# What Is Structured Data (Schema Markup)? | Gr8r | Gr8r Studio

> Structured data is code that tells search and answer engines what a page covers, like a service, article or FAQ. How schema markup works and common mistakes.

Source: https://gr8rstudio.com/glossary/structured-data

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.

[Get schema built into your site](https://gr8rstudio.com/services/website-design-development)[All terms](https://gr8rstudio.com/glossary)

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.

Related

- [AEO](https://gr8rstudio.com/glossary/answer-engine-optimisation)
- [GEO](https://gr8rstudio.com/glossary/generative-engine-optimisation)
- [Headless CMS](https://gr8rstudio.com/glossary/headless-cms)

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On this page

1. [Why structured data matters](#s-0)
2. [How structured data works](#s-1)
3. [Common structured data mistakes](#s-2)
4. [How Gr8r approaches structured data](#s-3)

## 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 Letting schema drift out of date when prices or details change.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

Ask anything else

Reading our answers…

- 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.

- [ 01 AEOAnswer engine optimisation (AEO) is the practice of structuring a website so AI assistants and answer engines can find, understand and quote it. It favours direct answers, clear page structure, structured data and content that matches real buyer questions. Explore ](https://gr8rstudio.com/glossary/answer-engine-optimisation)
- [ 02 GEOGenerative engine optimisation (GEO) is the work of making your brand and content more likely to be mentioned, summarised or cited by generative AI tools. It overlaps heavily with AEO, with extra focus on brand presence across the wider web. Explore ](https://gr8rstudio.com/glossary/generative-engine-optimisation)
- [ 03 Headless CMSA headless CMS is a content management system that stores and edits content separately from the website or app that displays it. Content is delivered through an API, so the same content can power many front ends. Explore ](https://gr8rstudio.com/glossary/headless-cms)

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