In short. Structured data labels page content using a shared vocabulary and a format such as JSON-LD, with specific requirements for Google rich results.

Definition: Structured data is a standardized way to describe a web page's content with explicit labels. Google's introduction to structured data gives recipe ingredients and cooking time as examples of information these labels identify.

Key facts

As of 17 October 2026, Google's structured data introduction describes using markup to understand page content and enable rich results, search results with enhanced presentation.
Google's general guidelines require markup to represent the page's visible content accurately.
Google's completeness requirements make all required properties necessary for eligibility for the relevant rich result.
Google's AI features documentation states that AI Overviews and AI Mode require no special Schema.org structured data.

What does the markup look like?

Schema.org supplies a vocabulary of types and properties for describing content. Google's format documentation distinguishes that vocabulary from its encoding: JSON-LD places data in an HTML script element, while Microdata and RDFa use attributes on HTML elements. Google supports these formats and recommends JSON-LD where the site's setup allows it.

This shortened extract from Google's recipe example shows the format:

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Recipe",
  "name": "Non-Alcoholic Piña Colada"
}
</script>

The full example includes ingredients and cooking instructions. For Google's required and recommended properties, the same documentation directs implementers to Search Central's feature guides.

Which content belongs in structured data?

Google's quality guidelines require current information that reflects the page's subject. Its example is concrete: markup describing a performer belongs on a page whose visible HTML describes that performer. The guidelines also call for the most specific applicable Schema.org type and property names.

The markup belongs on the page it describes, unless the relevant feature documentation specifies otherwise. Google instructs site owners to keep these pages accessible to Googlebot, its search crawler, without access restrictions such as blocking through robots.txt.

How does this relate to AI search?

Google's AI features guidance includes matching structured data to visible text among its search best practices. A supporting link in AI Overviews or AI Mode must come from a page that is indexed and eligible for a search snippet. The guidance applies the existing Search technical requirements to these features.

How is an implementation checked?

Google's implementation guidance recommends the Rich Results Test during development and rich result status reports in Search Console after deployment. It identifies template and serving changes as possible causes of broken markup.

Google's general guidelines also recommend URL Inspection for technical checks. They explain that automated tools have difficulty testing content quality requirements, so reviewing the markup against the visible page remains part of validation.

FAQ

Does passing the Rich Results Test ensure a rich result appears?

Google's general guidelines describe eligibility and actual display separately. Search history, location and device type are among the variables that affect which presentation Google selects.

Can you manage structured data through a website platform?

Google's introduction explains that a content management system may provide search settings or support a plugin for adding structured data. You can check the platform's instructions for its implementation method.

Sources

Check how a page reads to answer engines. Open the GEO score analyzer