Structured Data (Schema Markup)
Code added to pages (JSON-LD) that helps Google understand your content and show rich results.
Structured data is machine-readable markup, usually JSON-LD, that states what a page is about in schema.org vocabulary — that this is a product with this price, or an article by this author. It makes a page eligible for rich results and gives AI systems an explicit account of the content rather than an inferred one.
Definition
Structured data is a standardized format (typically JSON-LD) for providing information about a page and classifying its content. Using Schema.org vocabulary, you can tell Google exactly what your content represents — articles, products, FAQs, recipes, events, organizations, etc.
Google uses structured data to generate rich results (enhanced search listings) with star ratings, prices, FAQ dropdowns, how-to steps, and more.
Across every site SlapMyWeb has audited, 31.6% ship structured data — which leaves 68.4% with no schema markup at all.
Measured from SlapMyWeb audits of live public URLs. The full aggregate is published as a CC-BY-4.0 dataset.
Why It Matters
Pages with rich results get 20-30% higher CTR than plain blue links. Structured data is essential for appearing in Google's enhanced search features like featured snippets, FAQ accordions, and product carousels.
Example
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "What is SEO?",
"acceptedAnswer": {
"@type": "Answer",
"text": "SEO stands for Search Engine Optimization..."
}
}]
}
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