Structured data & schema markup

What Is Structured Data?

Structured data is the practice of organizing content in a standardized format, making it easier for search engines to read and understand your web pages. Essentially, structured data refers to information that has been categorized and labeled using a specific schema markup. This process transforms unstructured content into a machine-readable format, which can then be used to generate rich results and improve the overall SEO performance of your site.

For more detailed guidelines, check out the Google Search Central documentation on Structured Data.

What Is Schema Markup?

Schema markup is a form of microdata added to your website’s HTML that provides search engines with explicit clues about the meaning and context of your content. By using a standardized vocabulary (typically from schema.org), schema markup helps search engines interpret details about your business, products, articles, events, and more. This additional information can result in rich snippets and enhanced search results, leading to higher click-through rates.

Most Popular Schema Markups

There are several top schema markups that can improve your website’s visibility in search results. Some of the most commonly used include:

• LocalBusiness Schema: Provides key details about your business, including address, opening hours, and customer reviews. You can generate this schema for free using the Local Business Schema Generator from Localo.
• Article Schema: Enhances blog posts and news articles with additional context like headlines, authors, and publication dates.
• Product Schema: Displays product details such as pricing, availability, and user ratings—vital for e-commerce sites.
• Review Schema: Aggregates customer ratings and reviews to help build trust and increase click-through rates.
• Event Schema: Shares detailed information about events, including dates, venues, and ticket information.
• FAQ Schema: Organizes frequently asked questions, allowing search engines to display a Q&A format directly in search results.

Using these schema markups strategically can help your content stand out with rich and informative snippets that attract more clicks and improve engagement.

What Is the Recommended Format for Implementing Schema Markup?

Among the available formats—JSON-LD, Microdata, and RDFa—the recommended format for implementing schema markup is JSON-LD (JavaScript Object Notation for Linked Data) . JSON-LD is preferred for several reasons:

• Ease of Implementation: It allows you to add structured data without intermingling it with your HTML content.
• Flexibility: JSON-LD is simple to update and maintain, making it ideal for dynamic websites.
• Search Engine Support: Major search engines, including Google, explicitly recommend JSON-LD because it minimizes errors and is easier to parse.

By adopting JSON-LD, you ensure that your schema markup is robust, future-proof, and aligned with best practices for today’s SEO.

For more information, visit the official JSON-LD website and use the Google Rich Results Test to verify your implementation.

Article author:

Sebastian Żarnowski

Co-founder & CEO

I have been involved in local marketing for years, starting my career at KS Agency, where I also initiated the Local SEO department. Currently, as a co-founder of Localo, I am developing a tool that helps local businesses reach their customers. I share my knowledge through blogs, webinars, social media, and YouTube videos. I focus on authenticity, a practical approach, and effectiveness to support the growth of local businesses and help them connect with their customers more effectively. I value unconventional thinking and am constantly seeking new solutions in marketing.