Short answer: Structured data is code in a standard format, usually JSON-LD, that labels what a page contains: the ingredients and cooking time of a recipe, for example. It can qualify a page for rich results, though Google promises none. Label only what visitors can read on the page.
The three formats Google supports
| Format | How it works | What Google says |
|---|---|---|
| JSON-LD | A script block in the page, apart from the text visitors see | Recommended: the easiest to implement and maintain |
| Microdata | HTML attributes that nest the data inside the visible content | Supported |
| RDFa | HTML5 attributes that match the content visitors see | Supported |
Google says all three formats are equally fine as long as the markup is valid and follows each feature’s documentation. It can also read JSON-LD that JavaScript or a CMS widget adds to the page.
From Google’s introduction to structured data, read November 3, 2026.
How Google reads it
Google reads the markup to understand the page, and also to learn about things in the world, such as the people, books or companies it names. It can then show the page with a richer look in search results, called a rich result.
Google’s gallery lists the features it supports, from article, breadcrumb and organization to product, event and video. It can make general use of other schema.org data, and some of it may enable future features.
Correct markup still may not produce a rich result, since Google promises none. And a manual action for structured data takes rich results away but leaves the page’s ranking alone.
The rules your markup must follow
The markup must describe the page it’s on and be a true picture of its content. Leave out anything visitors can’t read on the page, and never build a blank page whose only job is to carry markup.
Don’t block those pages with robots.txt or noindex, and fill in every required property of the feature you want. Our guides to schema markup for a local business and to breadcrumbs show two features in practice.
How to add structured data
- Pick the feature in Google’s gallery that matches what your page shows.
- Read that feature’s guide and note its required and recommended properties.
- Add the markup as JSON-LD, or switch on the option your CMS or SEO plugin offers.
- Label only what visitors can read there.
- Run the Rich Results Test and correct each error it reports.
- Confirm in URL Inspection that Google has picked up the markup.
- Watch the page in the Search Console Performance report for a few months.
What our own pages send
At 3:38 AM on November 3 we read the 288 pages in our sitemap as a visitor. Every one sends JSON-LD, 784 blocks in all, and none failed to parse.
The most common types are BreadcrumbList on 286 pages, Organization on 264, FAQPage on 262 and Article on 154. Breadcrumbs, articles, organizations and datasets all have a feature in Google’s gallery.
FAQPage, on 262 of our pages, isn’t in Google’s current list of features. We keep it, because Google notes that it may use schema.org data outside its listed features, but we don’t expect it to bring a rich result.
Before you publish structured data
- The type matches what the page shows.
- Every required property is filled in.
- Everything in the markup is visible on the page.
- The page isn’t blocked by robots.txt or noindex.
- The Rich Results Test reports zero errors.
- You don’t count on a rich result appearing.
RememberMarkup helps Google read a page and can qualify it for rich results. Label what visitors see, use JSON-LD if you can, test it, and don’t count on a rich result because the markup is valid.
If you want us to review the structured data on your site, see our technical SEO service.
Quick answers about structured data
Does structured data help my rankings?
Google presents it as a way to understand a page and to make it eligible for rich results, not as a ranking boost. Even a manual action for structured data only removes rich results and doesn’t affect how the page ranks.
Which format should I use for structured data?
Google supports JSON-LD, Microdata and RDFa, and says all three are equally fine if the markup is valid. It recommends JSON-LD where your setup allows, because it’s the easiest to implement and maintain.
Why doesn’t my rich result show up?
Google doesn’t guarantee rich results, even when the Rich Results Test says the markup is correct. Its algorithms decide based on many factors, and your markup has to follow the general guidelines to be eligible.
Can I add structured data with a WordPress plugin?
Yes. Google says that if your CMS doesn’t let you edit the HTML, it may have search settings or a plugin that adds structured data. Then run the Rich Results Test on a page that uses it.
Is schema.org the same as Google’s structured data?
Google’s features mostly use the schema.org vocabulary, yet Google tells site owners to trust its own documentation for how Search behaves. schema.org has many types Google doesn’t require.
Sources
Read on November 3, 2026. Google Search Central: Introduction to structured data markup in Google Search, Structured data markup that Google Search supports and General structured data guidelines. Our own case: the structured data of the pages in our sitemap, on November 3, 2026.