Structured Data & Schema.org
Structured data is a standardised format for providing information about your page to search engines. When implemented correctly, it can unlock "rich snippets" in Google — enhanced search results that display star ratings, FAQ answers, breadcrumbs, product prices, and more.
What Is Structured Data?
Structured data uses a vocabulary called Schema.org — maintained by Google, Bing, and other search engines — to label the content on your page. You are essentially telling search engines: "This text is a product name. This number is a price. These stars are review ratings."
JSON-LD Format
Google recommends JSON-LD (JavaScript Object Notation for Linked Data), which is added in a <script> tag and does not require modifying your existing HTML:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Lavender Soy Candle",
"description": "Handmade in the UK using natural soy wax.",
"offers": {
"@type": "Offer",
"price": "18.99",
"priceCurrency": "GBP"
}
}
</script>Most Useful Schema Types
- FAQPage — surfaces your FAQ answers directly in Google search results
- Product — shows price, availability, and review stars for product pages
- Article — helps news and blog content appear in Top Stories and Google Discover
- BreadcrumbList — displays your site navigation path in search results
- LocalBusiness — essential for UK businesses wanting to appear in local search
- HowTo — displays step-by-step instructions directly in search results
How to Test Your Structured Data
Use Google's Rich Results Test to validate your markup and see which rich snippets your page qualifies for. Google Search Console also reports any structured data errors under the Enhancements section.