Structured Data is markup that presents webpage content in a defined format (mainly schema.org) so search engines and AI can clearly understand it. It is also called schema markup. It enables rich result exposure and accurate meaning transfer, working for both SEO and AI citation (GEO).
A Label That Tells Machines What Content Means
People look at a page and naturally distinguish "this is the product, that is the price, this is a review." Machines cannot. Structured data is the label that states this meaning explicitly.
- The recommended format is JSON-LD, officially recommended by Google.
- It is inserted as a separate block inside
<script type="application/ld+json">. - It is separated from on-screen content, making maintenance easy.
- It is easier to apply and debug than the older Microdata and RDFa methods.
Markup content must match the information actually visible on the page. Marking up invisible content is treated as spam.
Benefits for Both Search and AI
- Rich Results - Star ratings, FAQs, breadcrumb paths, prices, and more appear richly on the SERP. Visual emphasis can improve CTR.
- Entity understanding - Search engines accurately grasp "what this page is about."
- Favorable for AI citation - Content with organized meaning is easier for answer engines and AI Overviews to extract and cite.
When working to increase AI citation share in particular, structured data forms the foundation that reinforces content trust signals. Specifying Author and Organization information is also favorable for EEAT evaluation.
Choosing the Right Type for Your Content
Select the appropriate schema based on content type.
| Type | Applies To |
|---|---|
| Organization | Company and brand basic information |
| Article / BlogPosting | Blog and news body content |
| Product | Product pages, price, stock, reviews |
| FAQPage | Q&A format content |
| BreadcrumbList | Site path structure |
| DefinedTerm | Term definitions, glossary content |
In YMYL areas, markup that reveals the author and source is even more important.
Notes
- After writing, check for errors with Google's Rich Results Test and Schema Validation Tools.
- Verify applied results in the enhancement reports of Google Search Console.
- Markup alone does not raise rankings. Body quality and Content SEO must come first for results to follow.
- 238lab views SEO and GEO together, treating structured data as a design element that targets both search exposure and AI citation simultaneously.