. In a time when Google AI Overviews summarize content directly in the search results, structured data is more important than ever.

Why should you use structured data?

The benefits of structured data are many, but the most important can be summarized as follows:

🔵 Better visibility in search results

With rich snippets, your page can stand out by showing, for example, star ratings, price, or an image directly in the results list.

🔵 Higher click-through rate

When your page looks more complete and relevant, it attracts more clicks compared to a standard result.

🔵 Support for AI-driven searches

Google and other search engines use structured data to understand context and present accurate information in AI-based overviews.

🔍 Keep this in mind:

If a user searches for “chocolate cake recipe” and your recipe shows both ratings and preparation time directly in the search result, the likelihood that they click on your page is much higher.

Example: structured data for an article

To make this concrete, let us look at an example from a fictional blog. A standard article can be described using Schema Markup in JSON-LD, a format recommended by Google. It can look like this:

},
”datePublished”: ”2024-08-15”,
”image”: ”https://www.example.com/images/seo-guide.jpg”

}
</script>

Here are the most important parts:

1️⃣ @context tells us that we are using the standard from Schema.org.
2️⃣ @type specifies the type of content, in this case an “Article”.
3️⃣ headline shows the article’s title.
4️⃣ author indicates who wrote the article.
5️⃣ datePublished specifies when it was published.
6️⃣ image points to an image that represents the article.

This information makes it easier for Google to display your article with an image, headline, author, and date in a consistent and correct way. Without structured data, Google has to guess, which does not always result in accuracy.

Other types of structured data and their benefits

Articles are just the beginning. Structured data can be used for many different types of content. Here are some popular examples:

🔵 Recipes: With Schema Markup for recipes, you can display ingredients, preparation time, calories, and ratings directly in the search results. Imagine the difference between a link that only says “Chocolate cake” and one that also shows “30 minutes, 4.8 rating from 200 users”.

🔵 Products: For e-commerce businesses, this is extremely valuable. Structured data for products makes it possible to show price, availability, and reviews directly in the search results. It helps users compare options and increases the likelihood that they choose your product.

🔵 Local businesses: Structured data can communicate opening hours, address, and phone number for your shop or restaurant. When someone searches for “bakery in Gothenburg,” your business can stand out with clear and accurate information.

By implementing these different types of structured data, you build a stronger presence in search results and increase the chances that both users and AI systems interpret your content correctly.

🔍 Ask yourself:

Which of your content—articles, products, recipes, or business listings—would benefit the most from being enhanced with structured data?

Practical tips to get started

Implementing structured data is easier than it may seem. Here are some steps you can take right away:

1️⃣ Use Google’s tools

Start with the Rich Results Test or the Schema Markup Validator to test whether your pages already contain structured data and whether it is correct.

2️⃣ Start small

Choose one page, such as an article or a product page, and add basic structured data.

3️⃣ Compare search results

Imagine the difference between a product page without structured data (just a link and a short description) and one with structured data (price, reviews, stock status). Which one do you think the user will choose?

4️⃣ Stay up to date

Schema.org is continuously updated with new types and attributes. Keep an eye on updates so you can take advantage of the latest possibilities.

Beginner tip

If you want to test generating structured data for individual pages, you can use Google’s own structured data generator.

In summary

Structured data is like a language that makes your content more understandable to both search engines and AI systems. It helps you not only gain enhanced search results and attract more clicks, but also ensure that your information is used correctly in the AI-driven search experiences of the future.

By starting with the basics, such as adding Schema Markup for articles, and then expanding to products, recipes, or business information, you build a long-term strategy that makes your website more competitive.

Next step: test it yourself

Choose a page on your website, implement basic structured data, and test the result using Google’s tools. The earlier you start, the faster you can benefit from the advantages and make your site more visible in both today’s and tomorrow’s search results.

Go back to the first page →