Structured data (Schema markup)
Structured data is code that helps search engines and AI understand the meaning of a page’s content.
Structured data at a glance
Structured data, often called schema markup, is code added to a page that describes its content in a way machines understand: this is a product, this is a review, this is an FAQ. It uses the Schema.org vocabulary and helps search engines and AI assistants read your page accurately.
Why structured data matters for SEO and GEO
Structured data can unlock rich results in Google, such as star ratings, FAQs, and prices, which make your listing stand out. It is also central to GEO: clear structured data helps AI assistants like ChatGPT and Perplexity identify and cite your content correctly. It is one of the highest-leverage technical improvements for visibility.
FAQ
What is the difference between structured data and schema markup?
They mean almost the same thing. Structured data is the general concept, and schema markup, based on Schema.org, is the most common vocabulary used to add it.
Does structured data improve rankings?
It does not directly boost rankings, but it can earn rich results and higher click-through rates, and it helps both search engines and AI understand and cite your content.