Structured Data
Structured data is markup added to a page in a standardised vocabulary (most commonly schema.org) that describes the page's content to search engines and AI engines in machine-readable form.
In context
Structured data is the umbrella term; schema.org is the most common vocabulary, and JSON-LD is the recommended encoding format. Common structured-data types include Article, Product, LocalBusiness, FAQPage, HowTo, BreadcrumbList, Person, Organization, and Review. Properly implemented structured data unlocks rich results in Google and improves citation eligibility in AI engines. The two most common implementation mistakes are: marking up content not visible on the page (a quality-guideline violation), and using overly aggressive review/rating schema on company-self-claims.
A Toronto restaurant adds Restaurant + LocalBusiness + Menu + Review structured data and starts appearing with rich snippets (price range, cuisine type, star rating) in branded searches.
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