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Glossary · Search

Structured data (Schema markup)

Structured data, often called schema markup, is machine-readable code added to a web page that describes what the page contains, such as an organisation, article, product, service or FAQ, so search and answer engines can understand it reliably.

In one line

Structured data, often called schema markup, is machine-readable code added to a web page that describes what the page contains, such as an organisation, article, product, service or FAQ, so search and answer engines can understand it reliably.

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Why structured data matters

Search engines and AI tools can read text, but they still guess at meaning. Structured data removes some of that guesswork by labelling the facts: this is the price, this is the author, this is the question and this is the answer.

It can make pages eligible for rich results and gives answer engines cleaner facts to quote.

How structured data works

Most sites use JSON-LD, a small block of code in the page that follows the Schema.org vocabulary. It sits alongside the visible content and must match it.

Common types include Organization, WebSite, Article, Service, FAQPage, BreadcrumbList and Product.

Common structured data mistakes

Marking up content that is not visible on the page. Copying the same schema onto every page. Letting schema drift out of date when prices or details change.

Hand-editing JSON-LD page by page is fragile. It breaks quietly and nobody notices.

How Gr8r approaches structured data

We generate schema from the same CMS content that renders the page, so the two cannot drift apart. Each template gets the types that fit it, and we validate the output before launch.

Example

A service page outputs Service schema with the name, description and provider, plus FAQPage schema built from the same questions shown at the bottom of the page.

FAQ

Questions

  • Does structured data improve rankings?

    Not directly. It helps engines understand your pages and can make them eligible for rich results, but it does not guarantee a higher position.

  • Which format should I use?

    JSON-LD is the format Google recommends and the easiest to maintain, because it sits in one block rather than being spread through the page's HTML.

Related terms.

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